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Case
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Reference no. 9-594-001
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School); Steven C Michael (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 11 May 1994
Length: 24 pages
Data source: Published sources
Topics: Consumer marketing; Market segmentation; Pricing; Pricing strategy; Competition; Demand analysis
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Abstract

In April 1992, American Airlines launched 'Value Pricing' - a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the US domestic airline industry. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole. The critical issue raised is: Would American's bold initiative work?
Location:
United States
Industry:
Airlines
Size:
USD12.9 billion revenues, 116,000 employees
Other setting(s):
1992
Teaching note
-
Reference no. 5-919-408
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2019
Version: 28 January 2019
Length: 18 pages
Data source: Published sources
View full details
Abridged version
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Reference no. 9-519-019
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School); Sunil Gupta (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2018
Version: 28 June 2018
Length: 15 pages
Data source: Published sources
Topics: Competition; Competitive strategy; Consumer marketing; Demand analysis; Market segmentation; Marketing; Pricing; Pricing strategy; Supply & demand
View full details
Case
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Reference no. 9-504-S16
Spanish language
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School); S Michael (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 11 May 1994
Length: 25 pages
Data source: Published sources
Topics: Consumer marketing; Market segmentation; Pricing; Pricing strategy; Competition; Demand analysis
View full details
Compact case
Supplement
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Reference no. 9-594-019
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School); S Michael (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 11 May 1994
Length: 4 pages
Data source: Published sources
Topics: Consumer marketing; Market segmentation; Pricing; Pricing strategy; Competition; Demand analysis
View full details
Supplement
-
Reference no. 9-595-037
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School); Jamie Harper (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1994
Version: 11 October 1994
Length: 8 pages
Data source: Published sources
Topics: Consumer marketing; Market segmentation; Pricing; Pricing strategy; Competition; Demand analysis
View full details

About

Abstract

In April 1992, American Airlines launched 'Value Pricing' - a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the US domestic airline industry. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole. The critical issue raised is: Would American's bold initiative work?

Settings

Location:
United States
Industry:
Airlines
Size:
USD12.9 billion revenues, 116,000 employees
Other setting(s):
1992

Related

Teaching note
-
Reference no. 5-919-408
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2019
Version: 28 January 2019
Length: 18 pages
Data source: Published sources
View full details
Abridged version
-
Reference no. 9-519-019
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School); Sunil Gupta (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2018
Version: 28 June 2018
Length: 15 pages
Data source: Published sources
Topics: Competition; Competitive strategy; Consumer marketing; Demand analysis; Market segmentation; Marketing; Pricing; Pricing strategy; Supply & demand
View full details
Case
-
Reference no. 9-504-S16
Spanish language
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School); S Michael (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 11 May 1994
Length: 25 pages
Data source: Published sources
Topics: Consumer marketing; Market segmentation; Pricing; Pricing strategy; Competition; Demand analysis
View full details
Compact case
Supplement
-
Reference no. 9-594-019
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School); S Michael (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 11 May 1994
Length: 4 pages
Data source: Published sources
Topics: Consumer marketing; Market segmentation; Pricing; Pricing strategy; Competition; Demand analysis
View full details
Supplement
-
Reference no. 9-595-037
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School); Jamie Harper (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1994
Version: 11 October 1994
Length: 8 pages
Data source: Published sources
Topics: Consumer marketing; Market segmentation; Pricing; Pricing strategy; Competition; Demand analysis
View full details