Please use this identifier to cite or link to this item: https://doi.org/10.1016/j.jairtraman.2008.11.011
Title: Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy
Authors: Heracleous, L.
Wirtz, J. 
Keywords: Dual strategy
Strategic alignment
Sustainable advantage
Issue Date: 2009
Source: Heracleous, L., Wirtz, J. (2009). Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy. Journal of Air Transport Management 15 (6) : 274-279. ScholarBank@NUS Repository. https://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. © 2008 Elsevier Ltd. All rights reserved.
Source Title: Journal of Air Transport Management
URI: http://scholarbank.nus.edu.sg/handle/10635/43835
ISSN: 09696997
DOI: 10.1016/j.jairtraman.2008.11.011
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