November 2009 Journal of Revenue and Pricing Manangement

Larry Michaels, SH&E Vice President, and Steve Fletcher, SH&E Principal, co-wrote an article published in the
November 2009 Journal of Revenue and Pricing Manangement titled Competing in an LCC World. The JRPM
article discusses the way in which low cost carriers price their product and revenue manage their flights
which poses a commercial challenge to their traditional competitors, and also questions the validity of the
conventional airline revenue management theory and practice.

ABSTRACT The way in which low cost carriers price their product and revenue manage their flights has
posed a commercial challenge to their traditional competitors, and also questions the validity of the
conventional airline revenue management theory and practice. This paper examines how they differ
in their approach, how airlines are responding and what constitutes an effective response in the changed
airline business world. This includes consideration of all the marketing levers (product, price, promotion
and distribution) in an integrated way, as well as developments needed in the core revenue management
systems themselves.

Journal of Revenue and Pricing Management (2009) 8, 410–423. doi:10.1057/rpm.2009.7;
published online 3 April 2009

Click here to read the full article. 

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