AIR ASIA CASE STUDY

Each group will be assessed using the following criteria:

a. Case analysis linking case phenomenon to lecture theme: 10%
b. Relevance to Context/Theory: 10%
c. Discussion Facilitation: 5%
d. Individual involvement: 5%

Week 9 Group 2 Case Study Presentation:

AirAsia: Analyse the case study using the relational based-view to support the leadership and
organization culture in AirAsia.

RELATIONAL BASED VIEW

Relational or often referred to as network-based view would inform

this weeks class. Networks are viewed as important resource to a
modern organisation where inter-firm relations and cooperation are
seen as strategic to organisational long-term success.
The AirAsia case highlights the importance of strong visionary
leadership and equally strong relational strategy framework. The
AirAsia case highlights the importance of relationship building in an
intra and global context in determining strategy.
Concepts and theories supporting collaborative and cooperative
frameworks are acknowledged as becoming increasing important in
knowledge transfer and organisational performance. The case study
recognises the leadership required to instil relational values in the
firm. It is in this regard, that the case study will be discussed.
Assessment 2: Group 2 will analyse the case study. In presenting the
case analysis the group will specifically address the theoretical base
on which the analysis is done. In so doing, incorporate relevant
journal articles as support.
Tutorial Activity: A relational-based view of IBS
. (1) What do we mean by relational based view?
. (2) How is relational view associated with networking?
. (3) How can cooperation and collaboration enhance firm strategy
internationally?
. (4) How and why is trust associated with relational based view of
IBS?
. (5) Is leadership and vision central to relational view of IBS? Discuss
in the context of AirAsia.
https://ilearn.swin.edu.au/bbcswebdav/pid-6842340-dt-content-rid-
37502373_2/courses/2017-HS2-INB30020-225579/Case%20Studies/Case%205%20-
%20Week%208%20-%20Air%20Asia.pdf

https://ilearn.swin.edu.au/bbcswebdav/pid-6842338-dt-content-rid-
37494869_2/courses/2017-HS2-INB30020-225579/Journal%20Articles%20-
%20Readings/Week%2008%20Reading%20-%20A%20Relational-based%20View%20of
%20IBS/Dyer%2C%20J.H%20%26%20Singh%2C%20H.%20%281998%29.%20The
%20Relational%20View-%20Cooperative%20strategy.pdf

using realtional based view to support the leaddership and ganisxation culture in air asia.

Relationship building

How does relational based view affect company?

Case study over view

Literature review
- Fairness and justice
- Leadership and justice
- Corporate Cultural and its relationalship with leadership and sustainable
organizational success
http://outsourcemag.com/dyer-and-singh-the-relational-view-for-alliances-and-alignment/

Case Analysis

- MICRO ENVIRONMENT

Microenvironmental influences:

Company
 Customers

Collaboratorsand

Competitors

Special items to note include bargaining

powers, and the threat of substitutes

Initial analysis of the phenomenon using

the Companys History and Growth

A companys past can greatly affect the

present and future state of the organisations
growth.

Investigate the companys founding, critical

incidents, structure, and growth.

- Who are the stakeholders and how did they

respond?

- Who are the proponents of OJ? How were

their interests met to justify OJ?

- Identify Strengths and Weaknesses within

the Company using the information you
gathered so far.
 - Continue your case study analysis by
examining and making a list of the value
creation functions of the company
determining who benefits and who loses. Is
there a balance needed?

- What theme elements (e.g. National

Interest, OS & OJ) are exhibited?
-
- https://www.airasia.com/cdn/docs/common-docs/investor-relations/airasia-annual-
report-2016.pdf
-

1. Business & Operational Level Strategies:

o Identify the process of production or

service delivery

o Identify support mechanisms

o Outline the formal decision-making

process, informal decision- making
processes

OPERATIONALSTRATEGY
AnalyseImplementations:identifyandanalysethestructureandcontrolsystemsthat
thecompanyisusingtoimplementitsbusinessstrategies
 Evaluateorganisationalchange,levelsofhierarchy,employeerewards,conflicts,and
otherissuesthatareimportanttothecompanyyouareanalysing.

Implications: Strategic
Outcomes
(E)

Asinternationaldiversificationincreases,firmsret
urns initially decrease, but then increase quickly
as the firm learns to manage international
expansion

2. Better Innovation
1. Better Performance

A. Opportunity Identification

Exposure to new products and markets

Opportunity to integrate new knowledge into
operations Generation of resources to sustain
innovation efforts
Implications for Business

Implications: Closing the

case
study and writing up
Make Recommendations Implications:
The final part of your case study
analysis should include your
recommendations e.g. the company,
society and government.
Every recommendation you make
should be based on and supported by
the context of your case study analysis.