Starlux Airlines: The Revenge-preneur's Dilemma

In 2020, Chang Kuo-Wei (commonly known as K.W.) launched STARLUX Airlines Co. Ltd. in Taipei, Taiwan after a family business dispute with his three half-brothers, following the death of their father. STARLUX Airlines Co. Ltd. became a highly successful international airline in just six years, competing against EVA Airways Corp., which was owned by his own family’s business Evergreen Group, a global shipping and hospitality conglomerate. K.W., who had been fired by his half-brothers from the position of chairman of EVA Airways Corp., founded his new airline under a business strategy known as “revenge-preneurship,” referring to the launch of a new venture to spite or damage another company or individual. In 2026, after six years of building his venture into a reputable business, K.W. was asked to return to the family business. However, doing so would mean abandoning the airline that he had proudly created, leading to a difficult dilemma. Should K.W. drop all competitive efforts against his half-brothers and abandon his own creation? Or should he continue his rivalry against the family business that had wronged him and prove himself the final victor?