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The european market deregulation involves administrative barriers disparition. According american neo‐classic theory, all firm will be able to act in an economic sector under the condition of rentability. Thus the european air transport sector is concerned by such evolution. All air freedom issued from the convention of Chicago are abolished. Any firm can get an air transport licence under the condition of satisfying security and financial rules. Three strategic ways could be choseen by this new actors: Confrontation, Cooperation and the concentration on unexploited commercial services.

The increasing entropy of competitive markets forces companies to maximise profitability to the optimum level their resources will permit. Since services cannot be stored, they have to be prepared and distributed more or less at the same time. Yield management, an information technology tool, seems to provide at least a partial solution to the questions that assail managers. Complementary to marketing policy, yield management is an effective way of modulating one of the variables of the marketing mix — price.