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Tata’s Air India: Brand Repositioning and Revitalization Challenges
Nitin GuptaCaso IVEY-W34124-EDirección estratégica, MarketingThe control of the state-run airline Air India was handed over to Tata Sons on January 27, 2022, by the Government of India. Air India had returned to Tata Sons with a severely dented reputation, being known for bad service, frequent delays, and flight cancellations. Therefore, rejuvenating Air India would be a daunting task. Some industry experts felt that the takeover of Air India was the best chance the airline had of a commercial revival; oth...Desde 8,20 €