18 Questions
What were the core values on which JetBlue's culture was based?
Safety, caring, integrity, fun, and passion
What was one of the challenges JetBlue faced according to Martin St. George?
Misunderstanding of its differentiated product by the wider public
Why did many passengers not perceive JetBlue as a business airline?
Because of JetBlue's tradition of being a low-cost airline and treating everyone equally
What was the value proposition for business fliers on JetBlue according to St. George?
Guaranteed good experience every time
How did non-customers and prospects perceive JetBlue's brand?
As a brand with no clear differentiation
What concept about JetBlue was not getting through to the public at large according to the text?
Its egalitarian philosophy of treating everyone the same
According to Martin St. George, what is the process of going where the customer permissions your brand to go?
A slow process
What is the purpose of the case prepared by Debra Schifrin and Professor Jennifer Aaker?
To serve as the basis for class discussion
Where are the publically available cases distributed?
European Case Clearing House
What is the requirement before reproducing materials from the publication?
Permission from the Stanford Graduate School of Business
What prompted JetBlue to start using social media on a large scale?
Over 400,000 views on their 'Our Promise to You' YouTube video
What did the YouTube videos enable JetBlue to do for the first time?
Engage in two-way communications with customers
What did the reach of the YouTube videos prompt JetBlue to develop?
Other social media approaches
Why did JetBlue see the need to engage in two-way communications with customers?
To humanize the brand and have more personal interactions with customers
What prompted JetBlue's large-scale use of social media?
A major operations failure on Valentine's Day 2007
How did JetBlue convey its apology to the public?
Through traditional channels like newspaper ads and network television appearances, as well as social media
Who delivered an online video apology on behalf of JetBlue?
Founder and CEO David Neeleman
What was the financial impact of the operations failure on JetBlue?
$30 million in storm-related expenses, refunds, vouchers, and extra crew expenses
Prepare for a class discussion based on the case prepared by Debra Schifrin and Professor Jennifer Aaker regarding an administrative situation at Stanford University. Understand the basis for the case and its implications.
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