C/B/679. Strategic Improvement scenarios for British Airways
(2007, 5000 words)
The paper considers three improvements scenarios with regards to the BA's present competitive position: continuous improvements, radical improvements and improvements cycle. The analysis is focused on the improvements of service concept which is considered as the primary source of BA's competitive potential to face the pressure of low-cost airlines. The consideration of scenarios is based on PESTLE and SWOT analyses.
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