C/M/456. Innovation and Exploration and Exploitation at Lufthansa

The following discussion focuses on a major European airline Lufthansa and its strategic management processes focusing on issues such as technological changes and innovation to show how innovation could change the dynamics of marketing and management of the company. The levels of innovations and services provided by Lufthansa are analysed along with the levels of exploration of various customer relations, business partnerships and other technical decision making processes. A 7S's framework to management is discussed in the context of the airline management strategies.