British Airways: Innovation and New Initiatives in the Aviation Sector

This report explores British Airways' recent innovative initiatives in the aviation sector, particularly focusing on their response to the COVID-19 pandemic with the introduction of rapid testing facilities. It provides background information on British Airways, detailing its market position and operational strategies. The report analyzes the new COVID-19 testing service, highlighting its strategic importance in restoring passenger confidence and gaining a competitive edge. Academic concepts such as Schumpeter's theory of innovation and disruptive innovation theory are applied to contextualize British Airways' initiatives. The analysis suggests that these innovations are crucial for meeting market demands, enhancing customer experience, and securing a stronger market share in the evolving aviation landscape. This document is available on Desklib, where students can find a variety of solved assignments and study resources.

Research new initiatives in
aviation that are about to
launch or have been launched
recently after January 2021

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Background information on company.........................................................................................3
Researched new initiatives in aviation........................................................................................4
Analysed new product or service or route...................................................................................5
Academic concepts theories applied and acknowledged............................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Innovation is regarded as the significant aspect which is required to be undertaken in
every business and organisation in order to attain business objectives and to enhance survival
opportunities as well (Fu and et. al., 2020). The industry of aviation is associated with customers
so the industry is providing such services to their customers in which higher benefits can be
given to customers. This report is prepared in order to understand new service introduced by
British airways named “COVID-19 testing & hygiene” in which testing approaches are added by
the company so that to provide very fast testing results to their passengers. The report is
undertaking various aspects, approaches and theories used by the organisation within their
innovation.
MAIN BODY
Background information on company
British Airways is second largest UK based flag carrier which is based on fleet size and
passengers as in comparison to easyJet. The company was founded in the year of 1974 and it is
headquartered in London, UK. British Airways is the largest airline based in UK in the terms of
size of their fleet, international flights and international destinations. Till the year of 2008 the
company was the largest airlines in terms of their passengers. British Airways is holding United
Kingdom Civil Aviation Authority which is a type A licence for business operation. The airline
is having head office to Waterside which is near by Heathrow airport London. British Airways
is having their main base in Heathow airport but at the same time the organisation is having
prominent presence at Gatwick airport. In the year of 2014 the airline was advised to use flight
paths in Iraq so that to maximise their market presence. BA CityFlyer is one of the prominent
subsidiary which is offering flights from base location London to other 23 locations around
Europe. The company is highly focused on serving their customers and to expand their business
into leisure market by providing routes such as Ibiza, Palma and Venice. In the year of 2012 the
company has taken over operations of the premium service between London city Airport and
New York JFK. British Airways is providing cargo services as well which is giving
diversification to their business. In the current time due to COVID implication the company is
minimised with their customers due to various restrictions imposed by countries (Mousavi and
Bossink, 2020). Besides this as the company has to shut down their operations for some time due

to such restriction which is leading the company to face lesser profitability and sales. In this
manner in order to manage this issue the company has come up with an innovation of providing
very fast testing facilities to their customers.
Researched new initiatives in aviation
In the current situation of COVID-19 the major aspect was associated with health of
people and this is the time when people are preferring to stay isolated rather than roaming here
and there for no reasons. At the same time this is observed that due to large time of isolation
people are willing to explore places(Sohn, Seamans and Sands, 2021). In the current time risk of
COVID has increased but vaccination drives are helping this virus to slow down. Various
measures are required to be taken by individual in order to prevent outbreak of virus.
British Airways is trying to inculcate some of the innovation so that to convey their
customers and to acquire newer range into the market. As the aviation industry is awaiting to
complete roll-out of vaccine as testing of COVID is one of the important and critical measure
which is restoring travel and aviation businesses are taking such measures and approaches so that
to execute testing measure in such a way that no inconvenience to visitors. In the initial stage of
pandemic the PCR test were seen to be used at commonplace but at the same time British
Airways has introduced COVID test results within 30 minutes. This test is giving fair results in
this pandemic which is helpful for such aviation industry to fight towards pandemic. This test is
providing appropriate health status to the travellers so that they can travel in effective manner
without facing any issues (Leung and et. al., 2020). The owner of British Airways has said that
testing is a much better way to deal with virus rather than going in a quarantine. There are
various airports at which British Airways gave this facilities such as Heathrow, Dublin and
many more. With the help of such testing air transport may get higher dominance as technologies
have emerged. Airlines and airports are trying to upgrading their services in such an innovative
way which could be helpful for them to acquire higher customer base and lead the market as
well.
In order to travel a passenger needs to have negative report and this is hard to get due to
heavy number of people going for tests. The company have analysed that problems are being
faced by customers in order to get this sort of report so the company provided facilities in which
passenger will get privilege for testing and at the same time reports will be given within 30
minutes. This innovative service is executing in such a manner that this would be providing an

