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AirAsia : indeed the sky's the limit! / Rizal Ahmad.

By: Material type: TextSeries: Publisher: [London] : SAGE, 2016Description: 1 online resource : illustrations (black and white, and colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9789351508472 (ebook) :
Subject(s): DDC classification:
  • 658.802 23
Online resources: This article details the development of AirAsia Malaysia from 2005 to 2008 and builds on a prior case, 'AirAsia: The Sky's the Limit'. Within only four years, AirAsia managed to expand its operations into another ten countries. In addition, through its associate company AsiaX, it launched long-haul low-cost air services from Malaysia to Australia and the United Kingdom. This article documents AirAsia's marketing strategy and discusses its approach towards 'market development' and 'product development'. The Blue Ocean Strategy concept is used as a tool to examine AirAsia's strategic moves.
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Originally Published in: Ahmad, R. (2010). AirAsia: Indeed the Sky's the Limit! Asian Journal of Management Cases, 7(1), 7-31. DOI: 10.1177/097282011000700103.

This article details the development of AirAsia Malaysia from 2005 to 2008 and builds on a prior case, 'AirAsia: The Sky's the Limit'. Within only four years, AirAsia managed to expand its operations into another ten countries. In addition, through its associate company AsiaX, it launched long-haul low-cost air services from Malaysia to Australia and the United Kingdom. This article documents AirAsia's marketing strategy and discusses its approach towards 'market development' and 'product development'. The Blue Ocean Strategy concept is used as a tool to examine AirAsia's strategic moves.

Description based on online resource; title from home page (viewed on May 3, 2016).

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