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Business turnaround plan : the experience of Malaysia Airlines / Herwina Rosnan & Razmah Mahmod

Author
Rosnan, Herwina
Published
[London] : SAGE, 2016.
Physical Description
1 online resource : illustrations (black and white, and colour).
Additional Creators
Mahmod, Razmah
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Summary
Malaysia Airlines (MAS) is the Malaysian national air carrier. It was incorporated during the early days of air travel in 1937. From a humble beginning, MAS has developed into a renowned international airline with award-winning products and services. It managed to achieve cost efficiency and operates slightly below industry average. MAS has gone through several changes in its management over the years and still survives. However, being a national air carrier and government owned, MAS has several constraints in its operation where it has to balance between political and social obligations, and at the same time consider its commercial interest. Thus, some of the decisions on air service destinations, pricing structure and other business factors cannot be made purely based on commercial grounds.
Subject(s)
ISBN
9789351503064 (ebook)
Note
Originally Published in: Rosnan, H., & Mahmod, R. (2012). Business turnaround plan: The experience of Malaysia Airlines. South Asian Journal of Business and Management Cases, 1(2), 211-221. DOI: 10.1177/2277977912459444.
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