The Need

When Marshall arrived at BA in 1983, he found an airline that was losing something on the order of £140 million per year—or £200 per minute, 24 hours a day seven days a week. "BA" as the saying went at the time, stood for "Bloody Awful." A 1980 survey by the International Airline Passenger Association placed BA at the top of a list of airlines to be avoided at all costs. The basic attitude of the airline's staff was reflected in the words of a senior manager in 1984 when he said, "We could run a damn fine airline if it wasn't for all those bloody passengers." Further, Prime Minister Margaret Thatcher wanted the airline privatized within five years as part of her government's privatization movement.

Achieving Post-Merger Success. Copyright © 2004 by John Wiley & Sons, Inc. Reproduced by permission of Pfeiffer, an Imprint of Wiley.

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