Abstract:

Cathay Pacific seeks to ?move beyond? by extending its home market from Hong Kong (~7 million people) to the Mainland Greater Bay Area (GBA) (~76 million people), and becoming a premium lifestyle brand. It seeks to do this in a difficult time for the global aviation industry: amidst recovery from the COVID-19 pandemic; ongoing operational and service disruptions caused by unexpected global events; competition from fellow airlines; and the dynamic evolution of consumer expectations. Augustus Tang (Chief Executive Office at Cathay) said the following in October 2021: ?We can either lead, or we can react to the accelerating and powerful forces for change and the opportunities they throw up?.