When Norwegian Air Shuttle decided to end life as a provider of contract lift in 2002 and reinvent itself as a low-cost carrier, most observers estimated the likelihood of its survival as low to very low. The market was in turmoil following 9/11 and Norway was dominated by flag carrier SAS, which then was in the process of digesting Norwegian's former customer, Braathens. Switching from supplier to competitor and from F50 turboprops to 737s was considered unwise if not foolhardy. Moreover, ...

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