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Case Study

Singapore Airlines (C): Managing a strategic paradox

By Daina Mazutis, John R. Weeks, Ivy Buche and Luis Vivanco

5 pages

December 2013

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Reference: IMD-3-2416

The C case takes a broader geographical view, while focusing on Singapore Airlines’ strategic differentiation. The airline, while being widely considered as the standard bearer in terms of quality and customer service, has been able to achieve some of the lowest cost structures in the industry, surpassing even some LCCs. To meet this seeming paradox while minimizing trade-offs, Singapore Airlines draws the line between things that are valued by the customer, where procedural and cultural ingenuity are promoted, and things that have no effect on the traveler, where cost efficiency is sought.

Learning Objective

To investigate how, why and where SIA manages its cost/service trade-offs. To identify the key internal characteristics that allow Singapore Airlines to consistently beat its rivals in terms of customer service and profitability.

Keywords

Airline, Aviation, World, Travel, Differentiation, Cost Efficiency, Strategy, Services, Activity System, General Management

Settings

Asia, India
Singapore Airlines, Travel and Leisure, Airlines and Aviation
2007-2013

Type

Published Sources

Available Languages

English

Related material

Teaching note

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This case study is part of a series

Singapore Airlines (A): The India decision
Singapore Airlines (A): The India decision (Abridged)
Singapore Airlines (B): Strategic positioning in the Indian airline industry
Singapore Airlines (C): Managing a strategic paradox
Singapore Airlines (D): The sustainability question

This case study is part of a series

Singapore Airlines (A): The India decision
Singapore Airlines (A): The India decision (Abridged)
Singapore Airlines (B): Strategic positioning in the Indian airline industry
Singapore Airlines (C): Managing a strategic paradox
Singapore Airlines (D): The sustainability question

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Organization Nippon Telegraph and Telephone

Industry Services, Telecommunications;Information Technology

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