Obtaining a Sustainable Competitive Advantage through Innovative Marketing Strategies

Abstract

Over the past decade, the thrust of obtaining a sustainable competitive advantage has become fierce all over the world. The companies adopt different strategies to achieve competitive edge over their rivals within the industry. The same is the case with the low cost airlines in Europe. In this context, the primary aim of this paper is to explore how low cost airlines can achieve sustainable competitive advantage by adopting innovating marketing strategies. This literature based study intends to address above aim by investigating and integrating various marketing strategies such as Porter’s generic strategy model, Porter’s five forces framework, relationship marketing, and marketing mix of airline industry.

Keywords: Low cost airlines, competitive advantage, innovating marketing strategies