Bradley Tilden’s Dilemma Following the Alaska Airlines-Virgin America Deal (French)

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...