Material Detail

In 2008, China-based Yunnan Lucky Air, a low-cost, domestic airline modeled after Southwest Airlines in the United States, was searching for new competitive advantages in China’s increasingly competitive yet heavily regulated airline industry. Ecommerce was being looked to as one growth strategy.

Learning Objective:

To explore how the local business and consumer environments affect the ability of a firm in a developing market to copy a western “best practice.”

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