This paper examines the link between two airlines - Southwest Airlines and Lauda
air and the business-level adaptive strategy
model originally conceived by Miles and Snow. It positions the two airlines within the model, stating their strategic characteristics as a
defender,
prospector or
analyser. Comparisons are made between the styles and products of the two airlines. The benefits of using
benchmarking principles to improve financial and commercial
performance is also discussed. Outline The Miles and Snow Typolopgy The Defender The Prospector The Analyser Southwest Airlines A Cut-Price Airline Robbins' (1994) Evaluation of Southwest Benchmarking Southwest's Performance Lauda Air An Innovative Carrier Driving the Future Benchmarking Lauda Air's Performance Conclusion