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Abstract:
The case is set in July 2004 as the top executives of Emirates Airline ? one of the most profitable and fastest growing airlines in the world ? consider the challenges the company will face in achieving its ambitious growth objectives. Less than two decades after its foundation, Emirates had just places the biggest order in civil aviation history. Emirates? order for 45 of the Airbus 555 passenger A380 aircraft is larger then the combined orders placed by the next three largest buyers. The case explores the reasons for Emirates success to date and describes in detail the actions the airline?s top management team took to emerge as a global leader in the airline industry. It provides an opportunity to discuss the challenges facing the airline in scaling the organisation for future growth and how firms can build and sustain a competitive advantage in a volatile industry.
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