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British Airways: becoming the "world's favourite airline" British Airways: 1980-93

Author: Manzoni, Jean-François ; Barsoux, Jean-LouisINSEAD Area: Accounting and ControlPublisher: Fontainebleau : INSEAD European Centre for Executive Development (CEDEP) 1998.Language: EnglishDescription: 26 p.Type of document: INSEAD CaseAbstract: This case considers the spectacular transformation of British Airways under the joint leadership of Lord King and Sir Colin Marshall. After a massive downsizing effort, they managed to revitalise service levels, image and revenues through a combination of structural change, massive training, IT investment and innovative branding. In the 1990s, cost cutting and strategic alliances became the new priorities to exploit the post-deregulation marketplacePedagogical Objectives: The case illustrates how successful corporate transformation requires the pursuit of multi-faceted initiatives (content) as well as attention to sequencing (process). It highlights how incoming leaders establish credibility, how they build a case for painful change, provide a vision, launch the change process and sustain its momentum. The case also highlights the leader's visibility as a key part of driving the change.
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The case illustrates how successful corporate transformation requires the pursuit of multi-faceted initiatives (content) as well as attention to sequencing (process). It highlights how incoming leaders establish credibility, how they build a case for painful change, provide a vision, launch the change process and sustain its momentum. The case also highlights the leader's visibility as a key part of driving the change.

This case considers the spectacular transformation of British Airways under the joint leadership of Lord King and Sir Colin Marshall. After a massive downsizing effort, they managed to revitalise service levels, image and revenues through a combination of structural change, massive training, IT investment and innovative branding. In the 1990s, cost cutting and strategic alliances became the new priorities to exploit the post-deregulation marketplace

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