It is imperative to define the dynamic and the resource capabilities for the company. The routine capabilities for the company refer to the respective role that is routine and also enables in particular action. The upper management offers important areas of research. For the manager, they are often called to strategize and implement the changes. In the case of Air New Zealand, the routine capabilities for the company are that they are able to meet the requirements of the current consumer base. Currently, the service offering of the company can be determined as routine. They cater to the basic needs of the consumer for their air travel. The company, however, needs to focus on other areas of customer service to meet the needs of the consumer (Endsley & Garland, 2000). These have been determined in this analysis. The company needs to have more intrinsic brand image that is associated with the complex corporate histories. The managerial dynamics and capabilities are traced using the larger datasets. The company must focus on other intangible areas of developing consumer patronage if it wants to sustain in the markets.