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Berkeley Haas Case Series

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Virgin America (A)
Berman, Adam , and Frank C. Schultz
Publication date: 7/15/2016, pages 1-23

This case illustrates how Virgin America craved a niche of dedicated urbanite-flyers in the highly competitive -- but staid -- airline industry. The A case goes from 2007 to 2012, when the airline launched and expanded into 19 market destinations but was still unprofitable. The A case explores the dynamics of the airline industry, customer experience and loyalty, and niche marketing. The B case covers the decisions made to make it profitable in 2013, an important milestone prior to any possible IPO. The C case concludes with it's successful IPO in 2014. Please note: This case has (B) and (C) supplements available.
 


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