| Abstract | Cathay Pacific celebrates its 50th anniversary in 1996, marking a half-century of serving the ever-changing needs of air passengers. Founded in Hong Kong in 1964, the airline has continuously reinvented itself over the years to serve the demands of the market. It initiated its largest regeneration five years ago, in the post-Gulf War era which left the industry fighting for a share of a shrunken customer base. Yet the slump in the global economy was not the main inducement for change. Cathay marketing strategy, planning and research manager Grahame Carder talks about Cathay's change in this article. |
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