Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy

Loizos Heracleous and Jochen Wirtz

Journal of Air Transport Management, 2009, vol. 15, issue 6, 274-279

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.

Keywords: Sustainable advantage; Strategic alignment; Dual strategy (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:15:y:2009:i:6:p:274-279

DOI: 10.1016/j.jairtraman.2008.11.011

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