ValuJet Airlines

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


Looks at the strategic positioning decision of ValuJet Airlines when it entered the fortress hub of Delta Airlines. ValuJet's strategy, and Delta's response, is an example of what is sometimes called Judo strategy–where the entrant uses the incumbent's strengths against them. ValuJet positions itself in such a way that it is very costly for Delta to retaliate.



Dana, J. and Schmitt, D. (2017), "ValuJet Airlines", Kellogg School of Management Cases.

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