Beyond Singapore Girl – Grand and product/service differentiation strategies in the new millennium

Takes a strategic journey into the future of the airline industry and air travel. The strategic trends and profound changes that are sweeping through the world airline industry and air travel currently, as well as into the next millennium, are analysed. So too are the responses of the lead airlines that are leading the charge in shaping as well as responding to these changes, which will present new opportunities, threats and challenges to airlines with global aspirations operating on the world stage. Singapore Airlines was analysed with British Airways and United Airlines as the leading European and US comparison airlines, respectively, for comparative and benchmarking purposes.