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  • January 2004 (Revised January 2005)
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Delta Air Lines (A): The Low-Cost Carrier Threat

By: Jan W. Rivkin and Laurent Therivel
  • Format:Print
  • | Language:English
  • | Pages:15
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Abstract

The top management of Delta Air Lines must decide how to respond to the threat posed by low-cost carriers such as Southwest and JetBlue. Among the options considered is the launch of a low-cost subsidiary by Delta itself. Prior efforts to launch a low-cost subsidiary, by Delta and by other full-service airlines, have failed. Can Delta devise a better response?

Keywords

Corporate Strategy; Competitive Strategy; Cost; Decision Choices and Conditions; Service Delivery; Service Operations; Air Transportation Industry

Citation

Rivkin, Jan W., and Laurent Therivel. "Delta Air Lines (A): The Low-Cost Carrier Threat." Harvard Business School Case 704-403, January 2004. (Revised January 2005.)
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About The Author

Jan W. Rivkin

Strategy
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Related Work

    • January 2004 (Revised January 2005)
    • Faculty Research

    Delta Air Lines (B): The Launch of Song

    By: Jan W. Rivkin and Laurent Therivel
Related Work
  • Delta Air Lines (B): The Launch of Song By: Jan W. Rivkin and Laurent Therivel
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