AirAsia’s Application of the ‘Thirty-Six Stratagems’

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Keywords: AirAsia, 36 Stratagems, Strategy, Low-cost Carrier, China


Based on the ’''36 Stratagems''’ (三十六计)-a compilation of strategies from the China Warring States Era, this paper analysed the transfer of military strategies onto the
corporate setting of AirAsia. The ''36 Stratagems'' offers new perspectives about how to form creative strategies in today’s dynamic business landscape with similar
characteristic to ancient Chinese warfare, particularly the aviation industry surrounding AirAsia in South-East Asia. The article illuminates the different ways AirAsia
utilise one of the stratagems during the global economic crisis in 2008 and how the low-cost carrier adapt the stratagem to the business model and market condition.