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