Strategy Execution and Collective Emotions: National Air

By Quy Huy
Published 27 May 2013
Reference 5193
Topic Strategy
Region Europe
Length 8 page(s)

The case illustrates how seeming good strategy (in terms of content) can fail in the process of implementation. A brilliant CEO strategist failed to convince his employees to buy into his strategic vision by trying to implement it too quickly.

Teaching objectives

Importance of timing of implementing ambitious strategic change and preparing the organization to accept the new strategy. Highlights the importance of addresssing the feelings of the employees who are critical in making the strategy happen. Conceptual frameworks: Both Kotter's model of change and Huy's (AMR April 1999) on emotional capability can be used to teach this case.

  • Strategy implementation
  • Emotion management
  • Union strike
  • Politics
  • Airline
  • Strategic renewal
  • Customer service
  • Q31213