Singapore Airlines 2001 (A)
This document is downloaded from DR‑NTU (https://dr.ntu.edu.sg) Nanyang Technological University, Singapore. Singapore Airlines 2001 (A) Allampalli, D. G.; Toh, Thian Ser 2001 Toh, T. S., & Allampalli, D. G. (2001). Singapore Airlines 2001 (A). Singapore: The Asian Business Case Centre, Nanyang Technological University. https://hdl.handle.net/10356/100011 © 2001 Nanyang Technological University, Singapore. All rights reserved. No part of this publication may be copied, stored, transmitted, altered, reproduced or distributed in any form or medium whatsoever without the written consent of Nanyang Technological University. Downloaded on 24 Sep 2021 00:44:01 SGT AsiaCase.com the Asian Business Case Centre SINGAPORE AIRLINES 2001 (A) Publication No: ABCC-2001-004A Print copy version: 15 Apr 2004 Toh Thian Ser and D. G. Allampalli The case describes how Singapore Airlines (SIA) evolved from a fl edging player in the 1960s into an industry leader. In the process, SIA rewrote the rules for competition and earned accolades for its excellent aviation record, young fl eet of planes and a reputation for delighting customers. Bilateral air service agreements negotiated between individual nations limited the routes of a given airlines and hence the airlines’s growth. The global airlines industry responded to this challenge with a mix of acquisition, strategic alliances (for example, the STAR alliance) and related diversifi cation strategies. But would these strategies be sustainable in the near future for SIA? What course of action should SIA undertake? Associate Professor Toh Thian Ser and D. G. Allampalli of The Asian Business Case Centre prepared this case. The case is based on public sources.
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