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Innovative Services: Emirates Airline Problem Solution Essay

Description of the Company

The targeted company for this assignment is Emirates Airline (EA). The firm’s website is “www.emirates.com”. This airline is part of the Emirates Group. The company is located in Dubai, United Arab Emirates (UAE). The airline is the largest in the Middle East. The ‘airline operates over 3,300 flights every week’ (Nataraja & Al-Aali 2011, p. 473).

It has numerous destinations in over 78 nations. The company has over 50,000 employees. Such workers are obtained from various backgrounds. The rate of employee turnover is very low. However, some workers leave the company in search of better opportunities. The company provides transportation and logistical services. EA’s services satisfy the needs of different clients.

The targeted customers include businesspeople, politicians, business managers, and tourists (Emirates: Hello Tomorrow 2015). Emirates Airline also has a proper management structure. The Emirates Group has a Board of Governors. Emirates Airline is headed by a Chief Executive Officer (CEO). There are ‘several executive vice presidents who monitor different segments such as Human Resources (HR), operations, project and facility management, and services’ (Nataraja & Al-Aali 2011, p. 475).

EA operates in the global aviation industry. It’s major ‘competitors include British Airways, Cathay Pacific, Qatar Airways, and Etihad’ (Nataraja & Al-Aali 2011, p. 474). Emirates Airline uses powerful strategies in order to deal with competition. Emirates Airline has performed positively within the past decades. The company ‘generated $24 billion revenues between 2014 and 2015’ (Emirates: Hello Tomorrow 2015, para. 2).

Its cargo department has also been getting numerous revenues. Emirates Airline has formed new alliances with other companies in order to deliver quality services to its customers.

Diagrammatic Representation of EA’s Management Structure

Fig 1: Diagrammatic Representation of EA’s Management Structure

Innovative Policies and Strategies at Emirates Airline

Emirates Airline is one of the leading competitors in the global aviation industry. Emirates Airline embraces ‘modern technologies and ideas in order to support its Services Improvement Strategy (SIS)’ (Nataraja & Al-Aali 2011, p. 482). Technological change is used by this company in order to transform its services.

The practice has made it easier for Emirates Airline to satisfy the needs of its customers. There are numerous sources of innovation. Some of these sources include technological changes, competitors, employees, and customers.

EA also examines every new change in modern technology. The airline company devises new practices that can segment its services. The firm ‘uses such needs to produce quality services and offerings that can improve the level of performance’ (Nataraja & Al-Aali 2011, p. 479).The company uses the punctuated equilibrium theory whenever embracing new technological changes.

The firm introduces new services for its customers. Such services are configured to support the firm’s goals. The innovative practices embraced at the company supports its product strategy. The company’s ‘core product is the experience of every passenger’ (Nataraja & Al-Aali 2011, p. 474). The company uses ‘modern technologies to improve the level of safety and airport proximity’ (Nataraja & Al-Aali 2011, p. 478).

The firm has also improved its cabin services. Passengers are also provided with current information, communication services, and entertainment. Its planes are ‘equipped with Wi-Fi thus fulfilling the needs of different customers’ (Emirates: Hello Tomorrow 2015, para. 6). This discussion shows clearly that the demand pull model is used as an innovation process at the firm.

Emirates Airline examines the changing needs of many customers. This knowledge encourages the firm to offer customised services. The practice also increases the level of sales. The company encourages different stakeholders to present their incentives. The firm has also introduced loyalty programs in order to attract more customers. Powerful advertisement strategies are used to commercialise the firm’s innovations.

Its online presence and e-ticketing strategy continues to support the firm’s goals. Its adverts attract more customers from different backgrounds (Nataraja & Al-Aali 2011). EA purchases modern aircrafts in order to offer superior experiences.

The above innovative practices and services explains why EA remains one of the leading airlines in the world today. The firm focuses on new practices that can satisfy more customers from diverse backgrounds. Emirates Airline offers customised services thus increasing the level of satisfaction (Nataraja & Al-Aali 2011). These strategies explain why the customers have remained loyal to the company.


The above analysis shows clearly that Emirates Airline is a pacesetter in the global aviation industry. The company implements appropriate innovation strategies in order to remain competitive. The firm uses new technologies in order to introduce quality services to its customers.

The company borrows new practices from its customers, workers, and competitors. The nature of the market also dictates the strategies embraced by the company. EA’s product strategy fulfills the expectations of many customers. EA’s promotional strategy informs more customers about its superior services. The firm has collaborated with different airlines in order to improve the quality of its services.

EA’s online presence ‘makes it easier for many customers to book flights, order services, and check timetable’ (Emirates: Hello Tomorrow 2015, para. 4). These admirable practices continue to make Emirates Airline successful. The airline company can also engage in different corporate social responsibilities (Smith 2010). The strategy will encourage more passengers and stakeholders to support EA’s mission.

EA’s innovative strategy should also focus on the dominant design (DD) theory. The theory will ensure the company creates a standard design for everu customer. This theory will reduce the expenses associated with the punctuated equilibrium strategy.

List of References

Emirates: Hello Tomorrow 2015, <>.

Nataraja, S & Al-Aali, A 2011, ‘The Exceptional Performance Strategies of Emirate Airline’, Competitiveness Review: An International Business Journal, vol. 21, no. 5, pp. 471-486.

Smith, D 2010, Exploring Innovation, McGraw Hill, New York.

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