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  • January 2020
  • Case
  • HBS Case Collection

Hurtigruten: Sailing into Warm Water?

By: Jan W. Rivkin and Kerry Herman
  • Format:Print
  • | Language:English
  • | Pages:23
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Abstract

As this case opens in 2019, CEO Daniel Skjeldam and his team have successfully reinvigorated Hurtigruten, a storied but struggling Norwegian ferry and cruise operator, and have established it as the leading provider of polar expedition cruises. They now face a critical decision: should they expand beyond the polar regions and begin operating expedition cruises extensively in warm waters? The case introduces students to relative cost analysis; illustrates how a market can be structurally unattractive despite a current boom; and explores the logic of expanding from one segment of a market into other segments.

Keywords

Relative Cost Analysis; Market Attractiveness; Diversification; Decision Making; Expansion; Tourism Industry; Norway

Citation

Rivkin, Jan W., and Kerry Herman. "Hurtigruten: Sailing into Warm Water?" Harvard Business School Case 720-410, January 2020.
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About The Author

Jan W. Rivkin

Strategy
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Related Work

    • July 2020
    • Faculty Research

    Hurtigruten: Sailing into Warm Water?

    By: Jan W. Rivkin
    • May 2021
    • Faculty Research

    Hurtigruten: Sailing into Warm Water?

    By: Jan Rivkin and Kerry Herman
Related Work
  • Hurtigruten: Sailing into Warm Water? By: Jan W. Rivkin
  • Hurtigruten: Sailing into Warm Water? By: Jan Rivkin and Kerry Herman
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