Exploring Air Namibia’s Operational Efficiency: The Interface Between Strategy and the Six Pillars of the Organisation

Abstract

This study aimed to determine the interface between strategy and the six pillars, namely, structure, people, systems, processes, technology and innovation, in order to establish key factors contributing to the operational challenges being faced by Air Namibia. A qualitative study was conducted among a purposive sample of executives at Air Namibia using an exploratory design. The data was analysed using the thematic method. Exacerbated by the grounding of aircrafts due to the Covid-19 pandemic, Air Namibia’s strategy, resources, processes and systems contributed its operational inefficiency. The leadership of airlines in general and Air Namibia in particular, need to be fully cognizant of the importance of strategic planning and developing structures, systems and processes which will mitigate any micro and macro-economic disruptions on business operations. Since there is no ‘one-size-fits-all’ approach to crisis management, airline boards, executives and managers should consider their unique position and needs in strategizing how to survive and grow following a macro-economic.