Alaska Airlines: Navigating Change

Case Solution

Bruce J. Avolio, Chelley Patterson, Bradford Baker
Ivey Publishing ()

Alaska Airlines recently rebounded from a period of operational instability, but executives fear the airline is depleting its reserves of loyalty and goodwill due to losses over the past two years and fluctuations in its on-time flight statistics and mishandled luggage. After concentrating many resources on operations to regain stability, executives wonder if the organization could hold up if performance deteriorates again. Is maintaining the status quo good enough or should the airline’s management take steps to change the performance culture?

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