a) Select two of the initiatives and apply legitimacy theory to explain why Fiji Airways may have

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Question:

a) Select two of the initiatives and apply legitimacy theory to explain why Fiji Airways may have undertaken them.

b) Select another two initiatives and explain why Fiji Airways may have undertaken them. In your answer, you must apply coercive and mimetic isomorphism.

As Fiji’s National Airline, we understand the responsibility we have towards our home and our planet. We undertake a series of conservation programmes designed to reduce our carbon footprint, and preserve our environment for Fijians and visitors. Below are a number of actions and initiatives we undertake in this regard. For sponsorship opportunities which may align with our above-mentioned objectives, please feel free to fill out an application form for our team to assess. Please note, a submitted form isn’t a guarantee of funding or support in any way.

Fuel Management Programme

Fuel is a major contributor to an airline’s carbon emissions, and we use state-of-the-art software systems to monitor, track and optimise our use of fuel. Over the years, aircraft technology has advanced, airframes have become lighter and pilots more aware of economical fuel burn. All this contributes to lower fuel usage by modern aircraft. Fiji Airways has two A350 XWB aircraft in its fleet, which are among the most fuel-efficient wide body aircraft in the world. Fiji Airways ensures that reduction in fuel usage and carbon dioxide emission is a focus for Management in both the Technical Teams and the Line Personnel who have the most influence on direct reduction of carbon dioxide emissions. These efforts are reinforced through review and implementation of Policy changes, acquisition of new generation aircraft and a fuel monitoring system.

Main Programme Approaches

The Fuel Management approach at Fiji Airways is focused on People, Policy, Technology and Software. Policy at Fiji Airways is conducted through a Governance structure of Executives at Fiji Airways to ensure that fuel usage and carbon emissions are actively monitored. The Governance structure uses the Chief Operating Officer as the chair and each required department representative at Page 7 of 8 executive level. Policy changes are then risk assessed and implemented in the applicable department. A recent example of a Policy change was to the Fuel Policy for all Jet Aircraft, which has resulted in emission reductions. Newer Technology aircraft have also been a focus to reduce emissions, with Airbus A350 Aircraft being introduced on longer sectors in preference to Airbus A330 aircraft, and Boeing 737 MAX Aircraft for the shorter sectors. Both of these aircraft offer substantial reductions in emission compared to the previous generation aircraft used with an A350 burning almost Ten tonnes less than an A330 on a return flight to Los Angeles from Fiji. Software has been integrated into Fiji Airways to allow more transparent reporting of Fuel usage trends and carbon dioxide emissions. Fiji Airways uses Skybreathe from Open Airlines to do the data acquisition through the aircraft flight data recorders and Data Analysis. The software assists applicable departments to identify opportunities and recommends actions which can reduce fuel consumption and carbon dioxide emissions on a timely and effective basis

Support for Fiji’s Global Climate Change Awareness Efforts

Fiji Airways continues to champion environmental causes, aligned to Fiji’s position as a global leader in climate change negotiations. All Fijians are aware of Global Warming and carbon emissions, which drives direct involvement at all Government levels with initiatives such as the Conference of the Parties to the 1992 United Nations Framework on Climate Change. COP23 was presided over by Fiji with the Prime Minister the Honourable Frank Bainimarama taking an active role on Carbon Emissions and the impact in the Pacific. Fiji Airways promoted this major achievement for a small states by emblazoning the COP23 logo on all its jet aircraft.

A Tree for Every Take-Off

Fiji Airways, working with the Fijian Department of Forestry, undertakes the ‘Every Take Off…One Tree’ project, where the airline plants a tree for every international take-off on its network. Fiji Airways has planted over 36,500 trees in Fiji over the past two years. The overwhelming majority of these have been mangrove trees - the unsung heroes of coastline protection. Mangroves are also the best sequesters of carbon, sequestering 4 times more carbon than Page 8 of 8 rainforests. They are critically important in the fight against greenhouse gas emissions and climate change. Fiji Airways will plant another 15,000 mangroves this year, bringing the total of planted mangroves to 50,000.

Onboard Service Changes for Conservation

In 2020, Fiji Airways instituted an on-board programme which will remove nearly two tonnes of plastics from our aircraft annually, and saves half a million litres of water every year, by moving to more environmentally friendly on-board products. This includes replacing plastic meal tray sets with environmentally friendly packaging, eliminating the need to wash trays and rotable items. Items previously wrapped individually are now bulk-packed, drastically reducing the need for large amounts of single-use plastics. Amenity kits now use sustainable paper and wood-based packaging and products, further reducing use of plastics onboard.

Cash for kids

Founded in 2003, Wings of Hope initiatives stemmed from the in-flight Cash for Kids programme developed by our cabin crew. Cash for Kids programme collects unused foreign coins from our guests on board, which in turn becomes part of the funding for Wings of Hope. Other contributions for Wings of Hope comes from Fiji Airways and where possible, Fiji Airways’ employees’ contributions. In the past Wings of Hope has contributed to Nadi Hospital, Treasure Home (home for orphaned children) and various school projects. Fiji Airways takes seriously its responsibility to the community, its people and the environment. We are the engine of Fiji’s travel and tourism industry, we carry Fiji’s exports, and, as one of Fiji’s largest employers, we not only provide almost 900 jobs, we are also responsible for the thousands of indirect jobs that exist in our Fijian business partners and suppliers. In short, Fiji’s national airline not only provides income for thousands of people, it also helps enhance the quality of life of all Fijians.

Spend about 45 minutes on this question. Write about 300-400 words in total (150-200 per part).

The case study on Fiji Airways Wings of Hope (provided on pages 6-8) outlines several initiatives that the company has undertaken as part of its corporate social responsibility.