1. Explain particular features of organizational behaviour raised by this case study.

Organizational behavior has emerged as a separate field of study and has acquired several natures or

features and this case study has highlighted a few.

One of which is the Humanistic and positive feature. An individual is an autonomous entity, with an innate

potential to be creative & productive. Its evident that Fred.Olsen value their labor-force and in such the

labor-force emits that energy into their work, they enjoy their job and their work environment. With this, the

customers who uses Fred.Olsen are always eager to use their services as they too are comfortable and

pleased with the services offered by each employee. Fred.Olsen over the years don’t have to drive human

performance, its presented each time by the staff as they are free to express their creativity and the joy of

freedom of choice.

It is also evident that Fred.Olsen, value the knowledge that supports that autonomy and choice is needed in

the continued development and growth of the individual, their staff, which includes both crew and

management.

The other is that this is the system approach. It has been an ongoing process within Fred.Olsen Cruise

services. The organization has realized the effectiveness of efficient service as has aimed to maintain such

over the years. Organizational effectiveness implies a continuous effort to change for the best and present

comforting environment for its guests. Fred.Olsen organization has learned how to maintian and create a

culture that supports these organizational effectiveness. This change and development has been

organization-wide and not in small patches or parts of it. It also has been comprehensive, as it as

addressed both the structural as well as process changes.

 2. What do you think are the most important factors that explain the high level of repeat guests on
Fred. Olsen cruise ships?

Fred. Olsen attributing factores for the high level of repeat guests could be because of :

I. The company’s very strong promotional campaign, where it offers free ‘tips and tipples’. This is
where Fred. Olsen pays guests’ gratuities and includes a complimentary all-inclusive drinks
upgrade – up to £400 cashback, and a ‘three for two’ multi-buy cruise deal.
II. It is also a highly-targeted multi-media sales campaign, including national daytime TV, regional
radio advertisements, posters, press advertising, door-drop leaflets, magazine inserts and
enhanced online activity.
III. There is a highlighting of ‘Fred’s Enjoyment Promise’, which is unique within the cruise industry
and guarantees that first-time Fred. Olsen cruisers will be flown home and given their money back,
if they do not enjoy their holiday
IV. Lastly, the company is offering an exciting and adventurous itineraries with shorter durations. For
example, 80% of all guests booking Fred. Olsen’s new five-night ‘Norwegian Fjords’ cruises from
Newcastle are first-time cruisers, and are seven years younger than the Fred. Olsen average

3. The company has a particular attraction for discerning, traditional guests. What additional

considerations do you think this creates for both crew and management?

It creates for both crew and management:

 Popularity

 Opportunities

4. Discuss specific ways in which this case draws attention to the importance of the people–organization

relationship

People-organization relationship is important as people are of paramount importance in any

organization. They are the human element of the organization, they provide the hands that do the

work of the organization, and they lead and manage the organization. 

The integrity of any organization, its effectiveness in achieving its purpose and even its continued

existence, all depend entirely on the people that comprise it. Taking for instance, the organization’s

dependence on people is evident in that of a commercial or industrial company as they are

probably the commonest form of organization today.  Everything about the company is organized

to take into account the importance of people. Within Fred.Olsen, all the feedbacks from

customers was about the staff and crew behaviour towards them, how comforting and pleasant

their smiles were. In an office or factory before the main work of the company is carried out, it is

designed, decorated, and equipped to provide a congenial working environment for the workforce. 

Then there are the management offices, where the most senior members of the organization are

tasked primarily with the management of the people employed by the company. 

The key departments within the company reflect the importance of people includes the Human

Resources, Accounts and Payroll, Production, Customer Relations and amongst others. Without

these offices and the staff within there is no company because it is integral for any productivity.

The importance of people to the organization is so great that one could legitimately ask: If you

remove the people from the organization, what is left? This is because without human

resource other factors such as money, machines, materials, methods and markets cannot be

acquired and utilized. It is through people that these factors be developed and be utilized as human

factor is responsible for the success and failure in any organization because people is the

significant input and output in an organization. Even if an organization starts with zero funding but

with creative, resourceful, hardworking and honest people, it becomes financially viable and I

believed that there is no better or successful organization without the existence of people.
References

Fred.Olsen Cruise Lines website. Retrieved October 11, 2020

http://media.fredolsencruises.com/pressreleases/fred-olsen-cruise-lines-celebrates-record-

breaking-start-to-wave-season

National Institute of Bank Management, NIBM Post Office, Kondhwe Khurd, Pune 411048, India

Received October 11, 2020 from

https://www.sciencedirect.com/science/article/abs/pii/S1472811715000373

The International Journal of Management Education Volume 13, Issue 3, November 2015, Pages 289-301

retreived October 11, 2020 from

https://ebrary.net/2810/management/nature_scope_features_organiational_behaviour#112