JetBlue Competing for Marketshare in a Turbulent Industry

In the face of declining revenues throughout the airline industry, a struggling economy, and an overcrowded marketplace, David Neeleman decided in early 2000 to launch an entirely new airline. With $130 million in venture funding, JetBlue began daily operations from JFK in New York to Florida, California, Colorado, and Las Vegas. After September 11, 2001, industry analysts were asking whether a discounter who promised first-class service could sustain the brand promise.