Narrates the story of Emirates, an airline founded in 1985 in Dubai that among the three largest commercial airlines in the whole world was by 2013. The case emphasizes how Emirates capitalized on its location-a little city state strategically situated to reach 3/4 of the world people in a flight of less than eight hours-to build a fast-growing and profitable heart-based business model.
The case details Emirates' picks technology new courses, and equipment and handles authorities relationships, advertising and branding, and its human resources -together forming an internally consistent strategy that capitalizes on opportunities across geographic markets. Importantly, pupils are requested to evaluate if the airlines' strategy will be sustainable as Emirates confronts technical and political challenges to enlarge and must compete with numerous new players from the Middle East.
PUBLICATION DATE: January 29, 2014 PRODUCT #: 714432-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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