This article explains the utility of adopting an identity-based view of the corporation, which underpins a diagnostic instrument 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 embraced an identity-based view of the strategic management as part of the carrier.
The evaluation is corroborated by insights from the former CEO of his predecessor, Lord King, as well as British Airways, Lord Marshall. The overriding communication is that calibrating the multiple identities of the corporation is a critical dimension of strategic management.
PUBLICATION DATE: May 01, 2009 PRODUCT #: CMR425-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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