Award Winning Case - 3^rd place at the 2017 John Molson MBA International Case Competition,” held by John Molson School of Business, Concordia University, Canada

Bradley Tilden's Dilemma Following the Alaska Airlines-Virgin America Deal

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

Introduction

Since Alaska Airlines (AA) acquired Virgin America (VA) for US$2.6 billion on April 4, 2016, the CEO of Alaska Air Group, Bradley Tilden (Tilden), has had to make some tough decisions. Despite the deal’s merits, its high cost and certain differences between the airlines (separate customer bases, cultural gaps) led some analysts to question the deal’s value. According to them, the two brands were as different as chalk and cheese; VA was known for its hip image and chic service while AA was a no-frills carrier offering relaxed, friendly service. Analysts wondered how much of AA’s innovation and VA’s flamboyance would survive in the end...

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