chapter  5
20 Pages

The Internal Environment

In a highly competitive environment like the aviation industry, the players need

to develop true capabilities in core areas, de-emphasize the less important or less

profitable areas and fix what is currently broken. Service industries of all types are

finding themselves under increasing pressures to cut costs while at the same time

provide even greater customer service.2 This is particularly true in the airline industry.

The airline that successfully navigates the changes necessary to compete in this new