By Sonja Sulzmaier
Pushed by means of swiftly altering enterprise environments and extra tough shoppers, many businesses are looking for new how one can in attaining and hold a aggressive virtue. during this context, new strategic frameworks and marketplace reserach designs are wanted that let managers to synchronize the evolution of recent choices with adjustments in motivational styles of shoppers. This publication offers a brand new strategic framework and the corresponding industry reserach layout that have already been validated effectively by way of a wide empirical learn at Munich airport.The framework has supplied huge enter for brand spanking new providing layout and, consequently, the enterprise remodel of corporations assembly destiny specifications of customers.
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Extra resources for Consumer-Oriented Business Design: The Case of Airport Management
The other potential consumer group that has meetings is the business community at the airport. Visitors at the airport Airports attract a consumer group that come to visit the airport as a tourist or leisure attraction. A lot of airport managers do not know how many visitors come to an airport, and the ones that have a clue are often surprised by the high numbers. In the opening year, the Munich airport counted for example nearly one million persons entering the door to the visitors' hill. The reasons for visiting the airport may be manifold.
120 • behavioral criteria (size and frequency of purchase, brand or company loyalty, information or purchase behavior, integration or interactivity behaviorI21), • benefits associated with the offering, 122 116 See Doganis 1992; See Piepelow 1997 117 Airlines, car rental organizations, concessionaires, business community, etc. 14lff. ). In the extreme case, every single customer represents a segment for a customized offering. 123 Precondition for such a customization of offerings is detailed information about customer behavior.
5 Entertainment & wellness The consumer function Entertainment & Wellness is a reservoir of offerings that have their focus on one or more of the following themes: airport and technical world, travel world, family world, entertainment world and wellness world. de 47 The airport and technical world may enclose airport tour programs, visitors pavilions, technical exhibitions and airport galleries. These offerings can be enlarged to leisure topic parks with flight simulators, gravity trainings and bungee jumping activities, interactive discovery pavilions or future pavilions about tourist space flight.
Consumer-Oriented Business Design: The Case of Airport Management by Sonja Sulzmaier