Singapore Airlines has created a storied reputation for excellence in customer service, attention to detail and progressive positions in strategy development. It has created a well-organized system that nourishes a significant source of competitive advantage, which are used to support the strategy of differentiation. At the time of the case of some that shine can disappear with the emergence of competitors and imitators increasing pressure to compete on the basis of cost. The increased incidence unions in the aviation industry and attracting new issues for Singapore Airlines. The case focuses on multilateral efforts to SIA build competitive advantage. It closes with a set of issues revolving around the upcoming alliance with Virgin Atlantic Airways.Singapore International Airlines Strategy with a Smile Case Solution
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by Kannan Ramaswamy Source: Thunderbird School of Global Management 19 pages. Publication Date: December 11, 2001. Prod. #: TB0173-PDF-ENG
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