John, Roberts; Peter, Danaher; Ken, Roberts; Alan, Simpson - In: GfK Marketing Intelligence Review 4 (2012) 2, pp. 42-51
This article describes the application of a dynamic choice model of consumer preferences. It supported Jetstar, a subsidiary of Australia’s leading airline, QANTAS, to effectively and profitably compete in the low-cost carrier marketplace. The evolution of the Jetstar strategy is traced from...