MGT605 Business Capstone: Global Perspective, Leadership, and Analysis

This report presents a business capstone project focusing on the global perspective of management, collaborative leadership, and specialist research skills. The report analyzes the importance of a global perspective for multinational companies like Qantas airlines, highlighting its impact on competition, stakeholder trust, and decision-making. It explores collaborative leadership, emphasizing mutual respect, trust, and effective communication within organizations. The report also discusses the application of specialist research skills to analyze complex problems, particularly in marketing, and synthesizes concepts from finance, marketing, and operations. It proposes ideas for enhancing Qantas's marketing strategies, including content optimization, customer engagement, and website improvements. The report concludes by synthesizing various concepts to create corporate value, emphasizing financial, marketing, and operational perspectives to improve overall business strategies.

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Business Capstone

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Table of Contents
Introduction......................................................................................................................................2
Part one of the case study................................................................................................................2
A global perspective of management...........................................................................................2
The benefits of a global perspective of management in the business organization..................3
Part two of the case study................................................................................................................3
Demonstration of collaborative leadership in the preparation of a significant body...................3
The best ways in which collaborative leadership work in Qantas airlines are.........................4
Part third of the case study...............................................................................................................4
Specialist research skills to analyze a complex problem and then synthesize the research,
communicating it effectively to both specialist and lay audiences..............................................4
Ideas to the audience or the other organizations related to the marketing of Qantas airlines. .5
Part four of the case study...............................................................................................................5
Synthesizing the concepts from a broad range like finance, marketing, operations....................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

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Introduction
The present study focuses on the requirement of the global perspective for a multinational
company like Qantas airlines and articulates a global perspective on management through a
substantial applied project. There are several things which I identified in my developed
substantial project that assimilates the learning of all of my MBA subjects. I considered that the
requirement for the global perspective is to maintain the competition present in the era of
business. The business perspective is managed by the global leaders and professionals of the
company by research and development on the current data. The failure of business takes place by
just sitting in one corner and neglecting the fact present in the world. There are many policies
adopted by Qantas airlines in terms of the global perspective. Mainly, all the multinational
businesses like Qantas airlines link the dynamics and changes of the management with the
international global perspectives to achieve the same. It also gives trust and confidence to the
stakeholders of the company which s very much required for future growth and development. So
it a pressure on Qantas and other MNC's to maintain the international standards as it influences
the decision making of stakeholders and investors of the companies (Hazledine, 2011).
The system of management do not apply on any kind of level of performance by the
organization but it requires an achievement on certain perspective like global competition,
policies, innovation, competition, etc. There are many MNC’s like Qantas airlines that are
dealing with a high rate of competition due to the fact that they are not applying an effective e
management system in their business organization. The need is to implement the management
system that is divided into many activities to regulate, run and protect the companies from global
threats (Whyte, 2003).
Part one of the case study
A global perspective of management
A global perspective on management refers to the management that interrelates all the
process of the organization to the entire world. This is one of the advantages that a company can
have to win the competition present in the domestic and international market. The management
that plan, organization, carries out its operations, and improve the activities takes place inside
according to the international needs can lead to success. Qantas is a business organization that

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focuses on the marketing and promotion of the business. The company is not only working for
the domestic market but also for international one as it is a multinational brand (Law, & Leung,
2000).
I analyzed that the need for a global perspective for Qantas is here as they are dealing
with different markets and economies. However, I do not have to assess the best part of the
business and cultural difference was the major part of this one. The culture difference is one of
the biggest challenges faced by the MNC’s as it weighed down the growth and put daily pressure
on Qantas (Morley, 2003).
The benefits of a global perspective of management in the business organization
After reading my different course and practical implications, I found that the companies
that are applying global perspectives in their business organization having the opportunities to
learn from the other companies present in the international market. They have the chance to open
their business to the present opportunities in the international market. It can help Qantas airlines
to grow and develop in some innovative way. According to the present research, the benefits can
only be taken by the company if the leaders and managers are well trained to apply the same in
the organization. They have to ensure that the can make effective and efficient decisions. the
company Qantas airlines have claimed that the global perspective for their company has found
16 percent of the strengthening for the management team by top two growth strategies that are
global perspective and effective management. It also has claimed by the company that supporting
the talent and skills of the manager results in higher results than creating new services and
products in the existing international and domestic markets (Rotfeld, 2001).
Qantas airlines said that the new age of business accepted that the real assets of the
business are the human asset so they are bringing focus on human resources. There is a
requirement to develop and grow the talent inside the organization (Hampson, Junor, & Gregson,
S2012).

