000			01291pab a2200217 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a658 _bBal
100			_aBalmer John M T
245			_aAligning Identity and Strategy : Corporate Branding at British Airways in the Late 20th Century
250			_a3
260			_a _bSpring 2009 _c0
300			_a6-23 Pp.
490			_v51
520			_aThis 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.
650			_aCorporate Brand Strategy, British Airways
650			_aGeneral Management
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR10871.pdf
906			_a32436
999			_c30684 _d30684