Purpose – The purpose of this paper is to describe a methodology to identify potential reputation threats systematically before they become full-blown crises. Design/methodology/approach – The methodology is based on using the filter of four forces for change – demographics, technology,...

The airline industry was dealt a hammer blow by the terrorist attacks on the USA last September. With passenger confidence damaged, many large carriers are facing desperate times. But in among this chaos the low‐cost airlines are proudly flying the flag for air travel. For many large airlines...