Managing Dynamic Environments: A Case Study of Emirates Airlines

This case study explores how Emirates Airlines managed dynamic environments through a change process that focused on customer-centric approach and real-time analytics. It discusses the reasons for the change, the change process, outcomes, and constructive advice on strategies that would have been considered.

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Managing Dynamic Environments
Students Name
Institutional Affiliation

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Emirates Airlines.
Summary of Emirates Airlines.
Emirates Airlines, based in Dubai, is the world’s largest airline with the fastest growth
rate worldwide. The airline flew its first flights in the year 1985, and it has remained to be the
national carrier of the emirates of Dubai. The airline has managed to be the best due to its culture
of quality rather than quantity (Emirates, 2018). The airline has evolved into an influential global
traveler across the world due to its commitment to excellence. The company operates a fleet of
more than two hundred and sixty-five aircraft as well as covering over a hundred and fifty-five
destinations in more than eight countries. Every week, over fifteen hundred flights depart from
Dubai to other destinations. In 2015, Emirates group, the parent of Emirate airlines spearheaded
a change in management so that Emirates Airlines could focus on developing a customer-centric
approach both real-time analytics and smart technology (Gulf News Aviation, 2015). This would
help transform the travel experience of customers.
Why the change was needed.
Due to the increase in competition and desire to build a good reputation among
customers, Emirates airlines adopted the change in order to be at par with the market.
Digitalization has brought about highly competitive pressures in the airline business. Airlines are
adopting the strategy of maximizing quality primarily through innovation (Digital Initiatives,
2018). Over the years, Emirates Airlines has been offering services aimed at increasing customer
satisfaction such as in-flight connectivity, but it did manage to capture customers effectively.
The change was to aid re-invent processes in terms of adopting new technologies and also
developing a consumer-centric approach. For example, the company has been able to gather
client data that has helped manage both loyalty programs and deliver more value to customers
(Digital Initiatives, 2018). This has helped increase customer loyalty and experience.
The change process that was created and implemented.
Emirates Airlines change process revolved arounds its initiatives since the company
decided to unveil its plan to undertake an enterprise-wide transformation. The change was to
reinvent its operations in order to capture potential areas. In order to realign its processes, the
company launched a partnership with Carnegie Mellon University so as to grows its potential.

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The areas that were streamlined include; One, its big data. The company was to realign its
loyalty programs with an aim to market itself (Digital Initiatives, 2018). In the coming years, the
big data would help the airline manage the loyalty programs hence delivering more value to
customers. Two, increased usage of mobile platforms. More airlines are adopted the online ticket
purchase and check-ins (Digital Initiatives, 2018). By being able to develop new applications
that would increase customer analytics, the company would be able to provide customers with
the services they need. Lastly, price discrimination. Through the use of big data, the company
would be able to discriminate prices more efficiently. The company has adopting this change,
and it expects to receive more customers due to the lower price of connecting flights.
Outcomes of change
With the implementation of the change, the company has been able to achieve success in
various areas. To begin with, in 2017, Emirate airlines introduced a complimentary laptop and
tablet handling services to its premium passengers. Besides, the company enhanced its onboard
lounge of its planes by upgrading different aspects such as high-tech improvements, climate
control features and lastly, a NASA inspired “zero gravity” seating position (Emirates, 2018). All
these improvements were centered towards enhancing the customer experience. In order to
spearhead the change, the company also established an enterprise change management team.
This team would help drive the long-term change in the organization. Besides, the company is on
the lookout for the best candidates to join the organization for the purpose of making it the best
airline across the world. Since the organization looks for the best candidates worldwide,
incorporating the different nationalities and cultures has allowed the company to develop a
strong culture that has enhanced the quality of work in the company.
Constructive advice on strategies that would have been considered.
Some of the initiatives that the company was to spearhead after adopting the change
process are still not fully realized to date. I believe there some strategies, if implemented, would
ensure a more successful change process. To begin with, the organization needed to be more
committed to the change process. Change may become challenging at times since not every
member of an organization can be committed to ensuring success (Mendonca, 2017). I believe
Emirates Airlines would have fostered commitment across all employees so as to ensure the
achievement of its objective. Secondly, the organization would have adopted acceleration

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strategies so that it can manage the change efforts effectively (Ackerman, 2015). This is through
integrating similar initiatives to ensure they are achieved on time.

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References
Ackerman, L. (2015). Building Your Change Strategy: How to Ensure that Your Effort Is on the
Right Track - Change Leader's Network. Retrieved from
http://changeleadersnetwork.com/free-resources/building-your-change-strategy-how-to-
ensure-that-your-effort-is-on-the-right-track
Digital Initiatives (2018). Emirates Airlines: A Quest for Service Quality – Technology and
Operations Management. Retrieved from https://rctom.hbs.org/submission/emirates-
airlines-a-quest-for-service-quality/
Emirates (2018). Emirates ends 2017 on a high note reaching fleet and product milestones.
Retrieved from https://www.emirates.com/media-centre/emirates-ends-2017-on-a-high-
note-reaching-fleet-and-product-milestones
Emirates (2018). History about us Emirates. Retrieved from
https://www.emirates.com/english/about-us/history.aspx#tabs-main=tab-1960s&
Gulf News Aviation (2015). Emirates Group announces transformation plan. Retrieved from
https://gulfnews.com/business/aviation/emirates-group-announces-transformation-plan-
1.1603733
Mendonca, D. (2017). These Strategies Will Help Keep Your Organizational Change Process
Positive - Clarity Consultants - Learning and Development. Retrieved from
https://clarityconsultants.com/blog/these-strategies-will-help-keep-your-organizational-
change-process-positive/