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Cathay Pacific’s Customer-Centric Design Thinking Journey, From Business Transformation to Digital Innovation

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Cathay Pacific employed design thinking as a tool to innovate and enhance the customer experience after a few pioneers introduced the concept to the airline. Technology was a key enabler.

Learning Objective:

Understand how companies can use design thinking; understand what role empathy plays in design thinking; understand importance of bringing together multifunction groups; connect digital transformation with design thinking

Year of Publication: 2024
Ref. No.: 23/780C
Discipline: Strategy & General Management
Industry: Transportation
Country: Hong Kong SAR
Company: Cathay Pacific
Languages: English
Pages of Text: 11