A Case of Singapore Airlines

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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) ............................................................................................................................................................ 6 Operant Resources as Competitive advantage (FP4) ................................................................................................................... 6 Service Economies (FP5).......................................................................................................................................................................... 7 Co-creation of Value (FP6) ...................................................................................................................................................................... 7 Value Proposition (FP7) ........................................................................................................................................................................... 8 Customer orientation and relation (FP8) .......................................................................................................................................... 8 Resource Integration (FP9) ..................................................................................................................................................................... 9 Value Determination (FP10)................................................................................................................................................................ 10 Managerial Recommendations ................................................................................................................................. 11 Conclusion ................................................................................................................................................................................................... 11 Appendices ........................................................................................................................................................................ 12 Micro-Environment Analysis...
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