The following thesis, presented in the form of a case study, focuses on International Airlines Group’s strategic decisions to adapt to one of the industry’s most severe crises, which had unprecedented consequences. The case is supported by some theoretical concepts that provide tools for better understanding the context in which a leading airlinegroup operates, and its respective response to the Covid-19 crisis. The airline industry has been going through uncertain times due to new variants, constant restriction changes, government-imposed lockdowns, and so on. These, along with other variables, may have permanently altered the industry. As a result, to stay competitive and adapt to an ever-changing environment, IAG needed to make quick decisions and rethink its structure. The case study and resolution notes are expected to be used as a pedagogical framework that can be adapted according to lecture purposes. It is indicated for management courses with an emphasis on strategy, competition, and organizational adaptability. The lecturer can use the guidelines and proposed answers for the questions as support material.
|Date of Award||26 Jan 2022|
- Universidade Católica Portuguesa
|Supervisor||Nuno Cardeal (Supervisor)|
- Competitive advantage