Entrepreneurship in Action Why Kayak.com Is a Travel Search Engine Worth Visiting Kayak.com Founders: Paul English and Steve Hafner Founded: 2004, in Norwalk, Connecticut Success: Kayak.com has won numerous awards and is ranked as one of the best flight search websites. For the intrepid traveler looking for low-priced airfare, Kayak.com is there to meet your needs. Kayak.com is a travel search engine that compares hundreds of travels sites at once to determine the lowest travel prices. Using the power of the Internet, Kayak.com brings up travel information from hundreds of websites for users at the click of a button. After launching a beta site in 2004, Kayak.com has gained a reputation for offering the lowest prices in airfare, hotels, and car rentals when booking traveling. In the digital world, Kayak.com has joined a number of companies that find the lowest travel prices available for consumers, facilitating both price and nonprice competition over the Internet. Its dynamic pricing model and a customer-driven focus are essential in allowing Kayak.com to compete against competitors like Orbitz and Expedia. Its success attracted the attention of Priceline.com, which purchased Kayak.com for $1.8 billion. More than a decade after its founding and with competition only increasing, Kayak.com is still ranked as one of the highest travel search engines for lowest overall prices.0 Critical Thinking Questions 1. What part of the marketing mix does Kayak.com seem to address particularly well? 2. How does Kayak.com provide users with more control over what they view? 3. 3. Why do you think Kayak.com must also engage in nonprice competition?