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SN Brussels Airlines: taking off for profit?

Author: Loch, Christoph INSEAD Area: StrategyPublisher: Fontainebleau : INSEAD, 2006.Language: EnglishDescription: 36 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: Toward the end of 2001, a group of investors is faced with the strategic decision of taking over (parts of) the bankrupt Sabena, the former Belgian flag carrier. To this end, the case describes the major crisis in the airline industry at the start of the new millennium, the competitive situation on the Belgian and European market and the chronic suffering of Sabena.Pedagogical Objectives: This case bridges an important gap between existing cases that focus almost exclusively on either the low-cost carriers like Ryanair and easyJet or on the large European players like Air France, KLM, British Airways and Lufthansa. From a strategic standpoint, it is extremely interesting to investigate and evaluate how smaller players, squeezed between the two groups, formulate their strategies, position themselves and conduct their business in a quest for a sustainable competitive advantage.
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

This case bridges an important gap between existing cases that focus almost exclusively on either the low-cost carriers like Ryanair and easyJet or on the large European players like Air France, KLM, British Airways and Lufthansa. From a strategic standpoint, it is extremely interesting to investigate and evaluate how smaller players, squeezed between the two groups, formulate their strategies, position themselves and conduct their business in a quest for a sustainable competitive advantage.

Toward the end of 2001, a group of investors is faced with the strategic decision of taking over (parts of) the bankrupt Sabena, the former Belgian flag carrier. To this end, the case describes the major crisis in the airline industry at the start of the new millennium, the competitive situation on the Belgian and European market and the chronic suffering of Sabena.

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