The challenge

Austrian Airlines had faced years of restructuring, cost-cutting, and intense competition at Vienna Airport. This led to a weakened sense of identity and self-confidence within the organization. As a result, the airline struggled with an unclear market positioning and a brand that had lost some of its appeal.

Our approach

• Understanding the Core Identity: Analyzed Austrian culture and identity to identify common themes.
• Defining Shared Values: Developed a company-wide self-understanding and core values.
• Addressing Key Challenges: Launched targeted initiatives to tackle pressing organizational issues.
• Embedding Change Across Departments: Conducted values transfer workshops with all teams.

The results

• Strong engagement and mobilization across all levels of the organization.
• Clearly defined values that are widely embraced and provide a sense of meaning.
• Integration of values into key processes, including onboarding, cabin crew training, and performance management.
• Improved employee survey results, reflecting increased overall satisfaction.