Emirates: taking risks in going global?

摘要

Emirates, the national airline of the United Arab Emirates, has enjoyed steady growth since it was launched in 1985. Now however, it is launching routes to the only continents it has never served - North and South America - and has placed ambitious orders for new aircraft, including the A380. Can the Dubai-based airline continue its record of success, or is its single-minded focus on global expansion a risky strategy? Since being founded by the government of Dubai in the 1980s, Emirates' growth has come in parallel with the rise of the UAE as a key trading centre in the Middle East as well as the development of Dubai as a major tourist destination. It has also exploited its geographical position along major east-west air routes, and 50% of the airline's passengers are in transit beyond Dubai. The attraction of Dubai as a stop-over makes transit/transfer strategy viable.