MAIN MENU: What's New | Conferences | Publications | Membership | Links | Return Home
Publications
DMI
Journal Newsletter Case Studies Recordings Other
Publications
Search Index of Publications
About Index


British Airways: First Class Chinaware and Seamless Service

By Paul D. Coughlan, Asst. Professor of Operations Management, London Business School

As part of its branding strategy, British Airways redesigns its "First Class" brand, making a "seamless" design of all its aspects, including interior decor, seats, tableware, and service. This case focuses on the development of new chinaware, in cooperation with a top English chinaware firm, that meets not only aesthetic needs, but also practical specifications -- e.g., stackability, durability, and so forth. Affords an opportunity to discuss the management of this project, in particular the coordination of one aspect of the brand -- the chinaware -- with the whole, and of design with manufacturing. Also available: Teaching Note (5-993-020).


Keywords: Brands, Cross-Functional Management, Product Design, Service Management, Strategy Implementation, Total Quality Management, Service Management, Case Study or Method

Price: $2.35 Academic/$5.00 Corporate
Order number: 9-992-028



British Airways: First Class Chinaware and Seamless Service, Teaching Note

By Paul D. Coughlan, Asst. Professor of Operations Management, London Business School

Teaching Note for (9-992-028).

Price: $2.35 Academic/$5.00 Corporate
Order number: 5-993-020



ORDER These Design Management Institute case study materials are distributed exclusively by Harvard Business School Publications. For ordering information, click this button.


This document was last updated December 2, 1996.




What's
New Conferences Publications Membership
Info Links

All material Copyright © 1996 by the Design Management Institute. All rights reserved.

29 Temple Place, Boston, MA 02111-1350 USA
617.338.6380 (voice) or 617.338.6570 (fax) or e-mail dmistaff@dmi.org