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WHSmith - Business Award, 2004

Paperback / ISBN-13: 9780751535600

Price: £10.99

ON SALE: 1st December 2005

Genre: Economics, Finance, Business & Management

Barbara Cassani set up the no-frills airline GO for British Airways. She was a rare breed. A female airline chief executive who believed in doing things differently. Her European low-cost operation was launched in May 1998 with £25 million backing and within three years she took it into profit. Riding high, she led a management buy-out from BA, supported by the venture capitalist outfit 3i. They paid £110 million for the airline. Yet, less than a year later the venture capital group – battered by a falling stock market – had a chance to cash in their chips. GO was sold to arch-rival easyJet for an astonishing £374 million.

At at time when the airline industry is of great interest to the public as well as being in flux, this fast-paced read gives a fascinating insight into how to create a successful company with limited resources in such a short space of time. GO: AN AIRLINE ADVENTURE is filled with real characters overcoming the odds to achieve great things and shows the remarkable vision and talent of the author, Barbara Cassani.


Her story is impressive and her dedication to her work outstanding
Likely to [be] one of the business reads of the year
Dominic O’Connell, SUNDAY TMES
This book is a must-read for business managers
Bill Jamieson, SCOTSMAN
The American Business Woman who started the budget airline Go with a mobile phone and a lot of chutzpah
Marianne Macdonald, EVENING STANDARD