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Changing the Culture at British AirwaysChanging the Culture at British Airways.doc

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Changing the Culture at British AirwaysChanging the Culture at British Airways

MQM 421 Case Assignment 2 Due July 7 Read the assigned case. Complete the following: Using the relevant concepts from your reading (your text and Kotter reading) and our discussion on groups and teams, analyze why the change case described in the article was successful. Be sure to use concepts clearly and to provide clear and specific evidence Expectations: Your papers should be no more than 4 pages in length Papers will be typed, double-spaced with 1” margins. Font should be 12-point Times-Roman Professional work is expected. Changing the Culture at British Airways I remember going to parties in the late 1970s, and, if you wanted to have a civilized conversation, you didnt actually say that you worked for British Airways, because it got you talking about peoples last travel experience, which was usually an unpleasant one. Its staggering how much the airlines image has changed since then, and, in comparison, how proud staff are of working for BA today. British Airways employee, Spring 1990 I recently flew business class on British Airways for the first time in about 10 years. What has happened over that time is amazing. I cant tell you how my memory of British Airways as a company and the experience I had 10 years ago contrasts with today. The improvement in service is truly remarkable. British Airways customer, Fall 1989 In June of 1990, British Airways reported its third consecutive year of record profits, ￡345 million before taxes, firmly establishing the rejuvenated carrier as one of the worlds most profitable airlines. The impressive financial results were one indication that BA had convincingly shed its historic “bloody awful” image. In October of 1989, one respected American publication referred to them as “bloody awesome,” a description most would not have thought possible after pre-tax losses totalling more than ￡240 million in the years 1981 and 1982. Productivity had risen more than 67 percent over the course of the 1980s. Passengers react