Case | HBS Case Collection | September 2006 (Revised March 2012)

Fritidsresor Under Pressure (A): The First 10 Hours

by Joshua D. Margolis, Vincent Marie Dessain and Anders Sjoman


When a tsunami hit Southeast Asia on December 26, 2004, the leadership team at a Swedish tour company must manage a devastating crisis affecting thousands of its customers and employees in Thailand. Documents the challenges the company faced in the first ten hours of the crisis. Amid the uncertainty of those first hours, the leadership team must make a range of decisions to orchestrate the company's response and manage the rest of its business. Describes the chaotic environment of a crisis, especially when the normal course of business is interrupted, and puts students in the shoes of a range of managers, each having to make decisions on his/her own, while coordinating with one another to enable the company to respond effectively.

Keywords: Decision Choices and Conditions; Leadership; Crisis Management; Natural Disasters; Tourism Industry; Thailand; Sweden;


Margolis, Joshua D., Vincent Marie Dessain, and Anders Sjoman. "Fritidsresor Under Pressure (A): The First 10 Hours." Harvard Business School Case 407-007, September 2006. (Revised March 2012.)