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Why Organizations Should Go "Deep and Narrow"

Those that focus their offerings do better than those that cast a wide net

On Nov. 7, 2001, Sabena Belgian World Airlines became SN Brussels Airlines. It later merged with Virgin Express to form Brussels Airlines. I flew round trip on Sabena from Italy once. Belgium was my one and only destination, so it was an easy choice.

The company was founded in 1923 and based in Brussels. There are many reasons for the airline's demise. Lack of funding was a primary cause. A very similar problem that led to the demise of Swissair.

Before it ran into money issues, however, Belgium's international airline suffered from a limiting marketing strategy. Like every other airline, the company's ads and messages touted food and service. It didn't seek to set itself apart with a strong position.

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