A Case of Singapore Airlines
4/21/2009
University of Auckland
Service-Dominant Logic – A case Of Singapore Airlines
Prepared by: Mai El Haddad, Siyuan Wu, Wenyan Tang and Talisa Maulgue
TABLE OF CONTENTS
Introduction........................................................................................................................................................................ 2 Overview of the industry............................................................................................................................................... 2 Singapore Airlines ............................................................................................................................................................ 3 Alliances and Acquisitions ....................................................................................................................................................................... 3 Brand Image: “The Singapore Girl” ...................................................................................................................................................... 4 Strategies ........................................................................................................................................................................................................ 4 Service-Dominant Logic and SIA ................................................................................................................................ 5 Skills and Knowledge Exchange (FP1) ............................................................................................................................................... 5 Indirect Exchange (FP2) ........................................................................................................................................................................... 5 Distribution Mechanisms (FP3)
University of Auckland
Service-Dominant Logic – A case Of Singapore Airlines
Prepared by: Mai El Haddad, Siyuan Wu, Wenyan Tang and Talisa Maulgue
TABLE OF CONTENTS
Introduction........................................................................................................................................................................ 2 Overview of the industry............................................................................................................................................... 2 Singapore Airlines ............................................................................................................................................................ 3 Alliances and Acquisitions ....................................................................................................................................................................... 3 Brand Image: “The Singapore Girl” ...................................................................................................................................................... 4 Strategies ........................................................................................................................................................................................................ 4 Service-Dominant Logic and SIA ................................................................................................................................ 5 Skills and Knowledge Exchange (FP1) ............................................................................................................................................... 5 Indirect Exchange (FP2) ........................................................................................................................................................................... 5 Distribution Mechanisms (FP3)
References: SINGAPORE AIRLINES SIA was the result of a split from the Malayan Airways on 1 October 1972 (Heracleous et al., 2006)