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CATHAY PACIFIC CARGOCathay Pacific is a company that prides itself on customer service and employee competency. Cathay Pacific is committed to helping industry body IATA reach its goal of implementing e-freight worldwide. Not long ago, the airline has made substantial effort to switch to 100% electronic air waybills (e-AWB) in the Hong Kong market aims to complete the full implementation of e-AWB to all Cathay Pacific and Dragonair ports. Cathay Pacific Cargo also has plans to expand into the South American and African markets in the near future. SummaryThe main challenge that Cathay Pacific Cargo must face is that it must continually innovate and come out with a wide array of products and services, and this effort needs activeengagement from all levelsof the organization. The task of reinventing itself will not be successful if the entire company just rely on the senior management team. The best method would be to drive a sense of belonging and responsibility into the heart of every employee and create a conducive environment where honest and useful feedback can be obtained. The need of a major change or a minor adjustment would depend on how Cathay Pacific adds value to its service to their customers. All in all, in other words, it will stay on the right track as long as it continues to foster a healthy environment. 11
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