AirAsia

Towards a ‘new world’ carrier strategy and implications for performance management system design

Authored by: Ralph Adler , Carolyn Stringer , Paul Shantapriyan , Georgia Birch

The Routledge Companion to Performance Management and Control

Print publication date:  August  2017
Online publication date:  August  2017

Print ISBN: 9781138913547
eBook ISBN: 9781315691374
Adobe ISBN:

10.4324/9781315691374.ch18

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Abstract

This chapter explores the changes occurring in the adopted strategies of airlines and the implications of new strategic orientations on the design of organisational performance management systems. The contingency theory literature recognises the impact of different strategic positions (e.g. Porter’s low-cost and differentiation strategies) on performance management system design (Anthony and Govindarajan, 2007). However, there has been little attention given to performance management design for organisations adopting a hybrid cost leadership/differentiation strategy (Adler, 2011; Ferreira and Otley, 2009; Ozdemir and Mecikoglu, 2016).

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