Fernandes' Leadership: AirAsia Crisis Management Case Study Analysis

This case study examines the leadership and power demonstrated by AirAsia's CEO, Dato' Anthony Fernandes, during a crisis, specifically focusing on the aftermath of the AirAsia Flight 8501 accident. The analysis highlights Fernandes' participative leadership style, emphasizing his support for employees, effective communication through social media, and his accountability in addressing the crisis. The assignment explores how Fernandes prioritized the well-being of the families of passengers and crew, showcasing empathy and taking responsibility for the situation. The study references his use of Twitter and televised news to provide timely updates and his commitment to compensating those affected. The paper uses this case to demonstrate how Fernandes' actions created a lasting positive impression of the company during a difficult time, and how his leadership style helped AirAsia maintain a positive image. The analysis also references academic sources to support the points made in the case study.

Air Asia’s CEO Is Becoming the Model for Airline
Leaders During a Crisis

QUESTION: “THE HUMAN FACTOR IS DEFINITELY VERY GENUINE, FROM
THE WORDS HE CHOOSES TO THE FACIAL EXPRESSION.” DISCUSS THE TYPE
OF LEADERSHIP AND POWER FERNANDES DEMONSTRATES.
Type of leadership and power of Fernandes
Leadership refers to process of providing guidance among the group of people in order to
complete certain task. As per the given scenario, Fernandes is using participative style of
leadership where proper assistance is provided to the workforce. This type of leadership style
facilitates to integrate workforce and enables them to work in the direction of growth and success
(Beranek, 2006). The given case study is showing that Dato' Anthony Franics Fernandes was a
effective leader who improved low cost government service airport, Air Asia. Being a good
leader Fernandes supported AirAsia at the time of Crisis when its plane got crashed. However,
he provides immense support to employees and also right guidance to achieve organizational
objectives in a given time span. Not only has this but he worked with staff and crew for
increasing level of motivation among them. Accordingly, Fernandes keep on learning new things
about AirAsia. Furthermore, accident of AirAsia Flight 8501 into the Java Sea depicted
contribution of Fernandes to a great extent. At the same time leader used that accident as
evidence for people to show that how AirAsia is different from other airlines. It is because unlike
Malaysia, AirAsia handled accident in favorable manner just because of support from a great
leader as Fernandes. Here, he looked after families of passengers and expressed empathy towards
them. He used effective mode of communication like Twitter and other social media and
provided time to time information to concern parties. After this incident took place he has been
in the spotlight and acknowledged people that the reason for the same was bad weather. He went
through televised news, conferences and stated that “I am liable towards the organization
because I am leader and it’s my prime responsibility” (AirAsia's CEO respond to Crisis, 2016).
Furthermore, he provided lasted updates to families of passengers and compensate them in very
well manner. Owing to this, many families praised AirAsia for being responsible and
arrangements accommodation and transport facilities. It reflects that boss of AirAsia is
accountable and willing to take responsibility of its workforce. In addition to this, at the time of
crisis leader of airline proved to be effective for all passengers. It aids to create lasting
impression of company in the market (Damant and et. al., 2013). Thus, Fernandes used his power
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and appropriate style of leadership in complicated situation of corporation. For example, as flight
get disappeared then immediately Fernandes reached to city so as to meet families of passengers
and crew members. It depicts that being leader he is able to meet its obligations towards different
parties. Thus, by using participative style of leadership Fernandes helped organization to take
right decision in less time span (Johnson, 2016). This in Turn Company depicted its good image
in the marketplace even at the time of crisis and accordingly customers can count on services
provided by the same (Vactor, 2011). In addition to this, Fernandes possess necessary qualities
and power to take right action in complex situation. Similarly, by providing immense support
towards organization, staff members and passengers as well as general community, Fernandes
proved that human factor is definitely very genuine.
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REFERENCES
Journals and books
Beranek, M. P., 2006. Guidelines for managing dispersed teams: enhancing communication and
productivity. Handbook of Business Strategy. 7(1). pp.359–362.
Damant, J. and et. al., 2013. The impact of ICT services on perceptions of the quality of life of
older people. Journal of Assistive Technologies. 7(1). pp.5–21.
Vactor, J. D. V., 2011. The challenge of success: allowing leaders to lead. International Journal
of Leadership in Public Services. 7(3). pp.192–205.
Online
AirAsia's CEO respond to Crisis, 2016. [Online]. Available through:
<http://www.hkstrategies.com/blogs/crisis/airasia-ceo-puts-compassion-back-crisis-
communications>. [Accessed on 11th February 2016].
Johnson., R., 2016. 5 Different Types of Leadership Styles. [Online]. Available through:
<http://smallbusiness.chron.com/5-different-types-leadership-styles-17584.html>.
[Accessed on 11th February 2016].
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