Title: Aligning business and technology strategy within the airline industry

Authors: Abrahim Althonayan, Amir M. Sharif

Addresses: Brunel Business School, Brunel University, Uxbridge, Middlesex, UB8 3PH, UK. ' Brunel Business School, Brunel University, Uxbridge, Middlesex, UB8 3PH, UK

Abstract: Technology has emerged as a key component in solving complex strategic issues. Much of the relevant literature recognises technology as the driving force behind change in the business world. Consequently, organisations are becoming increasingly dependent on technology to improve their performance. At the same time organisations need to be extremely flexible in order to meet the demands of customers quickly, accurately and cost-effectively. To benefit from the potential of technology in highly dynamic environments, there is a need to integrate technology strategy with business strategy. This research explores the integration between technology strategy and business strategy in the airline industry through the development of a framework which is based upon empirical research conducted with a leading commercial airline.

Keywords: technology strategies; business strategies; strategic alignment; airline industry; performance improvement; flexibility; customer demands; cost effectiveness; dynamic environments; integration; air travel; transport; business information systems; simulation; business modelling.

DOI: 10.1504/IJBIS.2010.034006

International Journal of Business Information Systems, 2010 Vol.6 No.1, pp.79 - 94

Published online: 06 Jul 2010 *

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