Transcription of 51 2012 11164-11171 - elixirpublishers.com
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51 2012 11164-11171 - elixirpublishers.com
11164 Yasmin Yashodha/ Elixir Mgmt. Arts 51 (2012) 11164-11171 . Available online at (Elixir International Journal). Management Arts Elixir Mgmt. Arts 51 (2012) 11164-11171 . AirAsia Berhad: Strategic analysis of a leading low cost carrier in the asian region Yasmin Yashodha Taylor's University Lakeside Campus, No. 1 Jalan Taylor's, 47500 Subang Jaya, Selangor Darul Ehsan, Malaysia. A R TI C L E I N F O ABSTRACT. Art i c l e h i st ory : This study examines the extensive strategic analysis of AirAsia Berhad that has enabled it to Received: 9 July 2012; sustain its competitive advantage as Asia's leading low cost carrier (LCC). The study Received in revised form: demonstrates the diverse business-level, corporate level and competitive strategies of 13 October 2012; AirAsia Berhad, played crucial roles in the LCC to successfully penetrate the under-served Accepted: 30 October 2012; market segment of the airline industry within the asean region.
Yasmin Yashodha/ Elixir Mgmt. Arts 51 (2012) 11164-11171 11164 Introduction .AirAsia Berhad (AirAsia) is a leading Low-Cost Carrier (LCC) in the Association of Southeast Asian Nations (ASEAN)
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