How to solve a problem like Malaysia Airlines?

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QUESTION TIME | In some ways, Malaysia Airlines, like Maria in the movie "The Sound of Music", is a problematic, orphaned child who is being moved around from place to place to find her a home which will accept her and ensure that she develops and finds her place in life.

It’s about capitalising on the inherent strength of the airline, developing a niche, building upon it and, most importantly, getting the right fare for the blend of services provided.

But since the early Nineties, except for one, most CEOs simply failed to appreciate this delicate mix required for success, succumbing instead to trite ways, such as focusing on cost-cutting and shrinking the airline instead of sustainably growing it.

The orphan child was simply not allowed to continue to bloom and actualise its full potential under different parents and guardians who were supposed to give direction, support and succour. Not surprisingly, it wilted, leading some to consider closing the airline down altogether...

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