Posted at 11.02.2018
This dissertation aspires to as the subject suggests, investigates the corporate culture of British Airways (BA) an organization which is totally geared towards making a culture that gives weight to understanding its employees. This aspect in turn affects the complete working mantra of BA and helps them to incorporate this culture to their services aspect in every service areas.
Corporate Culture of an organization is most important in view to the fact that without a distinctive culture a corporation may lose its route. Without a smooth culture it negative aspects dropping its global efficiency.
So the concept of Commercial Culture has been extensively discussed and executed in a different way, however, many specific area need further research, especially those focusing on quality management and proper implications to be able to achieve success in international market, hence service sectors need to take a new go through the culture they are promoting, which impacts its typical placement, promotion and syndication strategies and their rationale within the sector and their product and costing strategy.
The purpose of this research is to get a deeper understanding of BA corporate and business culture and its own implications to investigate the level to which how quality management is effectively followed by the the countrywide flag carrier of the United Kingdom.
The research starts with literature looking at of commercial culture of BA; next quality management aspects of BA will be recognized. Conclusions present the strategies including typical placement, promotion and syndication strategies and their rationale within the sector and their product and charges strategy in relation to BA Corporate Culture.
Corporate culture can be regarded as an integral to success, within an article on business service market sectors it was mentioned that more than half of all professionals surveyed were of the thoughts and opinions that corporate culture contributes too much to the success of their companies. (Business Services Industry 1996).
When it involves the storyline of Uk Airways is one of the most generally used motivating accounts of changing culture (Heller, 1992). All the way through the 1980s and 1990s it was used to show the necessary compatibility of pleasure and earnings (Georgiades and Macdonnell, 1998)
In these, culture change is offered as the only justification for the transformation that occurred. This corrective makes no attempt to deny the very significant changes that took place in BA. To a certain degree, it packages these in context noting the organization's environment during the change, the structural changes that occurred and watching the impact that such changes got over the long term.
The corporate and business culture of a business in essence shows to be a yardstick of long term success and acceptance in view of the fact that a culture that cultivates satisfaction among the list of employees will in turn affects the complete working framework of a business and deeply effects on the quality of services rendered. Commenting on the use of quality management as a set of tools and techniques the European Commission payment (1996, p. 27) have made the important point that: "It appears to be clear that simply launching some tools procedures and techniques won't cause 'competitive edge' for organizations.
Hofstede (2001) identified culture as software of head, which provides helpful information for humans how to believe and behave it is a problem-solving tool. This description mentions that working with cultures is an intricate activity with level of resistance to foreign movements, so companies should take extra health care while connecting their communication to different cultures. Malhotra, Agarwal, and Baalbaki (1998) highlight heterogeneous facet of culture, a key hurdle to the emergence of one global market, is much more resilient and enduring than other environmental characteristics.
No firm fighting regionally or worldwide are able to pursue strategies whether it is marketing or organizational that is based solely on national characteristics. The globe is filled with different cultures and every culture has different worth and beliefs and in the case of BA which includes people from all over the world, it's very difficult to meet all these aspects with a homogenized way of communication and also for example the effect on quality management will be apparent. A company must review the influence of all aspects of corporate culture, which would help identify the habits and other fads in the organization and its own services.
The change of English Airways change is impressive when it comes to corporate and business changes. By the end of the 1970s and the start of the 1980s BA was carrying out disastrously against almost every indicator. An old fleet made for uneasy journeys and added significantly to the airline's record for unpunctuality. (Corke, 1986)
The study is being planned as so that it helps further the knowledge of commercial culture in an organization and its impact on the Quality Management and in this analysis we will discuss Uk Airways comprehensive. To develop a report which helps companies in reinforcing their time on rectifying corporate and business culture for benefits in the long run.
The objectives of the research are:
To understand the corporate culture of BA in view of employees, customers and society
To review the existing books on Corporate Culture and Quality Management.
