Organizational Behavior for Company Success: A Qatar Airways Case Study

Understanding the Dynamics of Organizational Behavior and Conflict Management: A Comprehensive Analysis of Qatar Airways' Success

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Organizational Behavior for Company Success: A Qatar Airways Case Study

Part 1


Qatar Airways has created one of the significant success tales in the modern aviation sector. It is the state-owned airline of the State of Qatar. The airway was set to start its journey by the government of Qatar on 22nd November 1993. After their incorporation, they began their operational activities on 20th January 1994. Recently they were awarded the “Airline of the Year” by Skytrax, an international organization that rates the service provided by the aviation industry, at the 2022 World Airline Awards. Their current business operation includes flights to more than 150 destinations spread across the globe. In order to become a global brand, Qatar Airways focused on adopting a strategy for creating a strong impact on the minds of people. They did so by choosing to sponsor several opportunities and events that will be able to get them a lot of media attention. By enrolling its name in foreign airshows, Qatar Airways was able to create promotional activities that would showcase its goods and services, would be able to reveal new locations, and ultimately highlight the distinctive characteristics of its fleet.

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Critical analysis of Qatar Airlines

Qatar Airlines are one of the best airports not only in Asia but also it is famous globally. It is the vast and largest International airline and one of the best airlines in the world. The airline is having extensive routes and this is the reason for being famous and the unique airline in the world. This airline was started for the use of the royal family in Qatar and after the active application of the use of the airlines Qatar Airways became the most famous airline service in the world (Brannagan, 2022). The industry is deeply rooted in the aviation industry in which it has a large market share with a dedication to high-quality services for its customers. It operated with a sense of warmth, pride and company spirit.

The marketing mix of the company is explained in the study that is the most important part of the marketing strategy. According to Abed El-Aziz Safi (2019), the marketing mix of the company is described in four parts and those are products, price, place and promotions. In contradiction, it is said that the marketing mix is the most effective tool for the application of success in a company.

  • Product: Qatar Airways and its main product is transportation, for both passengers and goods. A company provides 5-star services to its guests so that they can have high-class experiences. This is the added advantage of the company for product offerings and with the help of the close competitors.
  • Price: The Company is acting with a market penetration strategy that is depending on the market and on the services that the airlines are producing g for their customers. The company is providing services with fewer price structures in order to attract more customers to the business so that they can improve the market shares (Al and Koç, 2021). On the other hand, the company gives high-quality services at low prices for acknowledging the customers with extensive experiences.
  • Place: The Company has made an extensive network for the use of the customers. The network and the websites they use for their execution are important places where the customers can convey with the company easily by providing effective communication through the particular company websites (Higham and Cocolas, 2022). The company also allows customers to book flight tickets directly from the company websites and this made the company successful with the application of positive customer experiences.
  • Promotions: The Company Qatar Airways participate in a lot of promotion process so that the company can be well established in the market. The company acts effectively in various activities like sales promotion, direct marketing, advertisements and sponsorships. The company promotes itself with the help of effective promotions and advertisements for developing its market share. The company uses the sources like important newspapers that are the most important source of the advertisement of the company.

The company is having airline competitors like Emirates Airlines and Etihad Airlines that are also the most important competitors that are having extensive business completion with Qatar Airways. The targeted audience of the company is mainly the customers and the travelers who travel from a particular destination and for the high-class services. Qatar Airways is successful in targeting the required audiences. It is a company that targets high-class travelers and middle-class travelers.

