Ryanair: A comparison with Southwest Airlines
This case series traces Ryanair’s history from its modest beginning in 1985 up to its leading market position in 2007. The company’s turning point came when Michael O’Leary became CEO in 1991 and went to America to study the successful Southwest Airlines model of low fares. Upon his return, he restructured Ryanair, creating Europe’s first low-cost carrier, and successfully competed with the subsidized national carriers dominating the market. The case compares his approach to that of Herb Kelleher of Southwest Airlines.
The case leads to a discussion of two contrasting styles of dealing with stakeholders.
Ryanair, Southwest Airlines
2001-2006
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
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Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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