To research synergy of Corporate and business Culture and Quality Management
To evaluate and synthesize the conclusions of main and secondary research and recommend a corporate and business culture and quality management ideology
What is the impact of Commercial Culture of Uk Airways on its services and its influence on Quality Management?
How has this influenced BA positioning, campaign and syndication strategies and their rationale within the sector and their product and rates strategy in relation to BA Corporate Culture?
The main aim of this chapter is to review critically the educational literature relating to this topic. To begin with it is of paramount importance to determine Corporate Culture and Quality Management.
As stated in Entrepreneur Advertising (2009) a Commercial Culture can be an organization's values, values, and behaviors. Generally, it can be involved with values and values on the basis of which people interpret experience and behave, singularly and in communities.
A corporate culture within an organization is created automatically. A culture is established when people get together with a distributed goal. Culture is automatically created from the shared thoughts, energies, and behaviour of individuals in the group. The vision, mission and prices of an organization is within the corporate culture and in a flourishing organization the work power will symbolize the vision, mission and values of the organization.
As mentioned previously previously the ethnic environment is the intricate set of values, ideals, norms and behaviour bought by consumers as part of their national heritage (Britt, 1974). This classification mentions that interacting with cultures can be an intricate activity with level of resistance to foreign styles, so companies should take extra treatment while interacting their communication to different civilizations. It really is now an acknowledged fact that corporate and business culture is a substantial determinant of firm tendencies and performance.
The two strategic processes through which an organization can achieve a fresh culture are the HR techniques that promote behavioral norms necessary for obtaining the organization's strategy and subsequently include the deliberate selection of candidates, who talk about the desired beliefs that strengthen the organizations ethnical norms.
The main source for instilling a strong and rewarding corporate culture is Command who basically are the founders or top tier hierarchy who have a major impact on the creation of the organization's early on culture.
On the other hands, this style of prices, norms, beliefs, attitudes, guidelines and assumptions may be unwritten or non-verbalized behavior that describes the way in which things have finished to give the business its unique persona (Brown, 1998).
Quality Management is described running a business dictionary. com as "All management activities and functions involved with perseverance of quality insurance plan and its execution through means such as quality planning and quality assurance (including quality control. "(Business Dictionary, 2009)
Quality experts such as Deming (1986) have expressed within the last decades, the principal authorities of total quality management (TQM), have developed certain propositions in the field of TQM, which have gained significant acceptance across the world. Their insights provide a good knowledge of the TQM philosophy, principles, and procedures.
In essence quality is thought-out as the most powerful factor to incarcerate and the most important factor the client base in the present day business scenario. Obtaining client satisfaction is the most critical aspect. The state-of-the-art quality management can be an embodiment of principles, methods and applications. Within the last few years, the business world has stood witness to many true to life success testimonies of organizations.
Just like British Airways TQM has been thoroughly implemented right through the world. Many firms have attained the final outcome that effective TQM execution can enhance their competitive abilities and provide strategic advantages available on the market (Anderson et al. , 1994).
According to Mehra & Agrawal (2003), there are fundamental attributes that are necessary for an efficient total quality execution. In the individuals resource sizing, the authors found that teams, bonuses and training are indispensable. At the worker level, empowerment, acknowledgement and prize systems play a crucial role in the success of quality systems.
With respect to the management aspect, there must be a total management determination to high quality with a visionary command, participative management, the development of quality standards and a solid commitment to customer satisfaction (Barczyk, 2000).
In view to the fact that a solid culture is of paramount importance in long term success of a business, leaders should study and measure key proportions of culture. This ethnic awareness can help organizations build-up more effective business strategies.
Corporates around the world concur that culture and organizational performance are intricately interwoven or more till now the relationship is so complex rather than so clear for executives to decisively react on this essential requirement of business. The culture resolutely influences the priorities establish by the organization, as it is the actual value system in the business that emphasizes things like customer focus, development, cost reduction, strong alliances, empowerment and control in response to the various business stimuli.
