International Business and Management Report: Ryanair and CSR Analysis

This report provides an analysis of Ryanair, focusing on the impact of innovation, technology, and corporate social responsibility (CSR) on its international business operations. The report begins by exploring the various ways technology has affected the airline industry, specifically highlighting the impact of blockchain, augmented reality, artificial intelligence, robotics, and big data on Ryanair's sales, profits, and growth. The second part of the report delves into the importance of CSR, defining its role in business and applying Archie Carroll's CSR model to Ryanair, examining the company's economic, legal, ethical, and philanthropic responsibilities. The report concludes by summarizing the key findings and emphasizing the significance of technology and CSR in Ryanair's business strategy.

International Business and
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1..............................................................................................................................................3
Impact of Innovation and Technology........................................................................................3
Technology Affected the Sales, Profits and Growth...................................................................5
Task 2..............................................................................................................................................6
Corporate Social Responsibility-.................................................................................................6
Apply Archie Carroll's CSR model to Ryanair...........................................................................8
CONCLUSION.............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International businesses conduct transactions all over the world. The transaction includes the
transfer of goods, services, new technology, knowledge, etc. International business includes
export and imports. Ryanair Plc is also doing international business for a couple of years. This
report will show the impact of new technology and how it affected profit and growth to Ryanair
Plc. It also presents the importance of Corporate Social Responsibility (CSR) and applies
different CSR model to Ryanair Plc.
Task 1
Impact of Innovation and Technology
Innovation and Technology change the way of interaction between customers and businesses.
Also in the airline industry technology play an important role. For example in airlines like
Ryanair Plc offline booking replace with online bookings and passenger can track their flight
from anywhere with the help of new technologies (Buckley, Enderwick, and Cross, 2018).
Ryanair Plc was founded in 1985, it is grown from a single aircraft family operation into one of
the world's largest airlines. It is also affected by emerging technologies.
Emerging Technologies which are change Ryanair Plc experience and digitally transform
it to a tech-savvy and customer centric industry:
Blockchain Technology: By implementing blockchain technology company can save
passengers' physical ID proofs data in a virtual de-centralize database. It can be very useful in
building a security system for manage customer data.
Augmented Reality & Virtual Reality: AR/VR is a revolution for all businesses like retail and
healthcare. In aviation, it helps passengers to navigate the complex map and AR helps Air
Traffic Controllers (ACR) with the important job of keeping the plan safe.
Artificial Intelligence: AI technologies are useful for various aspects of Ryanair Plc in
operation management.
Revenue Management: It is the application of data analytics and it will help to define the
destination and adjust the price for a specific market, It also finds effective distribution channels
and manages seats to keep airline simultaneously competitive and passengers friendly.

Air Safety and air plane maintenance: The airline industry supports high costs due to delays and
cancellation that includes expenses on maintenance. With AI company can predict expense and
maintenance. The company applies predictive maintenance to reduce expenses of transportation
part, overtime compensation of crew, and unplanned maintenance.
The airline industry understands the power of AI and helps them to upgrade their technology.
Example: Ryanair Plc airlines are using AI for predictive analysis. Airlines also using tools that
read passports and fill out alls information for passengers.
Robotics: The aviation industry also using robotics for various tasks like customer management,
car parking, baggage handling, etc.
Biometrics: Airline industry continuously working to make the travel experience easy and
comfortable for their passengers. For this, they also adopt Biometric technology at airports and
in airlines. This technology help passengers with a fast check in process.
Wearable Technology: Airlines are started to use wearable technology in various ways to
improving passengers' experience in flights. For example, Ryanair airlines used HoloLens for
training its new crew members and engineers (Linton, and Solomon, 2017).
Internet of Things: In the aviation industry, IoT is already using for baggage tracking, cabin
climate control, and more. After effectively using AI most of the complaints of the industry such
as lost bags, flight delays, and customer service issues are decreasing.
Big Data and Analytics: Airlines can drive valuable understanding by
Analysing the big amount of data available to them for a delightful experience for passengers
and understand customer preference in real-time based data of their purchase history.
Beacons Technology: In the airline industry beacons technology used for making navigation
easy for travellers. It can also help airports and vendors for searching passengers to share
personalized details and information accordingly.
Mobile Solution: Mobile phones have become a necessary part of human's life. Airlines have
started investment in smartphones and using this platform to connect their customers throughout
the passenger journey.
Ryanair Airlines started providing their passenger's virtual boarding passes before 24 hours of
their journey by the mobile application to easy the check-in method for passengers.

