FlyBaboo: How high can it fly?
The story of Flybaboo, a niche airline start-up in a crowded market, provides students with the opportunity to examine topics such as market entry, competitive strategy, product differentiation and positioning, branding, and entrepreneurship. Flybaboo is a fascinating example of a new entrant in a mature industry undergoing radical change, where the usual challenges facing entrepreneurial activities are compounded by a complex regulatory environment and potential competitive threats from both an established (but declining) incumbent and rival start-ups. The founder of the company cleverly combined fairly well-established business practices into a new customer “value proposition” with high appeal to a service-minded client niche. In other words, the case supports the concept that a novel value proposition can be created without “unique” components, with the perceived value coming mostly from a unique combination of non-novel components. The case serves as an ideal base for discussing the issues such as: 1) conducting an industry analysis in a rapidly changing environment, 2) understanding the elements of a customer value proposition, 3) establishing and maintaining a competitive advantage.
2003-2004
Cranfield University
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Harvard Business School Publishing
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NUCB Business School
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COVID-19 challenges the value systems of family firms and urges them to adapt their behaviors, affecting their identities. This study aims to explore how and why family businesses strategically respond to challenges to their identity during COVID-...
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in Small Business Economics October 2024, vol. 63, pp. 993–1018, https://doi.org/10.1007/s11187-023-00846-3
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