The agreement followed its policy of seeking strategic alliances with major airlines, and demonstrated that Cyprus Airways' operations were perceived to be of a standard comparable with leading European airlines. During the years of the nineties Cyprus Airways has concentrated on improving customer service, reducing costs and on improving its marketing strategy. http://www.cyprusairways.com/main/default.aspx?it=1&tabid=88&itemid=330 {text:bookmark-start} 4.2. Vision and Mission {text:bookmark-end} To be dynamic and responsive to change allowing them to compete aggressively in all facets of their business; their service both on ground and in the air will be recognized as caring for the individual. They have as a goal to put customer at the center of everything they do. Also to achieve recognition as an exceptionally caring, hospitable and friendly airline through the provision of outstanding, customer ' oriented service. And this will be achieved by competent staff and providing the necessary climate for positive interpersonal relations and effective team work. {text:bookmark-start} 4.2. Products and Services {text:bookmark-end} As part of the strategic plans to enhance its product, Cyprus Airways decided on improving