Singapore Airlines (B) – 2001 By Toh Thian Ser & D. G. Allampalli

Abstract

The case describes how Singapore Airlines (SIA) achieved excellence in its service orientation, won dozens of industrial awards and accolades, and beat industry downturns thrice in the last three decades. As international expansion and operations grew, it became necessary for SIA to put in place, a set of core values that would apply across cultures and geographical boundaries.

Six core values: pursuit of excellence, safety, customer-first, concern for staff, integrity and teamwork, were identified by SIA management. These core values were to see SIA through two crises: the SilkAir (a subsidiary of SIA) crash in Palembang, Indonesia in December 1997 and the SIA crash in Taipei, Taiwan in October 2000.

Teaching Objectives

• To illustrate how an organisation adopts business (functional) strategies to differentiate itself from its competitors.
  
  
• To understand the long-range planning process of an organisation.
  
  
• To demonstrate the importance of a distinct organisational culture and the role of core values in facilitating organisational development and growth.

*An accompanying teaching note is available for the case.

Issues: Business Strategies, Organisational Development, Organisational Culture, Core Values

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