SCENARIO PLANNING AT BRITISH-AIRWAYS - A CASE-STUDY

Authors
MOYER K
Citation
K. Moyer, SCENARIO PLANNING AT BRITISH-AIRWAYS - A CASE-STUDY, Long range planning, 29(2), 1996, pp. 172-181
Citations number
1
Categorie Soggetti
Management,"Planning & Development",Business
Journal title
Long range planning → ACNP
ISSN journal
00246301
Volume
29
Issue
2
Year of publication
1996
Pages
172 - 181
Database
ISI
SICI code
0024-6301(1996)29:2<172:SPAB-A>2.0.ZU;2-H
Abstract
British Airways is the world's largest international passenger airline and one of the most profitable. The Corporate Strategy department suc cessfully introduced Scenario Planning to the airline's management dur ing 1994 and 1995. This article is aimed at readers who are using, or have considered using, scenarios as a strategic planning tool and are interested in finding out about another company's experiences in devel oping and using this technique.