appropriate insight to the customers and the company as well. Using this service British Airways
can acquire higher market share and deal with their rivals as well.
Analysed new product or service or route
British Airways has come with a new service in which the company is providing rapid
test results facilities to their visitors so that they can acquire appropriate facilities in travelling.
The company is having various competitors such as easyJet and many others. This can be said
that using such services British Airways can acquire differential edge in comparison to their
rivals. In this manner the company can deal with market needs and demands so that they can get
higher market share as well (Qiu and et. al., 2021). EasyJet is providing competitive services as
compared to British Airways so in this manner British Airways is having opportunity to get
higher displacement in their business and to inhale higher range of customers as well.
By providing such testing services British Airways may get access to the market and in
the same manner the company is having opportunities to get additional benefits out of the
market. In the recent time customers prefer to use such services in which they feel ease, comfort
and convenience (Lerner, Folkers and Fauci, 2020). This way using such service British
Airways is leading the market and trying to inhale needs of their customers in their business
function. This service may give such options for British Airways to exhale into the market and
to provide diversified services to their customers.
Academic concepts theories applied and acknowledged
Schumpeter theory of innovation
This theory states that when an entrepreneur is trying to find out such innovation which
are new and distinct then economic benefits can be received. The major function of an
entrepreneur is to exert some new aspects through business so that profit can be enhanced and at
the same time recognition can also be given to their venture (Yang, Gui and Xiong, 2020). This
theory is directly linked with profits through using such innovations which are healthy and
helpful in meeting market demands as well. This theory is also focused on developing such
innovations which could lead to provide positive reasons for gaining business fluctuations.
Disruptive theory of innovation
This theory is associated with such phenomena in which using innovation market can be
transformed. This theory of innovation is having capabilities of changing and acquiring needs of
population so that competitors can be examined in a manner that would lead the business to grow

(Mahase, 2021). This theory of disruptive innovation is coherent in nature and helps in
improving existing services and in this manner a business or institution may get to know about
such need of innovation and aspects which are needed in order to develop their business insights.
CONCLUSION
From the above report this can be analysed that in current time innovation is such aspect
which is needed by the organisation so that to meet their business objectives. In the context of
aviation industry as the industry and businesses within this industry is working in order to
provide support to their customer. Service industry is working in such manner that they can
acquire needs and demands of their customers in appropriate manner and lead to gain business
benefits as well.

REFERENCES
books and journals
Fu, X. and et. al., 2020. On-time performance policy in the Chinese aviation market-An
innovation or disruption?. Transport Policy. 95. pp.A14-A23.
Lerner, A.M., Folkers, G.K. and Fauci, A.S., 2020. Preventing the spread of SARS-CoV-2 with
masks and other “low-tech” interventions. Jama.
Leung, E.H and et. al., 2020. Clinical and perioperative management in ophthalmology during
the COVID-19 pandemic. International ophthalmology clinics. 60(3). pp.141-158.
Mahase, E., 2021. Covid-19: School staff testing positive for antibodies rose to around 15% in
December.
Mousavi, S. and Bossink, B., 2020. Corporate-NGO partnership for environmentally sustainable
innovation: Lessons from a cross-sector collaboration in aviation
biofuels. Environmental Innovation and Societal Transitions, 34, pp.80-95.
Qiu, R. and et. al., 2021. Green aviation industry sustainable development towards an integrated
support system. Business Strategy and the Environment.
Sohn, E., Seamans, R. and Sands, D., 2021. Local Technology Adoption and Innovation: The
Establishment of US Airmail and the Organization of Aviation Innovation. Available at
SSRN 3869801.
Yang, R., Gui, X. and Xiong, Y., 2020. Patients with respiratory symptoms are at greater risk of
COVID-19 transmission. Respiratory medicine, 165.