¶ … JetBlue's attempts manage strategic change. 2) I'm APPLICATION theory company. Therefore, advised start answer definitions/theories/concepts/models apply company concerned. This work referenced a . JetBlue's attempts to manage strategic change

JetBlue's business model was innovative from its inception. It was a budget airline which streamlined virtually all conventional amenities from flights. The airline chose to focus on the U.S., rather than challenge the major existing premium international airlines' routes. "The airline mainly serves destinations in the United States, along with flights to the Caribbean, the Bahamas, Bermuda, and Mexico" (Jet Blue Airlines, 2011, Aviation Explorer). JetBlue, partially because of its willingness to break the mold but also because of demographic changes in the U.S., became extremely successful as a result of its business model. Its low-cost, high-volume, specialized, yet broad-ranging target demographic matched the profile of an increasingly cost-conscious recessionary America. The Internet also allowed budget-conscious travelers to have more autonomy in choosing the cheapest flights available. "JetBlue was one of only a few U.S. airlines that made a profit during the sharp downturn in airline travel following the September...

However, JetBlue offered in-flight entertainment and entertainment amenities that Southwest lacked. It was the first carrier to offer satellite TV to all passengers. JetBlue did not sell snacks, but it did advertise the availability of flight attendants for advice only 'a call away.' (Again, this kept costs low but passenger good will at a high level). However, naysayers to the airline's business model predicted that unlike Southwest (particularly during its early stages of development), JetBlue offered too many amenities and pursued too aggressive a growth strategy to be sustainable. As fuel costs began to rise, JetBlue posted its first loss in 2005 (Jet Blue Airlines, 2011, Aviation Explorer).
JetBlue decided to embark upon a unique strategy to cut costs and return to profitability. It decided to a remove a row of seats from its major carriers, lightening the aircrafts…