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Strengths:
Employee content
Environmental and social information
Weaknesses:
Business overview
Risk management information
Employees are identified as a core part of British Airways’ strategy in its 2007 report. In support of this, employee motivation is specified as a KPI, while a relatively detailed employee section includes information about employee involvement and training. British Airways also succeeds in integrating environmental information at various points – and the dedicated corporate responsibility section features environmental performance measures.
And the weaknesses? The report is very text-heavy with few pointers towards key messages. In particular, it would benefit from a graphical overview of the business up front. More information about how the group manages its principal risks on a day-to-day basis would also lift its score. Although it does, at least, highlight principal risks rather than bury them in lots of text.
Where the annual report is a plain affair, British Airways’ biannual shareholder magazine is bold and bright. In addition to the summary financial statement, the magazine features a Q&A with CEO Willie Walsh, comments from the chairman and a tour of Terminal 5.
Online:
British Airways’ converted PDF image-based report features an animated two-page view enabling users to flick between pages – although content can only be read in single-page view. A table of contents and search function are also provided, while related links offer access to the group’s Q4 presentation webcast, traffic statistics and regulatory news announcements.
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BAE Systems
