The airline industry is in a state of radical restructuring as its
markets and key stakeholders (customers, airline labour and
management groups, governments, and the financial community) adjust
to the new aviation realities. Airline executives can be forgiven
for being overwhelmed by technology proliferation, zestful new
paradigm airlines, September 2001, business cycles, Iraq, SARS, and
animal diseases. The leadership challenge for all carriers is now
to select and execute appropriate business models, thinking both
'inside' and 'outside' the 'box', to turn conventional wisdom
upside down to achieve dramatic increases in productivity. Some
legacy carriers still need to create an effective strategy for much
larger cycles that encompass major discontinuities. behind their
back to 'convert volume to value', to survive and prosper. Some new
airlines have been at the forefront of shaping change, developing a
vision of the mass-market, assessing the customer value of their
core processes, and using a 'back-to-basics' business approach.
Both groups should take a sideways glance at what works in other
industries and implement those insights into actions. Written by an
experienced airline business strategist and international in scope,
this wide-ranging book identifies challenges and problems, presents
comprehensive analyses and suggests some solutions. to revitalize
product development and renew the customer experience. He deals
with public policy and the need to revise supplier relationships,
especially with aircraft maintenance providers, and looks at
successes and failures in other industries. This is rounded off
with a clarion call to governments, labour unions, airports,
manufacturers, suppliers and above all airline management, to shake
off the past, and to address the challenges and opportunities. His
approach is to provide impartial analysis and pragmatic insights
into vital enablers of change, potential business models, execution
strategy, ways to make stakeholders more influential, wisdom from
other businesses, and to present scenarios to make busy executives
stop and think. global airline and related industries, as well as
those affected by the industry and seeking a deeper understanding
of it. This includes government civil aviation departments, the
aviation divisions of the financial community (investment banks and
leasing companies), aircraft manufacturers and their suppliers,
airports, information technology companies, as well as customers
and other stakeholders.
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