Bradley Tilden's Dilemma Following the Alaska Airlines-Virgin America Deal
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Case Code: BSTR510 Case Length: 18 Pages Period: 2015-2016 Pub Date: 2017 Teaching Note: Available |
Price: Rs.600 Organization: Alaska Airlines,Virgin America Industry: Aviation Countries: US Themes: Business Strategy, Merger and Acquisitions,Strategic Alliances |
Abstract Case Intro 1 Case Intro 2 Excerpts
Alaska Airlines
Founded in 1932, AA was a popular airline in the West Coast known for embracing innovative technology in order to improve customer experience. It offered a friendly and traditional style of service and had the lowest complaint rate in the US domestic air travel market with the best on-time performances. As of early 2016, AA owned a fleet of 219 Boeing aircraft and served 112 destinations across the US, Mexico, and Canada, with an average of 970 daily flights throughout the US. It was the seventh-largest airline in the US based on passenger traffic. The airline ranked highest in customer satisfaction among traditional carriers in North America in the J.D. Power North America Airline Satisfaction Studies for nine consecutive years (2008-2016). In 2015, AA bagged the #1 slot for the third consecutive year in The Wall Street Journal’s annual ‘Airline Scorecard’....
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