An Empirical analysis into the reframing approach of organisational behaviour

Kaushik Sridhar

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


The reframing approach in organisational behaviour is revolutionising the way organisations regroup and rethink their strategies internally and externally. This paper investigates the reframing approach from a case study approach of one organisation. The purpose of this paper is to look at the current status of Virgin Blue's organisational behaviour based on their current CEO, Brett Godfrey, and then propose a change as to how the new CEO needs to use the reframing techniques to create organisational change. Godfrey plans to quit the company in the near future, and the current culture, HR systems, structure and political frames are all studied based on an interview conducted with three key managers at Virgin Blue. Finally, recommendations have been provided for the new CEO based on interview answers received.
Original languageEnglish
Pages (from-to)245-262
Number of pages18
JournalInternational Journal of Business Excellence
Issue number3
Publication statusPublished - 2011


  • leadership
  • organisational behaviour
  • external strategies
  • Virgin Blue
  • airline industry
  • reframing techniques
  • organisational change
  • human resource management
  • business excellence
  • symbolic approaches
  • human resources frame
  • political frame
  • cultural frame
  • structural frame
  • reframing approaches
  • organisational regrouping
  • internal strategies


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