Ba Research Report Essay

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A research report with a word limit of 1,500 on British Airway’s (BA) change program that resulted in long-running industrial disputes between its management and crew members in 2009-2011.
The contextual information about the BA’s introduction of strategic changes – why BA produced this change, explain market (rising fuel costs etc.)
British Airways is the UK’s largest airline. Since becoming privatized in 1987, BA has continued to grow despite increased competition (Connell & Williamson, 2011).
The UK’s economic climate had a large influence to why the British Airways’ industrial occurred. In 2011, UK inflation was 4% on the previous year, compared to an average pay rise of 2.3% for the same period. This means that the cost of
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The ‘unfreezing’ phase (Lewin’s model) of this change was a gradual, drawn-out process.

As this was not a company in crisis there wasn’t a need to implement change reactively, British Airways had time to achieve their long-term strategy.
British Airways did not require a transformation of the organisation as a whole. A realignment of the cabin crew’s operations and wage structure was the desired scope for this change. However, due to the industrial action taken by Unite the change had an impact organisation-wide.
It is important that BA preserves what makes British Airways, British Airways. This means they need to retain their brand identity, because this is one of their biggest selling points. It is also important to not destroy the business’ heritage and culture.
Job security for the remaining cabin crew will be at an all-time low. Key members of staff need to be reassured of their position so that BA doesn’t lose these assets to competitors.
The change should not affect diversity between divisions. This means that the culture should remain consistent throughout BA, from pilots, to cabin crew, to administration staff.
The individual within the cabin crew will need to be capable of adapting to the new operational requirements and be able to accept the change in
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