Lufthansa Group : dealing with strategy in times of COVID-19

• Autor(a) principal: Rinser, Maximilian Lorenz
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/34713
• topic: Strategy; Crisis; Competitive advantage; Changed environment; Management; Positioning; Dynamic capabilities; Consumer behavior; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The following thesis, presented in form of a case study, is about the Lufthansa Group, a successful German airline group, and its strategic decisions to face one of the biggest crisis in history, the COVID-19 crisis. This case study is a suitable analysis tool for strategic development on the topics of strategic alignment, competitive advantage and positioning. Following the COVID-19 crisis, the Lufthansa Group had to implement important adjustments and make quick decisions. Rapid changes in the environment, specifically in competition, demand and consumer behavior, led to the need of fast repositioning to sustain competitive. Several influencing factors had to be considered in each business unit. After the case, further theoretical concepts are presented. These concepts allow a better understanding of how to address the case from a pedagogical perspective and illustrate the typology of the analysis that can be performed. The work also contains a chapter reserved for resolution notes, which constitute the author´s analysis, being also an additional support to instructors. The personal opinion and the limits of the case study are given at the end of the paper.