Technology Affected the Sales, Profits and Growth
The innovation of technology affects every sector such as retail, transport, airlines, marketing
etc. Technology affected the sales, growth and profit of the airline industry. Innovation in airline
industry helps airline companies in digitalization such as booking, web check-in, tickets
cancelling, etc. Ryanair can get profit in sales if they are providing technical and online services
as per customer needs. Aviation industry growth depends on external factors such as fuel, labour
cost, the political environment and the economy. It will be increased if the company adopt new
technology. The growth of technology in airlines increase safety and cost efficiency (Blijdorp,
2019). Technology innovation is future opportunities for Air Transportation.
Measurement of Innovation:
Revenues: It is the most important indicator for a company to be successful. In the airline, sector
revenue is important because in this sector competition between companies and their
expenditures are also limitless. Investing in innovation and being the most innovative airline can
help in success and growth to Ryanair Plc.
Feedback Analysis: By this company can learn about pain points of airport and flight experience
through data analysis. Using AI for analysis and market research allows aviation to meet
customers need. It will help in profit and sales.
Messaging Automation: AI software used for helping airlines to sort and classify customers
emails and message to extract information, so they can easily do their routine processes. This
will help Ryanair for growth in the airline industry.
Fuel Efficiency Optimization: Ryanair airlines use an AI system with built-in machine learning
algorithms to collect and analyse the flight data regarding each route distance and, aircraft type
and weight, weather, and more. Based on this system find an estimated amount of fuel needed
for flight (Kim, 2019).
Flight Sales and Food Supply: For passenger benefits airlines sales low-cost food on board.
Using new technology predict the amount of food for a specific flight and food is not so
expensive so anyone can afford it.
Social media analysis: In the innovation of technology airline companies must know what
passengers need and who are competitors of them. This can be done by the analysis of social

media because technology increasing exponentially and social media have an important role in it
(Taneja, 2016.). Ryanair can analysis social media by using predictive analysis, and they can
also use this on passengers experience what they share and what their expectations.
Air Safety: Airline also puts big data to work to fly more safely.
Patents: It measures the technological progress and importance of innovation and it can give an
idea about how much company can invest in innovation.
Task 2
Corporate Social Responsibility-
Corporate Social Responsibility is an administration which deals with its social and
environmental impacts and interact with shareholders and public. CSR provide benefits to the
society while boosting the brand of the business. CSR help the employees and corporations to
build their strongest bond and effectively follow the morale of the organization and connectivity
between employees and employers (Advantage, 2020). As CSR is important for the consumers
as well as the employees so that they can deal with the environmental aspects to raise the morale
at workplace. As Ryanair adopt this concept where the company can responsible for the
economy as well as the social and environmental impacts occurred by the business operation and
interactions of the public as it is known for cheap flights in Europe. The companies who are
losing in the society they adopt the CSR program to come back in the market and compete with
the competitors. CSR having an objective to help the consumers and employees to understand
the environmental, societal and economic issues so that they can build the ethical and sustainable
work.
Importance of Corporate Social Responsibility-
Improve public image- As CSR is helpful for the companies to improve their image. As public
easily make opinion towards the companies whether to purchase a product or not. In case of
Ryanair the passengers think whether they confirm their bookings in this airline or not. To
improve or ensure the airlines booking the CSR make sure that the passengers confirm their
booking in this airline only by appearing the brand more committed and make favourable airline
for the passengers.
Engaging Customers- The customers are investing their money in businesses that support the
activities to improve the society (Freeman and Dmytriyev, 2017). CSR influence the customers
purchasing decisions. As the customers must be loyal and trustworthy to create the company

image and stick to the same company only. If Ryanair acquire the CSR strategy they must
advertise themselves and promote the brand name of their airline so that more and more
customers confirm their bookings in their airlines and customers will follow this and engage
toward their brand and operations.
Increase Brand Awareness and recognition- Through CSR the company brand become more
aware to the customers as the company study the appropriate business practices and policies
regarding the corporate social responsibilities and discrimination.
Increase Employee Engagement- It is important for the employees to know the CSR strategy
so that the employee can enjoy the working of the company and perform in the best possible
way. And engage themselves into the work and attract the customers towards their company.
The employees who are working in the Ryanair airlines it is important for them to take interest
in their field so that they can promote their company and engage towards the brand of the
company and perform effectively.
Benefits for the employee — A company accept the CSR strategy the employees will get more
benefit at their workplace (Tilt, 2016). The employee work effectively in the task and the
superior appreciate them and give promotion as per the polices so that the employee motivated
and engage more towards their job and provide maximum growth for the company. The Ryanair
provide some benefits to the employees who are working in their company as the employee
perform in the best effective way they might get promotion or some increment so that the
employee get motivated and work effectively.
Operational costs saving- The company can save their cost by using the CSR strategy as the
strategy is useful in any changes obtained by the company in the maintenance rate of any
product packaging they decrease the production cost and operate the final cost of the production.
Beneficial over competitors — By holding CSR, the company can get advantage to compete
with their competitors and take benefit towards the consideration of social and environmental
factors. The Ryanair accept CSR strategy to ensure the that they can grow in the market and
compete with other airlines or overcome with other competitors.
Apply Archie Carroll's CSR model to Ryanair
CSR is a significant consciousness of a company's impression over the business's surroundings
in the social environment. It is the responsibility of every company to provide a well-heeled and
comfortable environment to society. The associations cannot work in an environment that are

