Skip navigation
Skip navigation

Applying a Dynamic Model of Consumer Choice to Guide Brand Development at Jetstar Airways

Danaher, Peter J; Roberts, John; Roberts, Ken; Simpson, Alan


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 position, to its efforts to attain price competitiveness and service parity, followed by its highly focused, cost-effective service delivery strategy. We develop a hierarchical model with parameters estimated at...[Show more]

CollectionsANU Research Publications
Date published: 2011
Type: Journal article
Source: Marketing Science: the marketing journal of INFORMS
DOI: 10.1287/mksc.1100.0619


File Description SizeFormat Image
01_Danaher_Applying_a_Dynamic_Model_of_2011.pdf311.26 kBAdobe PDFThumbnail

Items in Open Research are protected by copyright, with all rights reserved, unless otherwise indicated.

Updated:  19 May 2020/ Responsible Officer:  University Librarian/ Page Contact:  Library Systems & Web Coordinator