|Agency: ZenithOptimedia and M&C Saatchi||Authors: Rob Day, Richard Storey and Andy Edwards|
Climbing above the turbulence
How British Airways countered the budget airline threat
The twenty-first century has not exactly been kind to British Airways. Serious threats to BA's business have followed one after another: the bursting of the dotcom bubble and subsequent recession; SARS; the hideous events of 9/11 and the continuing threat of terrorist strikes against passenger aircraft; wars in Afghanistan and Iraq, and their surrounding uncertainty; associated spiralling insurance and fuel costs; the strength of sterling versus the dollar, inhibiting inbound US tourism.
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