As this case opens in 2019, CEO Daniel Skjeldam and his team have successfully reinvigorated Hurtigruten, a storied but struggling Norwegian ferry and cruise operator, and have established it as the leading provider of polar expedition cruises. They now face a critical decision: should they expand beyond the polar regions and begin operating expedition cruises extensively in warm waters? The case introduces students to relative cost analysis; illustrates how a market can be structurally unattractive despite a current boom; and explores the logic of expanding from one segment of a market into other segments.

【書誌情報】

ページ数：23ページ

サイズ：A4

商品番号：HBSP-720410

発行日：2020/1/14

登録日：2020/10/19