Alex Cruz is the airline’s chief executive officer. Since his controversial proposal to remove 12,000 jobs and implement other cost-cutting measures hit the media, his name has been in the spotlight more than usual.. Cruz, on the other hand, has had PR problems in the past.
Resides in Spain and has Basque ancestry.
Cruz is one of a kind since he is Basque in ethnicity. If you’re not familiar with this European ethnicity, the ancient Vascones and Aquitanians are the common ancestors of the Basques. Both Navarre and Basque Country’s autonomous communities house numerous. Lower Navarre, Labourd, and Soule are the three southernmost French provinces where the Basques call home. In addition to the United States, Canada, and many other countries, Basques can be found.
Spain’s city of Bilbao
In Bilbao, the Basque Country’s and northern Spain’s largest city, Cruz was born, which is maybe not surprising. As a port serving the nearby iron mines, it was established in the early 14th century and has been an important industrial hub ever since. It wasn’t until the mid-1990s that Bilbao emerged into a significant manufacturing centre before shifting to a service economy.
Undergraduate student at Central Michigan University: Alex Cruz
As it turned out, Cruz was going to Central Michigan University, which is located in Mount Pleasant, Michigan. The school has a large student body. While many students choose to take their classes fully online, tens of thousands do.
For four years, I studied at Ohio State University.
Columbus, OH is home to Ohio State University, where Cruz got a Master of Science degree in 2010. No surprise that the Ohio Agricultural and Mechanical College, which specialised in agricultural and mechanical subjects, was the original name of this school. A far more complete version was provided by Rutherford B. Hayes (the 19th President of the United States).
A graduate of the Cox School of Business: Alex Cruz
He was fascinated in mechanical engineering as a kid. This may have been done to strengthen his capacity to accomplish the duties and obligations of senior management while minimising the impact on his career through an executive education programme at Southern Methodist University’s Cox School of Business.
Acquainted with flying.
Cruz had a long career in the aviation industry before to taking the helm at British Airways. To give you an example, he was employed with American Airlines for around 10 years. Once Clickair was established and then merged with another low-cost airline in Spain, Vueling’s services were re-branded as such. As of now, Vueling’s board of directors includes Cruz.
There is no need to be the most outgoing person in the room.
Cruz doesn’t have the best stage presence. It is an excellent example of his own preferences to take public transportation to work, which is thought to be a lowly method of transportation for a well-known CEO. Then there’s the fact that Cruz likes to dine in a less formal environment than London’s showy restaurants and has been described as someone who prefers to live in a “not ostentatious” house.
Alex Cruz Personal Reputation Has Declined Over the Last Few Years.
Previously, it appears that Cruz was a popular and well-liked employee in the aviation industry. When his team presented him with a personalised Airbus A320 in honour of his 50th birthday, it was a kind gesture on their part to offer him some appreciation. After his past successes, Cruz was considered a rising star in the aviation industry. As a result, his personal reputation is in a far worse shape than it was before to his stint as CEO of British Airways, which is unfortunate. As a result of his recently revealed agenda and his bad public relations, he is widely disliked. It’s important to emphasise this point.
Recruited by British Airways to boost productivity
Cruz was brought in to help British Airways increase operational efficiency. A modest cut in costs might have a significant impact on the airline’s bottom line, given its recent change to a low-cost carrier model. For businesses, there is a limit to how much they can cut back without jeopardising quality, which is exactly what happened with British Airways. Many passengers are unhappy with the recent service adjustments, which has made CEO Cruz less interested in meeting with them.
As soon as he reveals that he’s worried about his own survival,
The most recent public relations problem was prompted by Cruz’s revelation that he intends to eliminate 12,000 positions and pursue other cost-saving measures. Since this has provoked such a strong reaction, Cruz has been forced to respond. British Airways’ immediate existence and competitiveness are at stake, he believes, and he is taking the necessary steps to ensure both. An event that may take some time to occur. A “fire and rehire” strategy is at the centre of Cruz’s argument.