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Jetstar Airways: How Modeling Guided the Brand Migration Strategy of a Low-Cost Carrier Cover

Jetstar Airways: How Modeling Guided the Brand Migration Strategy of a Low-Cost Carrier

NIM Marketing Intelligence Review
Volume 4 (2012): Issue 2 (November 2012)
By: John Roberts,  Peter Danaher,  Ken Roberts and  Alan Simpson  
Open Access
|Jul 2014

References

  1. Kim, W. Chan and Renee A. Mauborgne (2004), “Value Innovation: The Strategic Logic of High Growth (HBR Classic)” Harvard Business Review (July - August) HBR Reprint R0407P.
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  2. Ritson, Mark (2009), “Should You Launch a Fighter Brand?” Harvard Business Review (October), 65 - 81.
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  3. Roberts, John H. (2005), “Defensive Marketing: How a Strong Incumbent Can Protect Its Position” Harvard Business Review (November), 150 - 157.
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DOI: https://doi.org/10.2478/gfkmir-2014-0034 | Journal eISSN: 2628-166X
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Language: English
Page range: 42 - 51
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Positioning,
Price Competition,
Segmentation,
Bayesian Statistics,
Airline Marketing
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2014 John Roberts, Peter Danaher, Ken Roberts, Alan Simpson, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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