Becoming 'The World's Favourite Airline' British Airways: 1980-93 (A)

Published 01 Jan 1998
Reference 4740
Topic Strategy
Region Europe
Summary

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.

Teaching 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

Keywords
  • Transformation
  • Leadership
  • Crisis
  • Vision
  • Customer Service
  • Training
  • Empowerment
  • Human Resources Management