Publications
Publications
- May 1993 (Revised July 1995)
- HBS Case Collection
Air Miles
By: John A. Quelch
Abstract
The chairman and CEO of a U.K.-based frequent buyer travel award program is planning on launching in North America. Management must determine the marketing strategy to be used, specifically how the U.K. program should be altered, whether the U.S. and Canadian markets should use the same strategy, and whether grocery retailers or grocery manufacturers should be used as sponsors.
Keywords
Marketing Strategy; Service Delivery; Market Entry and Exit; Adaptation; Product Launch; Service Industry; Canada; United Kingdom; United States
Citation
Quelch, John A. "Air Miles." Harvard Business School Case 593-102, May 1993. (Revised July 1995.)