Members of Singapore Airlines (SIA) management committee has to decide whether to cancel the implementation of the new lie-flat seats in business class after the effects of the global recession on the tourism industry in September 2001. SIA is considered the gold standard for innovative customer service, as well as $ 100 million in new project opportunities for the international market has been planned in order to maintain this reputation. But with increasing competition in the aviation industry and the sharp drop in travel after the September 11 attacks in the United States, the main item on the agenda of the Management Committee is how to reduce costs. "Hide
by Rohit Deshpande, Hal Hogan Source: Harvard Business School 27 pages. Publication Date: July 22, 2003. Prod. #: 504025-PDF-ENG
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