Royal Caribbean Cruises Ltd.: Innovation At A Cost?

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Atul Gupta
Aaron Cox


Strategic Management, Travel Industry, Service Operations Management


With 39 ships fewer than five separate brands sailing in and out of dozens of ports worldwide, Royal Caribbean Cruise Lines, Ltd. is one of the world's premier cruise providers. They have been growing this fleet with new additions, such as Oasis of Seas and Allure of Seas. By launching these new ships in the middle of the current recession, how will it differentiate in the market? Going forward, what should be their growth strategies amid the gloomy economic forecasts?


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