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Korean Air’s New Wings Spread Even Wider at the Crisis - WINGS Leadership of Chairman Walter Cho

Changhee Kim1 · Keehong Woo2 · Youn Sung Kim3

1 University of Incheon, 2 Korean Air, 3 Inha University

Published: January 2024 · Vol. 28, No. 3 · pp. 23-40

DOI: https://doi.org/http://dx.doi.org/10.17287/kbr.2024.28.3.23

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Abstract

Upon his inauguration in 2019, coinciding with the 50th anniversary of Korean Air, Chairman Walter Cho faced an unprecedented crisis due to the global pandemic of COVID-19. This study comprehensively outlines how under Chairman Cho's leadership, Korean Air overcame the crisis and strengthened its position as a global airline. At the onset of the COVID-19 pandemic, Chairman Cho prioritized active communication management and the safety of his employees, even in the face of crisis. The operation of special charter flights to transport Koreans isolated in Wuhan, China, exemplified his social responsibility. Furthermore, Korean Air recorded its highest-ever performance by innovatively converting passenger planes to cargo planes as passenger demand plummeted. This was made possible through Chairman Cho's strategic decision to utilize the Belly Cargo of grounded passenger aircraft to address the shortage of cargo supply and reduce fixed costs. Additionally, Korean Air focused on improving employee satisfaction and organizational culture by reinforcing internal service principles. Chairman Cho emphasized communication and harmony, listening to employees' voices and incorporating their feedback into management decisions. This led to a continuous improvement in employee satisfaction, which in turn translated into increased customer satisfaction. In 2021, Korean Air was recognized for its service competitiveness by acquiring the Consumer-Centered Management (CCM) certification. Moreover, Chairman Cho made a strategic decision to acquire and merge with the financially struggling Asiana Airlines, enhancing the competitiveness of the aviation industry. This move not only aimed to overcome the aviation industry crisis caused by COVID- 19 but also to establish a sustainable business structure, securing a vital opportunity for Korean Air's future growth. Under Chairman Cho's WINGS leadership, Korean Air navigated through the COVID-19 crisis with flexible management strategies and social responsibility, opening new horizons in the aviation industry.
Keywords: 대한항공조원태 회장COVID-19벨리카고WINGS 리더십