Innovation and sustainability nowadays are established concepts in every organisation. The latest health emergency and the Ukrainian military conflict that we are resisting, have strengthened its relevance. During the early stages of the pandemic emergency, the aviation industry encountered the strongest and deepest economic crisis since it erupted. The closure of airspace one after the other has forced the airline to ground its aircraft and consequently to implement new strategies to avoid jeopardising the economic system irreversibly. Many companies have changed their business to cope with new and urgent needs and be able to reformulate their strategic segmentation to survive the market. The dramatic situation has forced the entire transport system to move to a new business model to survive the new global challenge and focus its energies on renewing the backbone of its business, accelerating the decarbonization process and also using new, green and low environmental impact energy such as hydrogen. The transport industry was already ready to face these changes. Covid-19 first and then the war endangered the aviation industry, simultaneously accelerating the innovation process to use green energy and face the ecological transition. The article, which evaluates a representative sample of airlines, aims to investigate what strategies they have implemented to convert the airline industry into a more sustainable and innovative sector and analyse the rate of progress of their transition.

Cinzia Genovino, Ilaria Cova
Università Giustino Fortunato

 
ID Abstract: 180