Tagged airline competitiveness, airline digital transformation, airline innovation, airline recovery, airline strategy, airline sustainability, aviation dissertation, aviation industry, aviation management, aviation research, aviation trends, British Airways, British Airways strategy, business strategy, case study, competitive resilience, decarbonisation, digital transformation, Heathrow, IAG, International Airlines Group, net zero aviation, post-pandemic recovery, SAF, strategic adaptation, strategic management, sustainability in aviation, sustainable aviation, sustainable aviation fuel, UK aviation industry