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JetBlue: Competing for Marketshare in a Turbulent Industry
Ted Archer, Michael Beal, Jason Kellman and James S. O’Rourke
University of Notre Dame, USA
Volume 3: 2010, pp. 65-78; ABSTRACT
In the face of declining revenues throughout the airline industry, a struggling economy, and an overcrowded marketplace, David Neeleman decided in early 2000 to launch an entirely new airline. With $130 million in venture funding, JetBlue began daily operations from JFK in New York to Florida, California, Colorado, and Las Vegas. After September 11, 2001, industry analysts were asking whether a discounter who promised first-class service could sustain the brand promise. (A) case 13pp.