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You have been appointed as a “Lead Digital Consultant” to Etihad Airways to help them become a Digital Master in digital-rich and competitive world.
1) Sketch Etihad Airways Business Model as discussed in class. You must identify all the actors, resources, infrastructures, and at least four transactions informational flows. You may select transactions such as “make a reservation”, “modify a reservation”, “signup for a vacation package”, “shop on-line by redeeming your air miles”, etc.
2) Now, sketch Etihad Airways “Unification Business Operating Model”, which is similar to Delta Airlines, but you cannot cut-and-paste the Delta Airlines diagram and assume it is Etihad’s.
3) Using the diagram below, place Etihad on one of the below quadrants. You must choose one and only one quadrant. Your answer must assess Etihad’s Digital Capabilities and Leadership Capabilities as detailed in each quadrant.
4) Depending on how you rated Etihad’s Leadership/Digital Capabilities on the chart above, outline the major components of a “Playbook” for the senior management to become a Digital Master. If you rated Etihad as Digital Masters, then you need to describe a “Playbook” to maintain this position. If, on the other hand, you rated Etihad as Beginners, you must describe a “Playbook” to become Digital Masters.
