Okhmatovskiy, IlyaGomez, Ruben Dirksen2025-04-022025-04-022025-01-222025-01-22http://hdl.handle.net/10362/181845This work examines how Full-Service Network Carriers (FSNCs) within the European airline industry can adapt their business model to succeed in an evolving environment shaped by rising costs, margin decline, and supply chain disruptions caused by increased geopolitical tensions. While existing research has extensively analyzed the business models of FSNCs and the challenges they face in isolation, it has not yet explored how these challenges collectively drive business model adaptation of FSNCs. Drawing on qualitative methods, this thesis proposes four key recommendations: customizing the travel experience, reinventing loyalty programs, embracing technology for automation and reducing dependence on individual markets.engStrategyBusiness modelEuropean airline industryFull-service network carrierBusiness model optimizationMarket dynamicsCustomer-centricityOperational strategiesmaster thesis203925912