TY - THES AU - Wirth, Pascal T1 - Developing a New Distribution Capability (NDC) Strategy for American Airlines T4 - With a Focus on Corporate, Leisure and Agency Customers DA - 2019 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Wittmer, Andreas AB - American Airlines (AA) is the world’s largest airline, with more than 6,700 daily flights, to 350 destinations in over 50 countries. Despite its size, American Airlines is a small player in the US to Switzerland market, with just one daily flight from Zurich to its hub of Philadelphia. This insignificant market share makes it exceedingly hard for AA to establish itself in the Swiss market. This bachelor thesis identifies strategies AA can use to attract more leisure, corporate and agency customers by using NDCs (new distribution capabilities) in the way in which it sells its products. With the antiquated infrastructure of traditional travel agents, it has become vital for airlines to have a direct selling channel to their customers, providing the most up-to-date pricing. A variety of expert interviews were conducted, in addition to a literature review in order to achieve the best basis for developing a successful NDC strategy for AA’s corporate, leisure and agency customers. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -