图书简介

Contents: Foreword, Naresh Goyal; Introduction; Part I Conception: The development of the airline industry from 1978 to 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 the 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 a dynamic marketplace: 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, Sumantra Ghoshal and Felipe Monteiro. 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 franchised airline operations, Lesley Pender; Impacts of the Air France-KLM merger for airlines, airports and air transport users, Jan Veldhuis. Part VII Control: Alliance strategy and the fall of Swissair: a comment, Andreas Knorr and Andreas Arndt; Lufthansa?s transformation marathon: process of liberating and focusing change energy, Heike Bruch and Thomas Sattelberger; The sustainability of the Ryanair model, Sean D. Barrett; David Neeleman, CEO of JetBlue Airways on people + strategy = growth, Robert C. Ford; Name index.

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