Responding to a changing external business environment
An United Airlines case study

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Page 5: Conclusion

This Case Study illustrates that if decision takers know and understand many of the influences and changes in their own business environment, they can use this data to make key decisions that help counter many of the challenges and threats that they face. It shows how United Airlines has used marketing as a strategic tool to move the organisation forward and to provide it with a series of important competitive advantages.

United Airlines | Responding to a changing external business environment
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