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Abstract

Established in 1999, JetBlue was a low cost start-up airline. After the 9/11 terrorist attacks while the airline industry suffered losses and struggled to survive in the tough business environment, JetBlue continued to grow and gain market share due to its innovative marketing strategies. However, in 2005 JetBlue''s profits were under pressure as it registered its first ever losses in the fourth quarter. This case study, while highlighting the formation and growth of JetBlue against the backdrop of the September 9/11 attacks, offers the scope to discuss the situation of the US aviation industry and JetBlue''s strategy for a turnaround.
Location:
Industry:
Other setting(s):
2001-2005

About

Abstract

Established in 1999, JetBlue was a low cost start-up airline. After the 9/11 terrorist attacks while the airline industry suffered losses and struggled to survive in the tough business environment, JetBlue continued to grow and gain market share due to its innovative marketing strategies. However, in 2005 JetBlue''s profits were under pressure as it registered its first ever losses in the fourth quarter. This case study, while highlighting the formation and growth of JetBlue against the backdrop of the September 9/11 attacks, offers the scope to discuss the situation of the US aviation industry and JetBlue''s strategy for a turnaround.

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Location:
Industry:
Other setting(s):
2001-2005

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