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.
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Kellogg School of Management
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