Change Management Strategy: A Case Study of Emirates

Running head: CHANGE MANAGEMENT STRATEGY
CHANGE MANAGEMENT STRATEGY: A CASE STUDY OF EMIRATES
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CHANGE MANAGEMENT STRATEGY1
Table of Contents
Introduction................................................................................................................................2
Overview of business activities of Emirates..............................................................................3
Overview of the Change.............................................................................................................4
Internal Factors for Change within Emirates.............................................................................6
External Factors for Change within Emirates............................................................................7
Identification of the Change Agents..........................................................................................9
Development of Goal and Broad Strategy for the Change......................................................10
Implementation of the Change.................................................................................................11
Implementation Plan................................................................................................................12
Monitoring Measures...............................................................................................................12
Removal of Obstacles..............................................................................................................13
Creation of short-term wins.....................................................................................................14
Functional areas in Emirates’ change management.................................................................14
Conclusion................................................................................................................................15
References................................................................................................................................16

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Introduction
As opined by Bradley (2016), the process of change management had become an
integral part of the modern-day business world and helps the business enterprises to
implement the kind of changes which are likely to improve their prospects or profitability.
Fernandez and Rainey (2017) are of the viewpoint that the process of change management
can be seen as a systematic approach which enables the business enterprises to effectively
deal with the transitions or the transformations which they make within the spectrum of their
workplace. The primary objective of the business enterprises behind the implementation of
different kinds of changes is to facilitate the effective achievement of the enterprise’s goals or
objectives by the enhancement of its performance or productivity (Hayes 2018). The resultant
effect of this is that the process of change management is often considered to be the one
which not only helps the business enterprises to implement different kinds of changes, control
the same and also help the stakeholders of the enterprise to accept or adapt to the concerned
change as well (Lines et al. 2015).
As discussed by Cameron and Green (2015), the prominence that the machinery of
change management holds within the spectrum of the modern-day business world becomes
apparent from the emergence of different kinds of change management models or strategies
like Lewin’s Change Management Model, Kotter’s 8 Step Model, ADKAR and others.
However, the major challenge or issue arises because of the fact that the majority of the
business enterprises fail to use effective change management models or strategies for the
effective implementation of the different changes (Hayes 2018). In this regard, it needs to be
said that the disregard of the change management models or strategies by the business
enterprises during the process of change management can adversely affects or hinder the
effective achievement of the results that the business enterprises were hoping to achieve
through the same. The purpose of this paper is to undertake an analysis of the process of

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change management and change management strategies or models through the usage of the
case study of Emirates which is trying to integrate the GE’s Analytics Based Maintenance
software or ABM for the effective maintenance of its airplanes.
Overview of business activities of Emirates
The enterprise Emirates, founded in 1985, has extensive interest in the airlines
industry of the Middle-East and is headquartered at Dubai, United Arab Emirates
(Emirates.com 2019). In this regard, it needs to be said that the enterprise under discussion
here is a subsidiary of “The Emirates Group” which is owned by the “government of Dubai's
Investment Corporation of Dubai” and thereby seeks to improve the quality of air transport
services or facilities that are available to the people of the Middle East (Emirates.com 2019).
As a matter of fact, it is seen that the concerned enterprise is the largest airlines company of
the Middle East offering more than 3600 flights per week from the Dubai International
Airport to more than 150 different cities located in around 80 diverse nations of the world
(Emirates.com 2019). More importantly, it is seen that the airlines services offered by the
enterprise under discussion here are not just limited to the business class or the economy
class flight services for the common but incorporates cargo or the shipping facilities for the
different business enterprises as well. Furthermore, it is seen that these cargo services or
facilities offered by the concerned enterprise are being offered by a subsidiary of the
enterprise, namely, Emirates SkyCargo and the primary purpose of this is to offer the
business enterprises a cheap as well as a reliable means of air transport for the products
manufactured by them (Emirates.com 2019).
The enterprise under discussion here, that is, Emirates is the 4th largest airlines
company of the world in terms of the “scheduled revenue passenger-kilometres flown” while
being the 4th largest one in terms of the number of the “international passengers carried” by it
to the different international locations (Emirates.com 2019). In addition to these, it is also the