Re: GOT
You're right about Astra Zeneca having major presences in both cities. Astra of Gotenburg and Zeneca (formerly ICI Pharmaceuticals) joined together to form AZ back in the day.
From friends who work there I know they travel much less than they used to.
EZY tried it but that was too much aeroplane and BA are just too expensive for anyone other than the corporates.
FlyBe is the right airline for this route - there is business to be had on MAN-GOT but only with the right airline / aircraft offering.