Understanding organisations – Case Analysis
Introduction - 3
Modernist Analysis – 4
Environment - 4
Social structure - 5
Technology - 5
Culture - 6
Problem Statement - 7
Solutions – 7/8
Symbolic – Interpretive Critique - 9
Post Modern Critique - 10
Conclusion - 11
Reference List - 12
Qantas is the world’s second oldest airline, founded in the Queensland outback in 1920. The organisation has dominated the Australian aviation industry to now be the largest domestic and international airline, employing approximately 37,500 people within 44 different countries becoming one of Australia’s strongest brands. This report will analyse the company through the three alternative perspectives creating a contemporary perception of how Qantas as an organisation may be viewed. A modernist analysis of Qantas is completed, this shall review various features being; environment, social structure, technology and culture. A symbolic-interpretive analysis is compiled and this shall take the aspects discussed within the modernist analysis providing an evocative angle of perception. A postmodern critique is developed looking at the organisation through the modern day paradigm. Thus through these alternative analysis’s we shall conclude to make recommendations that shall improve Qantas as an organisation.
Within organisational theory, the modernist perception believes that organisations are real entities operating in a real world being systems driven by the norms of rationality, efficiency and effectiveness for stated purposes (Hatch, MJ and Cunliffe, AL 2006). Analysing Qantas through this paradigm we shall learn the reasons behind the success and how this is achieved, how the environment, social structure, technology and culture works to achieve success and also create problems within Qantas. Qantas holds three main strategic objectives, customer service improvement, safety and operational efficiency coincided with the Qfuture program. These objectives will assist with the organisation with sustainable growth in years to come.
The organizational environment is conceptualized as an entity that lies outside the boundary of the organization, providing the organization with raw materials and other resources and absorbing its products and services (Hatch, MJ and Cunliffe, AL 2006). This is a major aspect to consider for an organization that passages millions of people from multiple countries across the world year round. First of the considerations is the environmental uncertainty, this being defined as; the degree of random fluctuations due to changes in external environmental factors, the more interrelations with the external environment the greater the uncertainty. In the case of Qantas there are multiple interrelations with the external environment that will influence customers with a great deal of uncertainty. These factors include, travel warnings notifying passengers due to civil unrest, war and terrorism reported by the government. The Australian government is also placing new regulations on the emission of greenhouse gasses; carbon tax. This is to stress the need to efficiently use fuel and to reduce wastage. Qantas has no power on the impact of uncertainty because it is ultimately the customer’s decision who they will decide to fly with. The theory, ‘what affects organisations is not conditions in the environment so much as the perceptions or organisational decision makers in how uncertain their environment is’ (Hatch, MJ, Cunliffe, AL 2006) clarifies this.
Qantas being an enormously large company demands the need for a secure social structure. For this to occur Qantas has recruited a mechanistic management system that applies attention to, accountability, predictability and a hierarchical structure that is concentrated on control....
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