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Part two of the case study
Demonstration of collaborative leadership in the preparation of a significant
body
With the articulate a global perspective on management through a substantial applied project, I
learned that collaboration refers to the advancement of the internal linkages by analyzing the goal
and vision of the company. It helps in the good development of employees as well as the
formalization of the roles of the same. Successful collaborative leadership means
 I found that there must be mutual respect, trust, and understanding of all the employers
and employees of the company.
 I considered that there needs to be an appropriate and successful cross-section of the
members of the company
 the must be frank, open and frequent communitarian between the members of the
company
 I considered that there must be transparency in the company (Kemp, & Dwyer, 2003).
I learned that collaborative leadership refers to a practice of management that is
particularly focused on the skills of leadership across organizational and functional boundaries.
The motive of collaborative leadership is not only the management of formal systems but also
the dense system of the organization. It gives a collaborative advantage to the companies who
adopt it effectively. Though it is a bit complicated and challenging as there are many
complexities in the same. As we know that there is a very complex relationship in the
government, social sectors, and business. So it is the responsibility of the leaders to decrease the
differences by proper communication, training and motivating the workforces (Iatrou, &
Alamdari, 2005).
The best ways in which collaborative leadership work in Qantas airlines are
 It helps in sharing goals and objectives
 there are many programs for the leaders and by the leaders
 It can be done by developing a shared mission by having open conversations in which all
the required must involve who promise to fulfill the goals and objectives of the company.
 It results in building trust and strong relations

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 It also helps in developing effective governance as the process of operations are clear in
regards to communication and decision making
 Leadership leads as a peer solver of the problems (Goh, & Uncles, 2003).
Part third of the case study
Specialist research skills to analyze a complex problem and then synthesize
the research, communicating it effectively to both specialist and lay audiences
With the articulate a global perspective on management through a substantial applied
project, I realized that the complex problems and issues in Qantas airlines can be resolved by
merging the strategies with the structure of the organization. Here we are taking issues face by
Qantas airlines related to the marketing of the company. The entire working of the company
depends on three major terms that are finance, sale, and operations. Sales and marketing of
products and services are the biggest issues these days due to the digital media and the internet.
There is a need to combat with the rivalries and setting innovative ways to solve the big conflicts
in the company (Prideaux, 2001). It can also be achieved by bringing flexibility and adapting the
changes taking place in the business environment either it is domestic or international (Morrish,
& Hamilton, 2002). However, I found that every company that is dealing in the market has to
face these issues. The flow of the information and data in the digital world has affected the
performance of the company. It can work on both sides either positive or negative (Prideaux,
2001).
Ideas to the audience or the other organizations related to the marketing of Qantas airlines
 The issues can be covered by offering fresh and new content that can help in optimizing
the process of the company. It help is serving the customer in a better way.
 There is a need to grow and develop a strong plan for the Qantas website that is full of
original and practical content. It helps to serve the customers by serving them the
information they actually required and frame the righteous position of the brand, services,
and products (Small, Harris, & Wilson, 2008).
 It is very important for big companies like Qantas airlines to listen to the views of
customers by daily checking of their blogs, messages on social media. It will help the
company to keep a connection with the same. there must be a proper schedule settled for

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the checking of the daily emails, blogs, and messages on the social networking sites like
facebook, twitter, etc. the respond on the same is also required.
 The companies must make the procedure of buying any product easy for the customers. It
is very relevant for the companies to giving them simple ways to order the products and
services. The website must be easy and less complicated (Weatherford, & Kimes, 2003).
Part four of the case study
Synthesizing the concepts from a broad range like finance, marketing,
operations
In a global perspective on management through a substantial applied project, I analyzed that in
most of the companies, they have a center that implements the strategies for the business
organization and merges them with the customers, technologies, competitors, stakeholders and
the workforces of the company. Qantas airline is an organization that applies framework directly
or indirectly to the corporate level and frame such strategies that explains how the company can
create more value. I found that it helps the company to direct create the value of its own and also
support the business units to generate the self-made decisions (Gillen, & Gados, 2008). There are
basically four levels on which a company can create strategies and earn corporate value in a
business unit that is financial perspectives, marketing perspective that is related to the customers
and buyers of the firm and operations perspective that is related to the procedure taking place in
the company (Cockburn, & McKenzie, 2001).

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The financial perspective of the company
I learned that even companies with great diversification can make their enterprise level
high. They can value their company by creating knowledge and effective procedure for the
allocation of the resources. They have to manage the corporate governance that the company can
acquire and manage the new business organizations. The financial perspective is related to the
generation of finance and the flow of the economy of the business unit. for this, the company
negotiate the internal and external affairs like the government of the country, policies, rules and
regulations, investors of the company, the capital providers, suppliers, etc. in this way,
companies like Qantas airlines and other multinational organization are able to create financial
flow and synergies within the business unit. It is very much required by the company as they
need a huge amount of funds on a daily basis.
The marketing perspective of the company
I came to realize with the help of articulate a global perspective on management through a
substantial applied project that this perspective is also known as the perspective of the customer as
the marketing of any product and service is related to the customers only. The companies can
Crete corporate synergy and advancement in the market by generating good marketing of the

