Can Malaysia Airlines survive two tragedies in four months?
This is the question that Tim Calkins, a professor of marketing at Northwestern University’s Kellogg School of Management, asked this week. The question is an important, not just because many Malaysia Airlines jobs are at stake, but because it is applicable to all brands that must weather calamities, not just to Malaysia Airlines.
Calkins writes that Malaysia Airlines is most likely permanently scarred by the tragedy in the Ukraine and its lost aircraft over Asia a few months ago:
