JetBlue's Commercial Challenges: Leadership, HR, Safety Innovations

This report examines the commercial challenges facing the aviation industry, particularly in the context of global competition and leadership following the COVID-19 pandemic. Focusing on JetBlue Airways, the report identifies key issues such as fluctuating passenger demand, price elasticity, and consumer willingness to fly. It proposes two sets of innovations to address these challenges: leadership and human resource management innovations, and health, safety, and security management innovations. The leadership and HR strategies emphasize employee engagement, effective leadership styles, empowerment, online feedback, motivation, and enhanced management systems. The health, safety, and security innovations focus on creating a secure and safe environment for passengers and employees through sanitization, health checks, and employee support, ultimately aiming to rebuild customer trust and ensure the airline's sustainable growth. Desklib offers a range of study tools, including past papers and solved assignments, to support students in understanding these complex topics.

Commercial challenges
for aviation

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Overview......................................................................................................................................3
Selection of innovation – Theme 1: Leadership and human resource management innovations4
Selection of innovation – Theme 2: Health, safety and security management innovations........6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
Books and Journals:.....................................................................................................................8

INTRODUCTION
Aviation industry is one of the industries that are world in itself. It is found that they have
a massive of force and also contributing a significant percentage in the economy of global
market. There was growing until the pandemic hit. It is found after 18 months of COVID-19 that
aviation industry is badly impacted (Chatterjee and et.al., 2017). This report will be discussing
the challenges of aviation industry relation to airport management from the perspective of global
competition and leadership. In this context, JetBlue is undertaking which is a major American
low cost airline. It is found that JetBlue Airways comes in the seventh largest airline in North
America. Every day the challenges for airline industry are increasing due to global competition.
It is crucial for aviation industry to take measures in order to deal with the commercial
challenges. This report will be discussed two robust sets of new ideas that support commercial
development of an airline.
MAIN BODY
Overview
In aviation sector, it is identified after 18 months of COVID-19 situation that they are
facing commercial challenges due to global competition and management system. Commercial
challenges are concerned with the challenges that impacts on the business profitability and
revenue (Wu, Molesworth and Estival, 2019). After crisis of COVID-19, it is found that it
provides an impact on passenger demand and airline revenue performance. Due to crisis, aviation
sector faces many problems and challenges such as price elasticity have fluctuated wildly;
booking curves have been compressed, etc. One more challenge which is constant is determined
in consumer willingness to fly and pay. Every day the competition is increasing which becomes a
challenge for aviation industry especially for low cost airlines as they already have not much
profit margin as compared to other airlines. JetBlue is one of them which provide low cost
services to the customers. They can reduce their challenges and overcome with them with the
help of innovation. So that’s why there are two important innovations which are mentioned
below that helps JetBlue to overcome the challenges:

Selection of innovation – Theme 1: Leadership and human resource management innovations
Leadership is the ability that possesses by leaders of the organisation. It is found that
leaders are playing very important role in the success and growth of an organisation. They are
the person who is responsible for motivation and encouragement of employees towards
organisational goals and objectives (Chiaramonti, 2019). Leaders are not only leading employees
but also satisfying in their job role. An organisation can become successful if they have effective
leadership style. That means an aviation sector needs to innovate their leadership in order to
motivate and encourage employees towards organisational performances. In addition to this,
leadership is responsible for effective management of human resource. Human resource is an
important and valuable asset for an organisation that generates values for company.
Human resource management is concerned with the management of HR functions in the
organisation. Human resource management is a process which used by an organisation in order
to generate profits. They are responsible for hiring and recruiting talented employees in the
organisation. One important challenge that faced by JetBlue is lack of skilful employees and
pilots. It is the responsibility of human resource management department to recruit talented
employees so that they are able to achieve their goals and objectives (Oliver, Calvard and
Potočnik, 2019). It is necessary for an aviation industry that they should find some new ideas in
order to enhance management of employee. In addition to this, the idea should have a potential to
ensures the integrity of the organisation and also able to enhance the management of employees
during the crisis. JetBlue is the cost effective airlines that needs to identify ideas in order to
enhance the management of employees even in the crisis. After pandemic, the prices are
increases which give a great impact on the management of employees. Employees are unable to
perform their duty with effectiveness and efficiency. That’s why it is necessary to innovate in
leadership and human resource management. There are some innovative ideas and mention
below which helps to enhance the management of employees:
 Employee engagement: It is concerned with the involvement of employees in the
organisation of operations and functions (Kefalidou and et.al). This is important for a
company to make sure that their employees are engage in each and every activity so that
they can give their best in order to achieve organisational goals and objectives. It is found
that engagement of employees ensures the best performances of employees in the

organisation. That's why employee engagement is crucial in order to increase the
efficiency and effectiveness of employees.
 Leadership style: It is found that leadership styles are playing an important role in the
management of employees’ performances. There are many leadership styles available in
the market which uses by organisation. Some important leadership styles are democratic
leadership style, laissez-faire leadership style, autocratic leadership style, etc. After
COVID-19, it becomes very important for aviation industry that they should select an
effective leadership style so that they are able to increase engagement of employees.
Companies identified that democratic leadership style is effective in order to increase the
contribution of employees in the workplaces (De Giorgi and et.al., 2020). This will not
only increases contribution and engagement of employees but also increases their
motivation factor. This will result in achievement of goals and objectives effectively and
also able to overcome with the ongoing challenges.
 Make them responsible for the outcome: It is very crucial for JetBlue to empower their
employees so that they can take responsibility for their outcome. That means whatever
they contribute in the project, it is necessary to make them responsible for their outcomes.
This will encouraging in better performances and also motivates them to proactively
cultivate ways.
 Online feedbacks: After pandemic, it is identifying that employees are feeling the
satisfaction and also facing many problems and challenges in organisation as well as in
their home. It is very important for JetBlue to take feedback from the employees in order
to analyse their views towards organisational performance. Taking feedback is not easy if
they are using offline method so online methods are better in order to get information
about employees’ point of view.
 Motivation and encouragement: This is an important for the successful growth of an
organisation is to motivate each employee individually. For motivation purpose, JetBlue
needs to use some new innovative ideas that help them to motivate towards
organisational goals and objectives. There are two important types of motivation
available in the market that are intrinsic and extrinsic which are generally used by
organisation. But JetBlue needs to innovate the motivation idea such as they should
motivate their employees with the help of providing job security and other future

benefits. This is really helpful for employees to get motivated towards organisational
goals and objectives. Every employee wants that they should get a surety towards their
job and if they get then it becomes very easy for them to get motivated towards
organisational goals. With the assistance of motivation and encouragement, employees
are not only performing better but also able to provide innovative solutions so that
aviation organisation is effectively overcoming with the challenges.
 Effective management system: In order to make an effective management system,
company needs to put some innovative ideas in their management so that JetBlue is able
to enhance the performance of employees (Khanh, 2020). They have an option to
introduce some new technological management systems software which is highly
upgraded in order to record the data of all employees. They also are able to manage the
work of each employee.
Selection of innovation – Theme 2: Health, safety and security management innovations
It is one of the innovative strategies that must be used by JetBlue airlines. The situation
of covid-19 has impacted the airline industry in an adverse manner. The most important point is
the people are now more conscious about their health than ever before. The situation of
lockdown was so challenging for airline industry and JetBlue airlines also faced losses due to the
same (Karoly, 2017). It is necessary to know that if the business organisation will adopt changes
and use new strategy then they will be able to come back in the market. It is time to form strong
strategies that can attract customers again. It is seen that the airlines will be now more secure and
safe. A proper facility for sanitizing the flights will be used. Covid test report will be check
before entering the airport as well as temperature will be checked at regular intervals. It is seen
that the food provided to the customers will also be checked and fulfil the quality standards. It
will help to keep the customers of the airlines safe. Along with that the customers will also trust
the organisation and will like to travel in the same.
It is necessary to know that employees are also an important part of the organisation. This
covid-19 pandemic has also impacted the working level of employees. It is seen that they are
demotivated and situation of log town has reduced their moral as well as confidence in work.
The company must provide vaccine to each and every employee as well as take proper care of
their health. The organisation will take care of sanitization facility and usage of mask in house as

well. A proper research is required so that the strategy is strong enough to beat the competitors in
the market. It is seen that the whole world has faced the issue of covid-19 but it is right time to
take suitable actions and come out of the situation (Myronets and et.al., 2021). JetBlue airlines
must work the health and safety of their employees. Jet blue airlines should understand the
importance of health and safety of their employees. Best innovation at today’s time is to be more
secure and safe. In relation to JetBlue airlines the company e is in need to accept the changes in
the condition of the world. All the organisations have faced losses so in order to overcome them
they have to bring innovation. The Best idea at this time is to become more aware about the
health and safety of the employees. If there will be healthy employees of the company then they
will able to achieve the goals in objective effectively (Zhongming and et.al., 2021). It is seen that
the JetBlue airlines must motivate the employees and provide them insurance facility so that they
are able to work with full confidence and try to develop relation with the customers. It is an
important aspect that must be considered by the company in order to provide protection against
the pandemic situation. It if seen that innovation does not come just in a day. There is need of
proper planning as well as implementation of strategy is that benefit all the stakeholders of the
company. This will help the company to earn the image again and serve the customers in such a
manner that is profitable for them and their health
CONCLUSION
It can be concluded from the above discussion that aviation industry is facing many
challenges due to the leadership and global competition in the market. After 18 months of
pandemic situation, it is identified that aviation organisation needs to formulate and innovative
ideas so that they can apply in the reality in order to deal with challenges. There are many
challenges found by an organisation which needs to resolve. An aviation organisation is not
starting their operations and it is possible only when the put some innovation in their
organisation. Human resources are the most important resource of an organisation and that's why
it should be motivated and encourage towards organisational goals and objectives. This report
discussed the challenges of organisation as well as two important innovations that helps aviation
industry to overcome with the challenges. This is not an easy task for an organisation as global
competition is increasing rapidly.

REFERENCES
Books and Journals:
Chatterjee, A., and et.al., 2017, November. Distributed location detection algorithms using IoT
for commercial aviation. In 2017 Third International Conference on Research in
Computational Intelligence and Communication Networks (ICRCICN) (pp. 126-131).
IEEE.
Chiaramonti, D., 2019. Sustainable Aviation Fuels: the challenge of decarbonization. Energy
Procedia, 158, pp.1202-1207.
De Giorgi, L., and et.al., 2020. Design of Innovative Environmental Control Systems for high-
speed commercial aviation (Doctoral dissertation, Politecnico di Torino).
Karoly, S., 2017, November. Technologies to counter aviation security threats. In AIP
Conference Proceedings (Vol. 1898, No. 1, p. 050002). AIP Publishing LLC.
Kefalidou, V.E., and et.al., Aviation industry recovery: rising confidence of air travel the key for
increase the load factor. In 9TH International Conference on Contemporary Marketing
Issues (p. 122).
Khanh, P.H., 2020. The assessment of AB company-commercial aviation: Chinese market
analysis.
Myronets, O., and et.al., 2021. Legal technologies as instruments of civil aviation safety
improvement in conditions of the fight against COVID-2019. Revista de la Universidad
del Zulia, pp.444-459.
Oliver, N., Calvard, T. and Potočnik, K., 2019. Safe limits, mindful organizing and loss of
control in commercial aviation. Safety Science, 120, pp.772-780.
Wu, Q., Molesworth, B.R. and Estival, D., 2019. An investigation into the factors that affect
miscommunication between pilots and air traffic controllers in commercial aviation. The
international journal of aerospace psychology, 29(1-2), pp.53-63.
Zhongming, Z., and et.al., 2021. Aviation leaders launch first in-flight 100 percent sustainable-
fuel emissions study on a commercial passenger jet.