The ruling against the airline is another hit to its reputation, and it can no longer rely on protection from the traditional cushion of national goodwill.
An ebullient Josh Bornstein, lawyer for the Transport Workers Union, says the case against Qantas isn’t over. But it’s not just the arguments to come over money – both for individual workers and as further corporal punishment to the airline’s bottom line over its illegal behaviour.will cost Qantas even more dearly by further damaging its reputation at the worst possible time.Simon Schluter
The High Court did note Qantas had “sound commercial reasons” for its outsourcing decision. Unfortunately for the airline, the High Court still agreed with two previous Federal Court rulings that Qantas also had an illegal reason. It found Qantas was attempting to prevent the workforce’s ability to exercise its right to take future industrial action ahead of enterprising bargaining.
This will never satisfy the union movement – understandably celebrating the High Court’s rejection of Qantas’ appeal as a great victory. It will also help the Labor government sell the need to restrict the use of labour hire by companies as part of its industrial relations package currently stalled in the Senate.
Yet, it can no longer rely on any protection from the traditional cushion of national goodwill towards the flying kangaroo. Major shareholders may have been as delighted with the profit announcement as Alan Joyce and Vanessa Hudson obviously were – all blind to the problem of reputation. The share price has fallen about 14 per cent since, despite all those high fares leveraging the continued high demand for travel.
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