Malaysia Airlines - Will the phoenix rise once more?

Mohd Zin, Syarizan Adzlinda (2009) Malaysia Airlines - Will the phoenix rise once more? [Dissertation (University of Nottingham only)] (Unpublished)

[img] PDF - Registered users only - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (1MB)


This dissertation seeks to digest the corporate culture theories and gauge if

Malaysia Airline System’s (MAS) survival strategy after the 2005 turbulent will

emancipate the company from current and future crisis. This research emphasizes on the correlation of the organisational performance culture-based strategy theories and the pursuit of competitive edge, which in this research assumption, is admissible to MAS.

Hence, the most suitable approach seems to be a single case study method,

arming with Business Turnaround Plan 1 (BTP1) and Business Transformation

Plan 2(BTP2); the two major and powerful sources of reference. Subsequently,

other related sources, which are directly linked to Malaysia Airline System (MAS) such as the previous case studies, company’s annual reports, newspaper reports, online materials as well as other relevant published sources to the Asia Pacific and global airline industry. Although MAS has granted its approval for this academic research, further interview request with it staff was unfortunately declined.

The findings strongly suggest that the organisation’s performance is

somewhat correlated with organisation’s culture and values, and that these

elements shaped by the bold movement introduced by the management to

maneuver the company after a deep crisis. The change into high performace

culture helps to determine what sort of airline the organisation wants to become, as well as reducing the impact of external factors affecting the company. Interestingly, the study indicates not only high performance culture is an important determinant of success but also can help to accelerate and at the same time can impede the progress toward the goal. Strategy, culture and leadership must ultimately align and be synchronized. Attention to culture and successful efforts to shape it in support of holistic strategy to increase performance will surely separate the winners from the laggards.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 05 Feb 2010 14:16
Last Modified: 23 Oct 2016 05:44

Actions (Archive Staff Only)

Edit View Edit View