... in other industries that offer easier differentiation. The crisis of the early 1990s was a wake-up call for the industry. Most of the airlines took steps to create operational efficiencies. Key measures included not only reducing capacity but also increasing the load factors (which measure the percentage...

... and cater to a variety of consumer profiles. Sustainability Market Differentiation Competitive advantage Environment Green marketing Image Sustainable Functional Green product The business world is rife with misguided attempts to market green products. Traditional environmental...

... approaches have remained mainly theoretical. Through the illustration of the undisputable leader of the cosmetics sector, this study offers a practical example that can help companies reconsider how they differentiate themselves from competitors with respect to market conditions. This case offers an initial...