●even strong brands need to be supported by integrated business
strategy
●the critical role of the Chief Executive in translating the mission into
action
●the vital role of the supply chain in retailing.
Relationship marketing issues:
●the importance of managing all ‘six markets’ in a coordinated and cohe-
sive way
●the role of the business leader in creating a ‘relationship culture’
●the need to recognize that any business is ultimately a ‘value delivery
system’ and that it needs to be managed as such.
Following the departure of Jim Maxmin and his replacement by
Hugh Blakeway Webb, the company continued to languish and in
1995 another Chief Executive, Anne Iverson, was appointed. Ms
Iverson, an experienced retailer, felt that the brand had become tired
and that significant design changes were called for. When these
changes began to filter through into the stores, it was clear that this
was not what the loyal Laura Ashley customer wanted - the results
were disastrous. Ms Iverson left the company in 1997, the third
Chief Executive in three years.
at British Airways Case 6.2 Creating success through relationship marketing
marketing at British Airways
This case was written by Professor Adrian Payne, Moira Clark,
Andy Coaton and Marcus Hickman whilst working for Cranfield
School of Management Marketing & Logistics Group.
Abstract
This case study examines the strategy adopted by British Airways in
the period following its privatization and the creation of a customer-
focused approach to marketing. The British Airways story is one of
large-scale corporate transformation which has resulted in a signifi-
cant improvement in its marketplace standing.
Learning points
One of the key learning points in this case study is that the whole
organization must be engaged if slogans like ‘Putting People First’
430 Relationship Marketing