Case study eg[2]案例研究说明(带例子)英文版.pdf

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1、Sw9B09M028SCANDINAVIANAIRLINES:THEGREENENGINEDECISIONJenniferLyneswrotethiscasesolelytoprovidematerialforclassdiscussion.Theauthordoesnotintendtoillustrateeithereffectiveorineffectivehandlingofamanagerialsituation.Theauthormayhavedisguisedcertainnamesandotheridentifyinginformationtoprotectc

2、onfidentiality.IveyManagementServicesprohibitsanyformofreproduction,storageortransmittalwithoutitswrittenpermission.Reproductionofthismaterialisnotcoveredunderauthorizationbyanyreproductionrightsorganization.Toordercopiesorrequestpermissiontoreproducematerials,contactIveyPublishing,IveyMana

3、gementServices,c/oRichardIveySchoolofBusiness,TheUniversityofWesternOntario,London,Ontario,Canada,N6A3K7;phone(519)661-3208;fax(519)661-3882;e-mailcases@ivey.uwo.ca.Copyright©2009,IveyManagementServicesVersion:(A)2009-06-11INTRODUCTIONInthespringof1995,thefivemembersoftheseniormanagementtea

4、mofScandinavianAirlines(SAS)weresittingaroundtheboardroomtablelisteningtoBengt-OlovNas,SAS’sdirectorofaircraftandengineanalysis.Seniormanagementwerediscussingthedecisiontoupdatetheairline’sfleet,andNashadjustfinishedintroducinghisspecificationwish-listforthenewfleetof55Boeing-737sthatSASwas

5、abouttopurchase.Thedecisiontoaddorremoveaircraftfromafleetisoneofthemostimportanttobemadewithinanairlinebecauseofboththesignificantcostofreplacementandthelong-termconsequencesthatresultfromthechoiceofaircraft.Anaveragefleetwouldlastanairlinebetween25and35years.Theenvironmentalperformanceofa

6、nairlineisalsostronglyrelatedtotheageandmakeupofitsfleet.Thetypeofaircraftanairlinechoosestopurchasehastoservetheairlineintheregulatory,marketandtechnologicalenvironmentspredictedtoexistwithinthelifeofthefleet.Asonecanimagine,thedecisionforSASwascomplexandinvolvedanalysis,predictionandperha

7、psevenagambletocomeupwithanaircraftfleetmostsuitedtothecomingneedsoftheairline.NasandhisteamofaircraftanalystshadspentseveralyearsresearchingthetypeofaircraftSASneededforitsnewfleet.Unlikecars,thebodyandengineoflargecommercialaircraftdoesnotcomeasoneunit