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Keywords: Dragonair
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Journal Articles
Cathay & Southwest: flying the flag of good practice in airline mergers
Available to Purchase
Journal:
Strategic Direction
Strategic Direction (2015) 31 (8): 20–22.
Published: 13 July 2015
... as Cathay Pacific and Dragonair. Design/methodology/approach – The article is a case study of two successful mergers in the airline industry, one in the USA and one in Asia. Findings – M&As in the airline industry are loaded with difficulties. These include problems of brand identification...
