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

Strategic Direction

ISSN: 0258-0543

Article publication date: 1 September 2004

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.

Keywords

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

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited