Impacts On Ryanair

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Ryanair is a European based airline company that has based their company on cheaper flying rates than the competitors. They try to focus on cost-cutting and do this by not having many long trip flights. Just like every company in today’s society, Ryanair has its share of ethical issues that it needs to face. In the early 1990’s Ryanair found itself struggling to stay afloat. They had run through five different chief executives as well as having losses of €20 million. This was extremely detrimental to the stakeholders as they had a lot invested into the company (pg 114). Because of this Ryanair changed its ethical focuses and moved itself in the direction of becoming Europe’s first low-fare based airline. They soon became the world’s most profitable airline according to Air Transport World. This really swung around their ethical dilemma that they were in, as there was no longer a struggle to keep the company from falling apart. Ryanair really focused on its core values (pg 121). They did this when Michael O’Leary stated “[We] guarantee our customers no fuel surcharges not today, not tomorrow, not ever.” This meant that they were really focused on satisfying and delighting customers. By focusing on this they felt they would be able to increase shareholder value, but also keeping their employees happy. When saying what type of social responsibility strategy Ryanair uses, I feel like they have somewhat changed. I think that there was a point in which Ryanair used somewhat of a defensive approach in the fact that they obeyed all laws, but made some decisions that weren’t truly ethical. The fact that they started to get strong criticisms because they were sitting on €2 billion cash without giving some back to the investors is an example of this. They soon however changed this and made plans to distribute dividends to shareholders. I believe that when

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