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[email protected] [email protected] IMD-3-0873 (GM 873) I N T E R N A T I O N A L v. 11.12.2002 THE WEB’S FAVORITE AIRLINE The safest way to become a millionaire is to start as a billionaire and invest in the airline industry. Richard Branson, Founder, the Virgin Group Research Associate Brian “If you create the right expectations and you meet or exceed Rogers prepared this case those expectations, then you will have happy customers,” under the supervision of proclaimed Stelios Haji-Ioannou, the 32 year-old founder and Professor Nirmalya Kumar as CEO of easyJet airlines. Since its launch in November 1995, a basis for class discussion easyJet had become one of Europe’s leading low-cost airlines by rather than to illustrate either adopting an efficiency-driven operational model, creating brand effective or ineffective handling awareness, and maintaining high levels of customer satisfaction.