JetBlue: Bringing Humanity Back to Air Travel

JetBlue: Bringing Humanity Back to Air Travel (2010) Boston University School of Management Case (Fournier and Rini)

On February 14, 2007, a Northeastern ice storm left more than 1,000 JetBlue passengers stranded in nine aircraft for up to 10 hours on the tarmac at New York’s John F. Kennedy airport. Over the next five days, which included the President’s Day holiday weekend, JetBlue canceled more than 1,000 flights as it struggled to reset operations and bring planes, customers, and personnel back into scheduled positions. The crisis flew in the face of JetBlue’s brand mantra—“Bringing Humanity Back to Air Travel”—and threatened the reputation for outstanding customer service that underscored its brand

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