Discussion of the concepts underlining the source of competitive advantage of modern commercial airlines

The article examines the most prominent theories of strategy, business models and competitive advantage and their applicability to the current situation in the commercial airline industry. The purpose of the article is to explain the basic concepts of strategic management using the example of a very crisis-prone (e.g. COVID-19, geopolitical instability) but socially important industry of civil aviation. Finally, we visualise the strategic concepts discussed and provide ideas for future research on competitive advantage and strategy in commercial airlines.