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Jet Blue Airlines Case Study Response Questions
1) On page 159, it states that Jet Blue took corrective actions after the crisis and developed
the Passenger Bill of Rights. The article criticizes them for not having this plan created
before the crisis took place. Do you think this is something that should have been in place
before hand, or is it simply too difficult to plan and account for every possible crisis that
might occur? Explain.
2) What is one thing that Jet Blue did right in this situation?
3) What is one thing Jet Blue should have done better to handle this crisis?
4) Social media such as Twitter did not really become popular until 2007 so people were not
tweeting as much about things that were happening. In what ways could social media
have been helpful and harmful to Jet Blue in this situation?
5) In the Duke University case study in Unit 2, the university president was reluctant and
late in his apology for his rash decision. However, the Jet Blue CEO was just the opposite
and apologized immediately for the failure of his company. So, why did the company still
receive significant backlash?
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