Aligning Identity and Strategy : Corporate Branding at British Airways in the Late 20th Century

By: Material type: ArticleArticleLanguage: ENG Series: ; 51Publication details: Spring 2009 0Edition: 3Description: 6-23 PpSubject(s): DDC classification:
  • 658 Bal
Online resources: Summary: This article reports on business strategies and corporate branding for the British Airways airline. The identity framework of British Airways is described in six eras related to its management, struggles, losses, ownership, and customers. The article discusses how strategic thinking, corporate alignment, and marketing transformed it from 1970 to 2000. Information is also provided on business leadership, communications programs, and strategic change. The article describes the airline's history as a government imperial airline in 1924 as well.
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Articles Articles Main Library 658 Bal (Browse shelf(Opens below)) Available AR10871

This article reports on business strategies and corporate branding for the British Airways airline. The identity framework of British Airways is described in six eras related to its management, struggles, losses, ownership, and customers. The article discusses how strategic thinking, corporate alignment, and marketing transformed it from 1970 to 2000. Information is also provided on business leadership, communications programs, and strategic change. The article describes the airline's history as a government imperial airline in 1924 as well.

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