P/B/637. Dissertation. Competition in airline industry: critique of Porter’s theory and case study of EasyJet

The dissertation aims to investigate the validity of Michael Porter’s theory in the airline industry conducting a case study of EasyJet. The review of literature includes Porter’s generic strategies (GS), GS critique, contingency and transaction-cost approaches to GS, the ‘value for money’ paradigm, the threats of specialised strategies, etc. Research methodology is described using ‘research process onion’ including research philosophy, approaches, strategies, data collection methods, etc. Primary data is used to collect information (through a questionnaire) on British Airways (BA) and EasyJet’s operations. Conclusions are made about the advantages in the strategy and performance of EasyJet as compared to BA.