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Case Code: BSTR510
Case Length: 18 Pages 
Period: 2015-2016   
Pub Date: 2017
Teaching Note: Available
Price:Rs.600
Organization :Alaska Airlines and Virgin America  
Industry :Aviation Industry 
Countries : US
Themes:  Business strategy/ Merger and Acquisitions/ Strategic Alliances  
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Bradley Tilden's Dilemma Following the Alaska Airlines-Virgin America Deal

 
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ALASKA AIRLINES

 

Founded in 1932, AA was a popular airline in the West Coast known for embracing innovative technology in order to improve customer experience. It offered a friendly and traditional style of service and had the lowest complaint rate in the US domestic air travel market with the best on-time performances. As of early 2016, AA owned a fleet of 219 Boeing aircraft and served 112 destinations across the US, Mexico, and Canada, with an average of 970 daily flights throughout the US. It was the seventh-largest airline in the US based on passenger traffic. The airline ranked highest in customer satisfaction among traditional carriers in North America in the J.D. Power North America Airline Satisfaction Studies for nine consecutive years (2008-2016). In 2015, AA bagged the #1 slot for the third consecutive year in The Wall Street Journal’s annual ‘Airline Scorecard’.. ....

 
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