Rethinking strategic initiatives during a global crisis

A talk by Ying McPherson
Chief Strategy Officer, Unifi

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About this talk

COVID19 has impacted most industries in many ways and Aviation is at the forefront of this turmoil. As an outcome of this we have changed how we approach strategy and strategic initiatives.

The main purpose of this presentation is to share our story about how we navigated through this global crisis thus far and consequently the birth of a centralized strategy team. Aviation in the US is a highly regulated industry with major airline companies playing a big role in people, process, and technology.

Prior to COVID, strategy in our company sat within each department head. During 2020 we saw an urgent need for faster decision making processes and therefore formed (unintentionally) a central control center that functioned as a strategy group with authority to make real-time calls as needed. Then US government established multiple incentive programs which threw another curve ball at our business and dramatically changed the domestic labor market.

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