Stanford University Case Discussion
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Questions and Answers

What were the core values on which JetBlue's culture was based?

  • Innovation, competition, profit, and growth
  • Honesty, efficiency, affordability, and luxury
  • Responsibility, customer service, technology, and sustainability
  • Safety, caring, integrity, fun, and passion (correct)

    • What was one of the challenges JetBlue faced according to Martin St. George?

  • Inability to provide popular amenities like TV screens for every passenger
  • Financial losses due to high operating expenses
  • Lack of loyal frequent customers
  • Misunderstanding of its differentiated product by the wider public (correct)

    • Why did many passengers not perceive JetBlue as a business airline?

  • Lack of amenities like TV screens for every passenger
  • Due to the lack of frequent flyer mileage program
  • Because of JetBlue's tradition of being a low-cost airline and treating everyone equally (correct)
  • High ticket prices compared to other business airlines

    • What was the value proposition for business fliers on JetBlue according to St. George?

    <p>Guaranteed good experience every time</p> Signup and view all the answers

    How did non-customers and prospects perceive JetBlue's brand?

    <p>As a brand with no clear differentiation</p> Signup and view all the answers

    What concept about JetBlue was not getting through to the public at large according to the text?

    <p>Its egalitarian philosophy of treating everyone the same</p> Signup and view all the answers

    According to Martin St. George, what is the process of going where the customer permissions your brand to go?

    <p>A slow process</p> Signup and view all the answers

    What is the purpose of the case prepared by Debra Schifrin and Professor Jennifer Aaker?

    <p>To serve as the basis for class discussion</p> Signup and view all the answers

    Where are the publically available cases distributed?

    <p>European Case Clearing House</p> Signup and view all the answers

    What is the requirement before reproducing materials from the publication?

    <p>Permission from the Stanford Graduate School of Business</p> Signup and view all the answers

    What prompted JetBlue to start using social media on a large scale?

    <p>Over 400,000 views on their 'Our Promise to You' YouTube video</p> Signup and view all the answers

    What did the YouTube videos enable JetBlue to do for the first time?

    <p>Engage in two-way communications with customers</p> Signup and view all the answers

    What did the reach of the YouTube videos prompt JetBlue to develop?

    <p>Other social media approaches</p> Signup and view all the answers

    Why did JetBlue see the need to engage in two-way communications with customers?

    <p>To humanize the brand and have more personal interactions with customers</p> Signup and view all the answers

    What prompted JetBlue's large-scale use of social media?

    <p>A major operations failure on Valentine's Day 2007</p> Signup and view all the answers

    How did JetBlue convey its apology to the public?

    <p>Through traditional channels like newspaper ads and network television appearances, as well as social media</p> Signup and view all the answers

    Who delivered an online video apology on behalf of JetBlue?

    <p>Founder and CEO David Neeleman</p> Signup and view all the answers

    What was the financial impact of the operations failure on JetBlue?

    <p>$30 million in storm-related expenses, refunds, vouchers, and extra crew expenses</p> Signup and view all the answers

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