Reinventing the Airline Business

1. The marketplace is changing radically as a result of major societal forces such as technological advances, globalization and deregulation. Customers increasingly expect higher quality and service and some customization.? How can this statement be justified based on the facts presented in the case study?
2. Does the new model of reinventing the airline business give a sustainable competitive advantage?
1.Executive Summary
In 1978, only 275 million people took to the skies - a number that more than doubled to 600 million in 1997. …