Introduction
The current trends have seen some organizations lose their market shares to their rivals depending on how well each one of them adapted to new environments (Greg, Gittell, Hoffer, Thomas, and Andrew, 2009, p. 45). Marketing capabilities influence and determine the success of different companies operating in particular industry. In most cases, the company with the best marketing strategies acquires the largest market share or wins competitive advantage over rivals (Lindgreen, Palmer, and Vanhamme, 2004, p. 685). The case of Easyjet and Ryanair airlines presents a good example of how the marketing capability of a company influences its market Continue reading...