Flying ahead of the airplane adapting to imminent head and tail winds in the flattening world : methodology and applications

Airlines willing to develop insight from foresight relating to the expected 'step phase changes' will eventually improve their margins. However, the backward-looking airline, managed using old strategic levers and short-term metrics, will cease to exist, merge, shrink, become more dependent on government support, or become irrelevant. 'Management innovations' are not going to deliver the required improvements; innovation within management is essential for airlines' survival. In Flying Ahead of the Airplane, Nawal Taneja analyzes global changes and thought-provoking scenarios to help airline executives adjust and adapt to the chaotic world. Drawing on his experience of real airline situations worldwide, the author concludes that there is a gulf between what executives are doing now and what they need to do to stay ahead of the curve. To close this gap, the author suggests that airline executives focus on just three relevant initiatives: a) aligning business and technology strategies, b) redesigning organization structures to centralize the role of the scheduling function, and c) developing relevant brands that integrate social networking technology. To support this third initiative, the book provides insights on branding from 20 fascinating non-aviation case studies from around the world. Flying Ahead of the Airplane will assist practitioners in airlines of every size to integrate future trends into their mainstream thinking and launch flexible business models to manage risk and compete effectively in the 'flattening world' Contents......Page 6 List of Figures......Page 10 List of Abbreviations......Page 12 Preface......Page 14 Foreword by Professor Israel (Izzy) Borovich......Page 16 Foreword by Russell Chew ......Page 19 Foreword by Tim Clark ......Page 22 Foreword by Dr. Andres Conesa......Page 23 Foreword by Geoff Dixon......Page 26 Foreword by Mark Dunkerley......Page 28 Foreword by Gary Kelly......Page 30 Foreword by Dr. Temel Kotil......Page 32 Foreword by Pham Ngoc Minh ......Page 34 Foreword by Captain David Barioni Neto......Page 37 Foreword by Fernando Pinto......Page 39 Foreword by Steve Ridgway......Page 41 Foreword by Girma Wake ......Page 43 Acknowledgements......Page 46 1 Introduction......Page 50 2 Monitoring Über Trends......Page 60 Accelerating Globalization......Page 61 Changing Consumer Demographics, Lifestyles, and Expectations......Page 69 Increasing Levels and Types of Competition......Page 76 Wipro......Page 77 Li & Fung......Page 78 Emerging Disruptive Technology......Page 79 Takeaways......Page 82 3 Game Changing: Potential Airline Scenarios......Page 88 Scenario-related Assumptions......Page 89 Blue Skies......Page 90 Frequent Thunderstorms......Page 94 Sun and Rain......Page 96 Five Airline-related Scenarios......Page 98 New Generation Airlines in Intercontinental Market......Page 99 A Global Virtual Airline......Page 104 Gulf Region of the Middle East Becomes an Aviation Powerhouse......Page 105 A Format Invader from Within the Industry......Page 108 A Reduction in the Aviation Activity......Page 111 Takeaways......Page 112 4 Are Airline Managements Prepared?......Page 116 Reviewing Past and Current Strategy Levers......Page 118 Align the Airline Organizational Structure......Page 121 Optimize the Complexity-Simplicity Dimensions......Page 125 Implement Analytically Driven Strategies......Page 130 Conceiving, Evaluating, and Implementing New Business Models......Page 134 Takeaways......Page 136 Web Phases......Page 138 Personalization......Page 141 Digital Concierges......Page 143 Web Branding......Page 147 Community Websites......Page 150 Business Opportunities......Page 153 Takeaways......Page 159 Changing Role of Marketing......Page 164 Brands and Branding Airlines......Page 171 Distinctiveness......Page 175 Relevance......Page 177 Consistency......Page 179 Authenticity......Page 181 Transparency......Page 183 Experience......Page 185 Creativity and Innovation......Page 187 Emotion......Page 190 Leadership......Page 192 Employee Branding......Page 193 Personality......Page 195 Managing Passenger Loyalty......Page 197 Takeaways......Page 208 Amazon.com......Page 214 Apple Inc.......Page 216 Banyan Tree Hotels and Resorts......Page 218 BMW......Page 219 Cemex......Page 222 Enterprise Rent-A-Car......Page 225 Federal Express......Page 228 Google......Page 232 IKEA......Page 234 Nestlé......Page 238 Nokia......Page 242 The Park Hotels......Page 245 Samsung......Page 247 Shiseido......Page 250 Starbucks......Page 251 Tesco......Page 257 United Parcel Service (UPS)......Page 260 The Virgin Group......Page 264 Whole Foods......Page 267 Zara Stores......Page 271 Takeaways......Page 273 8 Preparing for Tomorrow......Page 288 B......Page 292 D......Page 293 L......Page 294 S......Page 295 W......Page 296 Z......Page 297 About the Author......Page 298 "In Flying Ahead of the Airplane, Nawal Taneja analyzes global trends and provides thought-provoking scenarios to help airline executives adjust and adapt to a chaotic world. Examples of trends analyzed include accelerating globalization, changing consumer demographics (as well as lifestyles, expectations and incomes), increasing levels and types of competition, and emerging disruptive technologies. Scenarios examined include: next generation airlines in intercontinental markets, global virtual airlines, the Gulf region of the Middle East becoming an aviation powerhouse, format invaders entering the airline business, and a smaller aviation industry." Flying Ahead of the Airplane will assist practitioners in airlines of every size to integrate future trends into their mainstream thinking and launch flexible business models to manage risk and to compete effectively in a "flattening" world. As with the earlier books, the approach is to provide impartial, candid, and pragmatic analyses based on what is happening in the actual marketplace in and outside the global airline industry. Cover; Contents; List of Figures; List of Abbreviations; Preface; Foreword; Foreword; Foreword; Foreword; Foreword; Foreword; Foreword; Foreword; Foreword; Foreword; Foreword; Foreword; Foreword; Acknowledgements; 1 Introduction; 2 Monitoring ?ber Trends; 3 Game Changing: Potential Airline Scenarios; 4 Are Airline Managements Prepared?; 5 Social Networking Phenomena; 6 Building Airline Brands and Developing Loyalty; 7 Gaining Insights from Non-Airline Brands Around the World; 8 Preparing for Tomorrow; Index; About the Author.Electronic reproduction.Available via World Wide Web.