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Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century
Balmer, John M.T., Helen Stuart, and Stephen A. Greyser
51/3  (Spring 2009): 6-23

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.

 

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