Strategic Management in Aviation: Critical Essays

In a period of unprecedented turmoil in the airline industry - deregulation, privatisation, terrorism threats and sky rocketing fuel prices - successful implementation of a winning strategy has never been more critical. Thomas Lawton''s collation of research papers creates a unique insight into the strategies deployed over the past 10 years by the phenomenally successful Low Cost Carriers and by the full service airlines fighting for survival - an indispensable reference of applied aviation strategy for professionals, regulators, advisors and students.''Ray Webster, President easyJet Airlines plc.This valuable volume reprints the most important and influential journal articles and papers on aviation management with an extensive introduction by the editor. The volume is designed to improve access to the journal literature for libraries expanding their collections and provide scholars with a convenient and authoritative reference source. Tom Lawton selects the best of the management literature in this area from the top journals as well as including harder-to-find articles in the wider strategic management literature. The volume will be essential reading for all scholars and students interested in aviation management issues as well as those working in the industry who want a snapshot of current thinking in the field.Contents: Foreword; Introduction; Part I Conception: The development of the airline industry from 1978-1998: a strategic global overview, Daniel Chan; Rethinking the aviation industry, Peter R. Costa, Doug S. Harned and Jerrold T. Lundquist; Mission statements of international airlines: a content analysis, Sharon Kemp and Larry Dwyer. Part II Creation: The case of Morris Air: a successful startup, Albert Charles Schultz and Erika Patricia Schultz; EasyJet: a case of entrepreneurial management?, David Rae; Embracing and exploiting industry turbulence: the strategic transformation of Aer Lingus, Denis G. Harrington, Thomas C. Lawton and Tazeeb Rajwani. Part III Context: Non-Market: European major airlines: strategic reactions to the 3rd package, Yu-Chun Chang and George Williams; The making of an African success story: the privatization of Kenya Airways, Yaw A. Debrah and Oliver K. Toroitich; Managing risks in airline industry, Kichisaburo Nomura; Managing proactively in turbulent times: insights from the low-fare airline business, Thomas C. Lawton. Part IV Context: Market: Strategies in the airline industry: a case study in the airline industry, Peter Kangis and M. Dolores O''Reilly; Airlines within airlines: an analysis of US network responses to low cost carriers, Peter Morrell; Incompatibilities of the low-cost and network carrier business models within the same airline grouping, Luca Graf; The US airlines relative positioning based on attributes of service quality, Dogan Gursoy, Ming-Hsiang Chen and Hyun Jeong Kim; Positioning Southwest Airlines through employee branding, Sandra Jeanquart Miles and W. Glynn Mangold. Part V Content: The organizational choice between evolutionary and revolutionary capability regimes: theory and evidence from European air transport, Mark Lehrer; Why incumbents struggle to extract value from new strategic options: case of the European airline industry, Paul Vlaar, Paul De Vries and Mattijs Willenborg; Competition between network carriers and low cost carriers - retreat, battle or breakthrough to a new level of efficiency?, Markus Franke; Cost-effective service excellence: lessons from Singapore Airlines, Loizos Heracleous, Jochen Wirtz and Robert Johnson; The hub of the world, Donald N. Sull. Part VI Choices: Levels of airline alliance membership: balancing risks and benefits, Birgit Kleymann and Hannu Seritsö; Airline alliances - who benefits?, S.C. Morrish and R.T. Hamilton; European aviation: the emergence of franchise airline operators, Lesley Pender; Impacts of the Air France-KLM merger for airlines, airports and air transport users, Jan Veldhuis. Part VII Control: Alliance strategy