Gauging innovation worth for airlines

This article examines the extent to which innovations enhance airline value. For this purpose, we measure the effect that airline innovations have on its market value. An increase in the market value is significantly found when an airline announces an innovation. Not all innovative actions are equal; while innovations related to " advanced customer segmentation" and " new technologies" bring about similar gains, thereby having the same effects on the airline value, when compared to the innovative new business models, the formers significantly outperform the latter.