British Airways' key stakeholders include customers, employees, those who have invested in BA by purchasing shares in the company and corporate organisations. To analyze stakeholders in BA it is possible to apply the power/interest matrix (Gardner et al, 1986) in terms of power and matrix. Brand reputation, economy of scale and cost control are some of the key factors in BA's success. In addition to Boston Matrix can position BA's business in terms of short range (cash cow business) and long range (star business). • Long haul – It is in a growing market, however a large investment is needed to strengthen and expand market share.• Short haul – The high-high situation means that BA is in a competitive and profitable position.• L BA's approach towards corporate social responsibility on the social is that it has decided to enable up to 500 candidates in a year to realize their dreams through the London 2012 Great British Programme. It is also taking steps to help vulnerable children around the world. On the environmental front, BA plans to reduce CO2 emissions by 50% by 2050. It is also looking to reduce noise per flight by 15% by 2015. BA plans to recycle its waste by up to 50% by 2010 and aims to have no waste in landfill by 2010 at Heathrow and Gatwick. Waste management – ​​increase the overall level of recycling to 60% by 2015 (britishairways.com, 2009). • BA's workplace strategy integrates corporate responsibility principles across the organisation. Their diversity team provides training and advice on discrimination law. British Airways Strategic Objectives and ValuesBritish Airways provides five strategic objectives:1. Airline of choice: remains the best choice for international flights for premium customers, as well as… middle of the paper… principles of good corporate governance:1. Ethical approach: culture, society and organizational paradigm2. Balanced objective – Congruence of the objectives of all interested parties3. Each party plays its own role – Role of key players such as owners, board of directors and staff4. Ongoing decision making – reflecting the first three principles and giving due weight to stakeholders5. Equal concerns for all stakeholders, although they carry greater weight than others6. Accountability and transparency – towards all stakeholders There are also 5 golden rules that can be adopted for better corporate governance practice which include ethics, alignment of business objectives, strategic management, organization and reporting. To demonstrate the totality and need for a holistic approach, below is an example showing the pressure on a large organization (Werther & Chandler, 2006)