Ecommerce at Yunnan Lucky Air

Abstract

This is an MIT Sloan Management case study. In 2008, China-based 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.” This case study is part of the MIT management studies "Global Entrepreneurship" stream.