Organizational culture has been argued as one of the most effective and stable forces functioning in organizations and can influence a firm's authority, decision making, performance, inside development, and, tactical development for the twenty- first century (Howard 1998).
According to Schulz (2001), a high performance company is one in which the culture provides employees with the accountability and responsibility essential to meet customer needs regularly to ensure business success. A high performance company is characterized basically by the next: high outputs or productivity, sustained and increasing market share, greater success or shareholder value, creativity, and differentiation of service from that of its competition in its sector in one way or another (Stevens, 2000).
It is of paramount important and key for organizations around to have a clear grasp of their own organization's culture. Today's world is moving quicker than any environment ever sold. This involves that organizations also change and much more significantly, that they fashion change.
In this time of globalization the competition for consumer's attention has heightened because of the stringent competition encountered by brands and products from largely every industry be it tangible or intangible. Developing a sustainable competitive advantages is imperative for any companies, however maybe even more significant for the players in the airline industry. The customers of today are an educated lot and demand good service for a lower price; including business travelers also in my view quality management operating industries like air travel are the key determinant in the success and inability.
The last 10 years has seen a growing surge in organizations who've used programs such as Total Quality Management, the International Organization for Standard's 9000 Series Program (ISO9000), the Malcolm Baldridge Country wide Quality Program, and Business Process Reengineering.
Burton Hamner (2005) described the Baldrige construction that fits the specificity of the buyers' requirements for sustainability. Baldrige gives us a way to express those requirements in a manner that leads to their implementation.
Core Market Criteria for Sustainability in an excellent Framework
a. Corporation and Management of Work
Labor management and relations
b. Staff Performance Management System
c. Hiring and Career Progression
a. Worker Education, Training and Development
b. Determination and Career Development
Health and safety
Employee Support and Satisfaction
EHS management systems
Sustainability benefits to customers
Waste and emissions
Taxes and subsidies
Health and safe practices results
Certifications of processes
Social and environmental impacts
a. Senior Authority Direction
Sustainability eye-sight and policy
b. Organizational Governance
c. Organizational Performance Review
a. Tasks to the Public
b. Honest Behavior
Codes of conduct
c. Support of Key Communities
a. Strategy Development Process
Sustainability in strategy development
b. Strategic Objectives
Environmental and communal strategies
a. Action Plan Development and Deployment
b. Performance Projection
a. Customer Romantic relationship Building
b. Customer Satisfaction Determination
a. Performance Measurement
b. Performance Analysis
a. Data Information and Availability
Labeling and advertising
b. Organizational Knowledge
Though these programs fluctuate in scope and methodology, a central target of each of the programs is organizational process; that is, on determining processes and methods that underlie business activities (Harrington & Mathers, 1997). I will argue that this core give attention to organizational process influences both invention and inertia, and for that reason, adaptation to technical change.
The Japanese management strategy known as Kaizen was introduced by Imai in the 1980s. Kaizen was a process which pressured that incremental advancements were equally as significant as radical inventions in securing and retaining competitive success (Murray et al, 2003).
The five strategic concepts underpin TQM today are (Murray et al, 2003):
Employee contribution and
With no effective leadership, it is not easy to keep up profitability and efficiency, and the company cannot continue to be competitive. Positive management activities and attitudes toward quality will bring about increased employee commitment to both QM program and the firm's strategy (Lau and Anderson, 1998). To examine an organizations eyesight and objective, and appropriately specify the strategy had a need to achieve organizational goals and objectives is the duty of the top management.
It is an acclaimed fact now that corporate culture is a significant theme in management and business research for the past few decades due to its potential to influence a range of organizationally preferred benefits such as determination, devotion, turnover, and worker satisfaction. The cultures are created within an corporation when it encounters external and interior problems and learns how to approach them.
When the organization's way to do business provides a successful adaptation to environmental problems and ensures success, those ideals are maintained. These ideals and means of doing business are taught to new members as the way to do business. (Schein 1992)
Corporate culture is a management idea and a way of managing organizations to perk up their overall efficiency and performance. Corporate culture can be used as a robust tool to quantify just how an enterprise functions (Gray et al. , 2003). Research has validated that corporate culture is able to impact the thoughts, feelings, connections, and performance in organizations (Saeed and Hassan, 2000).
