In the month of September 2001, Tony Fernandes left his job as head and vice president of the Southeast Asian businesses of Warner Music. He took out a mortgage on his dwelling, supposedly cashed in his stock options, and lined up investors to take control of AirAsia, a Malaysian airline that was fighting.
Three days later, the World Trade Center was destroyed by terrorists. Despite the negative consequences of the 911 attacks, by 2003, AirAsia had revealed the low-fare model epitomized by Southwest and JetBlue in America, and by Ryanair and easyJet in Europe, had great potential in the Asian marketplace. Fernandes had to make strategies to ensure that AirAsia kept its momentum while contemplating the inflow of new entrants into the low-fare segment of the airline business in Asia.
The Ascendance of AirAsia Building a Successful Budget Airline in Asia case study solution
PUBLICATION DATE: October 23, 2008 PRODUCT #: 908M54-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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