JetBlue – “I’m different”

• Last-mover advantage
• Innovative use of IT – maximum automation
• Focussed on high-end customer service at low prices
• Point-to-point service rather than the hub-and-spoke model
• Paperless operations
• Non-traditional means of reservations
• Minimize CASM instead of maximize ROI
• Customer-centric policies – happy customers – happy
employees – no unions.
…and how was this done??
 Uniquely Organised
• Centralised authority in the hands of a few.
• Virtual team of top management
• JetBlue has not diversified
• Functional Organization structure.
• Values based high commitment organizational
culture.
• Union-free.
Just some pics that can be used for
these 2 slides as per ur discretion. I’d
suggest that the one with many white
and one blue marble (below) be
definitely used – for Jet ‘BLUE’