Business Administration | Advanced

Achieving Strategic and Performance Objectives at Emirates Airlines

Brian Ballou, Ph.D. and Dan Heitger, Ph.D., Miami University
2016
This module has three cases that deal with business issues in the airline industry and expose students to a number of core elements needed to provide high-quality professional services to a large international organization.
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Three cases developed by Dr. Brian Ballou, and Dr. Dan Heitger, Professors of Accountancy at Miami University, in collaboration with KPMG and Emirates Airlines.  All three cases deal with business issues in the airline industry and expose students to a number of core elements needed to provide high-quality professional services to a large international organization.  Originally developed for use at the 2015 KPMG International Case Competition (KICC) in Dubai, we are pleased to offer these to you for use in the classroom.

Part 1 and Part 2 of this case study series can be used independently.  Part 2b gives students the opportunity to further explore the solution developed during Part 2 of the case and should only be used in conjunction with Part 2. 

Part 1: Developing International Airline Expertise This case requires students to use limited information about the international airline industry and brief descriptions of key industry-level factors to do the following: (1) “build” an airline by selecting and prioritizing the factors that can best be exploited to develop and sustain a competitive advantage in the industry, (2) suggest risk management strategies that airlines might employ when exploiting each factor to better enable it to achieve such an advantage, and (3) consider the impact of the chosen risk management strategies on other industry factors to understand potential unintended consequences that might lead you to alter your risk management strategies. 

Part 2: Applying Airline Industry Expertise to Emirates Airlines In this case, the objective is to thoroughly analyze Emirates Airlines and provide the Board of Directors recommendations on how they can enhance organizational value. This case builds nicely on the work done in Part 1, but can also be used as a stand-alone case. Part 2b: Implementing Strategy as an Advisor for Emirates Airlines This part of the case encourages students to expand on the work done in Part 2. Students are asked to identify the most important strategic objective they suggested in Part 2 for helping the airline increase its long-term value. Their objectives are to assess stakeholder groups’ expected responses to the strategic objective, measure the likely impact of the strategic objective on the organization’s performance, and develop a communication plan that emphasizes the long-term value to key stakeholders as a result of implementing the strategic objective.

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