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

摘要: This article describes the application of a dynamic choice model consumer preferences. It supported Jetstar, subsidiary Australia’s leading airline, QANTAS, to effectively and profitably compete in low-cost carrier marketplace. The evolution Jetstar strategy is traced from its initial position through efforts attain price competitiveness service parity. helped design pricing initiatives shift perceived performance relative competitors. further indicated how airline could move market preferences towards areas which it had competitive advantage. share went 14.0 % 18.1 during first five quarterly waves research, while profits US $ 79 million 2006 / 07, before study was commissioned, 124 2008 09. Today, remains only successful offshoot full terms shareholder returns