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Aligning Identity and Strategy: Corporate Branding at British Airways in the late 20th Century
Balmer, John M. T. Stuart, Helen Joyce Greyser, Stephen
Balmer, John M. T.
Stuart, Helen Joyce
Greyser, Stephen
Abstract
This article explains the utility of adopting an identity-based view of the corporation, which underpins a diagnostic tool of identity management outlined in this article. Using British Airways as an extensive case history, it examines and analyzes how British Airways' senior executives have intuitively adopted an identity-based perspective as part of the strategic management of the carrier. The analysis is corroborated by insights from the former CEO of British Airways, Lord Marshall, as well as his predecessor, Lord King. The overriding message is that calibrating the multiple identities of the corporation is a critical dimension of strategic management.
Keywords
Date
2009
Type
Journal article
Journal
California Management Review
Book
Volume
51
Issue
3
Page Range
6-23
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
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Relation URI
DOI
Source URL
Event URL
Open Access Status
Open access
License
File Access
Controlled