ABSTRACT
Singapore Airlines has consistently outperformed its competitors throughout its history, in the context of
an unforgiving industry environment. We examine how Singapore Airlines has achieved its outstanding
performance and sustained its competitive advantage, through effectively implementing a dual strategy:
differentiation through service excellence and innovation, together with simultaneous cost leadership in
its peer group. We examine the organizational elements that have allowed the company to do so,
illustrate its strategic alignment using a vertical alignment framework, and conclude by highlighting the
significant challenges ahead.
2008 Elsevier Ltd. All rights reserved.
https://www.bschool.nus.edu.sg/Departments/Marketing/Jochen%20papers/jatmheracleouswirtzstrategyorganizationsingaporeairlines2009.pdf
No comments:
Post a Comment