Vueling's Mobile Strategy Takes Flight - Teaching Note

By Zamora, Javier / Káganer, Evgeny / Tatarinov, Katherine

Innovation and Change Information Technologies

Vueling Airlines announced in 2014 that a larger percentage of its IT budget would be spent on mobile applications than on the website. However, the revenue from mobile remained relatively small compared with that from the Web. In designing Vueling's future mobile strategy, the IT and online marketing managers face the dilemma of whether to prioritize sales or customer experience.

Collection: IESE (España)

Ref: SIT-19-E

Format: PDF

Number of pages: 14

Publication Date: Jan 27, 2016

Language: English

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Vueling's Mobile Strategy Takes Flight - Teaching Note

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