SIA abandons long-held
business ideologies for a
portfolio response to new
competition. BY ANNE PAYLOR
As it turns 70, Singapore Airlines is deeply entrenched in the overhaul of a business model that has kept it at the top of its field for decades. Major structural changes to the
industry, particularly in the booming local market, have
forced the airline to instigate its own fundamental changes
to remain competitive.
Indeed, many of Asia’s legacy full-service carriers have
been left reeling by the waves of structural change that
have swept across the industry, and each has tackled the
challenges in its own way.
For Singapore Airlines (SIA), the decision was taken
some six years ago to abandon the three conservative
founding principles that have underscored the airline’s
growth strategy and kept it at the top of its game. Tose