Swiss International - the end of a dream
The case briefly reviews the attempt to resurrect a Swiss national carrier after the failure of Swissair and the problems around rebranding. It also looks at the difficulty of integrating two disparate corporate cultures (Swissair and Crossair). Issues of funding, optimal size and forming alliances in a highly competitive market are also considered. It tells the story of how, despite the efforts of Swiss business leaders and politicians, the new venture was not successful and ultimately sold to Lufthansa.
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