MAS turnaround from red to black

Zainal Abidin, Nor Hafizah and Mohd Alwi, Norhayati and Mokhtar, Norsyahida and Puat Nelson, Sherliza (2025) MAS turnaround from red to black. IIUM Journal of Case Studies in Management, 16 (1). pp. 37-52. ISSN 2810-2327 E-ISSN 2710-7175

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Abstract

Malaysia Airline has gone through the ups and downs throughout the half-century that made the company mature enough. Two major incidents in 2014 and the pandemic in 2019 were turbulences that forced the company to be creative and innovative in its pursuit of survival. This case study eventually explores the magical touch made by MAS leadership. It also demonstrates how the company sustained its businesses through rapid developments in a highly volatile, uncertain and dynamic environment. Another objective of the case is to assist students or readers in applying their understanding to develop a business turnaround strategy based on its internal and external agile environments.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Turnaround strategy, Dynamic environment, Financial strategy
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > H Social Sciences (General) > H62 Study and teaching. Research
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences
Depositing User:	Dr Norhayati Mohd Alwi
Date Deposited:	20 Jan 2025 10:42
Last Modified:	20 Jan 2025 10:42
URI:	http://irep.iium.edu.my/id/eprint/118307

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