< Terug naar vorige pagina

Publicatie

Airline strategies to shape industry structure in flight ticket distribution

Boek - Dissertatie

Ondertitel:analyses through an industry architecture lens
Firms may shape the evolution of the division of labor in an industry over time by promoting change or stability of the current structure through their actions. In recent years, airlines have been increasingly empowered to challenge the traditional industry structure in flight ticket distribution and to promote change of the “who does what”-arrangement among industry segments and individual firms. This thesis analyzes how airlines (may) shape structure in the flight ticket distribution industry and, more precisely, aims to unveil the concrete realized and potential strategies airlines (may) use in three specific industry settings. First, it investigates airlines’ realized strategies, emerging from their series of actions over time, to enhance their general industry positioning in light of the technology-driven opportunity for alternative flight ticket distribution models. It analyzes the performance effects associated with such strategies and finds that change-oriented actions negatively affect investor’s expectations of future cash flows of the action-initiating airline. Further, it compares action repertoires over time and across airlines and identifies patterns and mechanisms that characterize airlines’ realized strategies. Second, this dissertation conceptualizes a set of potential airline strategies that shape airline as well as industry value appropriation at the industry-customer frontier in light of the technology-driven opportunity for flight offering personalization. It argues for a new theoretical perspective on what defines firm value appropriation in customer transactions, outlines firm strategies and their contingent effectiveness and suggests an overall tendency of firms to move towards strategies centered on offering personalization. Third, this dissertation proposes potential strategies airlines may use to defend or enhance their industry positioning vis-à-vis direct product market competitors in light of the rise of the long-haul low-cost airline business model. It outlines a set of strategic options incumbent airlines may use, discusses their potential long-term effectiveness as well as firm mobility barriers towards each strategy and suggests the move towards a market-winning, hybrid business model as most promising and at the same time most challenging airline strategy. The thesis adds to an enhanced understanding of how airlines (may) drive the evolution of structure in the flight ticket distribution industry and thus helps airline enthusiasts to decrypt principles of the industry as well as strategic management scholars to further develop a comprehensive perspective on how firms shape industry structure.
Aantal pagina's: 200
Jaar van publicatie:2021
Trefwoorden:Doctoral thesis
Toegankelijkheid:Open