1. Introduction
Strategic management of business organisations in the industry is a crucial and vital factor as the same directly influences survival, growth and profitability of an organisation in the market . A business organisation faces numerous challenges that are contributed by factors prevailing in the internal and external business environment to which an organisation has to continuously adapt to . When it comes to the service industry in general and the aviation industry in particular, the strategies taken up by a business organisation may lead to the development of competitive advantage, or it may also adversely affect a business organisation
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