TAP Portugal

: a hard landing in the Russian market?

Abstract

This dissertation analyses the case-study based on the launching of a new route on the Russian market by TAP Portugal. The case study is mainly focused on the implementation of the existing strategy in the new market and the negative outcome of the business relations between the two countries. The main questions of the analysis are: how did TAP, that previously succeeded in operating in another countries and had an implementation plan, failed to enter the market where all the conditions seemed to be favorable? What factors should be considered when establishing relations with a different business culture? The case-study clarifies the main features of the negotiation process in the airline industry. For the support of theoretical background for the teaching notes, the reader is provided with the literature review of the relevant studies of negotiation processes and cultural dimensions and features of Russian culture, applied to the airline industry. Finally the analysis framed in the teaching notes addresses the main points for in-class discussion and aims to support the instructor teaching the case in class. In order to be valuable for the learning process, the analysis of the case is conducted through the prism of strategic concepts aligned with the practical situation.

Date of Award	9 Apr 2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)