We looked at the competitive dynamics of an industry through the lens of a specific firm in that industry. We discussed the importance of a firm's MIS infrastructure in supporting business strategy. We are looking at the importance of SCM, ERP, and CRM as elements of an MIS infrastructure. We discussed the idea of "sustaining" and "disruptive" innovations in product and service development. Drawing on all of these concepts, outline the major products/services in the Airline industry and the major business processes required to deliver those products and services. In particular, think about how digital technology can enhance products or services and MIS infrastructure needed to support business processes.  Identify a new product or service or important business processes which could be improved using information technology and explain how this innovation might give a firm a competitive advantage in the industry. Indicate whether this new technology would be a sustaining technology or a disruptive technology and briefly explain your answer.