Case | HBS Case Collection | 1991 (Revised from original version)

American Airlines (A): Strategy in the 1990s

by Jay W. Lorsch and Gary W. Loveman

Abstract

American Airlines is pursuing a growth strategy through international and domestic route expansion. At the same time, the airline is working hard to cut costs while trying to provide the best customer service possible. Is this strategy achievable given the recent surge in jet fuel prices and the competitive framework of the industry?

Citation:

Lorsch, Jay W., and Gary W. Loveman. "American Airlines (A): Strategy in the 1990s." Harvard Business School Case 491-044, June 1991. (Revised from original November 1990 version.)