Publications
Publications
- January 2020
- HBS Case Collection
Hurtigruten: Sailing into Warm Water?
By: Jan W. Rivkin and Kerry Herman
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.