Innovative, somewhat weird or simply different: the team The Glorious Bastards with the MLB students Niklas Jeschke and Stephan Meißner managed with their colleagues Philipp Dickgreber (Maastricht University) and Christian Koch (Lund University) to finish second at the WFI Consulting Cup in Ingolstadt from December 4 - 6, 2009. No more than 24 hours of preparation were available to present a restructuring concept for an airline with the objective to turn it around and to trim it for profitable growth. Centered on sensual branding and customer retention, the team came up with a completely different approach, far beyond their competitors’ baggage price elasticity and yield management analyses. The lively final presentation in particular with its subsequent confrontational questioning round was great fun to both participants and jurors. A successful social framework program, including interesting conversations, good food as well as an after-case party, topped the event off.

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