British Airways plc

Welcome:
Guest

Our site has recently been upgraded & the page you requested has moved, so we have redirected you to the new location. Please amend your bookmarks.

International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

Content: Latest Issue | Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Document Information:
Title:	British Airways plc
Author(s):	Leo-Paul Dana, (Nanyang Business School, Singapore), Daniella Vignali, (Department of Retailing and Marketing, Croydon College, Croydon, UK)
Citation:	Leo-Paul Dana, Daniella Vignali, (1999) "British Airways plc", International Marketing Review, Vol. 16 Iss: 4/5, pp.278 - 291
Keywords:	Air transport, Franchising, Global marketing, Image, Marketing strategy
Article type:	Case study
DOI:	10.1108/02651339910280957 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	“There is no sound reason to believe that there will not be a single global market in air transport”. Those were the words of Sir Colin Marshall, the chairman of British Airways. To give the airline an image of being a global airline, the amount of £60 million had been earmarked. Simultaneously, British Airways Chief Executive Robert (Bob) Ayling wanted the firm to become the best-managed company in Europe, by the year 2000. This case study assesses how British Airways have gone about achieving this goal.