Integrating Corporate Values: The Malaysian Airlines Experience

Abstract

This paper is an illustration of the case study of trying to create an awareness of human values at the Malaysian Airlines System (MAS) as part of its work culture. Some of the principles of this intervention and the key process used in developing a values-based culture are highlighted. A brief background of why MAS undertook a values journey is given along with the approach and the process used, based on the values clarification process (VCP). The development of other internal processes customized to design in-house modules through the values awareness programme (VAP) and the values inculcation programme (VIP) are also outlined. The paper combines two perspectives in this case study: one of the authors was an internal consultant with MAS and the other an external consultant to parts of the process. The objective is to share insights from such an intervention to enable other organizations to benefit from this experience.