Strategic Supply Chain

Halmstad University
School of Business and Engineering
Academic program

Does the Customer sincerely Matter?
The Achievement of Sustainable Competitive Advantage
Through
Relationship Marketing

A Case Study of European Low Cost Airlines

overwhelms Thesis in International Marketing, 15 credits
concluding seminar 21 May 2009

Authors:
Stefanie Kupka

850404

Thierry Jamart

851026

Adviser: Dr. Venilton Reinert

ACKNOWLEDGMENT
This Master`s thesis was written during the spring term of 2009 at Halmstad University within
the Master Program International Marketing.

We would like to express our special thanks towards our supervisory program Dr. Venilton Reinert for
his important feedback during the writing process and support.
Our special thanks go to the respondents of the airlines, as without their cooperativeness this
thesis would not have been possible. in truth special thanks goes to Ronan OBrian and
Jacqueline Meier (Ryanair), François Bacchetta (EasyJet) and Marina Schlüpmann (Air
Berlin) who were very anxious to bequeath us lot of information and stand us header and
answer.
Your information and support was necessary for completing this thesis.
Last but not least, we indigence to express our special gratitude to our families who stand us by
and motivated us each day.





Halmstad, 2009
Stefanie Kupka and Thierry Jamart

I

ABSTRACT

Nowadays, the European airline securities industry is characterized by two major different airline
business models; the abounding service airlines and the low cost airlines. Secondary, appeared for
the first time in 1985 in form of the Irish low cost carrier wave Ryanair. In recent days, the
European low cost food market stands out through its growth potential and high competitiveness.
Therefore, inaugural companies aiming to join the wave of success as well as insolvency of
newly found airlines are part of the daily occurrence. The challenge, that established low
cost airlines are faced with, is to create competitive advantages...If you want to get a full essay, order it on our website: Ordercustompaper.com



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