Critical evaluation of the relationship between culture, politics, power and motivation

The company Qatar Airways is having a successful relationship between the culture, politics, power and motivations of the employees. The company is having an important side in cultural development and with respect to the politics, power and motivation of the company towards the working force of the company. The company produces some values that are very important to understand the relationships of the culture (Hitchings, 2020). Politics, power and motivation of the company and those are the pride that the company have in the achievement of the growth in the business with the motive of serving their customer fast with high-quality services. The excellence is there in their honesty and loyalty that can develop the value of culture and power. The company also motivates their employees constantly with effective job positions and rewards that can make the company famous for its business attitudes. The company works as a single team and this made the company grow faster in order to develop business. The company knows the way in which they can retain their workforce with the development of the motivation into the employees (Wang, 2021). The company is having an old brand and this made the company hold strong cultural implications with the importance of the customer satisfactions. The company is producing extensive measures in the development of the culture, power, politics and motivation that can be the most important part of the company for holding the effective market share with the development of the business goals.

Behavioral motivation theories and their effect on Qatar Airways

Behavioral theories are the set of theories that were developed in order to access and explain human behavior by thoroughly analyzing both the causes and effects of the elements present in that particular person’s environment. Over here the effect of the working environment would be studied which would help to generate a pattern regarding the work environment on the employees of the organization ( 2023). This theory focuses on the fact that it was developed believing the statement that environmental variables have a much greater impact on behavior than innate or inherited traits. While doing so this research paper would focus on motivational theories (Graham, 2020). With the help of this research paper, it would be assessed how much content and process can affect people’s actions while working at Qatar Airways.

Content Theory of Motivation

The content theory or the need theory was developed by looking at the internal factors that could generate certain forces that could motivate and guide employee behavior. These theories thus developed generally take motivation as a concept that compels the employees to act (hence, "motivate") in the direction of meeting their organizational goals (Gilal et al. 2019). Needs could be defined as the gaps that can motivate or set off actions to meet them. Herzberg’s Two Factors Theory of Motivation would be taken into consideration to motivate the employees of Qatar Airways more effectively.

Herzberg’s Two-Factor Theory

Figure 1: Herzberg’s Two-Factor Theory

(Source:, 2023)

By applying this theory to the research paper, it was revealed that giving autonomy to the employees and then providing the employees with proper feedback regarding how they performed with the assigned power could lead to a great deal of employee motivation. It should be kept in mind that no human being is a robot and therefore nobody would like to be lashed on their back (Alrawahi et al. 2020). If a proper amount of freedom is given for choosing their modus operandi could help them to work freely and with the help of proper feedback if they deviate from their path then they could be corrected. This would not only increase their job satisfaction but also at the same time, this would increase their self-respect at the workplace. Inside the organization, the productivity could also be increased by providing incentives to the employees (Kang et al. 2019). Incentives are not needed to be always financial. Incentives like workplace recognition are found to be always helpful in generating positive employee morale.

On the other hand, things like rigid company policies that the employees fail to fit into could play a significant role while bringing down the employee morale at Qatar Airways. Without strict or proper rules or regulations, a workplace would turn into complete anarchy but when these sets of rules and regulations are not created properly by keeping in mind about all the employees than this might work as a hindrance to the company’s growth. Workplace security is also another deciding factor for the employee’s morale. A workplace where employees are constantly faced with harassment would definitely lead to a lower employee morale (Au et al. 2023). Employees mainly face harassment at the workplace or they are bullied based on their different ethnicity sometimes this problem could also arise from factors like where the majority of the workforce is gender biased. This kind of problems could be avoided if the authority is very strict with their “no tolerance” policies (Guo et al. 2020). If the workplace is equipped with CCTV cameras then gender discrimination could be avoided resulting in mental peace and would lead to a higher productive output.


While looking at the above theory research paper it would be appropriate to conclude the fact that, that organizational behavior has always gone to play a significant part in the real world of business. The concept of organizational behavior was developed to know about people working under different scenarios could be influenced, in order to make them have a collaborative mindset. This can grow positive employee morale that can bring the employees close to achieving the organizational goal. So in order to get the organizational behavior that is positive, needs to be incorporated properly by the organization. While people are working under such a giant organization like Qatar Airways, there might be several issues that can arise, but these issues should not be the limiting factor for the employees’ performance. Properly understanding the organizational behavior of any business organization enables the management or human resource team to comprehend how to make the workers more productive and effective and they could be directed on the right path toward reaching the ultimate organizational goal.


