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7004THM STRATEGIC MANAGEMENT IN TOURISM AND HOSPITALITY INDIVIDUAL ASSIGNMENT TOPIC: "SUSTAINABLE DIFFERENTIATION IN THE AIRLINE INDUSTRY" Student: Paulo Guzman s2141424 Course convenor: Hugh Wilkins Tutors name: Carmel Herington. Tutorial day and time: Thursday 5- 6 p.m. Due date and time: 5 pm, Friday September 26, 2003 All businesses need and overall corporate strategy, a corporate strategy according to Johnson and Scholes (2002) involves the purpose and focus of the company and how will value be added to the different business units across the organization. At a more specific level, at an individual business unit level there is a need for a competitive strategy and according to Johnson and Scholes (2002) it can be defined as market facing strategic choices or bases of business level strategies to achieve competitive advantage, going further down the chain, for each department within an individual business unit there would be a functional level strategy. To build up a competitive advantage there...

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