Is it possible to retain brand value after cutting costs and services dramatically just to stay alive? The airline industry has struggled with this question for decades in the face of economic downturns, changes in market structure, and shifting clientele. Professor Susanna Gallani discusses one of the central lessons from her case study (co-authored with Professor Eva Labro), Region-fly: Cutting Costs in the Airline Industry, that encompasses any company in any industry: the long-term focus for any leadership team has to be on not just survival, but figuring out how to come back from a rough patch to regain and even exceed market position.
IDEO’s human-centered design thinking is a systematic process used to help create new products and services. And, the best part? They are open about the process and how to adopt it. Professor Ryan Buell explores this process through the example of Cineplanet, the leading movie cinema chain in Peru. The company hired IDEO to help them determine how to better align their operating model with the needs of its customers. Like Professor Buell, this case may change the way you think about thinking.