Teaching Resources Library

Entrepreneurship

Emerging Markets

Ecommerce at Yunnan Lucky Air

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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.”

COULD BE TAUGHT IN 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.