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商品編號： CMR425 出版日期： 2009/05/01 作者姓名： Balmer, John M.T.;Stuart, Helen;Greyser, Stephen A. 商品類別： General management 商品規格： 19p 再版日期： 地域： United Kingdom 產業： Airlines 個案年度： -
商品敘述：
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.
涵蓋領域：
Brand management;Corporate strategy;Strategy
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