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Management
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Embry Riddle Aeronautical University
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CASE STUDY
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Abstract.
This paper is a case study on how over time, airlines and travel companies have struggled to
improve and come up with a system that would allow customers to book seats without
necessarily having to go physically to the booking centers. It shows how a technique called Sabre
was created by the manager of the American airlines and the leading marketing executive of
IBM Company and how it has grown over the years. The Sabre system has come a long way and
has grown over the years, and is used today. The Sabre system was so successful that the
American airlines decided that they would give rights to the other competitors who were not able
to make such a considerable investment to come up with a similar system.

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1 CASE STUDY Name: Affiliation Course Instructor Date 2 Abstract. This paper is a case study on how over time, airlines and travel companies have struggled to improve and come up with a system that would allow customers to book seats without necessarily having to go physically to the booking centers. It shows how a technique called Sabre was created by the manager of the American airlines and the leading marketing executive of IBM Company and how it has grown over the years. The Sabre system has come a long way and has grown over the years, and is used today. The Sabre system was so successful that the American airlines decided that they would give rights to the other competitors who were not able to make such a considerable investment to come up with a similar system. 3 CASE STUDY American Airlines and sabre During the 1950s, airlines were trying to develop a reliable system where people could make seat reservations while avoiding errors. The American airlines partnered with IBM to come up with the Sabre reservation system, which was an added advantage to the American airlines over their competitors. The Sabre system developed and implemented by American airlines became influential in the industry and is used to date to guide the airline's reservations. In 1953 the then president of the American airlines and an IBM senior sales executive who were in a flight together came up with an idea for a data processing system. The idea was for an electrical system that was fas ...
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