Tarry, C. (2008) Industry crisis: Which route to salvation? From IATA – Aviation Industry Research and Analysis (CTAIRA), August 2008.http://www.iata.org/NR/rdonlyres/476C3F3C-E9A5-4BF3-84E0-F3FF0F5F3F30/0/Tarry_Salvation_Success.pdf. Accessed March 09, 2010  

Although generalisations are dangerous it is perhaps possible to sum up the key issues facing airline managements as: the fuel price; cash conservation and generation and, for some, their ability to survive and the actions that they are going to take to ensure it.

Chris Tarry looks at the opportunities for generating cash through improving revenues and the broader question of capacity adjustment. There are no easy answers and rather than painting a picture of what a fundamentally reshaped industry might look like, the challenges facing airline managements are identified and underlined.