Corporate culture includes those features of the business that provide it a specific identity, climate or feel. Martins & Martins (2003, p 380) express the general explanation of commercial culture as "something of shared meaning held by participants, distinguishing the business from other organizations".
The major problem for leaders is not competition but a lack of understanding their own corporate culture. Few organizations spend any moment understanding their culture. Organizational culture relates to the fundamental group of key values, values, and norms distributed by the workforce. Malphurs, a value expert, retains that organizational prices co-exist on two planes: personal and corporate and business.
As depicted in Deliotte Consulting report below the impact of corporate culture on different facets of organsational performance and progress is evident and it talks about the facets which are important.
Organizations world over by adding quality management in the business has helped them in increasing the client satisfaction and improve the concordant work of all employees. In the draft international standard for quality vocabulary, quality is thought as the power of a set of inherent characteristics of a product, system or process to fulfill requirements of customers and other interested people (Sandholm, 2000). There should be a corporate understanding of the organization's quality positioning the marketplace place.
The significance of QM lies in the fact that it encourages technology, makes the organization flexible to improve, motivates people for improved upon quality, and combines the business arising out of an common goal and each one of these provide the business with a very important and distinctive competitive border.
From the principles of total quality management (TQM), and other management theories; it is obvious that, there all are highly organized towards one school of thought that is spend reduction and ongoing improvement, in order to achieve one common goal; customer satisfaction (Adair, 2004 and Emerald, 2005).
QM significantly is about joint use of ideas that are well set up in accomplishing the main goal of customer satisfaction or exceeding customers' objectives. Before the top management can be committed to empower employees they need to have a complete understanding and concept of QM and how to use the tool to accomplish its purpose.
Core organizational values guide an organization while a person operates on a couple of core values that dictate his or her actions. Because of this, creating good commercial culture in a small business is complex in view to the fact that differing people have varying ideals. Cameron and Quinn, authors of Diagnosing and Changing Organizational Culture, clarify "The failing occurs in most cases because the culture of the organization remained the same. " Unless a big change, there is little wish of any resilient improvement in organizational culture. Because of this, organizations recognize the significance of understanding their own corporate culture.
Total Quality circle implies that the customer is the most notable priority for all those business decisions. It takes under consideration the satisfaction of customer as a key determinant of success over time. Sometimes business decisions lead to the demise of an entire organization when quality is shown the door, while diminishing on customer requirements.
The globalization impact has been force all over the world in organizations with amazing speed. THE UNITED STATES multinational corporations, in particular, have ventured speedily to enter market segments all around the globe. This kind of trend poses great troubles for professionals as they have to interact with different cultures. The management styles that confirm effective in the western world may well not produce the required leads to other cultures.
A global culture has been manifested through technology which includes now created the probability and the likelihood of global culture. The fax machine, satellite and wire T. V have swept away the national cultural restrictions. Duru-Ford, (2002), opines that global entertainment companies condition understanding and dreams of ordinaries residents wherever they live. The neighborhood culture are undoubtedly falling sufferer to global ''consumer'' culture.
According to Jeans (2002) Coca Cola, Disney and McDonald symbolize the process along with Sony with regards to globalization. Shell essential oil and IBM to influence global consumer's taste. There are known and used all over the world. In addition, they are powerful companies that drive globalization forward, creating new laws, new business process, new ways to eat and drink new hopes and dream
In the words of David (2002) from the culture perspective globalization is the process of harmonizing different culture and beliefs. Because of this globalization is the process that eroding distinctions in culture and creating a perfect global system of culture and economical values.
When it involves the discussion of the impact of globalization on the culture it is tremendous and diverse in view to the fact that it has damaged the social aspect of folks in different ways. For example, the loud echoing advertisement rhythms of the famous Coca-Cola beverages can be heard across the boundaries in towns, towns and even in remote rural areas where drinking water is hard to get. That is why Duru-Ford (2002) observes that people had to improve their living ways scheduled to effect of globalization.
