Emirates Case Study

1. Do you think that branding the company as a luxury is sustainable? Why or why not?
2. Using the definitions of luxury provided in the case, explain if you believe impression management is a customer driven concept tor brand driven concept.
3. Was it unethical for Emirates to not compromise standards and air-fare during the recession? Why or why not?
4. How would you expand the company? Can growing at such a rapid pace hurt the company in the future?

Additional resources to help you (use as many or as few as you need)

Benning, T. (2017). American CEO says airline hasn't seen any 'discernable impact' from Trump's travel ban. https://www.dallasnews.com/news/politics/2017/03/02/american-ceo-says-airline-seen-discernible-impact-trumps-travel-ban Brodey, S. (2017). The not-so-friendly skies: Why America's big airlines-and Minnesota's representatives in Congress-are crying foul at their Gulf-based competitors. https://www.minnpost.com/politics-policy/2017/09/not-so-friendly-skies-why-america-s-big-airlines-and-minnesota-s-representat. CAPA (2015). Emirates Airline turns 30: Just as it has changed the world, now Emirates faces its own changes. Retrieved from http://centreforaviation.com/analysis/emirates-airline-turns-30-just-as-it-has-changed-the-world-now-emirates-faces-its-own-changes-245140. Cornwell, A. (2017). Emirates reduces flights on fives US routes as restrictions hit demand. https://www.reuters.com/article/us-qatarairways-american-airline-stake-idUSKBN19R1DV. Cornwell, A. , & Butler, D. (2017). Emirates, Turkish Airlines say laptop ban lifted on US flights. http://in.reuters.com/article/usa-airlines-emirates-idINKBN-19Q0JA. Davis, M. (n.d.) The Impact of recession on business. Investopedia. from http://www.investopedia.com/articles/economics/08/recession-affecting-business.asp. Dnata (2017). About dnata. http://www.dnata.com/english/about-dnata/overview/. Emirates (2017a). History. http://www.emirates.com/us/english/about/history.aspx. Emirates (2017b). Emirates to increase its services to JFK. https://www.emir-ates.com/media-centre/emirates-to-increase-its-services-to-new-york-jfk. Emirates Group (2017). Emirates group careers. http://www.emiratesgroup-careers.com/english/about/companies/default.aspx. Emirates Group (2016). Annual reports. http://www.emirates.com/english/about/annual-reports.aspx. GoGreen (2012). Emirates fleet continues to lead airline industry in fuel efficiency. http://www.go-green.ae/greenstory_view.php?storyid=2069. Hill, D. (n.d.). Business vs. Economy Class. USA Today. http://traveltips.usato-day.com/business-vs-economy-class-103443.html. Historic Photos of Dubai National Airport. (2012). http://www.rediff.com/money/slide-show/slide-show-1-historic-photos-of-dubai-international-airport/20120621.htm#25. Humphries, C. (2017). Qatar Airways set to start buying shares in American Airlines. https://www.reuters.com/article/us-qatarairways-american-airline-stake-idUSKBN19R1DV. James, G. (2013). 10 reasons customers will pay more. http://www.inc.com/geoffrey-james/the-10-reasons-customers-pay-more.html. Jones, R. (2014). Dubai to Invest $32 Billion in Airport to Meet Emirates Airline Growth. Wall Street Journal. https://www.wsj.com/articles/dubai-to-invest-32-billion-in-airport-to-meet-emirates-airline-growth-1410199442. Karimi, F. (2017). American Airlines investigates after video shows mom in tears http://www.cnn.com/2017/04/22/us/american-airlines-video-confrontation-trnd/index.html. Media Centre (n.d.). The Emirates Group. Retrieved from https://www.emirates.com/media-centre/emirates-sees-brand-value-grow-for-4th-consecutive-year-to-us66-billion-images-to-follow-to-go-out-at-1330# McLaughlin, E. (2017). Man dragged off United flight has concussion, will file suit, lawyer says. http://www.cnn.com/2017/04/13/travel/united-passenger-pulled-off-flight-lawsuit-family-attorney-speak/index.html.