This case examines the turnaround of Aeroflot, a former Soviet carrier, into one of Europe's leading airlines in customer service. It describes the period between 2009 and 2015, when a new CEO rescues the company from bankruptcy. Under his leadership, a new team of top managers successfully changes the culture of the organization to make it more consumer-focused.

The case presents a new business model in the jet engine industry - performance based contracting for jet engine maintenance. It explains the trade-offs, challenges and guidelines for successful implementation of these contracts, including direct and supply chain effects.

The Virgin Atlantic Airways (VAA) case was written on the occasion of the company's 10th anniversary. In 10 years, VAA has brought many innovations to the airline industry and won many awards for its service. It has fought against giants on an international scale and has survived the airline industry's most difficult years.

The case covers the initial public equity offering of GPA in 1992. The offering was a failure. The case requires students to analyse the company, the industry, and decide on whether and how to structure the flotation.

This case follows the development of Richard Branson from his early days as the editor of his own student magazine to his current status as founder and Chairman of the Virgin Group. It focuses on the iconoclastic, yet extremely effective, management style and business philosophy of a man who has become one of the world's best-known entrepreneurs.