APPLYING THE VALUE GRID MODEL IN AIRLINE INDUSTRY : A CASE STUDY OF SCANDINAVIAN AIRLINES (SAS)

Abstract: The concept of a value chain has assumed a dominant position in the strategic analysis of industries. However, the concept of linear value chain has recently become unsuitable as a tool to analyze some industries and to uncover many sources of value. The value grid approach allows firms to identify opportunities and threats in a more explicit way than with the traditional value chain model. Until now, there are still not many researchers working on the concept of value grid. Therefore, the purpose of this research is to exemplify the value grid model in airline industry with a case study of Scandinavian Airlines (SAS) and to illustrate its application, the provision of airline industry and content is explored to identify potential strategic implications for Scandinavian Airlines (SAS).