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Defining a new framework for a regional airport in an unstable business environment: The Bologna Airport experience

Author

Listed:
  • Ventola, Nazareno

    (Aeroporto G. Marconi di Bologna, Italy)

Abstract

Bologna Airport has recently undergone a radical change in its business strategy and value proposition thanks to two main driving forces: first, the appointment of new management in 2007, which brought with it a new strategic plan that redefined the airport's competitive positioning and strategic objectives; and secondly, the industry-wide paradigm shift that saw growing competition between airports at both local and global levels, the increasing role of low-cost carriers, and the difficulties, especially in Italy, of the flag and legacy carriers. After a thorough strategic analysis and a deep review of longstanding practices, the company published a new vision for its business based on three ‘pillars’ — one based on aviation and two based on non-aviation factors — leveraging the core strengths of the airport's catchment area to achieve sustainable development for the company and its stakeholders.

Suggested Citation

  • Ventola, Nazareno, 2010. "Defining a new framework for a regional airport in an unstable business environment: The Bologna Airport experience," Journal of Airport Management, Henry Stewart Publications, vol. 4(3), pages 216-225, April.
    • Handle: RePEc:aza:jam000:y:2010:v:4:i:3:p:216-225
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    More about this item

    Keywords

    regional airport; business model; strategic planning; change; airport competition; business dynamics;
    All these keywords.

    JEL classification:

    • R4 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics
    • R40 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics - - - General
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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