Case Study: Applying Morgan's Metaphors to Virgin Atlantic & Ryanair

This case study examines Virgin Atlantic and Ryanair through the lens of Gareth Morgan's organizational metaphors. The assignment begins with an introduction to Morgan's eight metaphors, which are used to analyze organizations from different perspectives, highlighting strengths and weaknesses. The case then focuses on the contrasting business models of Virgin Atlantic, known for its focus on customer comfort and premium services, and Ryanair, a low-cost carrier. The analysis applies the metaphors, suggesting that Virgin Atlantic aligns with the machine and culture metaphors, emphasizing structure and people-centric strategies, while Ryanair aligns with the organism and brain metaphors, prioritizing flexibility and strategic thinking to address competition. The study concludes by emphasizing the importance of these metaphors in understanding organizational issues and improving management strategies, providing a comprehensive overview of the two airlines' approaches within the UK passenger air transport industry.

CASE STUDY

TABLE OF CONTENTS
QUESTION: APPLICATION OF MORGAN’S METAPHOR ON VIRGIN ATLANTIC AND
RYANAIR.......................................................................................................................................1
REFERENCES................................................................................................................................3

QUESTION: APPLICATION OF MORGAN’S METAPHOR ON VIRGIN
ATLANTIC AND RYANAIR
Greath Morgan’s book is based upon eight different metaphors that can help in drawing
in-depth understanding regarding organizations. It helps in seeing, developing and imagining
situations in various partial ways. In such case, metaphors come to rescue and create insights as
well as analyse strengths and weaknesses of the same from different perspectives (Digha, 2014).
The model is prepared in such a manner that many conventional ideas with respect to
organization and management can be explored resulting in drawing better conclusion for it.
Diagnosing issue faced by the organization in such a manner that improvement can be brought to
management of organization is another factor that is directly attached to opinions of Morgan.
There are eight metaphors that have been described and he has illustrated his ideas in detail.
These are machines, organisms, brains, culture, political systems, psychic prisons, flux and
transformation as well as instruments of domination (Morgan, 2016).
The case discusses regarding two companies, i.e., Ryanair and Virgin Atlantic which
operate in UK passenger air transport industry. Both has been operating in this industry since
same number of years. However, the main difference that has been found between them is that
Ryanair is popularly known to be a low cost airline which promotes the concept of ‘no frills’. It
helps in ensuring that no extra price is charged from the customers in lieu of facilities which are
not worthy to be put in flight (Kopczynski, 2017). However, on the other hand, Virgin Atlantic
tends to follow a total different concept, where, it attracts passenger based upon superior
experience provided by it in flight. It makes major focus on comfort and style of the customers
and hence opt for focussing on highly profitable superior class market, unlike Ryanair.
Applying the concept of eight metaphors on both the organization, based upon the issue
faced by them, can help is understanding the issue in deeper context (Gareth Morgan’s
Organisational Metaphors, 2013). It can be stated that Virgin Atlantic tends to follow machine
metaphor where a proper structure is required to be ensured by the management in such a manner
that everything flows as per the particular code of conduct (Shushok, 2014). The work shifts
provided to the employees are also fixed enough that there are only certain specific changes that
are brought only after the permission being taken from top level management. However, on the
other hand, organism is able to fulfil the requirements being set by Ryanair Airlines. Since, it is
flexible enough and workforce do not require to put extra efforts. It is also able to meet up the
1

requirements of this metaphor, such as, structures, development of organization, evolutionary
pattern due to existence of high competition, etc (Jackson, 2016).
It is important for Virgin Atlantic to opt for culture metaphor that can help the
organization to develop people centric strategies. However, in comparison to this, Ryanair must
follow brain metaphor so that the issues that are faced by it with respect to competition can be
faced by it to some extent (Cendrowski and Martin, 2012).
2

REFERENCES
Books and Journals
Cendrowski, H. & Martin, J. P. (2012). Organizations as Humans. Private Equity, Second
Edition: History, Governance, and Operations, 293-308.
Digha, M. N. (2014). Morgan’s images of organizations analysis. International Journal of
Innovative Research and Development. 3(13).
Jackson, S. (2016). Understanding IS/IT implementation through metaphors: A multi-metaphor
stakeholder analysis in an educational setting. Computers in Human Behavior. 55. 1039-
1051.
Kopczynski, J. (2017). Book review: Exploring Morgan’s metaphors: Theory, research, and
practice in organizational studies.
Morgan, G. (2016). Commentary: Beyond Morgan’s eight metaphors. Human relations. 69(4).
1029-1042.
Shushok, F. (2014). Why Didn't I Think of That? Dodging Big Ruts for Big Ideas in Higher
Education. About Campus. 18(6). 30-32.
Online
Gareth Morgan’s Organisational Metaphors. 2013. [Pdf]. Available through
<https://hannekemli.files.wordpress.com/2013/11/garethmorgan.pdf>.
3