VALUE(VRIO framework)JetBlue airways is dedicated to bringing humanity

back to airtravelMission Statement : We strive to make every part of

your experience as simple as pleasant as possibleInbound logistics-Strong internet presence

(jetblue.com,Trueblue,Facebook,Twitter)-Web-based ticketingOperations-Crew-scheduling software-Automated baggage handling-No meals : efficient turnaround time and reduced

costs

Outbound logistics- Airports are chosen wiselyMarketing & Sales- Call Centre employees all work out of their homes in

and around Salt lake City, Utah- -No office rentals, cubicles space, etc- -Specific market segment is identified and targeted- -Effective and attractive pricing Service-Emphasis on customer service – Customer Bills of Rights-Focus on ‘We encourage you to use the Call Button’Source : Journal of Air transportation

Adding Value while Differentiating and Reducing CostsRemoved 6 seats from the A320 fleetNet savings of $30 million over five yearsAdditionally plan to reduce the inflight crewReduces the weight of the aircraft by 904 poundsMarketed to customers ‘more inches of legroom

than any other U.S. airlines’ coach cabin’

Source : Boorstin, J. (2002). Final boarding call−JetBlue’s IPO takes off. Fortune Magazine.