What Is Delta's Unconventional?

Unconventional is a term used to describe a management style, a leader, his or her behavior, way of thinking, strategy or moves. Merriam and Webster (Merriam-Webster Dictionary) define unconventional as “not traditional or usual” and the Thesaurus adds “broad-minded, progressive, and unorthodox.” (Merriam-Webster Thesaurus). These traits all describe aspects of Delta Airlines organizational behavior. These traits have become the standard for Delta’s leadership and can be seen throughout their business model. The unconventional methods are what helped to bring Delta back to the forefront of the Airline industry and the reason why so many people research their organizational structure.
Richard Anderson, Delta’s CEO, since September 1, 2007, instigated unconventionality into a very traditional company. This was done intentionally in 2007 at their reemergence from bankruptcy. Market conditions dictated unorthodox methods to maintain a competitive advantage. Globalization, increasing fuel costs, personnel, and unionization pressure are realities that presented emerging challenges requiring progressive strategies. This paper explores four of the unconventional strategies deployed
Delta has shown great cultural diversity in its management and organizational decisions. It has been publicly noted that they support causes and organizations such as: “The Japan Society, the National Association of Chinese Americans or the One Hundred Black Men of America” (Delta Airlines, 2015, paragraph 11). It is evident that Delta Airlines not only recognizes the important implications of cultural diversity in the workplace, but also puts these practices into action in management decisions in addition to the causes they