14:05 / • Outlook
A ARDEN Y
- a) Strategy development approaches are often described as either prescriptive or emergent. Analyse approaches adopted at Ryanair, explain and justify what you believe the balance of prescriptive and emergent strategy formulation processes at the case study is.
Your answer should first provide an outline of the main principles underpinning both prescriptive and emergent approaches and the major differences between the approaches and their main limitations. You should then identify initiatives adopted by Ryanair over the past few years to provide a convincing analysis of the balance between the prescriptive and emergent approaches that you consider to have been applied by Ryanair
(15 Marks) (600 Words)
b) Michael O’Leary, Ryanair’s CEO, is portrayed in the case study as an enigma and controversial figure. Evaluate the strategic leadership of Ryanair’s CEO. Should he continue to serve as CEO?
(5 Marks) (200 Words)
Total for Question One: (20 marks) (800 words) (LO’s 2 & 3)
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