This style of talk is pedaled by consultants and dumb arse Boards and Management buy it.
Exactly, because they don't have a clue how to fix it themselves, the strategy has been directionless, never anything positive, just lurching from one crisis to the next.. I can't name one positive result for the Qantas brand since Joyce took the helm and announced his five year plan which is so far taking about seven.
It's wearing a bit thin.. and pretty clear to all that the consultants have failed with their expensive advice along the way (always the same gang of experts..) They are all clearly past the use by date in my view. The current board/management setup in simply not working, because they won't own up and admit they have got it wrong, at the end of the day, it's their strategy, no one else's!
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