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Strategy and organization at Singapore Airlines: achieving sustainable advantage through dual strategy
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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 0969-6997
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Official URL: http://dx.doi.org/10.1016/j.jairtraman.2008.11.011
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. (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 |
| Publisher: | Pergamon |
| ISSN: | 0969-6997 |
| Date: | November 2009 |
| Volume: | Vol.15 |
| Number: | No.6 |
| Number of Pages: | 6 |
| Page Range: | pp. 274-279 |
| Identification Number: | 10.1016/j.jairtraman.2008.11.011 |
| Status: | Peer Reviewed |
| Publication Status: | Published |
| Access rights to Published version: | Restricted or Subscription Access |
| URI: | http://wrap.warwick.ac.uk/id/eprint/17164 |
Data sourced from Thomson Reuters' Web of Knowledge
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