No organization is perfect, and whether it is a Small and Midsize Enterprise (SME) or it is a Multinational Corporation (MNC) like Qatar Airways, there is always a scope for improvement. The research conducted in this paper was successful in suggesting some recommendations that could help the Qatar government to lead its Airways business to the pioneer of the aviation industry.

  • With the help of Herzberg’s Two-Factor Theory, it was revealed which factors could bring down employee morale. So eliminating negative hygiene factors like strict company policy or bad supervision could help with these criteria.
  • When negative office politics get fostered inside an organization then there is a good chance that it would lead to declined employee morale. This is very common with bureaucratic leadership (Purwanto, 2020). The employees are expected to follow strict regulations and it creates a lot of inertia because of blind adherence to rules. So if this kind of leadership could be removed from Qatar Airways, this would create a flexible environment for the employees to work more swiftly and effectively.
  • A company’s culture has the potential to carry a lot of importance. Qatar Airways could implement the Market culture. Under this culture, the emphasis is placed on the result or what could be accomplished (Kucharska and Kowalczyk, 2019). The leaders are strict and demanding, and the employees are intensely goal-focused. This helps to meet the success metrics the business has set. This could create a high-pressure organizational work environment, but this is also rewarding as hard work always pays off in a long run. Also, this would create some disciplined hard working employees who can fit themselves into tough situations like working under a deadline or so (Bakhov et al. 2020). In this case it is personally believed that this method of organizational culture is appropriate because the market is very competitive and there are many other competitors from the international market like Spirit Airlines, and Etihad Airways. These competitors are delivering optimum results (Hasoh et al. 2021). They want to dethrone Qatar Airways from their “Airline of the Year” position.
  • In any organization, the managerial superiors are often fond to implement the elements of power in their leadership method to get the work done and accomplish the business goal. Organizational power in leadership and power in personal life are two different things. In professional working-environment, the positional authority could enjoy power. Thus, a powerful leader implements power that they got from various sources to gain something that could be fruitful for the parent business. But with great power comes great responsibilities (Javeed and Lefen, 2019). While enjoying power if any superior forgets the thin hairline gap between the personal influence and power that they got from their organizational superiority and starts satisfying their personal ego, this could be a very big negative tradeoff for the employees of Qatar Airways. Everyone wants to be treated with dignity at their workplace (García Johnson and Otto 2019). So this would be very much justified that generally people will go into a conflict if they feel that their superior is more interested in satisfying personal ego by using organizational superiority. An internal conflict would take the employee’s attention away from the common organizational goal and thus lead to bottleneck conditions that might harm the company’s reputation.

Part 2



Organization behaviour is one of the key aspects by which the company runs or operates. Among the most intense and difficult sectors is the aviation industry. For airlines, a consistent cash stream might be sporadic, particularly when one of its aircraft has been in an accident and injured passengers. In aviation, lawsuits are frequent as a result of these occurrences. These setbacks would not harm the firm as much as they otherwise might, though, if the organization is strong and diligent. One of these airlines that are rising up the ranks is Qatar Airlines. As one of the newest international airlines to connect to all six continents with such a fleet of the newest aircraft and exceptional service from its base and hub, Qatar Airlines connects and over 160 destinations daily. This paper will stress on the behavior of the company and their employees and the way they are managing their teams. It focuses on how the concept and philosophy helps in business productivity and performance.

Critical analysis and evaluation of Tuckman’s and Belbin’s theory

In the year 1965, Bruce Tuckman conducted crucial research about the team dynamics, which was in Ohio. After a certain period of time, another person named Meredith Belbin had also shared his innovative research on the same thing. In his research, Tuckman closely examined teams whole time till the end of the job and that is the way he found main phases of any team. They are all about the technique of interaction and contribution between teams Aranzabal et al. 2022). Those 9 team roles are “resource investigator, team worker, coordinator, plant, monitor evaluator, specialist, shaper, implementer, and completer finisher”. Tuckman's proposed theory is based on 5 stages and they are “forming, storming, norming, performing, and adjourning”.

