In the Harvard Business IdeaCast (see audio player below), Harvard Business School Professor Rohit Deshpande discusses one airline that's not just surviving the current downturn, but thriving: Singapore Airlines. Why is Singapore offering complimentary espresso on flights when others are charging for luggage and taking away in-flight movies? How has the company avoided the doom and gloom that so many other carriers face?
By staying out of what Deshpande says is a loser's game of competing for customers on price, of treating them like commodities.
Click here to hear the podcast
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Singapore Airlines’ Winning Strategy – a case study in differentiation and customer service
Tuesday, January 06, 2009
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