Launching the Shuttle by United

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


Outlines United's plan to launch a low-cost “airline-within-an-airline” to compete head-to-head with Southwest Airlines in the West Coast corridor. Details United's employee buyout and labor's cooperation with the shuttle's launch. Challenges readers to understand the potential positioning and efficiency advantages of the airline-within-an-airline model and the logic, or lack thereof, of head-to-head competition.



Dana, J. (2017), "Launching the Shuttle by United", Kellogg School of Management Cases.

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