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Article | 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.

About the Author

Stephen A. Greyser

Richard P. Chapman Professor of Business Administration, Emeritus

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