このケースでは、1990年代初頭のアメリカで航空会社ビジネスとクレジットカード業界でひとつの市場に新規参入しようとしている企業と、その市場において地位が確立されているもう一つの企業との間で繰り広げられる戦いについて、いくつかの側面で探究していく。 The early 1990s saw a new wave of start-ups in the U.S. airline business. One entrant, Kiwi International Air Lines, took to the skies in September 1992 with a strategy of attracting small-business travelers looking to save money but lacking the flexibility to book in advance. Fares were to be pegged to the lowest restricted fares in the market, but offered on an unrestricted basis. Another setting in which entrants have recently sought to capture market share from large, established players is the U.S. credit card industry. In the early 1990s, the industry witnessed an onslaught of new players wooing customers with offers of low interest rates and small or nonexistent fees. This case explores some aspects of the game between small-scale entrants and large-scale incumbents.

【書誌情報】

ページ数：3ページ

サイズ：A4

商品番号：HBSP-720J08

発行日：1994/1/26

登録日：2020/9/10