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There's nothing really new under the sun!

Philippe Callot (Bureau A 217 Responsable du Departement Marketing ESCEM Tours 1 rue Léo Delibes 37205 Tours France)

Tourism Review

ISSN: 1660-5373

Article publication date: 1 February 2003



The success of the low‐cost airlines is for many a real surprise. Regarding two previous models developed by Michael Porter (3 basics strategies and value chain), we will attempt to show that the success of these different companies is a faithful reflection of strategic models set out and perfectly suited to the given context, here that of the air transport field. To “dissect ” the success of this phenomenon of low‐cost airlines, we will base our study, in the first section, on the case of EasyJet. In a given context, the supposed models of the low‐cost companies are a perfect illustration of the application of precise strategic concepts and models. Proof has been provided that low‐cost companies using sustainable value chains can be profitable and move steadily towards strategies of external growth (Ryanair recently acquired Buzz). In the second section, we will present a brief study covering a services marketing logic for Tours airport (France) with a logical diagram application.



Callot, P. (2003), "There's nothing really new under the sun!", Tourism Review, Vol. 58 No. 2, pp. 29-34.




Copyright © 2003, MCB UP Limited

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