The paper "Analysis of Singapore National Airlines" is an amazing example of a Business case study. Singapore Airlines have been successful in South Asia and across the world, becoming one of the most awarded companies in the world. Singapore Airlines rose and stayed at the top mainly as a result of its ability to transcend traditional organizational paradoxes, employing a dual strategy on its way to success. It has combined traditional business success elements with new innovative approaches to stay at the top and remain an excellent, well-managed company. Heracleous and Wirtz (2004) approach the success story of Singapore Airlines from a ‘ paradox’ perspective.
There seems to be an unwritten rule in the business world regarding the general direction a business should take towards success. However, looking at the story of Singapore Airlines, it has constantly outperformed competitors in the industry, never registering losses since the founding in 1972 and becoming one of the world’ s most awarded companies (Fortune, 2013). To remain at the top, Singapore Airlines has employed a dual strategy, combining the unconventional elements of the past with a futuristic strategy. The article addresses four paradoxes associated with the success story of Singapore Airlines; being an industry follower and leader, simultaneous centralized and decentralized innovation, combining standardization and personalization as well as cost-effective service excellence.
This article explains the ambidexterity of Singapore Airlines in adopting strategies that are naturally considered contradictory and incompatible (p 152). Singapore Airlines have achieved a high level of performance through simultaneous differentiation and excellence and cost leadership in its peer group of companies Like in Heracleous and Wirtz (2014), Smith and Lewis (2011) explore the paradox theory more closely.
Organizational environments are getting increasingly global, competitive, and dynamic. The Airline industry is especially competitive and volatile, with small events having ripple effects all over the world.
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