Reference no: EM133364932

Listed below are five different CSR initiatives that JetBlue are currently following. Use Porter and Kramer's (2006) Creating Shared Value (CSV) framework to evaluate all the initiatives and then decide which they should continue and discontinue.

A. JetBlue are working closely with the Federal Aviation Administration (FAA) on implementing an updated air transportation system which will allow them to fly more direct flights and save on the fuel used.

B. JetBlue have created the T5 farm at terminal 5 of JFK Airport New York. The urban farm produces potatoes and herbs using organic methods and recycled materials.

C. JetBlue are investing in start-up projects such as Joby Aviation, who are developing fully electric passenger aircraft.

D. JetBlue partners with The Nature Conservancy studying the value of Caribbean coral reefs in order to motivate the conservation of coral. Also, one third of JetBlue's flights are to/from the Caribbean.

E. JetBlue has started to voluntarily offset the CO2 emissions of all domestic US flights by funding projects that help remove CO2 from the atmosphere.