Swiss International - the end of a dream
The case briefly reviews the attempt to resurrect a Swiss national carrier after the failure of Swissair and the problems around rebranding. It also looks at the difficulty of integrating two disparate corporate cultures (Swissair and Crossair). Issues of funding, optimal size and forming alliances in a highly competitive market are also considered. It tells the story of how, despite the efforts of Swiss business leaders and politicians, the new venture was not successful and ultimately sold to Lufthansa.
2000-2005
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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