Global challenge: Competing for customers
The world was now on our doorstep, thanks to more nonstop connections and ever-denser route networks.
At the same time, air space had become more crowded, resulting in more time spent flying in holding patterns. The aircraft had evolved into a means of mass transport. Lufthansa was increasingly transforming itself into a competitive corporation with modern organizational structures: Its watchwords were now market orientation, a newly-designed corporate identity, more efficient struc- tures, responsibility in environmental issues, employee communications. And at the end of the decade, the real- ization of a long-held dream dawned on the horizon: a reunited Germany and Lufthansa‘s return to its home town – to Berlin.