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- W1528001830 abstract "The last couple of years have proven to be very tough for the airline industry. Macroeconomic turmoil, like the September 11 attacks, consequent economic recession, the threat of terrorism and the SARS virus have all had a combined drastic effect on both volumes and values of traffic performed by the industry. Microeconomic and industry-related change, most definitively the dramatic growth of market power of low-cost carriers (LCCs), are haloing this condition of the airline environment, putting into deep crisis incumbents' traditional business models and giving life to liquidity losses, huge deficits and bankruptcies. In the U.S. market, LCCs have been a reality since the early 1970s and have been counterattacked many times, with scarce luck, by incumbent network carriers. In the European environment, instead, LCCs' attack is fresher and the ultimate answers by national carriers are still to be put into practice. The risks of inaction, however, are probably stronger than in the U.S., due to the higher fragmentation of the European industry and the State ownership of many carriers that still prevents radically invasive market reactions like mergers. After an introductory but compulsory parenthesis on the rise of low-cost phenomenon in the airline industry, this paper aims to analyze the new market scenario for the airline industry, focusing on the European context. Furthermore, the paper will analyze the main marketing tactics European carriers might adopt to cope with the huge wave of low-cost entities and survive in the current tough environment." @default.
- W1528001830 created "2016-06-24" @default.
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- W1528001830 date "2004-01-01" @default.
- W1528001830 modified "2023-09-23" @default.
- W1528001830 title "FUTURE SCENARIOS FOR THE EUROPEAN AIRLINE INDUSTRY: A MARKETING-BASED PERSEPECTIVE" @default.
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