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Case
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Reference no. DG-1386-E
Published by: IESE Business School
Originally published in: 2002
Version: 03/21/03
Length: 18 pages
Data source: Field research

Abstract

The case analyses the positioning of an on-line travel agency headquartered in Spain and with presence in four major European travel markets (Italy, Spain, France and the United Kingdom). It describes the role played by all the agents that play a role in the travel industry value system and discusses how they are currently trying to create and appropriate value. The firm has to face the decision of how to combine the offline and on-line spaces to better perform transactions and serve customers, allowing students to analyse whether the firm has the necessary resources and capabilities to succeed and change the rules of the game industry in which it competes.
Location:
Other setting(s):
2000

About

Abstract

The case analyses the positioning of an on-line travel agency headquartered in Spain and with presence in four major European travel markets (Italy, Spain, France and the United Kingdom). It describes the role played by all the agents that play a role in the travel industry value system and discusses how they are currently trying to create and appropriate value. The firm has to face the decision of how to combine the offline and on-line spaces to better perform transactions and serve customers, allowing students to analyse whether the firm has the necessary resources and capabilities to succeed and change the rules of the game industry in which it competes.

Settings

Location:
Other setting(s):
2000

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