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Plummeting from the sky: the decline of Alitalia
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| 1.46 MB | Adobe PDF |
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Resumo(s)
This case discusses the decline of the Italian airline Alitalia. It sheds light on Alitalia’s financial problems, caused by its cumbersome relationships with the government and labour unions and a continuous lack of strategic positioning following the disruptive entry of new players in the Italian aviation industry. The case covers the most recent developments that have led to Alitalia’s bankruptcy in 2017 and ends with a case-study situation in which the reader is challenged to find a new positioning strategy and partner for Alitalia to ensure a profitable future.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Alitalia Legacy carrier Low-cost carrier Positioning strategy