Publications

August 2003
Teaching Note

Valuation Ratios in the Airline Industry (TN)

By: Paul M. Healy

Teaching Note for (9-103-002). View Details

Keywords: Valuation; Air Transportation Industry

2009
Book

Entrepreneurs, Managers, and Leaders: What the Airline Industry Can Teach Us About Leadership

By: Anthony J. Mayo, Nitin Nohria and Mark Rennella

'Entrepreneurs, Managers, and Leaders' examines the role that business leaders play in shaping industries and how the evolving context of industries shapes leaders in turn. This co-evolutionary process of leadership and industry development is told through the story of... View Details

Keywords: Business Model; Entrepreneurship; Leadership Development; Managerial Roles; Supply and Industry; Industry Growth; Air Transportation Industry

September 1992
Case

International Airlines

A frequent flyer for a large international airline encounters typical but recurring service problems. The marketing management of the company explores the use of information technology in understanding and dealing with the issues involved. Concepts of database... View Details

Keywords: Marketing Communications; Information Technology; Customer Focus and Relationships; Air Transportation Industry

January 2003
Teaching Note

Southwest Airlines 2002: An Industry Under Siege (TN)

By: James L. Heskett

Teaching Note for (9-803-133). View Details

Keywords: Air Transportation Industry

October 1990 (Revised July 1996)
Case

Northwest Airlines Confronts Change

Describes the leadership role of Northwest Airlines' chairman and his key organizational development "lieutenant" during five years of major change and pressure--1985-89. During this time the airline was confronted with major customer service problems, the merger with... View Details

Keywords: Leadership; Change Management; Crisis Management; Air Transportation Industry; United States

January 1986
Background Note

Note on the U.S. Airline Industry in the 1980s

By: George C. Lodge and Charles C. Heckscher

Keywords: Air Transportation Industry; United States

July 1996 (Revised January 1997)
Case

U.S. Airline Industry 1978-1988 (A) and (B) (Abridged), The

April 1987
Background Note

Deregulation in the Airline Industry: Implications for Industrial Governance

By: Malcolm S. Salter

November 1984 (Revised November 1987)
Case

American Airlines (A)

By: Richard H.K. Vietor

Keywords: Air Transportation Industry

December 1986 (Revised February 1993)
Case

Scandinavian Airlines System

Discusses the fostering of entrepreneurship and innovation in the large corporation. It traces the development and history of Scandinavian Airlines System (SAS) from 1946 to the present with particular emphasis on the leadership of Jan Carlzon, CEO from 1981 to the... View Details

Keywords: Organizational Change and Adaptation; Leading Change; Innovation and Management; Corporate Entrepreneurship; Organizational Culture; Air Transportation Industry; Scandinavia

December 1974 (Revised February 1985)
Case

Southwest Airlines (A)

Southwest Airlines, a small intrastate carrier serving Dallas, Houston and San Antonio, begins service in 1971 in the face of competition by two larger, entrenched airlines. Improved quality service, lower prices, and innovative advertising and promotional strategy... View Details

Keywords: Competition; Marketing Strategy; Air Transportation; Air Transportation Industry; Texas

December 1974
Case

Southwest Airlines (B)

Describes Southwest's response to a competitive fare cut and the results, bringing the action up to late March 1973, when management must make additional decisions on marketing strategy with both short- and long-range implications. Southwest Airlines (C) should not be... View Details

Keywords: Competition; Marketing Strategy; Air Transportation Industry

May 1975 (Revised May 1982)
Case

Southwest Airlines (C)

Southwest Airlines, a small intrastate carrier, has just completed its first year of operations in June 1972 and management is debating what advertising and promotional strategy to adopt for the future. Southwest has successfully broken into a market dominated by two... View Details

Keywords: Marketing Strategy; Air Transportation; Air Transportation Industry; United States

September 1975 (Revised June 1984)
Case

Southwest Airlines (D)

After 18 months of deficit operations, Southwest Airlines stands on the brink of profitability. Selective application of discount fares has contributed to a rapid growth in market share. Then, in February 1973, its major competitor halves all fares on Southwest's... View Details

Keywords: Competition; Air Transportation; Air Transportation Industry; United States

September 2001 (Revised August 2004)
Case

Rapid Rewards at Southwest Airlines

By: Frances X. Frei and Corey B. Hajim

Southwest Airlines is well known as the low-fare airline that has achieved ongoing financial success in one of the most financially troubled industries in the United States. Told from the perspectives of two Southwest customers--a frequent flier and a more typical... View Details

Keywords: Customer Relationship Management; Air Transportation; Service Operations; Service Delivery; Air Transportation Industry

November 2008
Case

Malaysia Airlines (A)

In the first six weeks on the job, the new CEO of Malaysia Airlines (MAS) has developed an ambitious turnaround plan, including aggressive job cuts and route eliminations, but MAS's largest shareholder, Khazanah Nacional, the sovereign wealth fund, is tasked with... View Details

Keywords: Restructuring; Economic Growth; Investment Funds; Sovereign Finance; Organizational Change and Adaptation; Business and Government Relations; Business and Shareholder Relations; Air Transportation Industry; Malaysia

August 1989 (Revised December 1997)
Case

U.S. Airline Industry--1978-88 (B), The

Examines the airline industry's primary competitors (Texas Air, United, American, Delta, Northwest, TWA, USAir, and Pan Am) and traces their strategic moves in the areas of planes, people, routes, and marketing. Teaching/learning emphasis is on finding out who wins,... View Details

Keywords: Competition; Air Transportation Industry; United States

January 2006 (Revised July 2016)
Case

Gordon Bethune at Continental Airlines

By: Nitin Nohria, Anthony Mayo and Mark Benson

A $385 million loss for the final months of fiscal year 1994 signaled Continental might go bankrupt. Could new CEO Gordon Bethune turn Continental around? Continental was in dire straits because the deregulation of the commercial airline industry in 1978 ushered in a... View Details

Keywords: Transformation; Insolvency and Bankruptcy; Profit; Leading Change; Organizational Change and Adaptation; Performance Improvement; Labor and Management Relations; Air Transportation Industry