Publications

April 1995
Case

USAir "Letters to Travelers" Campaign

By: Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Air Transportation; Air Transportation Industry; Air Transportation Industry

2002
Other Unpublished Work

Make versus Buy in Trucking: Asset Ownership, Job Design and Information

By: George P. Baker and Thomas N. Hubbard

Keywords: Truck Transportation; Decision Choices and Conditions; Ownership; Transportation Industry

Read Now

October 2019
Supplement

Airbus vs. Boeing (I): Airbus Introduces the A350 (2015)

By: Ramon Casadesus-Masanell and Karen Elterman

This case describes the introduction of Airbus’ A350XWB (Xtra Wide Body) in 2015. It also describes Airbus and Boeing’s current endeavors in 2015, including Airbus’ development of the A330neo (new engine option) , Boeing’s work on the 737 MAX, and Boeing’s announcement... View Details

Keywords: Product Development; Air Transportation; Projects; Competition; Air Transportation Industry; Air Transportation Industry; United States; Europe

01 Mar 2017
News

3-Minute Briefing: Wick Moorman (MBA 1989)

When I stepped down from Norfolk Southern after 45 years, I absolutely did not plan to take another job. I said no to Amtrak. Then they called again. I negotiated hard, obviously, for compensation. I’m making a dollar a year. . . . I think passenger rail View Details

Keywords: April White

July 1984 (Revised April 1997)
Case

British Airways

By: John A. Quelch

British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. View Details

Keywords: Air Transportation; Globalization; Advertising Campaigns; Air Transportation Industry; England

February 1999 (Revised November 2000)
Case

FlightSafety International (A)

Describes the flight training industry and its premier competitor, FlightSafety International. Traces the rise and subsequent slowdown in the growth of this firm. View Details

Keywords: Safety; Strategy; Value Creation; Air Transportation; Business Growth and Maturation; Air Transportation Industry

October 2019 (Revised June 2020)
Supplement

Airbus vs. Boeing (G): New Planes and Upgrades (2011)

By: Ramon Casadesus-Masanell and Karen Elterman

This case describes the first commercial flight of Boeing's 787 Dreamliner in 2011, three years after originally planned, as well as the first commercial flight of Airbus' superjumbo, the A380, in 2007. It also describes the companies' current endeavors in 2011,... View Details

Keywords: Airbus; Boeing; Product Development; Air Transportation; Projects; Competition; Air Transportation Industry; Air Transportation Industry

August 1994
Case

Southwest Airlines: 1993 (Abridged Update)

By: James L. Heskett

Southwest Airlines management is faced with increasing competition. It must decide which of several route extensions provide the appropriate competitive response while preserving the internal culture that has made the airline so successful. View Details

Keywords: Air Transportation; Business Strategy; Competitive Strategy; Management Teams; Organizational Culture; Air Transportation Industry

01 Sep 2013
News

Who Are We?

and Pepsi aren't comfortable with this. "But if they have any brains, they're going to get into this for real," Birnbaum says. "Because it is happening." —DM TRANSPORTATION Matthew Moore and Jessica Le Roy Moore Union Pacific Railroad... View Details

Keywords: Garry Emmons; Julia Hanna; Dan Morrell; social media,; Twitter; SodaStream; consulting; consultant; CEO; farming; Rail Transportation; Rail Transportation; Rail Transportation; Rail Transportation; Rail Transportation; Rail Transportation; Rail Transportation

01 Mar 2009
News

Deep Discovery

The British luxury liner RMS Lusitania was torpedoed by a German submarine on its New York-to-Liverpool run in 1915. The ship sank in 300 feet of water off the coast of Ireland; 1,198 (including 128 Americans) of 1,959 passengers and crew perished in what was seen at... View Details

Keywords: Water Transportation; Water Transportation

1996
Chapter

The Mexican Toll Roads Program

By: Willis Emmons

Keywords: Infrastructure; Transportation; Taxation; Programs; Transportation Industry; Mexico

September 1994
Case

American Airlines: Object Oriented Flight Dispatching Systems

By: F. Warren McFarlan and Espen Andersen

American Airlines Describes has organized and developed their Systems Operation Control (SOC) center in Dallas, from which the day-to-day running of the airline takes place. This case details the decision support system used by the flight dispatchers, and the... View Details

Keywords: Technological Innovation; Product Development; Programs; Complexity; Technology Adoption; Air Transportation; Air Transportation Industry; United States

November 1990 (Revised June 1991)
Case

American Airlines (A): Strategy in the 1990s

By: Jay W. Lorsch and Gary W. Loveman

American Airlines is pursuing a growth strategy through international and domestic route expansion. At the same time, the airline is working hard to cut costs while trying to provide the best customer service possible. Is this strategy achievable given the recent surge... View Details

Keywords: Expansion; Air Transportation; Cost Management; Customer Focus and Relationships; Growth and Development Strategy; Air Transportation Industry; United States

08 May 2014
News

The Sky's the Limit

Jeanette Eaton (PMD 72, 1997) is helping a new generation of women take flight. A helicopter and fixed-wing aircraft pilot, Eaton has become an advocate to youth, especially girls, who are considering careers in aviation. "I see a lot of myself in the girls I meet,"... View Details

Keywords: Jill Radsken; women's issues; avaition; Air Transportation; Air Transportation

August 2023 (Revised September 2023)
Case

T.G.S. Transportation: Battery Electric or Hydrogen?

By: Willy C. Shih

Peter Schneider, the President of T.G.S. Transportation, Inc., faced a choice. His company operated drayage trucks that moved containerized cargo between the Ports of Los Angeles, Long Beach, and Oakland to customers across the State of California, with a focus on the... View Details

Keywords: Decarbonization; Clean Technology; Energy; Energy Policy; Renewable Energy; Environmental Sustainability; Truck Transportation; Transportation Industry; United States; California

29 Jun 2017
Research & Ideas

Why Uber Is Worth Saving and How To Do It

by the company. “I see this as part of the transportation model of the future,” she says. “I want Uber to succeed. It’s too important a concept to let it fail. I do think they have a chance to reinvent themselves.” Uber’s wild ride The... View Details

Keywords: by Dina Gerdeman; Transportation

December 2019 (Revised June 2020)
Case

The New LAX: Ready for Takeoff?

By: Boris Groysberg, Kerry Herman and Carin-Isabel Knoop

Chair of LAX Board Sean Burton and LAX CEO Deborah Flint have made progress on streamlining and modernizing LAX's complex capital projects ($12 billion worth) while reorganizing and retooling Los Angeles World Airport (LAWA) staff resources, management processes, and... View Details

Keywords: Leadership And Change Management; Leadership; Change Management; Performance Improvement; Strategic Planning; Air Transportation; Outcome or Result; Air Transportation Industry; Los Angeles

July 2005 (Revised June 2006)
Case

Ryanair Holdings plc

Examines the valuation of an Irish airline that reported its first decline in net income in 2004 and saw a 30% stock price drop on the news. Ryanair is a low-cost, low-fare airline headquartered in Dublin, Ireland, operating over 200 routes in 20 countries. The company... View Details

Keywords: Strategy; International Accounting; Analysis; Valuation; Air Transportation; Forecasting and Prediction; Finance; Air Transportation Industry; Dublin