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

The top management of Delta Air Lines have to decide how to respond to the threat posed by low-cost carriers such as Southwest and JetBlue. Among the options considered the introduction of a low-cost subsidiary of Delta itself to launch a low-cost subsidiary Prior efforts by Delta and other full-service airlines have failed. Delta can develop a better answer?
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from
Jan W. Rivkin,
Laurent Therivel
Source: HBS Premier Case Collection
15 pages.
Release Date: 20, January 2004. Prod #: 704 403 PDF-ENG
Delta Air Lines (A): The Low-Cost Carrier Threat HBR case solution