Making decisions like that having major implications seems daunting. I wonder what strategies they use to dampen or hedge big decisions like that. Think of all the things that play out overtime that there is no way to predict. Such as the drop in jet fuel prices which we don't even know now if it is long term or just short term. And that's only 1 of probably hundreds of interacting factors that can make or break a strategy. One of the things that got me to stop reading business magazine years ago - all they did was appear to put laurels and awards on business people that happen to somehow bet on the ride side of history (as well as companies). An example of this might be Jack Welsh who was given credit for GE Capital and now years later they want to get rid of that part of the company and return to their roots.