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Jetblue Airways

Introduction
In a world with tighter business cycles, new technology and international competition, running a company/organisation is becoming even more complex and challenging. “To remain competitive, leaders must react quickly to outside influences or be left behind” (Northup, 2005, pg 3). In such a business environment it is imperative for organisations to undertake strategic planning activities as it is fundamental to the overall success and long term viability of that organisation.

A business strategy sets the direction for a company and becomes the road map for a company to get from where they are now to where they want to be. Thompson, Strickland and Gamble (2005, pg15) define an organisation’s strategy as “the game plan management is using to stake out a market position, conduct its operations, attract and please customers, compete successfully and achieve organizational objectives”

One organisation that has been successful at developing, implementing,......


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Approximate Word Count: 3701
Approximate Pages: 15 (250 words per double-spaced page)

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