The aviation industry has significantly transformed with the arrival of Emirates in 1985, which brought high end service to customers and promised a comfortable and luxurious flying experience. Qatar Airways was established in 1993 and has tried to establish a similar positioning in the market.Together with Etihad Airways, these three carriers are known as MEB3 (The Middle East Big 3).
Due to its similar strategic positioning of MEB3, Qatar needs to overcome the challenge of successfully differentiating itself.
SARDANA, D. et SOM, A. (2016). Qatar Airways: The World’s Five Star Airline. ESSEC Business School.