Case Study: The Automobile Association - How a big idea put the AA back together
14 Nov 2003 | by Professor Angus Jenkinson and Branko Sain
The Automobile Association is recognised as one of Britain s great brands. Founded in 1905 to serve the needs of the new automobile owners, it operated as a mutual organisation on behalf of its members until Centrica purchased it in 1999. In addition to roadside services, it developed a wide range ...



