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Reference no. 08-076
Published by:
MIT Sloan's LearningEdge (2008)
11 August 2008
14 pages
Data source:
Field research
This item is part of a free case collection. For terms & conditions go to
In 2008, China-based Lucky Air, a low cost, domestic airline modeled after Southwest Airlines in the United States, was searching for new competitive advantages in China's increasingly competitive yet heavily regulated airline industry. Ecommerce was being looked to as one growth strategy. The learning objective is to explore how the local business and consumer environments affect the ability of a firm in a developing market to copy a Western 'best practice'. This case is part of the MIT Sloan free case collection (visit for more information on the collection).
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