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AirAsia: Towards a ‘new world’ carrier strategy and implications for performance management system design
chapterposted on 2023-05-24, 04:42 authored by Adler, R, Stringer, C, Shantapriyan, P, Birch, G
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).
Publication titleThe Routledge Companion to Performance Management and Control
PublisherTaylor & Francis Ltd
Place of publicationUnited Kingdom
Rights statementCopyright 2018 selection and editorial matter, Elaine Harris; individual chapters, the contributors