個案總覽

Alaska Airlines has recently recovered from a period of operational instability, yet its executives worry the airline is draining its reserves of customer loyalty and goodwill, due to losses over the past two years and variability in its statistics for on-time flights and mishandled baggage. After focusing many resources on operations in an effort to regain stability, the senior executives wonder whether the organization could endure if performance were to slip again. Is remaining status quo good enough, or should the airline’s leadership take action to transform the performance culture? See the optional companion technical note 9B14C060.

This technical note was written as a companion document for potential use with 9B14C059. It can also be read on its own to gain a greater understanding of how organizational change unfolds over time. This note can also be used as a companion to other business cases or for so-called “live” cases that profile challenges currently experienced by organizations. Finally, the technical note can also be used to guide data collection and analysis for the purpose of researching or writing new cases on organizational change using the framework or model.

Alaska Airlines has recently recovered from a period of operational instability, yet its executives worry the airline is draining its reserves of customer loyalty and goodwill, due to losses over the past two years and variability in its statistics for on-time flights and mishandled baggage. After focusing many resources on operations in an effort to regain stability, the senior executives wonder whether the organization could endure if performance were to slip again. Is remaining status quo good enough, or should the airline's leadership take action to transform the performance culture?

It can also be read on its own to gain a greater understanding of how organizational change unfolds over time. This note can also be used as a companion to other business cases or for so-called "live" cases that profile challenges currently experienced by organizations. Finally, the technical note can also be used to guide data collection and analysis for the purpose of researching or writing new cases on organizational change using the framework or model.