discuss using relevant theory the lessons that British Airways might have taken away from the failure in 2007 of Silverjet.

In an essay of no more than 1500 words, discuss using relevant theory the lessons that British Airways might have taken away from the failure in 2007 of Silverjet.

Learning Objectives

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This task will help you to:

• Structure an academic argument

• Understand different approaches to supply and demand

• Collect, evaluate and use information from published sources to support an argument

• Develop your written voice as an academic

• Use appropriate referencing

Resources

Rather than the usual MUST, SHOULD, COULD criteria, at the end of this document is what is referred to as a rubric, which is used for marking. You should use this to guide you to check that you have met the criteria for the grade that you want to achieve.

In addition, you will find the following of use:

• The chapter on “Individual Decision-Making” in Volume One and the chapters on “Pricing Strategies; Understanding and Capturing Customer Value” and “Demand and the Consumer” which you will find in Volume Two of the textbook

• Information in the Study Hub on essay writing and referencing

• Supporting information in the Weekly Learning Block including the case study “Silverjet: a fallen star”.

Referencing;

Harvard.