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Ryanair: How a Small Irish Airline Conquered Europe (Paperback)

by Siobhan Creaton (Author)

3.7 out of 5 stars See all reviews (6 customer reviews)

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Product details

Paperback: 272 pages
Publisher: Aurum Press Ltd; 2004 edition (1 Aug 2004)
Language English
ISBN-10: 1845132939
ISBN-13: 978-1845132934
Product Dimensions: 19.3 x 13 x 2.5 cm

Average Customer Review: 3.7 out of 5 stars See all reviews (6 customer reviews)

Amazon.co.uk Sales Rank: 86,824 in Books (See Bestsellers in Books)

Popular in these categories:

#31 in	Books > Reference > Transport > Aviation > History
#61 in	Books > Reference > Transport > Aviation > Commercial
#84 in	Books > History > Other Historical Subjects > History of Engineering & Technology

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"'This savvy, hugely readable book is measured and fair-minded, regaling us with O'Leary's... verbal discretions without detracting from his achievements' - Financial Times"

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Customer Reviews

6 Reviews

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4 star:		(1)
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3.7 out of 5 stars (6 customer reviews)

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8 of 9 people found the following review helpful:

4.0 out of 5 stars No miracle, just cost-cutting and luck, 20 May 2005

By A Customer

This review is from: Ryanair: How a Small Irish Airline Conquered Europe (Paperback)

The essence of this book is a constant focus on the bottom line of the business supplemented by a large slice of luck. Firstly Ryanair managed to negotiate the lowest airport fees in Europe by buying up capacity at Stansted when the new airports partnering agreements with other airlines fell through. Strategically this set them up for the long term. Since then rigourous monitoring of costs such as only using black & white printers in their corporate headquarters through to only buying second hand aircraft (in the beginning at least) and using the same model of aircraft on all routes equals large savings in maintenance and overhead costs.
Furthermore most non-value added costs such as pension costs, uniform and training costs are passed to the employee rather than being paid by the employer. This is taking to the max the concept of the employee as just another factor of production and by removing the requirements for experience and career development from all roles O'Leary does not care about staff retention, not even as regards to pilots.
All in all there is a lot that any organisation can learn from the management of Ryanair in terms of controlling costs. If, however, you value your staff and need to retain them, and want to attract customers for reasons other than hilariously cheap prices, ignore this book.

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4 of 5 people found the following review helpful:

5.0 out of 5 stars Ryanair: how a small irish airline conquered europe, 23 Oct 2004

By	marie murphy, (london) - See all my reviews

This review is from: Ryanair: How a Small Irish Airline Conquered Europe (Paperback)

I have just read this book and thoroughly enjoyed it. I have been fascinated and entertained by Michael O'Leary for many years now. This book was the first to go behind the scenes in Ryanair and showed how he operates with staff and his total ruthlessness and disregard for what people think of him.

It is a great read and the author had obviously done lots of legwork and has uncovered plenty of new information that vividly shows how Ryanair almost collapsed several times but survived and prospered under O'Leary's leadership.

I particularly enjoyed the interview with Herb Kelleher, the Southwest Airlines chief and the guru for all low fares airlines. He was so entertaining and obviously is enthralled by O'Leary.

It's a real page turner and provides lots of lessons for anyone in business trying to develop their company while keeping an eyes on their costs.

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4 of 6 people found the following review helpful:

5.0 out of 5 stars Intriguing, inspiring, and hilarious...a great book!, 7 Jan 2005

By	Shawn Burke (Kaiserslautern, Germany) - See all my reviews

This review is from: Ryanair: How a Small Irish Airline Conquered Europe (Paperback)

This is a great book that I couldn't put down until I read it entirely!
As a frequent Ryanair customer, saving big money every time I travel, I always tried to imagine how such a great airline could charge so little for airfare and continue to make a profit(or stay in business). As a school project (Economics) I chose to research Ryanair's success story and discovered this book. I even drove 4 hours (round trip) to get a copy! This book answered all of my questions and I am still fascinated with this company!
Regardless of Ryanair CEO, Michael O'Leary's 'colorful' personality and his ability to stir up the media, his tenacious efforts continue to drive the company to the top of the airline industry. Some of his comments, outbursts, and responses that are quoted throughout the book, had me rolling with laughter! The humble beginning Ryanair endured through the 1980's is a very inspiring story of persistence that brought radical changes to the way we travel today.
Not only is this a good read about this company, however anyone interested in overcoming great adversity will be inspired and motivated to never give up on their dreams.
A great book that is worth the money (as well as a 4 hour drive)!

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Most Recent Customer Reviews

5.0 out of 5 stars Well-written, engaging corporate tale
The story of how discount airfares came to Europe is no fairy tale. This book is a disturbing story about the underside of deregulating Ireland's airline industry. Read more

Published on 21 Dec 2005 by Rolf Dobelli

1.0 out of 5 stars Rhetoric
I went in to this book with high hopes. After an overly-lengthy history of GPA there isn't a lot left for Ryanair. Read more

Published on 28 Jun 2005 by macurran5

2.0 out of 5 stars little new here
I bought this book hoping for an insight into what sets Ryanair apart from the other low-cost airlines, and to learn more about its charismatic leader, Michael O'Leary. Read more

Published on 12 Sep 2004

› See all 6 customer reviews...

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