To me, Qantas needs a cultural change from within but it may be too big an ask. Competition is popping up left, right and centre and getting their hands dirty. Meanwhile QF are trying to protect what they've got as it slips away.
It must be remembered that those companies that survive the long term aren't necessarily the strongest but those willing to adapt to a changing environment. I don't think the willingness to adapt is there among the rank and file. I hope I'm wrong...