Publications

2002
Case

Southwest Airlines

By: Vijay Govindarajan and Julie Lang

Southwest used its short-haul and point-to-point strategy to achieve the lowest operating cost structure in the domestic airline industry. Flexible contracts and a rigorous peer recruiting process aligned its 35,000 employees with this strategy. View Details

Keywords: Cost; Air Transportation; Business Strategy; Air Transportation Industry

April 2024 (Revised February 2025)
Teaching Note

eBee: Affordable Mobility for Africa

By: Ramon Casadesus-Masanell, Gamze Yucaoglu and Jordan Mitchell

Teaching Note for HBS Case No. 724-360.The case opens in March 2023, as Sten van der Ham and Jaap Maljers, CEO and co-founder of eBee, an electric bike (e-bike) company in Africa, are contemplating the different avenues for growth and path to profitability for the... View Details

Keywords: Business Model; Value Creation; Competition; Expansion; Logistics; Profit; Resource Allocation; Corporate Strategy; Business Startups; Growth and Development Strategy; Business Strategy; Product Marketing; Entrepreneurial Finance; Bicycle Industry; Africa; Kenya

Web

Healthy Outcomes - Managing the Future of Work

Support Their Caregiving Employees Danielle Kost 07 Feb 2019 | Forbes Wanted: Elder transportation solutions Mitchell Hartman 30 Jan 2019 | Marketplace Workplaces Aren't Paying Attention To The Growing Caretaking Crisis, And It's Costing... View Details

June 1991 (Revised September 1996)
Case

Human Resource Management at American Airlines

American Airlines' strategy calls for continued growth, improvements in customer service, and cost reduction. This case examines the Human Resource Management system at American Airlines and its role in the airline's past and continued success. May be used with... View Details

Keywords: Air Transportation; Management Systems; Human Resources; Business Strategy; Air Transportation Industry; United States

07 Jul 2021
Book

Good News for Disgraced Companies: You Can Regain Trust

plays out in companies and industries from the 2019 Michelin Movin’ On transportation conference. It was held in Montreal, and business and government leaders and researchers and scientists who work on View Details

Keywords: by Lane Lambert

May 2017 (Revised March 2018)
Case

David Dao on United Airlines

By: Benjamin Edelman and Jenny Sanford

In widely circulated videos, United staff and Chicago security forcibly remove a passenger from his paid seat on an aircraft, injuring him severely. United leadership must decide how to respond to public outcry. View Details

Keywords: Crisis Management; Service Operations; Air Transportation; Contracts; Reputation; Air Transportation Industry; Chicago

22 Aug 2005
Research & Ideas

Restoring a Global Economy, 1950–1980

attracted many U.S. companies to Western Europe. Technology made it easier than ever before for companies to move people, knowledge, and goods around the world. There were new waves of innovations in transport and communications. In 1958... View Details

Keywords: by Geoffrey Jones

November 2023
Case

Tata Group in 2021: Pursuing Profits through Purpose

By: Tarun Khanna, Krishna G. Palepu and Vidhya Muthuram

October 8, 2021: Tata Sons won a bid to acquire India’s national carrier Air India, marking the airline's return to its original owners after 68 long years. The winning bid of $2.4 billion gave Tata Sons full ownership of the airline and its coveted network of 6,200... View Details

Keywords: Corporate Strategy; Mission and Purpose; Corporate Social Responsibility and Impact; Emerging Markets; Mergers and Acquisitions; Ownership; Air Transportation; Air Transportation Industry; India

Web

Faculty & Researchers - Managing the Future of Work

case, 2021. With Frank V. Cespedes and Michael Norris. Holden Forests & Gardens: Leading in Turbulent Times , Harvard Business School case, 2020. With Ankita Panda. Hyperloop Transportation Technologies: Catalyzing High Impact Innovation... View Details

January 2003 (Revised May 2005)
Case

Zipcar: Refining the Business Model

By: Myra M. Hart, Michael J. Roberts and Julia Stevens

Zipcar is a start-up organized around the idea of "sharing" car usage via a membership organization. This case describes several iterations of the Zipcar business model and financial plan. These iterations include a very early version and a version developed just prior... View Details

Keywords: Service Operations; Renting or Rental; Business Model; Business Plan; Entrepreneurship; Economic Growth; Management Skills; Transportation; Business Startups; Financial Strategy; Corporate Finance; Growth and Development Strategy; Transportation Industry; Transportation Industry

30 Nov 2021
In Practice

What's the Role of Business in Confronting Climate Change?

The 26th annual United Nations Climate Change Conference of the Parties, also known as COP26, ended with a hard-fought pact that called on businesses and governments to meet their climate change goals faster. The event followed an August report by the Intergovernmental... View Details

Keywords: by Lynn Schenk and Dina Gerdeman

April 2010 (Revised January 2013)
Case

Southwest Airlines: In a Different World

By: James L. Heskett and W. Earl Sasser Jr.

This is the fourth in a 35-year series of HBS cases on an organization that has changed the rules of the game globally for an entire industry by offering both differentiated and low-price service. The focus of the case is on whether Southwest Airlines should buy gates... View Details

Keywords: Decision Choices and Conditions; Service Delivery; Service Operations; Organizational Culture; Competitive Strategy; Air Transportation Industry; New York (city, NY)

April 2018 (Revised July 2018)
Case

Maersk: Betting on Blockchain

By: Rajiv Lal and Scott Johnson

In March 2018, international shipping giant Maersk is getting ready to debut a trade digitization platform. Maersk hopes the platform will help streamline global trade since shipping goods internationally is an extraordinarily complicated and inefficient process.... View Details

Keywords: Maersk; IBM; Blockchain; Shipping; Shipping Line; Trade; Bitcoin; Digitization; Container Shipping; Joint Ventures; Ship Transportation; Transportation Networks; Digital Platforms; Information Technology; Technology Adoption; Applications and Software; Shipping Industry; Technology Industry