Robin Hayes, the CEO of JetBlue Airways, is conscious of company history. “I feel like we have been talking about it forever,” he said at the London Aviation Festival when asked about plans to launch long-haul flights. But so far Hayes and his colleagues are only talking. It is others taking the big risk of introducing new operating models in a potentially lucrative market. The examples of WOW Air and Norwegian, among others, show how painful the exercise can be. The approaches ...

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