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Singapore Airlines (SIA) iswidely acknowledged as one of the leading airlines, if not the best airline,globally. This book provides insights into a simple but intriguing question: Howhas SIA managed to outperform other flag-carriers for decades, in an industrywhere it is notoriously difficult to succeed consistently?
Flying High in a Competitive Industry begins with an analysis of the airlineindustry and its key trends, moving on to a broad outline of SIA's strategicdrivers of success. Empirical research was conducted at SIA to gain a deeperunderstanding of its strategy, core competencies and internal organization,innovation processes, and human resource practices, in order to distill strategylessons that can inform the strategies of any organization competing inintensely competitive industries.
The book ends with some strategic lessons that we believe apply to anyorganization that aims to achieve sustainable success in hyper-competitivemarkets.
List of contents
Preface
The Authors
1 The airline industry: Trends, economics, performance and strategic imperatives
2 Key drivers of Singapore Airlines' performance: Strategic choices and resourcedeployment decisions
3 Achieving cost-effective service excellence at Singapore Airlines
4 Innovation as a key to sustained service excellence
5 Managing people effectively to deliver sustained service excellence
6 How to win in cutthroat industries: Lessons from Singapore Airlines
Index
About the author
Loizos Heracleous is an associate professor
of the Said Business School at Oxford University.
Jochen Wirtz is an associate professor of
marketing at the National University of Singapore and an
associate fellow of the Said Business School at Oxford
University. He founded the UCLA-NUS executive MBA
program.
Nitin Pangarkar is an associate professor of
marketing at the National University of Singapore.
