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- All HBS Web (1,105)
- Faculty Publications (735)
- June 2018
- Case
American Airlines' Value Pricing (Abridged)
By: Alvin J. Silk and Sunil Gupta
This is an abridged version of the 1992 case where American Airlines (AA) launched "Value Pricing" in an attempt to simplify the pricing structure of the airline industry. AA expected that this plan would benefit not only consumers, but also AA and the entire airline... View Details
Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry
Silk, Alvin J., and Sunil Gupta. "American Airlines' Value Pricing (Abridged)." Harvard Business School Case 519-019, June 2018.
- June 2020 (Revised October 2020)
- Case
What Went Wrong with Boeing's 737 Max?
By: William W. George and Amram Migdal
This case describes the development of the Boeing 737 Max airplane model and the events leading up to two tragic plane crashes, in which a total of 346 people died: the crash of Lion Air flight 610 on October 29, 2018, in Indonesia, and the crash of Ethiopian Airlines... View Details
Keywords: Communication; Communication Intention and Meaning; Communication Strategy; Forms of Communication; Announcements; Decision Making; Decision Choices and Conditions; Judgments; Ethics; Moral Sensibility; Values and Beliefs; Globalization; Global Strategy; Governance; Corporate Accountability; Governance Controls; Human Resources; Resignation and Termination; Leadership; Leadership Style; Management; Business or Company Management; Crisis Management; Management Practices and Processes; Management Skills; Management Style; Management Systems; Risk Management; Time Management; Markets; Demand and Consumers; Digital Platforms; Supply and Industry; Duopoly and Oligopoly; Industry Structures; Operations; Product Development; Organizations; Organizational Change and Adaptation; Organizational Culture; Outcome or Result; Failure; Success; Planning; Strategic Planning; Problems and Challenges; Relationships; Business and Community Relations; Business and Government Relations; Business and Stakeholder Relations; Risk and Uncertainty; Safety; Strategy; Transportation; Air Transportation; Aerospace Industry; Aerospace Industry; Africa; Ethiopia; Asia; Indonesia; North and Central America; United States; Seattle; Chicago
George, William W., and Amram Migdal. "What Went Wrong with Boeing's 737 Max?" Harvard Business School Case 320-104, June 2020. (Revised October 2020.)
- 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
Rukstad, Michael G. "FlightSafety International (A)." Harvard Business School Case 799-113, February 1999. (Revised November 2000.)
- April 1989 (Revised March 1990)
- Case
Burlington Northern (B)
Describes the experiences of a seasoned Burlington Northern (BN) sales representative after the introduction of ShipSmart, a decision support system developed by the BN to help its employees and customers analyze logistics problems. After a brief description of a... View Details
Keywords: Change Management; Expansion; Rail Transportation; Logistics; Distribution Channels; Truck Transportation; Innovation and Invention; Sales; Rail Industry; United States
Hammond, Janice H. "Burlington Northern (B)." Harvard Business School Case 689-083, April 1989. (Revised March 1990.)
- 2020
- Case
Brightline: Targeting a Successful Future with High Speed Rail
By: Andrew J. Hoffman
High-speed rail (HSR) is a high-performance transportation technology that is time competitive with airplanes and automobiles, and is an environmentally preferable alternative due to its low carbon dioxide emissions. Brightline is a Florida HSR system in Phase II of... View Details
Hoffman, Andrew J. "Brightline: Targeting a Successful Future with High Speed Rail." William Davidson Institute Case 2-982-867, 2020.
- 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)
Heskett, James L., and W. Earl Sasser Jr. "Southwest Airlines: In a Different World." Harvard Business School Case 910-419, April 2010. (Revised January 2013.)
- March 2013
- Teaching Note
Automating the Paris Subway (TN) (A) & (B)
By: Michel Anteby and Ayn Cavicchi
In 2001, the head of the Paris Subway reflected on how to transform Line 1 into a driverless line without triggering a social conflict. After the shock of the 2000 Notre Dame de Lorette subway accident, in which a train derailed and caused 25 injuries in a Paris subway... View Details
- September 2012 (Revised May 2013)
- Case
Automating the Paris Subway (A)
By: Michel Anteby, Elena Corsi and Emilie Billaud
In 2001, the head of the Paris Subway reflected on how to transform Line 1 into a driverless line without triggering a social conflict. After the shock of the 2000 Notre Dame de Lorette subway accident, in which a train derailed and caused 25 injuries in a Paris subway... View Details
Keywords: Change Management; Technological Innovation; Rail Transportation; Labor Unions; Job Cuts and Outsourcing; Conflict Management; Rail Industry; Rail Industry; Paris
Anteby, Michel, Elena Corsi, and Emilie Billaud. "Automating the Paris Subway (A)." Harvard Business School Case 413-061, September 2012. (Revised May 2013.)
- October 2012 (Revised February 2014)
- Case
Keystone XL Pipeline
On January 18, 2012, President Obama rejected TransCanada's application for a "national interest" determination to approve construction of the Keystone XL Pipeline. Keystone XL was a 1,700 mile long, 36-inch diameter pipeline to transport 1.1 million barrels a day of... View Details
Keywords: Energy; Petroleum; Environmentalism; United States; Oil Prices; National Security; Environmental Sustainability; Energy Sources; Energy Industry; Canada; United States
Vietor, Richard H. K. "Keystone XL Pipeline." Harvard Business School Case 713-039, October 2012. (Revised February 2014.)
