Service as a Strategy: A Review of Singapore Airlines

2 Pages Posted: 5 Sep 2016

Date Written: September 5, 2016


Market attainment and maintaining the competitive edge is the continuous objective at the forefront of many organizations seeking sustainability within the global business environment. Strategy, innovation, and change have been considered catalysts to achieving this position. However, the emergence of new and untouched markets driven by diverse consumer demand and preferences have required organizations to foster change as a practice of survival. The following paper will provide an assessment of different aspects of Singapore Airlines (SIA) to identify potential challenges that could hinder performance and competiveness. The following paper provides an assessment of service operations of the successful historical case of Singapore Airline. The findings can provide a guideline to strengthen organizational service strategies.

Keywords: Service, Strategy

JEL Classification: M0, M1, M3, L80, L84

Suggested Citation

Zentner, Aeron, Service as a Strategy: A Review of Singapore Airlines (September 5, 2016). Available at SSRN: or

Aeron Zentner (Contact Author)

Coastline Community College ( email )

11460 Warner Avenue
Fountain Valley, CA 92708
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Abstract Views
PlumX Metrics