Applying a Dynamic Model of Consumer Choice to Guide Brand Development at Jetstar Airways
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]
|Collections||ANU Research Publications|
|Source:||Marketing Science: the marketing journal of INFORMS|
|01_Danaher_Applying_a_Dynamic_Model_of_2011.pdf||311.26 kB||Adobe PDF||Request a copy|
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