- August 1989 (Revised December 1997)
- Case
U.S. Airline Industry--1978-88 (A), The
Describes the evolution of the airline industry in the first decade after deregulation (1978-88). Looks at the primary areas of operation in which managers can effect change (planes, people, routes, marketing). The basic teaching objective is to cover industry... View Details
Ghemawat, Pankaj, and Nancy Donohue. "U.S. Airline Industry--1978-88 (A), The." Harvard Business School Case 390-025, August 1989. (Revised December 1997.)
- November 2011
- Case
Comfort Class Transport: Does Customer Service Need an Overhaul?
By: Michael J Roberts and Paul E. Morrison
The general manager of a chauffeured limousine transport company is concerned about underperformance at the company's customer service call center. The eight-person call center handles almost all customer interaction including discussing company services with... View Details
Keywords: Capacity Utilization; Supply ＆ Demand; Operations Management; Customer Service; Management; Demand and Consumers; Service Operations; Order Taking and Fulfillment; Performance Capacity; Customer Satisfaction; Transportation Industry
Roberts, Michael J., and Paul E. Morrison. "Comfort Class Transport: Does Customer Service Need an Overhaul?" Harvard Business School Brief Case 114-374, November 2011.
- 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
Frei, Frances X., and Corey B. Hajim. "Rapid Rewards at Southwest Airlines." Harvard Business School Case 602-065, September 2001. (Revised August 2004.)
- October 2017 (Revised October 2022)
- Case
JetBlue: Relevant Sustainability Leadership
By: George Serafeim
In 2017, JetBlue, the airline founded on the mission to “bring humanity back to air travel,” was considering becoming one of the first companies to report its sustainability performance according to the Sustainability Accounting Standards Board (SASB) standards. SASB... View Details
Keywords: Sustainability; Metrics; Leadership And Change Management; Airlines; Innovation; Purpose; ESG; ESG (Environmental, Social, Governance) Performance; Sustainability Reporting; Change Management; Leadership; Financial Reporting; Environmental Sustainability; Mission and Purpose; Reports; Competitive Strategy; Measurement and Metrics; Corporate Social Responsibility and Impact; Air Transportation Industry; United States
Serafeim, George, and David Freiberg. "JetBlue: Relevant Sustainability Leadership (A)." Harvard Business School Case 118-030, October 2017. (Revised October 2022.)
- March 2023
- Teaching Note
Ransomware Attack at Colonial Pipeline Company
By: Suraj Srinivasan and Li-Kuan Ni
Teaching Note for HBS Case No. 123-069. On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth... View Details
Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Infrastructure; Distribution Industry; United States; Alabama
- March 2023 (Revised June 2023)
- Case
Doing Business in Kigali, Rwanda
By: Andy Zelleke, A. Zelleke, Leonard A. Schlesinger, Leonard A. Schlesinger, Pippa Tubman Armerding and Wale Lawal
This case examines the challenges and opportunities of doing business in Rwanda. It highlights Rwanda's economic transformation in the decades leading up to 2023 in the context of its history, culture, and politics. The case gives an overview of some of the main... View Details
Keywords: Business History; Business and Government Relations; Technological Innovation; Foreign Direct Investment; Economic Growth; Transportation Industry; Transportation Industry; Rwanda
Zelleke, Andy, Leonard A. Schlesinger, Pippa Tubman Armerding, and Wale Lawal. "Doing Business in Kigali, Rwanda." Harvard Business School Case 323-089, March 2023. (Revised June 2023.)
- September 2023
- Teaching Note
CMA CGM: Reducing the Carbon Footprint of Container Shipping
By: Willy Shih
Teaching Note for HBS Case No. 623-006. Marine transport is the most cost-effective way to move large volumes over long distances, and container shipping is the backbone of international trade in goods. Yet shipping contributed 3% of worldwide greenhouse gas emissions,... View Details
- September 2023
- Supplement
CMA CGM: Reducing the Carbon Footprint of Container Shipping
By: Willy Shih
Marine transport is the most cost-effective way to move large volumes over long distances, and container shipping is the backbone of international trade in goods. Yet shipping contributed 3% of worldwide greenhouse gas emissions, and the deep-sea segment, which... View Details
- May 2016 (Revised March 2020)
- Case
Fasten: Challenging Uber and Lyft with a New Business Model
By: Feng Zhu and Angela Acocella
Fasten, a new ridesharing start-up in Boston, entered the scene in September 2015 hoping its unique vision of transparency for both driver and passenger and strategy to keep riders' fares low and charge drivers a flat $0.99 fee per ride as opposed to the 20-30%... View Details
Keywords: Information Technology; Transportation; Business Startups; Business Model; Transportation Industry; Boston
Zhu, Feng, and Angela Acocella. "Fasten: Challenging Uber and Lyft with a New Business Model." Harvard Business School Case 616-062, May 2016. (Revised March 2020.)
- September 2023
- Supplement
CMA CGM: Reducing the Carbon Footprint of Container Shipping
By: Willy Shih
Marine transport is the most cost-effective way to move large volumes over long distances, and container shipping is the backbone of international trade in goods. Yet shipping contributed 3% of worldwide greenhouse gas emissions, and the deep-sea segment, which... View Details
- 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
Nohria, Nitin, Anthony Mayo, and Mark Benson. "Gordon Bethune at Continental Airlines." Harvard Business School Case 406-073, January 2006. (Revised July 2016.)