Case Study Air AsiaAirAsia: A RASK Success Story The Challenge AirAsia Berhad had created one of the most successful new airline brands in the world. Seeing numerous opportunities to repeat the success AirAsia enjoyed in Malaysia, the holding company launched a long-haul business and joint ventures in other countries. In addition to smart branding, AirAsia executives knew that careful control of seat inventory and pricing would be critical

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