An airline has to consistently deal with more than ‘five forces’229 to remain airborne. A slight policy tweak can make one’s future growth plans go absolutely haywire, a seemingly innocuous customer handling incident can blow up into a high decibel public relations and social media crisis sullying a reputation painstakingly built over years, a little surge in the oil price can upset all costing estimates, while a tension in some remote part of the globe can have a ripple effect back home leading to large-scale cancellations. No wonder, the industry treads from one existential crisis to
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