From product-oriented flight providers to customer-centric retailers: a dynamic offering framework and implementation guidelines for airlines

Jost Daft (), Sascha Albers () and Sebastian Stabenow ()
Additional contact information
Jost Daft: Deutsche Lufthansa AG
Sascha Albers: University of Antwerp
Sebastian Stabenow: University of Antwerp

Journal of Revenue and Pricing Management, 2021, vol. 20, issue 6, No 3, 615-625

Abstract: Abstract Industry insiders and analysts see dynamic offering—a highly responsive and customer-centric approach to offer design mirroring the practices of online retailers—as a viable instrument in airlines’ quest to regain profitability and maintain relevance in the digitalizing environment. While promising, adopting dynamic offering would also require a major overhaul of airlines’ technologies-in-use, as well as their organizational structures and processes in order to overcome the rigidities and limitations from today’s pre-defined fare-based offer creation. This paper synthesizes relevant concepts of offer management, outlines airlines’ key challenges to offer management adoption and suggests guidelines for airlines’ transition from pure flight providers to ‘airline retailers’ along six imperatives.

Keywords: Continuous pricing; Dynamic bundling; Dynamic assortment optimization; Airline digitalization (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (4)

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DOI: 10.1057/s41272-021-00345-8

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