Singapore Airlines- a Strategic Re-look
Introduction SIA traced its roots to an organization called Malayan Airways that offered its first commercial passenger service in May 1947.Today, SIA is Singapore’s best-known company, and rated consistently as Asia’s “most admired company”(Asian Business, 1997,p. 24). Its smiling, willowy cabin attendant, outfitted in tight batik sarong kebaya designed by renowned fashion house Pierre Balmain, and marketed as the Singapore Girl, is now a well-known international service icon. In 1994, the year she celebrated her 21st birthday, the Singapore Girl […]
