Buying brand reputation
29 August 2012
The problems involving British Airways and its in-flight catering supplier show how purchasing decisions can affect a company’s image, say Steve Mullins and Paul Steele
Purchasers will have been reading with interest the recent reports about British Airways and the problems with its in-flight catering supplier, Gate Gourmet.
In time, this will come to be accepted as a classic case study that demonstrates how purchasing decisions can enhance or, as in this case, damage an important brand.
To ensure that suppliers deliver...