Travelocity.Com (B)

9 Pages Posted: 5 Apr 2010

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Richard Johnson

affiliation not provided to SSRN

Abstract

In the summer of 2001, the online travel sector was one of the few bright spots for both the airlines and the dot-com sectors. Two online travel agencies emerged as the clear leaders: Travelocity and Expedia. However, just as they had established themselves as the top-tier of online travel sites, they faced a new challenge. A joint venture between five major U.S. airlines named Orbitz threatened to completely change the competitive picture of the online travel industry. This case is meant as a follow-up to the multimedia Travelocity.com case, but can be taught as a stand-alone as well.

Keywords: brand management, consumer marketing, marketing strategy, electronic commerce, e-business

Suggested Citation

Farris, Paul and Johnson, Richard, Travelocity.Com (B). Darden Case No. UVA-M-0660. Available at SSRN: https://ssrn.com/abstract=1584112

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

Richard Johnson

affiliation not provided to SSRN

Register to save articles to
your library

Register

Paper statistics

Downloads
40
Abstract Views
1,193
PlumX Metrics