Title

Excessive Growth in the Service Firm: A Strategic Marketing Planning Challenge

Abstract

When People Express first began operations in 1980, it flew three airplanes and served only ten cities. Its philosophy was simple: low costs, no frills, low fares, and fast growth. By 1986 the airline had grown to be the fifth largest domestic carrier, operating out of 100 airports with a fleet of 122 planes. At least until it began competing head-to-head with United and several other major carriers in late 1985, People Express had no trouble filling seats with its discounted fares. It did have trouble paying its bills, however. By 1987 People Express had sold off its assets and disappeared under the corporate umbrella of Texas Air. The fast rise and fall of People Express was due in large part to the fact that the company had grown too big, too fast.1,6,7. © 1992, MCB UP Limited

Publication Date

1-1-1992

Publication Title

Journal of Services Marketing

Volume

6

Issue

2

Number of Pages

5--14

Document Type

Article

Identifier

scopus

DOI Link

https://doi.org/10.1108/08876049210035791

Socpus ID

84872808879 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84872808879

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