To play the devils advocate here.
A company wants to spread its wings, make money, and be a player in the "world wide market".
How best to begin?
#1 Be competitive.
#2 Have a brand that has been tested and tried.
#3 Be experienced
# 4 Be able to undercut its competition.
QANTAS has all of the above and much more. BUT.....Its workforce lives in a fantasy, "living and working in Australia" is apparently living the dream AKA the bee all and end all of the ultimate Australian dream. What a joke, living in Australia at the end of the day is expensive and unsustainable. A lot of people in Oz need to get out and understand that there is a BIG world out there. Is like the play ground at school! You cant win a battle on the play ground saying that "I"need to be treated right.
QANTAS is spreading its wings and will ultimately win, and guess what living in Australia is GREAT, but at the end of the day is not "living the dream" as some would believe.
