Lufthansa: The Turnaround (Condensed Version)

Published 01 Jan 1995
Reference 4546
Topic Strategy
Region Europe
Length 29 page(s)
Summary

The Lufthansa case provides an illustration of business strategy in the context of the single European market. It illustrates how Lufthansa got itself into trouble by making overly simplistic assumptions of what the single European market would mean for its business as well as the choices and massive shifts in strategic thinking required for Lufthansa to extricate itself from a nearly fatal market position.

Teaching objectives

To allow a detailed exploration of how a business organisation can adapt to changes in its business environment that pull it in different directions simultaneously. Three foci: Strategic adaptation to the single European market Organisational adaptation I: Overcoming old boundaries, managing new ones Organisational adaptation II: Instituting internal markets