Air Arabia - the new face of low cost airlines
In a globalized and intensely competitive environment, Air Arabia, as a late entrant identified a niche in positioning itself as a low cost airline. This paper highlights how it went about building a network of competencies and leveraging them to create a sustainable competitive position in the fast developing and fairly turbulent environment of the Middle East region. It highlights how top management by clearly articulating its vision helps identify and develop relevant sources of sustainable difference.
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