营销组合策略--德国某航空公司成功创新案例分析.ppt
LH case study: The starting point
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Restructuring
The critical economic situation of Lufthansa in 1991 and 1992 demanded radi-cal and lasting measures to guarantee the company’s future competitiveness
Since 1990 the operation profits had been negative and had continued to worsenThe intensity of competition and extreme cost pressure were increasing in the aviation industryThe Lufthansa board therefore decided on a radical, three-stage program to guarantee future comp ...