| Author: | Kangis, P. O'Reilly, M.D. |
| Title: | Strategies in a dynamic marketplace: a case study in the airline industry |
| Journal: | Journal of Business Research
2003 : FEB, VOL. 56:2, p. 105-111 |
| Index terms: | Airlines Strategic management |
| Language: | eng |
| Abstract: | As the European air travel is starting to undergo deregulation, significant differences of importance to strategists is revealed in an examination of how Ryanair and Aer Lingus have responded to this external stimulus. Information was collected from published sources and through interviews with senior management of the two airlines. The niche market and seamless service of Aer Lingus, the established airline, has exposed this provider to the full might of international competition and has resulted in higher costs and lower financial returns. In contrast, the no-frills approach of Ryanair, a recent entrant, has allowed low prices to be supported and helped to draw new passengers on routes hitherto restricted to other forms of transport. |
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