Singapore Air: Changing to Stay Ahead



This module/week highlights the impact our developing world has in making change the rule rather than the exception and how clearly seeing change is essential to organizational success.

Discussion Board Forum Instructions

Create a thread in response to the provided prompt for each forum. Each thread must be at least 400 words, demonstrate course-related knowledge, and integrate at least 2 peer-reviewed articles.

Course textbook: Managing Change, Cases and Concepts 3rd ed. (ISBN:978-0-07-310274-0)

Discussion Board Prompt

In the case “Singapore Air: Changing to Stay Ahead,” you discover that Singapore Airlines (SIA) has been ranked as the best airline in both independent and customer surveys for nearly 3 decades. It serves as a model of a continuously changing organization—continually modernizing, stretching, and serving customers in ways that stimulate strong loyalty and brand equity. It has been a leader of change in its industry while maintaining a lot of consistency, as well. Reflect on the continuous nature of change in every area of the company and respond to the following prompts as you prepare your thread:

  • What have been SIA’s main ingredients of success?
  • How has their success become vulnerable? Why is it difficult to maintain a leadership position of a company like SIA and continuously improve?
  • What do world-class organizations need to do to improve and change continuously?