E-commerce at Yunnan Lucky Air

Abstract

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.”

Appropriate for the Following Course(s)

global entrepreneurship, strategy
 

E-commerce at Yunnan Lucky Air 

Educator Copy*

*An educator (non-watermarked) copy of this case is available only to individuals who hold teaching positions at academic institutions and want to use the case in a course.

THIS CASE HAS A TEACHING NOTE.