Danaher, Peter J.; Roberts, John H.; Roberts, Ken; … - In: Marketing Science 30 (2011) 4, pp. 586-594
This paper describes the use of a marketing science model by Jetstar, a subsidiary of Australia's leading airline, Qantas, to effectively and profitably compete in the low-cost carrier marketplace. We trace the evolution of the Jetstar strategy from a baseline calibration of its initial...