In the ever competitive world airline industry, Korean Air has been seeking on the one hand to streamline its operations through cost control and at the same time to boost customer loyalty and retention through a strong service differentiation strategy. As part of their service differentiation strategy, Korean Air has been actively engaging in culture marketing campaign.
Their main activity involves entering into an alliance with the three leading museums of the world. Beginning with the Luvre of France, Korean Air supported the development of voice narration system that included the Korean language.
This case describes the efforts of Korean Air to go beyond simply being a company that transports people and packages, to a global leading carrier that links the cities, cultures, and arts of the world. In the process, the case introduces the strategies and detailed actions behind Korean Air’s culture marketing efforts.

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