British Airways plc
Leo‐Paul Dana
(Nanyang Business School, Singapore)
Daniella Vignali
(Department of Retailing and Marketing, Croydon College, Croydon, UK)
17424
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.
Keywords
Citation
Dana, L. and Vignali, D. (1999), "British Airways plc", International Marketing Review, Vol. 16 No. 4/5, pp. 278-291. https://doi.org/10.1108/02651339910280957
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited