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Singapore Airlines' Balancing Act
Heracleous, Loizos; Wirtz, JochenArticle HBS-R1007P-EStrategySingapore Airlines is widely regarded as an exemplar of excellence in an industry whose service standards are tumbling. What's not so well known is that the company is also one of the civil aviation industry's cost leaders. SIA's success in executing a dual strategy of differentiation and cost leadership is unusual. Indeed, management experts, such as Michael Porter, argue that it's impossible to do so for a sustained period since dual strategies...Starting at €8.20