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Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Online from: 2011

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Etihad Airways: reputation management – an example of the Eyjafjallajökull Iceland volcano

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Title:Etihad Airways: reputation management – an example of the Eyjafjallajökull Iceland volcano
Author(s):Melodena Stephens Balakrishnan (Associate Professor of Marketing in the Faculty of Business and Management, University of Wollongong, Dubai, UAE)
Citation:Melodena Stephens Balakrishnan, "Etihad Airways: reputation management – an example of the Eyjafjallajökull Iceland volcano", Emerald Emerald Emerging Markets Case Studies, (2011)
Keywords:Aviation Industry, Brands, Corporate communications, Crisis management, Reputation, Stakeholder management
Article type:Case study
DOI:10.1108/20450621111192753 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Acknowledgements:This case was written by Dr Melodena Stephens Balakrishnan. It was prepared using company information and interviews and its intention was to provide material for class discussion through publication. The author does not intend to illustrate either effective or ineffective handling of a managerial situation. The author may have disguised certain names and other identifying information to protect confidentiality. Copyright© Balakrishnan 2011; Case Courtesy of UOWD Business Case Study Centre and AIB-MENA. Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.

Title – Etihad Airways: reputation management – an example of the Eyjafjallajökull Iceland volcano.

Subject area – Crisis management, reputation and brand management, corporate communication, logistics, organization strategy.

Study level/applicability – Post-graduate and executive education.

Case overview – The Eyjafjallajökull Iceland Volcano erupted on April 14, 2010, causing an estimated loss of US$1.7 billion for the aviation industry. At one stage in this weeklong event, 1.2 million passengers were affected with 100,000 flights being grounded across Europe. This case documents the way Etihad, a leading global airline company managed the crisis and continues to learn for future scenarios.

Expected learning outcomes – Adaptation strategies, reputation management, brand management, crisis planning and implementation, communication and stakeholder management, scenario analysis.

Supplementary materials – Teaching notes.

Icon: Teaching notes.

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