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easyJet goes for higher yield and market share, as attack on full service airlines intensifies

28-Jul-2008

Pushing up yields at the same time as seeking to expand market share is an ambitious combination at any time. In a climate where economic conditions are slowing rapidly and price competition in a commoditised market means stronger downward pressure on yields, easyJet’s recently articulated strategy sounds like a particularly brave call. [555 words]

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