It all starts with the group meeting first and ends when the project is over. Every one of these rhyming phases is “well-called and contributes significantly to the formation of a highly effective corporation team”. The first stage is forming, Due to the tendency of team members to act autonomously at this point; it is an interesting “psychological situation” (Vansteenkiste et al. 2020). Even though there may be good intentions and pleasant vibes, but will not be any trust. During this stage, the common discussion is project goals, everyone's background, skills, interests, timelines, regulations and rules, and individual roles. On the other hand, belbin's theory states the team member's evaluations of one another. The distribution of roles may be “powerfully visualized by completing the team role cycle”. A skilled coordinator can assemble the group and determine what each team member can provide. The downside is difficult topics may create conflict in the team. The second is storming, here people or team members' excitement, good grace will come to a lower point and the reality, and the weight age of competition will settle in. This is where conflicts may take place and the team may come to a disagreement on many concerns. Norming is a stage where turns right. There may be a few crossovers between the norming stage and storming (Egolf, 2022). There could be some examples of disagreement if any somewhat extra or addition duties are added. The third is performing stage. In this moment, every single person from the team is driven and self-assured. They all are well aware of the “skills and shortcomings” of the other member present in the same team. Therefore, they all became comfortable with each other and because of that they can offer assistance and last is adjourning. However, at the end of the task the team will be separated.

Reflection on role and contribution to the teamwork and reflect on the contribution from other team members

Teamwork is the most important part of any organisational implementation. Every organisation wants to improve its profitability and improve the work environment. Leadership strategies are an essential factor in every business sector. As an HR executive officer of Qatar Airways, many type of roles and the executive officer for improving their teamwork (Njagi and Ndavula, 2020) has taken responsibilities. Different strategies have been taken by authorities to promote betterment of the organisation. Further, it helped in developing the employees working abilities and influencing team members of the Airways sector. As an HR executive officer, I have taken more responsibilities for motivating all employees to communicate and collaborate with team members. Teamwork is very effective for organisational implementation. Every organisation has been built with HR executives, employees and a strong customer base. All members of an organisation have followed an organizational culture that helps to expand business in the global market.

As an HR executive of Airways, I have divided teams or groups with few employees and they have managed all organisational activities. Small groups have provided effective results because they have worked effectively (Nyatsumba and Pooe, 2022). As a result, the overall growth of Airways is increasing day by day. Every team has a leader who has managed their team members and their working process. Many types of strategies and concepts have been used for utilizing employees' or team members' abilities. Knowledgeable team members have provided their best effort for organisational implementation. Leaders have provided the best support and always motivated their team members. All team members have understood the purpose of the company and its vision because leaders have shared these (Flenady et al. 2019). As a result, team members have worked toward the same goal that provides effective results. Therefore, I have said that Teamwork is more effective because more workforces become a good result for organisational implementation. Most companies have improved with the help of teamwork and it helps to improve the abilities of team members because an individual has provided their best effort for implementation.

Concept and Philosophy in the Context of the Workplace to increase business performance and Productivity

Every organisation has increased its business with the help of organisational concepts and cultures. Most companies have used different concepts and philosophies for improving organizational cultures. HR executive officer uses many types of concepts and philosophies have been used for improving organisational implementation. Here, “Performance management Philosophy” has very effective impact in improving employees' performances and improve productivity.

Performance Management Philosophy

Performance Management theory is based to manage organisational performances and employees' abilities. Employees and managers have managed most of the organisational activities and working abilities. Every manager of an organisation has worked for achieving the target goals, in the same way, employees have worked on the same goals and cultures (, 2023). As an HR executive, SMART goals have been provided with that help to improve employees' working abilities. Leaders of Airways have provided many learning methods for expanding business and improving employees' abilities. Leaders have learned to take a Specific, measurable, Attainable, Relevant and Time-bound goal that helps to utilize business performances. A specific goal helps to achieve the personal goal of every employee and it helps to more focus and provide clarity and motivated all employees which helps to improve organisational implementation. There are five principles presented in Performance Management and these are very effective for organisational growth. These are “Performances Leadership, Performance planning, Performance Budget, Human Resource Performance Contracting, and Performance Measurement”.

