Amid turbulent financial times and fierce competition, Joanna Geraghty assumed the role of chief executive officer at JetBlue Airways Corporation (JetBlue) in February 2024. Facing significant losses and gender barriers in a male-dominated industry, Geraghty embarked on a mission to steer JetBlue towards stability and success. Hindered by setbacks such as the failed acquisition bid of Spirit Airlines Inc. and pressure from activist investor Carl Icahn, Geraghty focused on enhancing reliability and cost control to fortify JetBlue’s position. This case explores Geraghty’s strategic decisions and leadership approaches in overcoming challenges, with implications for navigating complexity in the airline industry.
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