Cheapair is a low cost airline which achieved considerable success in the market by offering single class travel at very competitive prices. The company stressed that the value of the basic product was in its affordability, and that no $$extras$$ would be offered unless the customer was prepared to pay for them. Cheapair adopted a confrontational approach to customers who complained, sometimes ignoring their complaints and even occasionally refusing to offer refunds to which customers were legally entitled.

After major shareholders raised serious concerns about the company$$s attitude to customers at a stormy Annual General Meeting, Cheapair decided to change its approach and sought to align itself more with the demands of customers.

The change in policy of Cheapair is an example of which of the $$four Ps$$ of innovation?