 Organisational Culture

Figure 1: Organisational Culture

(Source:, 2023)

There are three concepts have been presented in productivity and these are Partial Factors, multifactor and Total productivity factors. Partial factor helps to improve productivity and most companies have used this factor for expanding business. Multifactor productivity helps to improve labour and total capital (, 2023). Productivity is the main part of every organisational implementation.

Every organizational productivity has increased with the help of four essential components that help to improve organisational implementation. There is the strategy and focus and productive and consistency. Every organisational activity is increasing day by day because the company has used many types of modern technology. Three types of productivity help to improve organizational culture and improve productivity. Labor Productivity is the main part of every organizational implementation (, 2023). Every company is increasing its business with the help of total financial calculation of the organizational performances. As an HR executive officer, HR for improving organizational implementation has used many types of concepts and strategies. HR always helps to provide motivation and motivate employees have worked effectively for organizational growth.

Despite these, Leaders of this sector have reduced time-wasting activities for better performance of employees. Leaders have taken reviews daily from their team members. Employees have provided their best effort for organizational implementation. It is noted that organizational culture is the most important factor in building a good work environment (, 2023). The management team has been taken more responsibilities for expanding business in the global market and improving employee performance. Scientific management theory helps to improve the economic factor of the Airways Company, it helps to improve economic efficiency, and it improves labour productivity.

Therefore, it is said that team productivity helps to improve organizational business and build a business environment and organizational growth. “Proper goal setting, development planning and customer engagement” help to improve organizational culture. The manager for improving organizational strategies and growth has used some effective tools.

Concepts and Philosophy of organizational behavior

There are some special yet distinct rules which offer employees’ proper and required guidance and direction and this part of a work culture is indicated by corporate behaviour or culture. In general this system includes “common assumptions, attitudes, and ideas that control how people behave within the company”. These underlying presumptions, convictions, and ideas influence the “social environment and psychology”. The organizational behaviour or culture of Qatar Airways is examined in this report in the context of the “organization's behavioural model” (Al et al. 2019). Qatar Airways’ organizational behaviour has many characteristics that are Artefacts, values, and assumptions. In values, they incorporated individual differences, perception, motivation, ethics, empowerment, etc.

The organizational culture circles uppermost layer is made up of artefacts. The “concrete and obvious manifestations of Qatar Airlines' company” structures are the artefacts. The open-door principle, workplace design, and formal dress code for staff are a few elements of artefacts. The “cultural icons of Qatar Airlines” are plainly visible to outsiders, yet they are challenging to understand. The fundamental principles are difficult to see. The core values of Qatar Airlines are its objectives, norms and the principles (Kucsera, 2021). The core values are “diversity, accountability, quality, passion, collaboration, leadership, and integrity". These help in communication and appropriate behavior of employees. The philosophical behaviors of the organization depend on the 5 models and these are the “Autocratic model, Custodial model, the Supportive model, the Collegial model, and the System model”. The Qatar Airways leader uses an autocratic and transactional model. Control over decision-making is strongly concentrated. Mr. AL Baker is famous for his open, creative, unvarnished ideas and authoritarian, cold-blooded attitude to business. With certain features of transactional leadership, the autocratic model is employed primarily (Lee et al. 2019). Heknows the techniques of organizing people and using the human resource at the best, lofty objective. Indeed, his authoritarian management style is a highly developed instance of transactional management. The CEO of Qatar Airlines has considerable power and influence over its staff. Workers have very little opportunity, if any, to provide suggestions or ideas.

