eDreams: Real People, Great Vacations

The case analyses the positioning of an online travel agency headquartered in Spain and with presence in four major European travel markets (Italy, Spain, France and the United Kingdom). It describes the role played by all the agents that play a role in the travel industry value system and discusses how they are currently trying to create and appropriate value. The firm has to face the decision of how to combine the offline and online spaces to better perform transactions and serve customers, allowing students to analyze whether the firm has the necessary resources and capabilities to succeed and change the rules of the game-industry in which it competes.