22. Value Innovation in Action: (Part 1) JetBlue Ocean Strategy

Unicorny

English - October 03, 2023 04:00 - 31 minutes - 43.6 MB
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Previous Episode: 21. AI. Everything, Everywhere, All at Once

Next Episode: 23. Value Innovation in Action: (Part 2) Promotion and Place

Value Innovation in Action: JetBlue Ocean Strategy

This is a show all about value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy.

You’re about to hear an incredible interview with Jet Blue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Product, Price, Place, Promotion lens of the Marketing Mix.

JetBlue has carved out a unique positioning as New York’s domestic airline. Its strategy and marketing was so flawless, it’s been studied by all the best business schools.

Now, JetBlue’s story continues to unfold as the challenger airline tackles the transatlantic trade. It’s a path others have tried but failed to sew up. JetBlue has taken a totally different approach to other challenger airlines. It has succeeded in offering better value and a differentiated offering – hallmarks of value innovation. You might want to get a pen and paper before pressing play. Just sayin’.

About Maja Gedosev

Maja Gedosev is the General Manager Europe for JetBlue Airways, responsible for sales, marketing, communications, government and regulatory affairs.

Based in the UK, Maja was instrumental in the successful launch of the JetBlue’s first ever transatlantic flights between New York and London Heathrow in August 2021 and New York and Gatwick Airport in September 2021.

In summer 2022, Maja supported further JetBlue growth across the Atlantic with daily flights launching between Boston and both London Gatwick and Heathrow airports. These were followed by additional daily flight between New York and London Gatwick in October 2022, taking JetBlue to a total of 5 daily flights across the Atlantic. Maja has also now launched Paris to New York flights (June 2023) and Amsterdam to New York and Boston flights (August and September 2023 respectively).

Maja joined JetBlue from a U.K. regional carrier Flybe where she was Director of Communications, responsible for government affairs, consumer PR, sponsorships and brand building.

Prior to moving to the U.K, Maja was the General Manager Commercial and Corporate Affairs at Air Seychelles and before that Head of Corporate Affairs for Air Serbia, both airlines part of the Etihad aviation Group. Her aviation career started as a ground handling agent for Lufthansa. Outside the industry she has also worked in a range of pharmaceutical and financial consulting roles.

Maja is very active in diversity efforts and is a member of the Women in Aviation Charter initiative, frequently speaking to young girls about pursuing careers in aviation.

Maja is a proud mom of two daughters, Mia (18) and Sofija (14). She has two Westies called Jet and Blu and is a passionate runner.

Links

Full show notes: Unicorny.co.uk

LinkedIn: Maja Gedosev | Dom Hawes

Websites: JetBlue | Selbey Anderson

Timestamped summary of this episode

00:01:14 - Achieving Price Leadership and Differentiation

00:04:34 - JetBlue's Organizational Culture

00:06:25 - JetBlue's Desire to Disrupt

00:14:16 - The Power of Passion and Opportunity

00:16:14 - Staying Connected and Entertained

00:18:11 - Innovation in Economy Class

00:19:52 - Expanding to International Destinations

00:21:19 - Landing Heathrow During COVID

00:23:32 - Value Leadership and...