ABSTRACT
This case describes the transformation of SꓘY Airline, a low-cost Chilean carrier, from a local family business into a regional low-cost carrier. The case focuses on the development and communication of a new organizational culture. It also describes the challenges that SꓘY faced due to a harsh social crisis in Chile coupled with the spread of the Covid-19 pandemic throughout Latin America. After reading the case, students will be able to understand the impact of a new strategy implementation on an organizational system, with particular emphasis on the organizational culture and human resource management (HRM) practices, discuss some of the determinants of organizational culture and its alignment with the business strategy and external environment, and suggest changes to an organization's culture and its implementation in an uncertain and turbulent environment.
