1985年にドバイで設立されたエミレーツ航空は、2013年までに世界の3大商業航空会社の1つになった。そのロケーションを戦略的に活用し、収益性の高いハブベースのビジネスモデルを構築し急成長した同社が新しいルート、テクノロジーの選択、また、人事、マーケティング、ブランディング、政府との関係をどのように管理しているかを詳述する。 Narrates the story of Emirates, an airline founded in 1985 in Dubai that by 2013 was among the three largest commercial airlines in the world. The case emphasizes how Emirates capitalized on its location-a small city-state strategically located to reach of the world population in a flight of less than eight hours-to build a fast-growing and profitable hub-based business model. The case details how Emirates' chooses new routes, technology, and equipment and manages its human resources, marketing and branding, and government relationships-together forming an internally consistent strategy that capitalizes on opportunities across geographic markets. Importantly, students are asked to evaluate if the airlines' strategy will be sustainable as Emirates faces technical and political challenges to expand and must compete with numerous new players from the Middle East.

【書誌情報】

ページ数：35ページ

サイズ：A4

商品番号：HBSP-719J02

発行日：2014/1/29

登録日：2019/9/30