Globalization is in an exceedingly dominating way is identifying the cultural practices of the folks world over. Those who find themselves slow are left behind and from signs, all and sundry seems to be in big hurry never to be left behind. Culture of the developed economy has bought out the neighborhood culture. And due to globalization affect people from developing countries prefer the cultural practices of the developed countries. From your abovementioned, it is to be observed that globalization is characterized by enthusiastic competition and an intense quest for ascendancy by an assortment of contending people and interest sets of the world.
Some key questions to be looked at while thinking about globalized startegt with regards to corporate culture can be seen in the pictotial below that was conducted by Deliotte 2007.
Globalization also offers a means of deemphasizing the importance of nationality. Uk Airways, for example, has quietly removed the Union Jack from its corporate and business logo and now has international music artists color its aircraft tails with diverse symbols ranging from Chinese language calligraphy to African desert art work. (Ba. com 2009)
In Strautmanis (2007) opinion, communal responsibility is part of organizational culture and a value in the organizational culture environment. Condition for the development of communal maturity is intellect, unity of professionalism, public competence and real human relations.
Corporate sociable responsibility (CSR) has surfaced as a worldwide trend in different countries with diverse insurance policy, culture, and CSR point of view and development level.
Numerous scholars, such as Bowie and Werhane (2005) and Cerne (2008) mentioned CSR in the management area. The professionals have emerged as the initial drivers when CSR is used as a management strategy in the organization area. How professionals give meaning to CSR (Cerne, 2008) would dominate how a company works together with and on CSR.
According to Cerne 2008, working with CSR means the point of view of being reaction to society, working on CSR means as a way to develop CSR.
Corporate culture, as the basis for those action, must be translated into day-to-day business operations and businesses. CSR because of this, represents the tools for implementing the company's corporate culture putting it into practice. Companies that are able to show that issues important to culture are recognized and integrated of their business will enjoy improved brand value and reputation and good relations with world as well as their stakeholders (customers, employees, regulatory regulators and suppliers).
The existing global dialogue on corporate and business public responsibility (CSR) stresses its cultural universality and benefits (Quazi and O. Brien, 2000). Essentially, you'll find so many obstacles to reaching corporate responsibility, for the most part in many developing countries where in fact the institutions, specifications and appeals systems, which give some life to CSR in THE UNITED STATES and European countries, are relatively fragile.
The UK's management role in motivating CSR, it is not unpredicted that comparative studies also show that companies in the U. K. have higher rates of stakeholder engagement and interpersonal reporting than companies in every other Western european country except Norway, even while Western companies generally lead the earth on these metrics (Welford, 2005).
The organizations with different organizational culture type may have some other understanding and perspective in relation to corporate cultural responsibility. Organizational culture changes over time and this impact on corporate cultural responsibility. According to Ruzevicius and Serafinas (2007), the image and reputation of group in the interpersonal and environmental areas, affect consumers and customers more and more. The labor market is very competitive and competent workers prefer to work for and also to stay at those companies that do care about their employees.
The tendency to purchase companies that practice and report CSR is increasing (Sleeper et al. , 2006). Commercial social responsibility pushes repositioning of strategies from profit-driven organizations to organizations with attention for the companies influence on public and environmental aspects (Quaak et al. , 2007).
Organizational culture is the shared perception of daily techniques. National culture is the distributed values of men and women in a certain national environment. Prices are learned from the socialization process where the individual participates as an associate of contemporary society, while cultural practices in an group are received from socialization in the workplace. The human source of information management styles are afflicted by cultural variables. Research conclusions explicitly signify that culture affects the styles of motivating the employees (Paik, Vance and Level, 1996).
