oa Journal of Marketing - The Brits are renowned for their stiff upper lips; we toyi-toyi when times get tough.

Volume 2006, Issue 02
  • ISSN : 1811-9565



They have a penchant for bangers and mash; for us, it's boerewors and pap. At first glance, the two cultures might look distinctly at odds with each other. So how has British Airways managed to blend elements of each into a successful brand?

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