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Seabourn Cruise Line had the reputation as the world’s most elite and most expensive cruise line. It was purchased by Carnival Corp who in an effort to apply cost cutting measures, sold off three of the line’s odd-sized ships leaving a fleet of smaller but similar, yacht-like vessels. Further efforts to economize resulted in new, on-board charges for services and amenities that had customarily been free, such as wine and spirits. Major declines in bookings resulted. Read Case Study