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Could British Airways really go under?

As British Airways flights for survival with mounting losses, a balance sheet stretched to the limit and a union strike on the way there are serious concerns for the future of this British institution. At this moment in time it seems as though the company is taking one step forward and two steps back in its fight to regain forward momentum and look to the future with confidence.

However, the company has recently received some serious criticism in the UK press with customers and aviation experts doubting the direction of the company in the short to medium term. It would appear that some customers are confused as to whether British Airways wants to be a low-cost airline or whether it wants to maintain its position at the top of the premium travel market. One minute the company is cutting costs to a minimum and the next minute it is trying to differentiate itself from low-cost competitors - confused?

More than ever before, customers are unsure as to exactly what they can expect from British Airways and British Airways would appear to be confused as to its direction, at least in the short to medium term. The need to address the balance sheet and the image of the company, not to mention the forthcoming strike, is certainly a challenge for anybody.

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