2024 – In the case Singapore Air Changing to Stay Ahead you discover that Singapore Airlines SIA has

Singapore Air: Changing To Stay Ahead – 2024

In the case “Singapore Air: Changing to Stay Ahead,” you discover that Singapore Airlines (SIA) has been ranked as the best airline in both independent and customer surveys for nearly 3 decades. It serves as a model of a continuously changing organization—continually modernizing, stretching, and serving customers in ways that stimulate strong loyalty and brand equity.

It has been a leader of change in its industry while maintaining a lot of consistency, as well.

  • What have been SIA’s main ingredients of success?
  • How has their success become vulnerable? Why is it difficult to maintain a leadership position of a company like SIA and continuously improve?
  • What do world-class organizations need to do to improve and change continuously?

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