Case | HBS Case Collection | November 2008

HNA Group: Moving China's Air Transport Industry in a New Direction

by William C. Kirby, F. Warren McFarlan and Tracy Manty

Abstract

HNA Group, the parent company of Hainan Airlines, was positioning itself to go global and make a mark for itself as the largest private airline in China. Positioned squarely behind the "Big Three" state-owned carriers, Hainan Airlines sought to create a world-class business. Following modern management practices, keeping sharp attention to cost control and capital operations, making aggressive entries into international markets, and maintaining a special corporate culture, Chairman Chen Feng was confident these factors were the engine that would drive HNA's continued growth.

Keywords: Global Strategy; Management Practices and Processes; Private Ownership; Competitive Advantage; Air Transportation Industry; China;

Citation:

Kirby, William C., F. Warren McFarlan, and Tracy Manty. "HNA Group: Moving China's Air Transport Industry in a New Direction." Harvard Business School Case 309-029, November 2008.