Aligning business and technology strategy within the airline industry

Technology has emerged as a key component in solving complex strategic issues. Much of the relevant literature recognises technology as the driving force behind change in the business world. Consequently, organisations are becoming increasingly dependent on technology to improve their performance. At the same time organisations need to be extremely flexible in order to meet the demands of customers quickly, accurately and cost-effectively. To benefit from the potential of technology in highly dynamic environments, there is a need to integrate technology strategy with business strategy. This research explores the integration between technology strategy and business strategy in the airline industry through the development of a framework which is based upon empirical research conducted with a leading commercial airline.