Product details

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Abstract

This case takes place when top American airline Azure Wings considered a strategic entry into the thriving Singaporean market. The story follows the airline as it attempted to profit from the normalization of passenger flows in the post-pandemic environment, under the direction of Matilda Harrison, head of the network development department. The case highlights the divergent ideas put forth by Director of International Sales, Richard Blackthorn and Harrison, which prompted a thorough investigation into the fields of business expansion methods and the associated financial and ethical ramifications. The case highlights the financial complexities of the aviation sector, addressing important indicators including passenger rates for travel from the United States to Singapore.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Time period

The events covered by this case took place in 2024.

Geographical setting

Region:
Americas
Countries:
United States; Singapore
Locations:
New York; Singapore

Featured company

Azure Wings
Employees:
201-500
Type:
Privately held
Industry:
Airline

Featured protagonist

  • Matilda Harrison (female), Head of the network development department

About

Abstract

This case takes place when top American airline Azure Wings considered a strategic entry into the thriving Singaporean market. The story follows the airline as it attempted to profit from the normalization of passenger flows in the post-pandemic environment, under the direction of Matilda Harrison, head of the network development department. The case highlights the divergent ideas put forth by Director of International Sales, Richard Blackthorn and Harrison, which prompted a thorough investigation into the fields of business expansion methods and the associated financial and ethical ramifications. The case highlights the financial complexities of the aviation sector, addressing important indicators including passenger rates for travel from the United States to Singapore.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Time period

The events covered by this case took place in 2024.

Geographical setting

Region:
Americas
Countries:
United States; Singapore
Locations:
New York; Singapore

Featured company

Azure Wings
Employees:
201-500
Type:
Privately held
Industry:
Airline

Featured protagonist

  • Matilda Harrison (female), Head of the network development department

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