The commercial culture is notably more important to multinational organizations than for home companies. The countrywide culture of the united states is seen to influence the subsidiary corporate one, and their workers and market leaders recognizably affect their organizational culture as well. This is the reason why a multinational organization cannot copy the Corporate Culture quickly. Sony is a very good example for this performance/comportment. As mentioned by Griffin the American company device has its corporate culture, as well as the Japanese one. But both devices participate in Sony with an overall culture called Sony's Way.
Hofstede's seminal focus on countrywide culture research (1980) has had a significant impact on cross-cultural studies, and served as a platform for national cultural studies for over 2 decades (Sivakumar and Nakata, 2001). Hofstede (2001) reveals commercial culture as, "shared perceptions of daily tactics. "
According to Hofstede "the collective coding that i call culture should be seen as a collective component shared in the minds of often different individuals and absent in the heads of individuals owned by a different society. " Also, Hofstede identifies six cultural variables that are relevant when inspecting a nationwide culture: individualism, electric power distance, uncertainty avoidance, masculinity and time horizon.
Hofstede (2001) argues that corporate and business culture may never reach the richness and deepness of the countrywide culture. While nationwide culture is dependant on deep-seated beliefs developed through history and time, corporate culture pulls on values inherent to countrywide cultures, and evolves over a much shorter time. So, it may be argued to be subordinate to nationwide culture.
Zander and Romani (2004) divide the current view of research on matters of countrywide culture within management into two different colleges of thought. The first assumes that nationwide culture plays an integral role in formation of value references and preferences. The next asserts that countrywide culture is of reduced importance in these issues, and that rather an increase in globalization has led towards a more distinct connect to other influencing factors such as tenure and demographic.
Zander and Romani's empirical research facilitates the former rather than the last mentioned, illustrating that countrywide culture indeed transcends other groupings
National cultural ideals affect what leaders view as appropriate, and cultural norms affect features and manners of professionals. By the same token, these societal and social values have an impact on how employees be prepared to be treated within an organization.
Hofstede (2001) asserts that organizations are shaped by people, and as such have an inalienable connection to national culture. Further, the beliefs which form an organizational culture are derived from the ideals which form a national culture. The norms and behaviour which impact the glue of your company, such concerning appropriate connections between fellow workers, and acceptable insurance policies to mention a few can be immediately tied to countrywide culture (Hofstede, 2001). Hofstede summarizes this romance as "nationality constrains rationality"
In order to help demonstrate the problems confronted in making these strategic decisions, Begley and Boyd (2003) give a mode illustrating this concept. When there's a close fit between national ideals and company success, getting acceptance through projects and tools within the business should encounter less resistance than when you can find significant incongruence nationwide culture.
A clear knowledge of the reason why behind potential resistance can help companies better predict the potential outcome when wanting to implement values.
In order to achieve total quality it is crucial that the very best managers who will be the leaders should evidently identify the goals and as well treat quality management and instilling the right culture as an essential requirement. They are anticipated to create quality as a priority while allocating satisfactory resources to constant quality improvement and analyzing employees predicated on their performances. (Minjoon et al. 2006)
Many organizations have failed in putting into action QM because of the reluctance of top management in delegating some authorities and empower employees. (Minjoon et al. 2006)
This is a very critical facet for the reason that if the managers are devoted in empowering the employees, the employees will be accountable for the grade of their work and this will go quite a distance to enhance constant improvement. Top management should illustrate empowerment by allowing its project managers to adopt full responsibility and make decisions. (Pheng and Jasmine, 2004)
All backgrounds, interests, values and social environments jointly are merged effectively by good leadership and offer them with opportunities to be able to grasp potential and goal optimization (Hesselbein, Goldsmith & Beckhard 1996).
The attributes of the first choice aren't only the typical, demonstratable characteristics of the first choice, but will have to stretch excel in the "softer" side. These are less measurable and give attention to the 'humanistic' areas such as personality and professionally held prices and organizational culture (Hesselbein, Goldsmith & Beckhard, 1996).
According to Howard organizational culture has been argued among the most effective and stable makes operating in organizations and can affect a firm's leadership, decision making, performance, interior development, and, tactical development for the twenty first century (Howard 1998).
