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

Melodena Stephens Balakrishnan (Associate Professor of Marketing in the Faculty of Business and Management, University of Wollongong, Dubai, UAE)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 1 October 2011

Abstract

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.

Keywords

Citation

Stephens Balakrishnan, M. (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

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited