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Thinking Through The Meteoric Rise Of Middle-East Carriers From Singapore Airlines' Vantage Point, Terence P. C. Fan, Mats Lingblad
Thinking Through The Meteoric Rise Of Middle-East Carriers From Singapore Airlines' Vantage Point, Terence P. C. Fan, Mats Lingblad
Research Collection Lee Kong Chian School Of Business
The rise of Middle East carriers in the past decade has been nothing less than meteoric. Based on the notion of generic strategy, we analysed the potential for competitors of the leading Middle East carriers to respond in terms of market scope and product characteristics, using Singapore Airlines as a reference. We found that it was generally difficult for Singapore Airlines to compete in terms of market scope, and thus it should concentrate on offering different degrees of differentiation in its products. While the latest small, long-haul aircraft could help increase Singapore Airlines' market scope, this impact would be marginal …