engleski

The motives of cruise companies for going multinational

The process of business consolidation has been present throughout the history of the cruise industry. Economies of scale and the need to expand into new markets around the world have been, in part, the cause of mergers and acquisitions of cruise companies. Today, on a global scale, three large corporations dominate the cruise market. They account for 84.3% of the total gross tonnage and 83% of the total number of lower berths. The companies enriched their supply with the introduction of increasingly larger ships and with product innovations, and exploit an internationally renowned corporate image to extend operations overseas. The paper investigates the motives for multinational operations and how cruise companies manage the supply in order to reduce costs and their business risks.

cruise companies; motives; expansion; economy of scale; costs; marketing advantages

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