Successful strategies—The story of Singapore Airlines (SIA) |
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Authors: | Karmjit Singh |
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Affiliation: | Company Planning Manager, Singapore Airlines Limited, Singapore |
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Abstract: | This case study describes the growth and development of Singapore Airlines from a small national carrier serving the Malayan States to an international airline with a network extending to 27 countries. Its strategy is simple: quality service at a competitive price, made possible by high investment in equipment and in staff training. |
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