For leadership theory or leadership style to enact for successful results it is of paramount importance for leaders to really have the knowledge and understand the dynamics of an organization's culture and sub-culture which can be a guiding basic principle for what strategy is successful and which is not.
To forge a successful corporate culture and quality management techniques it is of great importance that the feelers moves from the most notable to bottom the below mentioned body illustrates the most notable to bottom leadership in an exceedingly relevant way.
Understanding Leadership Framework 2005
Since my research mainly focuses on the impact of Corporate and business Culture and its own influence on Quality Management. I am going to critically examine this aspect from different authors and research data through supplementary research.
The case study used by the author depends on supplementary data and it'll be qualitative research, as there is plenty of information available about the organization Culture and Uk Airways. Therefore the author's think that it might be useful and effective to work with supplementary data for research study. In addition the information available on the web site is highly effective for international marketplaces. Hence the info is not reactive, could avoid possible biases which are generally recognized and produced from interviews or questionnaires.
These ideas and analysis are extracted from different books and journal articles (for example journal of corporate and business and quality management research, journal of consumer research etc. ) I will be using practical example of different organizations also to elaborate on the subject matter.
These two methods have their advantages and weaknesses. The qualitative method allows researchers to study selected issues comprehensive and detail. Getting close fieldwork without having to be constrained by predetermined types of analysis contributes to the depth, openness, and depth of qualitative inquiry. The quantitative method, on the other hands, requires the utilization of standardized instruments so that the varying perspectives and experience of men and women can fit a restricted variety of predetermined response categories, to which quantities are assigned.
The advantage of a quantitative method is that it's possible to gauge the reactions of a great many people to a limited group of questions, thus facilitating evaluation and statistical aggregation of the info. This gives a wide, generalizable set of findings presented succinctly and parsimoniously. By contrast, a qualitative method typically produces an abundance of complete information in regards to a much smaller amount of individuals and circumstances. This increases understanding of the instances and situations studied but reduce generalization (Patton, 1990)
The first and most important condition for differentiating among the various research strategies is to recognize the type of research questions being asked (Yin, 1989). Based on the research questions proposed in this review, the study strategies of a literature review and a research study were used in this research.
Alvesson & Sk¶ldeberg (2000) et al stress the type and point of view of a study process by differentiating between three main categories which are the deductive, inductive and abductive perspectives.
Our research process will observe the deductive strategy in order to analyze and interpret gathered data based upon relevant and existing theories.
There are various research strategies such as test, survey, case study that could be used by research workers. It is a substantial stage in research method design, while properly selection of research strategy will help researchers to acquire sufficient and effective information to answer research question (Denzin & Lincoln, 1998). However in this study creator will use research study.
According to (Bryman, 1996) referred to, case study is formal approach to collection of data offered as an interpretive position of a unique case. Hence case study enables the researchers to gain a rich knowledge of the context of research. An individual case study could used to pursue not only exploratory but also explanatory samples. Exploratory case studies may be descriptive if relatively the prior research prevails on the relevant theme, they may be illustrative "portraits" of social entities or patterns thoughts of typical, representative, or average. However, sometimes both the elements are being used within a study that's not typical (Hakim, 1987).
This research is embedded on single case study of an individual company named Uk Airways. The choice of the research study method addresses the organization culture of the airline giant. For this reason British Airways presents an 'extreme' and unique image and it is considered to be a "pioneer" air travel in the airline industry, which has been most lively and intense.
As a consequence it is worthwhile to documenting and studying the company and case study. At the same time there are a few benefits of using case study as research strategy. To begin with case study may help to focus on the in-depth features of company and its own competitors in UK market. It might also allow researcher to explore and understand some problems, concern in a particular situation. Secondly, it is quite difficult for researcher to get hold of with British Airways team in UK, as all managers are very busy people which is very difficult to allow them to give appointments to lot of researchers. Under this scenario, research study would be the most likely method in accessing this company.