Company Case

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Emerging Markets Case Studies Collection Emerald Case Study: Kulula.com: now anyone can fly in South Africa Stephanie Townsend, Geoff Bick Article information: To cite this document: Stephanie Townsend, Geoff Bick, "Kulula.com: now anyone can fly in South Africa", Emerald Emerging Markets Case Studies, 2011 Permanent link to this document: http://dx.doi.org/10.1108/20450621111126792 Downloaded on: 06-11-2012 References: This document contains references to 19 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 742 times since 2011. * Access to this document was granted through an Emerald subscription provided by Emerald Group Publishing Limited For Authors: If you would…show more content…
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality. DOI 10.1108/20450621111126792 The terrorist attacks on the World Trade Centre on 11 September 2001, however, left many of the world’s already ailing airlines in a state of crisis, with Swissair, Belgium’s Sabena, Australia’s Ansett and US Airways going bankrupt. The healthier airlines – British Airways and Lufthansa – experienced a significant drop in passenger numbers (Fletcher, 2002). Excluding Ryanair, the European low-cost segment accumulated losses of almost $300 million between 1996 and 2001, and AB Airlines, ColorAir and Debonair went bankrupt. Compared to the flag carriers, however, the low-cost carriers did very well after the September 11 attacks. Despite the seemingly crowded market in Europe and a 7 per cent VOL. 1 NO. 1 2011, pp. 1-28, Q Emerald Group Publishing Limited, ISSN 2045-0621 j EMERALD EMERGING MARKETS CASE STUDIES j PAGE 1 market share of the intra-European air travel market, discount airlines such as easyJet, Ryanair, Buzz and Virgin Express had all grown stronger and had placed Europe’s traditional flag carriers under severe threat

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