From runway to success: Unravelling business transformation approaches in India’s aviation industry

Abstract

Purpose

The purpose of the paper is to review the current transformation approaches and current strategies for transformation practice in the aviation industry, with a focus placed on scheduled airlines in India.

Design/methodology/approach

Qualitative research methodology is used in this paper. Data required for the study were collected through in-depth interviews with the participants to study the transformation approach and strategy in the airline industry in India.

Findings

The industry generally favours growth strategies over cost-cutting measures while also advocating for a balanced approach. Funds previously allocated to cost-cutting initiatives are often redirected to fuel growth initiatives. There is a noticeable shift toward developing a solution-oriented mindset through a customer-centric approach. Additionally, leadership plays a critical role in the success of transformation efforts, with the implementation phase identified as the most crucial stage in the transformation process.

Research limitations/implications

This study focuses exclusively on factors such as growth initiatives, cost-cutting, and best practices. The findings emphasize the importance of a balanced approach to growth and cost management. There is potential for future research to explore a broader range of transformation initiatives. Given that this research is sector-specific to the aviation industry, its generalizability may be limited. Therefore, it underscores the need for further multi-sector analysis to enhance the applicability of these insights across industries.

Practical implications

The analysis aimed to determine where cost-cutting and growth initiatives should be positioned in the transformation journey, as it was crucial to understand the organizational life cycle and its current position to successfully transform businesses in the aviation industry. By following the route to transformation with the application of best practices, businesses will be able to ensure successful transformation and achieve significant payoffs from their transformation efforts.

Originality/value

Amidst the unprecedented COVID-19 pandemic, this research paper sheds light on the current approach and focus of business transformation in the Indian airline industry. By analysing the approaches taken by the industry and identifying critical success factors, this study not only offers valuable insights but also provides a roadmap for businesses to successfully navigate the challenges and changes in the aviation sector.