Originally published: Hein, C., Tipps, T., & ORourke, J. S. (2004). Alaska Airlines: Navigating through crisis toward an uncertain future. 04-09. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.

On January 31, 2000, an Alaska Airlines MD-80 crashed in the Pacific off the coast of California. A company with a sense of independence and strong culture, Alaska Airlines responded quickly to the NTSB investigation of the accident and the media assault that focused on Alaskas sloppy maintenance records as a contributing factor to the crash. Brand equity, employee morale, and stockholder confidence emerged essentially unscathed as a result. A little more than one year later, though, the entire airline industry was forced to deal with the consequences of the 9/11 tragedy. Today, Alaska Airlines is among the most recognized for service and quality in the industry, but is facing financial challenges as the industry moves toward a low-cost model. The company must now decide how to strengthen its financial position without sacrificing its service and quality.

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