ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book provides a framework that shows how different generations of airlines can realign, redesign, and perhaps even reinvent, their own businesses through the evaluation and implementation of different value propositions and through different strategies to increase the value provided to passengers and margins for themselves. It discusses the need to reexamine and reset passenger expectations with respect to the core product offering as the essence of the core product has changed over time. The book explains the differences between customer focus, and personalization all positions on the customization spectrum. It recognizes that the branding element has become further complicated due to subsidiaries, alliances, and mergers & acquisitions. The book highlights the possibilities available to create data-driven airlines through search, big data and analytics, along with leveraging mobile, especially with respect to understanding customer and competitor behavior.
