On January 31, 2000, an Alaska Airlines MD-80 crashed in the Pacific off the coast of
California. A company with a sense of independence and strong culture, Alaska Airlines
responded quickly to the NTSB investigation of the accident and the media assault that focused
on Alaska’s sloppy maintenance records as a contributing factor to the crash. Brand equity,
employee morale, and stockholder confidence emerged essentially unscathed as a result. A little
more than one year later, though, the entire airline industry was forced to deal with the
consequences of the 9/11 tragedy. Today, Alaska Airlines is among the most recognized for
service and quality in the industry, but is facing financial challenges as the industry moves
toward a low-cost model. The company must now decide how to strengthen its financial position
without sacrificing its service and quality. 10 pp. Case #04-09. (2004)

Speculation surrounds the rumored agreement between General Motors and AM General to
market and manufacture the civilian version of the HMMWV, known as the “Hummer” H1.
Plant expansion would be critical to AM General’s ability to manufacture and sell the vehicle.
Success of the deal and ultimately the plant expansion is dependant on city cooperation, a
contract with the UAW, and most importantly the relocation of nearly 50 local residences from
their lifelong homes. 5 pp. Case #00-21. (2000)

In August of 2002, maintenance workers find fractured locomotive brackets and brake discs on Amtrak’s
high-speed Acela line between Washington and Boston. As a result, the Acela is taken out of service for
three years and Amtrak continues to lose money and struggle with funding for everything from
infrastructure maintenance to passenger service amenities. CEO David Gunn is faced with the most
critical circumstances in the 34-year history of the troubled passenger rail service. While Japanese and
European high-speed train services continue their profitable operations, the United States has yet to
devise a model that works. Brand strategy and building trust are at the center of the challenge for
Amtrak. 9 pp. Case #06-05. (2006)