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  • California Management Review

Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century

By: John M.T. Balmer, Helen Stuart and Stephen A. Greyser
  • Format:Print
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Citation

Balmer, John M.T., Helen Stuart, and Stephen A. Greyser. "Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century." California Management Review 51, no. 3 (Spring 2009): 6–23.

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