British Airways And Virgin Atlantic Case Study – Case Study Example
BRITISH AIRWAYS AND VIRGIN ATLANTIC CASE STUDY al Affiliation) Key words: Bullying, globalization Corporate Bullying: British Airways and Virgin Atlantic Case Study
Corporate bullying has increasingly become an issue of great importance in the current market environment. Globalization has led to an increase in struggle between both large and small organizations with the view of gaining competitive advantage. However, the prevalence of corporate bullying cannot be compared to personal bullying in terms of prevalence. Bullying within organizations is heightened by competition among the employees and lack of stringent organizational policies and reporting procedures to handle cases of bullying. Corporate bullying is majorly practiced by dominant organizations in a given industry, with the view of establishing a stance that would make it difficult for their competitors to surpass them in the market. For instance, in the case involving British Airlines (BA) and Virgin, BA has pushed its competitors into a fray with its low-cost strategy, offering incentives to its customers to gain market share and consumer loyalty (Fisher and Lovell, 2009).
Corporate bullying is equally unethical as compared to personal bullying. Like in the case of the latter, corporate bullying implies that a single party develops rules, regardless of the market policies or regulations, which manipulate the efforts of other competitors in the market, creating an unfair competition ground that offers the bullies an advantage over their competitors. For instance, BA’s strategy involving offering of incentives to consumers in order to ensure their loyalty undermines other marketing efforts that are put in place by virgin aimed at increasing the company’s profits (Fisher and Lovell, 2009). The company is using its dominance in the market and financial power to adopt a method that would ensure that they maintain their market share. Therefore, corporate bullying is emphasized by the fact that various policies have been established to ensure a level ground for competition for each of the industry members without paralyzing the efforts of each other.
Fisher, C. & Lovell, A., 2009. Business Ethics and Values: Individual, Corporate and
International Perspectives. 3rd ed. Essex, CM: Pearson Education Limited.