Flying High in a Competitive Industry: Secrets of the World's Leading Airline

The case study of SIA provides practical and deployable ideas for companies in many industries. I found the ideas about creating a culture of service excellence and innovation most useful. The book is well written and great mix of theory and practice.

Singapore Airlines has not only been one of the most successful airlines, its success strategies have been an enigma. And this book reveals it in a depth unlike any other. Secrets like how brand leadership is maintained, while keeping costs low - a feat unheard of in traditional marketing texts. A must read for anyone in the airline industry, and those looking to build a sustainable business model.

Singapore Airlines has TWO very strong and successful company cultures. The first is externally facing and everyone sees: "service excellence". The second is equally essential and embraced throughout the company: "cost-effectiveness". It is the combination of these two cultures that wins Singapore Airlines so many awards, and such consistently high profits. Hence the accurate subtitle of an earlier edition of this excellent book: "Flying High! Cost-effective service excellence at Singapore Airlines." The three authors of this book have a unique "inside track" to discover and reveal policies Singapore Airlines has applied for more than 30 years - with practical examples you will read and immediately understand. Singapore Airlines does not grant such access lightly. In this new edition, the authors have added numerous updates, interviews and a case study that is as challenging as it is insightful. If you want to learn the secrets Singapore Airlines applies on every flight, in every country, every day, this is the book to read. Great writing about a powerful company that delivers consistently world-class service. Highly recommended.

This is the best reference for students doing Tourism Studies or Service Marketing! I have done many case studies on SQ when I was taking my Tourism Management degree; it's HRM, finance, marketing strategies, service quality... and now, after 4 years, most of the answers I needed is in this book! Great airline! Although many people are clueless of where Singapore is (some even thought it is a part of Japan or China or Vietnam), they sure know Singapore Airlines is the Best Airline in the World. I hope SQ continues to revolutionalize its strategy in achieving peak service performance.

Since 1990 I have flown more than one million miles on Singapore Airlines. The quality of service is consistently outstanding. Where else can you find such warm, professional, and responsive service in a brutally challenging industry? Singapore Airlines knows the secrets to delivering spectacular service and superior profits. Finally, a well-researched and thoughtful book reveals the inside secrets of Singapore Airlines's "Cost Effective Service Excellence". Great reading, great business lessons, great service! Ron Kaufman, author, "UP Your Service!"®