Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2019-12-09
Length: 8 pages
Data source: Field research
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Abstract
As one of China's top three major state-owned air transportation companies, China Eastern Airlines Corporation Limited (China Eastern) had built an international brand image with a global influence. With the airline's unique Shanghai-based globalization, China Eastern's strategy remained focused on expanding its global footprint. In the face of growing competition from domestic and international rivals, China Eastern strove to carry out cross-border business, strengthen its co-operation with partners in the aviation industry, and accelerate its globalization process. Over the past three years, China Eastern had introduced its "Pacific Plan" and made concerted efforts in expanding its route network and optimizing transit opportunities in the North American market. With the implementation of the Belt and Road Initiative (a global development strategy adopted by the Chinese government), what strategy should China Eastern use to continue to expand its Shanghai-based globalization?
Teaching and learning
This item is suitable for undergraduate and postgraduate courses.Locations:
Industry:
Size:
Large
Other setting(s):
2018
About
Abstract
As one of China's top three major state-owned air transportation companies, China Eastern Airlines Corporation Limited (China Eastern) had built an international brand image with a global influence. With the airline's unique Shanghai-based globalization, China Eastern's strategy remained focused on expanding its global footprint. In the face of growing competition from domestic and international rivals, China Eastern strove to carry out cross-border business, strengthen its co-operation with partners in the aviation industry, and accelerate its globalization process. Over the past three years, China Eastern had introduced its "Pacific Plan" and made concerted efforts in expanding its route network and optimizing transit opportunities in the North American market. With the implementation of the Belt and Road Initiative (a global development strategy adopted by the Chinese government), what strategy should China Eastern use to continue to expand its Shanghai-based globalization?
Teaching and learning
This item is suitable for undergraduate and postgraduate courses.Settings
Locations:
Industry:
Size:
Large
Other setting(s):
2018