Crisis management, reputation and brand management, corporate communication, logistics, organization strategy.
Post-graduate and executive education.
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.
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.
Balakrishnan, M.S. (2011), "Etihad Airways: reputation management – an example of the Eyjafjallajökull Iceland volcano", Emerald Emerging Markets Case Studies, Vol. 1 No. 4. https://doi.org/10.1108/20450621111192753
Emerald Group Publishing Limited
Copyright © Balakrishnan 2011