IMD-1-0274 © 2011
Hamilton, Stewart; Eckardt, Anna
The case briefly reviews the effort to resurrect a Swiss national carrier after the failure of Swissair and also the issues around rebranding. It also looks at the issue of incorporating two disparate corporate cultures (Swissair and Crossair).
Problems of financing, optimal size and forming alliances in a highly competitive marketplace are also considered. It tells the story of how, despite the efforts of Swiss business leaders and politicians, the fresh enterprise was not successful and finally sold to Lufthansa.
Swiss International - The End of A Dream case study solution
Subjects: Corporate restructuring; Corporate governance; Brand reputation and marketing; Corporate culture; Financing; Rescue Settings: Switzerland; Europe ; Airline ; 4,000 CHF Million ; 2000-2005
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