not favourable for consumers because ultimately the consumers are only the one who represent
the surroundings in which an organization rules. The CSR model consists of four levels
Economic, Legal, Ethical and Philanthropic.
Economic Responsibilities
The Lowest part of the pyramid constitutes the basis and primary responsibility of the business
which is profit making. Without profits the company would not be able to satisfy their
employees and would not be able to survive long term in the market place (Kofoed). Moreover,
it is the duty of the company to produce goods and serve services to the customers according to
their needs and demands. This is the only way to serve long duration in the market. Ryanair with
regard to economic responsibilities they provide low priced air transportation to the customers.
They target the customers who might choose other modes of transportation for travelling or
would like to avoid to travel anywhere. With this strategy organization succeed somehow to
fulfil their profit making requirements.
Legal Responsibility
The second lowest part of the pyramid consist of business legal commitments toward the society.
This is the major and important duty out of the all levels as this will represent the status of the
company in market space. Fields of law dealing with employment, competing with other
companies to achieve front place in the market, regularization of tax, health and safety are some
major components of the legal responsibilities in an organization. With respect to legal
responsibilities the Ryanair described as:
 The liability rules which are carried by all air travellers must followed under the EU rules
and regulations, and they do follow them.
 There are no monitory limitations for the compensation they have to pay in case of death
and injury to the passengers.
 In case of travellers delay they are liable for death, loss, damage and personal offens
unless they have all logical measures to avoid the loss and damage.
 They have policies in case of baggage delays, baggage lost and damage as well.
 Travel documents such as identification cards are necessary.
 Opt for special assistance while travelling.

 Travelling with medical instruments.
 Self supporting guidelines etc.
Ethical Responsibility
The third last part of the pyramid is the ethical responsibilities. This explained about doing the
correct things, being honest in all situations and by avoiding adverse conditions. It is best for a
company for being ethically true to themselves as this affects the image of the company in the
market and helps the customers to feel more pleasant while purchasing goods and services from
the company. Treating employees in correct manner and being environmental friendly are some
examples of ethically responsible.
Ethical concerns of Ryanair:
 Environmental
The excretion coming from the aircraft are thought to be having bad effect in environment and
contributes to global warming. This is a proof that the company is not following ethical rules and
regulations.
 Social
They are behaving unethically with regard to work practices.
 Health and Safety
The Ryanair instructs its staff members by restricting the amount of fuel they carry so that they
can deduct the cost. This effects the safety measures of the passengers (Ahmad, 2018).
The reality is that the Ryanair is facing unethical issues with respect to environmental, safety
measures and relational issues.
Philanthropic Responsibility
Philanthropic responsibility holds the space at the top of the pyramid. To compensate the
negative effects of the company, they should pay back to the surroundings they have taken from.
This is the top most level of CSR and any company cannot avoid this. It is something that grips
the true values of the company and pay back to the society.
The Ryanair fulfils their philanthropic responsibilities toward the environment as they claim that
they have the lowest carbon discharge in comparison to any other airlines. They declared that
they have the youngest fleet, the highest division of seats and high capacity fuel engines.

CONCLUSION
This report present how innovation and new technology affected the business like Ryanair Plc.
This report also show how emerging technologies like blockchain, artificial intelligence, internet
of things, robotics, biometrics, etc. are affected sales, profits and growth of Ryanair plc. In this
report also discussed importance of Corporate Social Responsibility (CSR) and its Archie
Carroll's CSR model in details.

REFERENCES
Books and Journals
Advantage, C., 2020. Corporate Social Responsibility. CSR and Socially Responsible Investing
Strategies in Transitioning and Emerging Economies, p.65.
Ahmad, T., 2018. Carroll’s CSR Pyramid: An Epic Philosophy.
Blijdorp, E.L., 2019. Structural Antecedents of the Seemingly Random Walks of Sales Growth,
Profit Growth and Survival of New High-Tech Ventures (Master's thesis).
Buckley, P.J., Enderwick, P. and Cross, A.R. eds., 2018. International business. Oxford
University Press.
Freeman, R.E. and Dmytriyev, S., 2017. Corporate social responsibility and stakeholder theory:
Learning from each other. Symphony. Emerging Issues in Management, (1),
pp.7-15.
Kim, W., and et.al., 2019. Analysis on Determinants of Acceptance Intention of New
Agricultural Technology: Using Innovation Resistance Model. Journal of the Korea
Academia-Industrial cooperation Society 20(2), pp.190-199.
Kofoed, E., and et.al., CORPORATE SOCIAL RESPONSIBILITY OF KLM VS. THE
RESPONSIBILITY OF THE AVIATION CONSUMERS.
Linton, J.D. and Solomon, G.T., 2017. Technology, innovation, entrepreneurship and the small
business—technology and innovation in small business. Journal of small business
management 55(2), pp.196-199.
Taneja, N.K., 2016. Airline Industry: Poised for Disruptive Innovation?. Routledge.
Tilt, C.A., 2016. Corporate social responsibility research: The importance of
context. International journal of corporate social responsibility.1(1). pp.1-9.