British Airways Case Study

        CASE STUDY OF BRITISH AIRWAYS

        GROUP WORK

        Module : Business creativity

        Table of content:

        1- Creativity in Business

        2-Background of British Airways

        3-Case Study's purpose

        4-Business Model

                4.1-Business model Canvas

                4.2-BA Business model

        5- BA  Activities (mission and vision)

                5.1-Value that BA offer for the market

        6-BA Better Performance

        7-BA Performance Gap

        8- Environmental analysis of BA

                8 .1- BA SZOT Examination

                8.2- BA PESTEL Examination

                8.3- BA PORTER'S Five Forces

        9- BA Key Issues

        10-BA Key Recommendations

        11- Conclusion

        12-References

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        1.Creativity in business :

        According to a study conducted by  Institue of Business Value , CEO´s from many different parts of the world defined creativity as the only most important managerial competency in today´s fast changing world. Creativity is not seen as an end itself but it is critically means to that end. Thus, it has an an important role to lead the world´s economic growth and for companies to thrive.(John Dragon, 2017).

     Alicia Arnold introduces the 4 ps related to creativity which is a holistic type of understanding creativity that lifts products, leverages, process, people and press to complete and even build creative competency for developing and improving radical innovations and solutions to  increase profit and revenue.

        2.Back Ground of British Airways :

1910 -1919: ( AT-T ) The Aircraft Transport Ltd , a runner company of   British Airways nowedays, introduced the prime scheduled international and everyday flight between Paris and London .