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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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INTRODUCTION

 
Since Alaska Airlines (AA) acquired Virgin America (VA) for US$2.6 billion on April 4, 2016, the CEO of Alaska Air Group, Bradley Tilden (Tilden), has had to make some tough decisions. Despite the deal’s merits, its high cost and certain differences between the airlines (separate customer bases, cultural gaps) led some analysts to question the deal’s value. According to them, the two brands were as different as chalk and cheese; VA was known for its hip image and chic service while AA was a no-frills carrier offering relaxed, friendly service. Analysts wondered how much of AA’s innovation and VA’s flamboyance would survive in the end...

 

 
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