With economic uncertainty, effective cost transformation is important for businesses. Michael Porter identified three generic business strategies, including cost leadership which is based on being the lowest cost producer. Whitbread has effectively implemented a cost leadership strategy through procurement practices, menu management, and labor scheduling. They have also launched training academies and used e-auctions to reduce costs. Ryanair has also driven innovation in cost leadership through baggage charges, eliminating check-in desks, and examining larger aircraft doors.