Jetstar Airways: How Modeling Guided the Brand Migration Strategy of a Low-Cost Carrier
By: John Roberts, Peter Danaher, Ken Roberts and Alan Simpson
References
- 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.
- Ritson, Mark (2009), “Should You Launch a Fighter Brand?” Harvard Business Review (October), 65 - 81.
- Roberts, John H. (2005), “Defensive Marketing: How a Strong Incumbent Can Protect Its Position” Harvard Business Review (November), 150 - 157.
DOI: https://doi.org/10.2478/gfkmir-2014-0034 | Journal eISSN: 2628-166X
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
Related subjects:
© 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.