Wong Wei Mei
Central China Normal University
Full manuscript: www.kon.org/urc/v13/wong-weimei.html
Abstract: Based on the ”36 Stratagems” (三十六计)—a compilation of strategies from the China Warring States Era, this paper analyses the transfer of military strategies into the corporate setting of AirAsia. The ”36 Stratagems” plan offers new perspectives about how to form creative strategies in today’s dynamic business landscape with similar characteristics to ancient Chinese warfare, particularly for the aviation industry surrounding AirAsia in South-East Asia. This paper illuminates the different ways AirAsia utilised one of the stratagems during the global economic crisis in 2008 and how the low-cost carrier adapted the stratagem to the business model and market condition.