Extending the “easy” Business Model: What Should easyGroup Do Next?

Its signature orange logo has made the “easy” brand one of the most recognizable in Europe – a stunning feat given that easy made its debut as recently as 1995. What began with easyJet has expanded to include easyCar and easyInternet. Now the company’s New Ventures Team must decide whether the no-frills, low-cost concept can be successfully applied to movie theatres, explains Professor … [ Read more ]