Does the effectiveness of airline strategies change? A survey of European full service airlines

Abstract

This paper investigates whether the effectiveness of airline strategies has changed in recent years. For the analysis, data were collected via a questionnaire-based survey among European airline managers. Such data allow for uncovering alterations in the strategies of European carriers before they actually come into effect. A key finding is that the perceived effectiveness of several strategies has changed significantly. The type of changes suggests that conventional airlines start to adapt means traditionally applied by low-cost carriers only.