REVIEW: Airline Survival Kit

Airline Industry Information, Feb 9, 2004

AIRLINE INDUSTRY INFORMATION-(C)1997-2004 M2 COMMUNICATIONS LTD

The sub-title to this book is `Breaking Out of the Zero profit Game` and is, in essence, an airline industry 'self-help' book. Although it uses actual business ideas and models, everything is theoretical, and that makes the credibility of such a book questionable.

If the early years of the 21st century have taught us anything is that very little is predictable, especially in the airline industry. Major global carriers struggle while low-cost carriers boom (and in some cases bust), the industry is in such a rate of flux that you cannot predict what is going to happen or make plans for every eventuality. The book's author, Nawal K. Taneja, admitted this in so many words but does claim to be able to move an airline from the break-even line to profit - a major statement indeed.

Of course his ideas, theories and plans are theoretical, but he makes compelling arguments and detailed examinations. The text is dense with information which considers why things fail and why things succeed in the airline business. This book is not for the novice, it is for the industry analyst or airline management. You need prior knowledge of a lot of the reports and studies Taneja refers to, and a business degree would help when working through the more complex financial theories. Taneja tackles complex issues well, suggesting alternative business models, future prospects as well as a critical look at past mistakes.

Taneja`s study of the inevitable global shake-outs that the industry experiences - such as government attitudes, passenger expectation and consumer revolt - brings home the volatile nature of the industry, but puts these potential problems into positive outcomes

This book provides some clever and interesting ideas on how to turn a profit in the airline industry, but as with most high profile global businesses you can not predict everything that can go wrong. Taneja does examine and tries to tell the reader how those past mistakes can be avoided, but you would hope that the people running the airline would already have learnt and implemented the necessary changes.

CONCLUSION: Perhaps 'Airline Survival Kit' could provide some people with an illuminating insight into how to turn the airline they own or work for around, but other than being used as a study guide to business/airline industry students or analysts its practicality is limited.

Title: Airline Survival Kit - Breaking Out of the Zero Profit GameAuthor: Nawal K. TanejaPublisher: AshgateISBN: 0 7546 3452 3Price: GBP45.00Reviewer: Matt Stewart

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