Strategy and organization at Singapore Airlines: achieving sustainable advantage through dual strategy
Heracleous, Loizos and Wirtz, Jochen. (2009) Strategy and organization at Singapore Airlines: achieving sustainable advantage through dual strategy. Journal of Air Transport Management, Vol.15 (No.6). pp. 274-279. ISSN 0969-6997Full text not available from this repository.
Official URL: http://dx.doi.org/10.1016/j.jairtraman.2008.11.011
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. (C) 2008 Elsevier Ltd. All rights reserved.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HE Transportation and Communications|
|Divisions:||Faculty of Social Sciences > Warwick Business School|
|Journal or Publication Title:||Journal of Air Transport Management|
|Number of Pages:||6|
|Page Range:||pp. 274-279|
|Access rights to Published version:||Restricted or Subscription Access|
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