Case | HBS Case Collection | April 2008 (Revised March 2014)

Flying J (A)

by Rohit Deshpande and Lauren Barley


The largest retailer of diesel fuel in the U.S., Flying J, is rethinking its growth strategy as the economy goes into a recession. Its major customer base, owner-operated truck drivers, are facing increasing costs of doing business. Yet Flying J is considering whether to increase its price of diesel fuel.

Keywords: Decision Choices and Conditions; Growth and Development Strategy; Price; Consumer Behavior; Non-Renewable Energy; Energy Industry; United States;


Deshpande, Rohit, and Lauren Barley. "Flying J (A)." Harvard Business School Case 508-074, April 2008. (Revised March 2014.)