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.
| Original language | English |
|---|---|
| Pages (from-to) | 278-290 |
| Number of pages | 13 |
| Journal | International Marketing Review |
| Volume | 16 |
| Issue number | 4/5 |
| Publication status | Published - 1999 |
Keywords
- Air transport
- Franchising
- Image
- Global market
- Marketing strategy