In the early 1990s, a new wave of business start-ups in U.S. airlines. One entrant, Kiwi International Air Lines, took to the air in September 1992 with a strategy to attract small business travelers who want to save money, but lack the flexibility to book in advance. Prices had to be tied to low prices on a limited market, but offered on an unrestricted basis. Another situation in which the participants have recently sought to capture market share with a large, established players U.S. credit card industry. In the early 1990s, the industry has witnessed a rush of new players wooing customers with offers low interest rates and little or no fees. This case addresses some aspects of the game between the small and large parties incumbents. "Hide
by Adam Brandenburger, Julia Kou Source: Harvard Business School 2 pages. Publication Date: January 26, 1994. Prod. #: 794103-PDF-ENG
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