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Essay / Research Paper Abstract
This 5 page paper looks at how British Airways (BA) has made use of IT. The paper examines the past and how it has become a part of the culture and the benefits it has brought. Specific uses are also examined to demonstrate the current status of IT within BA and how it may develop in the future. The bibliography cites 6 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEBAitis.rtf
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Unformatted sample text from the term paper:
have played an important role in this development, from the obvious applications such as managing customer relationships though the Internet to the less obvious areas such as the communication that
takes place behind the scenes. When looking at the use of information technology at British Airways it has been used to reduce costs, to increase service and to create competitive
advantage for many years and may now be seen as one of the leading companies in the use of information technology. Part of the reason behind this has been the
forward looking plan that has been adopted by the company. The planning processes at British Airways have looked far into the future, during
the mid 1990s two long term scenarios were developed, one called "Wild Gardens" where there were increasing global market forces, Europe grew but with no single currency and the UK
remained divided over Europe (Dickson, 1995). The second scenario was called "New Structures", in this there was increased prominence of Asian countries, to the extent English is threatened as the
dominant language in the airline industry (Dickson, 1995). Many benefits were gained, one of which were some initial plans for a global database, which was supported by both of the
scenarios and arose due to this ling term planning. The culture of adopting and then leveraging IT is not new. Back in 1990 British Airways formed a new
IT company with the goal of marketing the British Airways information systems (Harvey, 1990). This company managed external relationships (Harvey, 1990). In addition to this leveraging, there were also more
then 300 different IT system in place (Jelly, 1991). As well as the systems for managing flights and the use of the on board computers, which are beyond the
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