Singapore Airlines’ winning formula: Cutting the cost of being the best

Abstract

We are often told that before we can run we must learn to walk. That’s sound advice, particularly in business. But try telling it to David G. Neeleman, the 44‐year‐old CEO of US budget airline JetBlue. The airline has enjoyed phenomenal success since its 2000 launch and now offers its passengers luxuries previously considered mutually exclusive to the payment of low fares.

Citation

(2004), "Singapore Airlines’ winning formula: Cutting the cost of being the best", Strategic Direction, Vol. 20 No. 9, pp. 4-7. https://doi.org/10.1108/02580540410556384