Case | HBS Case Collection | November 1990 (Revised June 1991)

American Airlines (A): Strategy in the 1990s

by Jay W. Lorsch and Gary W. Loveman


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?

Keywords: Expansion; Air Transportation; Cost Management; Customer Focus and Relationships; Growth and Development Strategy; Air Transportation Industry; United States;


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