Airport business strategy
This chapter examines literature and key issues associated with airport business strategy. It is concentrated largely on the formulation rather than implementation of strategy – that is, the competitive landscape within which airports operate and their strategic decisions. The chapter considers the competitive landscape, and focuses on strategic decisions within the context of generic and growth strategy frameworks. Airports serving a distinct catchment area with a wide network of services may have few direct competitors unless they are competing as a hub with the opportunity for flight connections and transfer services for passengers. The airport primarily serves intra-European business travel markets. The chapter identifies some key drivers for change in the airport business environment, such as the restructuring of the airline industry, the commercialisation and in some cases privatisation of airports, and a period of sustained uncertainty resulting from the global financial situation.