Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Jan12-Article1-A Case on Kingfisher- Air Deccan Merger: The Marriage of Convenience
- Price : 80.00
- Published on March 17, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
This case study is a sequel of the case titled, ‘The First Low Cost Carrier of India’ written by the present author in the year 2006, when the homegrown airline Air Deccan was at its zenith and was becoming a game changer of the Aviation sector in India. Started in 2003, Air Deccan brought a revolution in air travel, making air travel in India an affordable proposition for the common man. However, in 2007, the airline nose dived and Captain Gopinath, its CEO, had to succumb to the consolidation proposed by Dr. Vijay Mallya of the Kingfisher Airline group. This study is ,therefore, an attempt to elucidate the strategic moves made by the acquirer - Vijay Mallya to restructure and reposition the erstwhile Air Deccan into a new combined entity - Kingfisher Red. Furthermore, as the merger story unfolds, it brings out the truism of consolidation - that one man's gain is another man's loss. Key Words –Merger, strategic alliances, takeovers, restructuring, Low Cost Carrier (LCC), flying models
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.