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product and service they are providing. It can be done by providing lower prices of the product
and service as a comparison of competitors. It helps the company to establish strong relations
with the customers. Media is playing a vital role and helping companies to establish good
publicity of their products like newspapers, television, internet, social networking websites, etc.
the need is to set an effective integration and communication with the customers.
I analyzed that the challenges are media and the digital world. Due to these two factors,
the companies are facing a challenge. It can be managed by giving real and right information of
the products through the websites. It provides customers a unique value proposition for the
customers.
The operating perspective of the company
The operating perspective is also known as the process perspective as it is gained by
following a particular process that is purchasing of raw material, manufacturing, and production
of the products and services, distribution of the same at domestic and international level and at
last research.
I learned to know that the learning and growth of the company depend on the three
mentioned perspectives. it is related to the distribution of the synergies created by the business
units. They have to ensure that the can make effective and efficient decisions. the company
Qantas airlines have claimed that the global perspective can only be achieved by following all
the three perspectives. The business perspective is managed by the global leaders and
professionals of the company by research and development on the current data. The failure of
business takes place by just sitting in one corner and neglecting the fact present in the world.
There are many policies adopted by Qantas airlines in terms of the global perspective.
Conclusion
At last, we can conclude that the companies lie Qantas is giving relevancy to the social
and economic provisions as well as to the management system that is working globally. They are
dealing with the issue to collect more and more information and data related to the same. Many
authors and writers have also suggested that there is an immense need to collect fact-based
information and data. They say that statistic studies must be conducted in the area on a global

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perspective of management (Mason, 2015). The idea of the report is to highlight the relevant and
interesting problems in the regard of a global perspective of management which can be used by
Qantas and other multinational organization to start with the persuasion of further research in the
same field. With this analysis, we came to know that which of the management systems are
effective for multinational companies like Qantas airlines (Mak, & Chan, 2006).
The final aim of the company is to expand a worldwide outlook on management by using
significant theories of marketing and others that are applied to the same. There is an expression
on the collaborative leadership in the research of an important organization for the sensible or
hypothetical work done by the company. There is a successful use of expert study skills to
examine any complex problem like marketing and sales on Qantas airlines has been taken and at
last analysis of the research by communicating it’s successfully to both the specialist and the
audiences. The report has also created the concepts from a wider range studied e.g. finance,
marketing, operations.

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References
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dimension in a document management system. In Proceedings of the SIGCHI conference
on Human factors in computing systems (pp. 434-441). ACM.
Gillen, D., & Gados, A. (2008). Airlines within airlines: Assessing the vulnerabilities of mixing
business models. Research in Transportation Economics, 24(1), 25-35.
Goh, K., & Uncles, M. (2003). The benefits of airline global alliances: an empirical assessment
of the perceptions of business travelers. Transportation Research Part A: Policy and
Practice, 37(6), 479-497.
Hampson, I., Junor, A., & Gregson, S. (2012). Missing in action: aircraft maintenance and the
recent ‘HRM in the airlines’ literature. The International Journal of Human Resource
Management, 23(12), 2561-2575.
Hazledine, T. (2011). Legacy carriers fight back: Pricing and product differentiation in modern
airline marketing. Journal of Air Transport Management, 17(2), 130-135.
Iatrou, K., & Alamdari, F. (2005). The empirical analysis of the impact of alliances on airline
operations. Journal of Air Transport Management, 11(3), 127-134.
Kemp, S., & Dwyer, L. (2003). Mission statements of international airlines: a content analysis.
Tourism Management, 24(6), 635-653.
Law, R., & Leung, R. (2000). A study of airlines’ online reservation services on the
Internet. Journal of Travel Research, 39(2), 202-211.
Mak, B., & Chan, W. W. (2006). Environmental reporting of airlines in the Asia Pacific
region. Journal of Sustainable Tourism, 14(6), 618-628.
Mason, P. (2015). Tourism impacts, planning, and management. Routledge.
Morley, C. L. (2003). Impacts of international airline alliances on tourism. Tourism
Economics, 9(1), 31-51.

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Morrish, S. C., & Hamilton, R. T. (2002). Airline alliances—who benefits?. Journal of Air
Transport Management, 8(6), 401-407.
Prideaux, B. (2001). Airline distribution systems: The challenge and opportunity of the Internet.
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Consumer Marketing, 18(2), 99-101.
Small, J., Harris, C., & Wilson, E. (2008). A critical discourse analysis of in-flight magazine
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Weatherford, L. R., & Kimes, S. E. (2003). A comparison of forecasting methods for hotel
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Whyte, R. (2003). Loyalty marketing and frequent flyer programs: attitudes and attributes of
corporate travelers. Journal of Vacation Marketing, 9(1), 17-34.