China Eastern’s World-Class Dream: Shanghai-Based Globalization

Case Solution

Jie Li, Xin Shane Wang
Ivey Publishing ()

As one of the three largest state airlines in China, China Eastern Airlines Corporation Limited (China Eastern) had built an international brand image with global influence. Given the unique globalization of the Shanghai airline, China Eastern’s strategy continued to focus on expanding its global presence. Faced with increasing competition from domestic and international competitors, China Eastern sought to do business across borders, increased cooperation with partners in the aviation industry, and accelerated its globalization process. China Eastern had presented its “Pacific Plan” for the past three years and campaigned vigorously for the expansion of the route network and the optimization of transit options in the North American market. What strategy should China Eastern use in implementing the Belt and Road Initiative (a global development strategy of the Chinese government) to further expand its Shanghai-based globalization?

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