Jetblue Airways: Starting from Scratch
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JETBLUE AIRWAYS: STARTING FROM SCRATCH
Briefing/Assignment Sheet
(Or questions to organize and guide discussion)
This case is concerned with how an entrepreneurial venture can develop a successful business model by emphasizing elements that can be a source of competitive advantage. The challenge faced by JetBlue is to grow the firm and its operations at a reasonably rapid rate without unduly taxing its various resources and damaging its key assets. The following questions can be used to frame your analysis and guide class discussion:
1. What are the strengths and weaknesses of the JetBlue strategy?
2. What are the key features (or success factors) of JetBlue’s business model?
3. What is your evaluation of the degree of alignment of organizational features, HR practices, and organization values and culture?
4. Is the objective of remaining union-free realistic and how important is being non-union to the business model and HR practices and systems?