Alaska Airlines case study questions
What tools could Alaska Airlines (AA) leaders
have used to increase their awareness of internal and external issues?
Which issues were foreseeable, and which were
How might the AA leadership have anticipated
some of the problems that emerged when becoming aware of impending issues
thereby avoiding some of the consequences noted above?
What aspects of AA’s organizational culture
reinforced what occurred in this awareness state and how might a focus on
transforming its culture have averted some of the problems?
What typical factors contributed to the challenges
that affected AA? What factors unique to the airline industry contributed to
What was AA’s most dramatic argument for change,
in effect, its reason for needed change?
What assumptions that were part of the existing
culture were challenged and tested?
What new and deepening commitments began to form
and would foster the change?
What stakeholder groups were identified and
included in planning for the future? Who was left out?
individuals or groups advocated and lead, and which remain entrenched and
might you have done differently at this awareness stage to prepare for the
needed change? Consider the messages and
communications about the changes that were needed.
you had been the CEO of AA what would you have done to support the VP of
Seattle Operations in his role of fixing Seattle?
might the senior leadership team have reduced the potential risks of failure
while moving through this state?
strategies would you have deployed to develop employees’ greater sense of
ownership in AA’s success?
can leaders keep employees from sliding backward while also developing their
sense of ownership in the new way of operating?
would you do to focus on enhancing the trust among groups that were lagging in
terms of coming on board with the change process?
mechanisms can a leader use to sustain momentum? What can a leader do to
convince employees that the change will work?
should AA do to monitor and manage to ensure the sustainability of the
should AA change its selection, assessment and development systems in terms of
identifying and developing leaders?
you were to calculate AA’s return on investment for the change process, what
would you choose for the key inputs, mechanisms and outcomes?