---
title: What American Airlines Can Teach Us
description: The airline industry is one of the most commoditized industries in the world. From a marketing perspective, the airlines' biggest challenge is that they are virtually unable to create demand.
---

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# [What American Airlines Can Teach Us](https://www.liftenablement.com/blog/what-american-airlines-can-teach-us)

 Written by [Doug Davidoff](https://www.liftenablement.com/blog/author/doug-davidoff) | Jan 26, 2007 4:44:59 PM

The airline industry is one of the most commoditized industries in the world. From a marketing perspective, the airlines' biggest challenge is that they are virtually unable to [create demand](http://www.4syndication.com/the_fast_growth_blogtm/its_time_to_stop_giving_customers_what_they_want/5039/v.do).

This [article ](http://www.washingtonpost.com/wp-dyn/content/article/2007/01/24/AR2007012401647.html)by George Will highlights a challenge we should all be aware of and it is worth reading (while it does not deal with commoditzation directly).

Here's what I found most interesting.  Gerard Arpy, American Airlines' CEO, says, two considerations determine the choices of most air travelers -- schedule and price. The Internet has simplified comparing prices over every route, and, he says, a price difference of even $3 will drive people elsewhere, "no matter how strong your brand, or how good your product."

If you fail to [create value](https://www.imaginellc.com/business-development/ezine/AvoidCommodity1.html) IN EVERYTHING YOU DO, the distance between you and an airline is shrinking.

[View full post](https://www.liftenablement.com/blog/what-american-airlines-can-teach-us)

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