Singapore Airlines 2001 (B)
Toh, Thian Ser
Allampalli, D. G.
Date of Issue2001
College of Business (Nanyang Business School)
Asian Business Case Centre
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.
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