JetBlue Airways & Organizational Development: Partners for Change

Topics: JetBlue Airways, Organization development, Management Pages: 9 (2982 words) Published: April 14, 2014


CASE STUDY: JetBlue Airways & Organizational Development: Partners for Change Michael Morales
March 30, 2012

Table of Contents

Abstract ………………………………………………………………………………...3 Introduction …………………………………………………………………………….4 Stage 1 - Entering and Contracting …………………………………………………….5 Stage 2 - Diagnosis ……………………………………………………………….........6 Stage 3 - Planning and Implementing ………………………………………………….9 Stage 4 - Evaluating and Institutionalizing …………………………………………....10 Conclusion ……………………………………………………………………….........12 Exhibit A - Project Overview …………………………………………………..……...13 Exhibit B - Denison Leadership Development Survey …………………………..........14 Exhibit C - Changes over Time …………………………………………….…………..15 Exhibit D - JetBlue Airways & Organizational Development: Partners for Change…..16 Bibliography ……………………………………………………………………………22

Abstract
This is a case of an effective partnership of Jet Blue Airways and Organizational Development. In the airline business with an unpredictable environment, Jet blue forged a partnership with the Organizational Development (OD) team and JetBlue University (the airlines centralized learning group). From this berthed the Systems Operations Center (SOC) which is the heart of the airline – the epicenter where effective decision making, communication, teamwork, and leadership are critical to ensure crewmembers are able to meet and exceed customer needs (Dennnison, 2007). This case study covers the four general models of planned change which are entering and contracting; diagnosis; planning and implementing; and evaluating and institutionalizing change (Cummings & Worley, 2009). All interventions applied were carefully developed as they interpret the diagnosis of the operations of JetBlue. And as it progress you will see that the key element on making this a successful and effective OD is the involvement of all the employees and their buy in from the top down management. As you will see that not only that they have implemented the interventions which greatly enhanced the company’s success, it has also institutionalized the changes they have adapted and on On June 8, 2011, JetBlue ranked 'Highest in Customer Satisfaction Among Low Cost Carriers in North America' by J.D. Power and Associates, a customer satisfaction recognition received for the seventh year in a row.they were awarded they are the number one (Article, 2011).

Introduction
JetBlue has an impressive and effective partnership with the Organizational Development Team. This is one of the success stories on how to effectively apply and OD Intervention within a company. They have established and institutionalized the process of OD within their business system. The four processes namely: Entering and contacting; diagnosis; planning and implementing; and evaluating and institutionalizing were properly managed and executed. The foundation was set correctly and the shifting of the change concept was embedded in the JetBlue culture. All JetBlue employees are involved and are aware on how OD interventions are applied and how it works. The foundation of the OD intervention is solid and any new interventions that are applied as long as it is carefully reviewed and agreed is flawless. My approach for this case study as an OD practitioner is to review, diagnose, and analyze what the OD practitioner have accomplished and make any changes and recommendations that I believe will further enhance the effectiveness of the OD intervention. I will apply the four model of planned change as I review and/or come up with any additional intervention for the company.

Stage 1 - Entering and Contracting
The OD team did not have a hard time entering into this business contract with JetBlue. All the factors I read in this case study are all in their side. The key concept that is very positive for this intervention is that JetBlue’s organizational culture is that they embrace change. This resulted the decision to help the SOC continuously...

Bibliography: Cummings, G., Worley C.G., (2009). Organizational Development and Change. Ohio: South-Western Cengage Learning.
Dennison consulting, (2007, Jun). JetBlue Airways & Organizational Development: Partners for Change. Retrieved from http://www.denisonconsulting.com/Libraries/Resources/CS-2007-JetBlue-System-Operations.sflb.ashx
JetBlue Airways, (2011, June). JetBlue Awarded Seventh Consecutive Customer Satisfaction J.D. Power and Associates Honor. Retrieved from http://blog.jetblue.com/index.php/2011/06/08/jetblue-awarded-seventh-consecutive-customer-satisfaction-j-d-power-and-associates-honor/
Mitchell, R.C., (2006, July). Model of the Organization Development Process. Retrieved from http://www.csun.edu/~hfmgt001/odmodel.htm
Kabra, R., (2006, September). Virgin Atlantic - Gap Analysis. Retrieved from http://www.managementparadise.com/forums/public-relations-management/6928-virgin-atlantic-gap-analysis.html
Lunenberg, F. C., (2010, November). Organizational Development: Implementing Planned Change. Retrieved from http://www.nationalforum.com/Electronic%20Journal%20Volumes/Lunenburg,%20Fred%20C.%20Organizational%20Development%20Implementing%20Planned%20Change%20IJMBA,%20V13%20N1%202010.pdf
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