Low-cost airlines: competitive advantage derived from evolution of turtle shells

Turtle shell and low-cost model both arose internally
George ILIEV

It is often the case that an internal trait can become your biggest external competitive advantage. Here is an analogy between present-day low-cost airlines and the evolution of the turtle shell 260 million years ago. The latest fascinating research by Yale and Smithsonian scientists shows that the upper and lower turtle shells have evolved from, respectively, the fused elongated vertebrae and broadened ribs of the turtle's prehistoric ancestor. Thus, two structures that were meant to provide support inside the animal's body became a signature tool giving it protection from the outside world.

In a similar way, low-cost airlines stumbled upon the low-cost model as an internal operational efficiency tool but are now thriving on it as their most distinctive marketing trait.

(Photo: Turtles from the western Black Sea coast, Aug 2011)