Factors behind working as an effective team

The creation of an effective team involves collaboration among the various stakeholders and employees. This is followed by creating a platform for open discussion that successfully addresses the grievances of all their employees. Underlining the goals effectively enhances the capability of the team to reach the final objective which creates a better understanding. Self-evaluation is also an effective tool to understand the operations of the entire organization and maintain the proper culture (, 2023). According to Bruce Tuckman, a team can develop maturity and build a relationship only if proper participation and coaching are well established. The team development model used by Tuckman involves four phases, forming, storming, norming and performing. These phases help in the development of an effective team that helps the organization to flourish its culture and maintain the required level of management.

Performance Management Cycle

Figure 2: Performance Management Cycle

(Source: Anning-Dorson et al. 2020)

Effective team management is essential for the smooth running and functioning of the entire organisation. This is followed by practising the effective leadership policy to make proper decision-making and planning (Anning-Dorson et al. 2020). A lot of discussion among the team members helps in the participation of the decision of every employee and guarantees their values. This effectively helps the employee to make recommendations to decisions made by the leadership. The resolution of conflict is also important for minimising the chances of ineffective team membership (Van der Vaart et al. 2021). The contribution of each member is responsible to make an effective team and further helping in solving the problem of every team member. An atmosphere filled with tensions harms the team from efficiently functioning. The team that operates unitedly and in a synchronous manner are bound to deliver optimum results. In this regard, a healthy workplace ambience is necessary to be facilitated to them to get them to work towards the organisational goal, dedicatedly. Furthermore, a well coordinated team work is a reflection on a effectiveness of the organisational culture that prevails within a particular business company.

Aspects related to achievement and cohesive group work

According to Hiemstra et al. (2019), cohesion is a multi-faceted process that helps to divide into four main components and these are very much helpful for organisational implementation. Four components have been mentioned in the below section. These are Social Relations, Task Relations, Perceived Unity and emotions. In the cohesive group, every team member has provided their best efforts and always focused on team goals. Everyone in this group has followed many strategies and concepts for the overall success of the team (Bamford et al. 2022). Every team member has focused on the same goal that helps to improve the team goals. Four stages help to improve team development.

Tuckman's theory was published in 1965 and four stages of this theory has mentioned in the below section. “Team development, forming, storming, norming, and performing” are part of the cohesin group that helps to improve all team goals of this group. Five factors influenced cohesiveness group and these are effective for organisational growth (Van der Vaart et al. 2021). “Members' similarity, Group size, entry difficulty, group success and external competition and threats” are the factors of the cohesion group. The Cohesion group for organisational implementation has used many types of tools and techniques. There are five types of devices and these are mentioned in the below section: “References, conjunction, Substitution, ellipsis, and lexical cohesion”. Groups' Cohesiveness helps to increase the personal bonding of the team members.


It can be concluded that good management of the team and their management in the organization will result in the success of the company. The analysis or review of Qatar Airways’ organizational behavior shows that success does not depend on adaptation but on being in the right equilibrium. It will help to develop an effective culture and behavior. They have created an effective organizational behavior that is widely accepted and deeply embedded. An organization can use its organizational culture as a tool to achieve strategic advantages once it has successfully created the orientation between its cultures, structure, and business strategies and comprehends the complex relationship between fundamental assumptions, core values, and noticeable behaviors. It can be seen that the majority of their female cabin crew are from different countries as they are a Middle Eastern company. Accomplishing an organization's objectives through operations and organizational culture characters rely on wise resource management and the productive development of products and services. These efforts for accomplishing organizational goals might lead to conflicts inside companies. There would be numerous conflicts inside an organization, and the success of an organization is greatly influenced by conflicts between effectiveness and efficiency. The theories like Tuckman’s and Belbin’s theory show many aspects which are needed for the team to success of the project. It helps in managing the team and makes the most results out of it. Here in this report, we got to know how organizational behavior or culture helps in productivity or efficiency.

References (Part 1)


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