JetBlue Airways Corporation: Navigating Turbulences with Steadfast Evolution

Amid turbulent financial times and fierce competition, Joanna Geraghty assumed the role of chief executive officer at JetBlue Airways Corporation (JetBlue) in February 2024. Facing significant losses and gender barriers in a male-dominated industry, Geraghty embarked on a mission to steer JetBlue towards stability and success. Hindered by setbacks such as the failed acquisition bid of Spirit Airlines Inc. and pressure from activist investor Carl Icahn, Geraghty focused on enhancing reliability and cost control to fortify JetBlue’s position. This case explores Geraghty’s strategic decisions and leadership approaches in overcoming challenges, with implications for navigating complexity in the airline industry.

This case is suitable for undergraduate, graduate, and executive-education level courses, particularly in transportation and logistics management, supply chain management, and business strategy. It is most beneficial when students possess a foundational understanding of the airline industry, including its competitive dynamics and the complexities of stakeholder and investor engagement during efforts to regain profitability. However, such an understanding is not a requirement to be able to discuss this case.<br><br>In working through the case and answering the assignment questions, students should be able to understand and discuss business strategy in a highly competitive airline market. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Understand the competitive landscape of the airline industry.</li><li>Evaluate the impact of operational inefficiencies on the profitability of a business (airline).</li><li>Examine the role of stakeholder (investor) management in implementing strategies within the airline industry.</li><li>Discuss the implications of failed acquisition attempts and other external factors on the strategic direction of an airline company.</li><li>Develop strategies and recommendations for addressing financial and operational challenges faced by an airline company.</li></ul>

• airline strategy
• business strategy
• JetBlue Airways
• CEO leadership
• financial turbulence
• competition
• gender barriers
• airline industry
• Spirit Airlines
• acquisition bid
• operational inefficiencies
• investor management
• strategic decisions
• stakeholder pressure
• reliability enhancement
• cost control
• failed acquisitions
• financial challenges