Airport Marketing by Jarach David;

Author:Jarach, David;
Language: eng
Format: epub
Publisher: Taylor and Francis

In other words, value generation for airports is no longer linked to traditional core functions, but much more with managerial ingenuity in seizing new strategic and market opportunities. Failure to anticipate changes in the marketplace can leave players with business models tailored for markets that no longer exist facing the danger of marginalisation from the market. Figure 5.1 shows in detail the path towards diversification of value propositions in the airport business, a subject that will be further analysed in the next section.

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