Leapfrogging the Clouds: Singapore Airlines' Innovative Transformation and Voyage to the Future

Authors

  • Weiheng Chen

DOI:

https://doi.org/10.62051/ijgem.v4n1.27

Keywords:

Singapore Airlines (SIA), COVID-19 pandemic, Change, Kotter's change model, Lewin's change model, Quantitative data analysis

Abstract

This paper explores Singapore Airlines (SIA) strategic response to the COVID-19 pandemic, focusing on the airline's recovery strategy, digital transformation, and innovation initiatives. Despite facing significant challenges, SIA demonstrated resilience and adaptability through the application of Kotter's and Lewin's change models and a commitment to change. Quantitative data analysis indicates a notable recovery in SIA's financial performance, highlighting the company's dedication to innovation and operational excellence. The study concludes that SIA's approach underscores the significance of visionary leadership and proactive management in overcoming adversity and serves as a guide for sustainable growth in the aviation industry post-pandemic.

References

[1] ANI. (2021, May 24). Covid impact: Singapore Airlines report record full year loss of $3.21 bn. Business Standard India. https://www.business standard.com/article/international/covid-impact-singapore-airlines-report record-full-year-loss-of-3-21-bn-121052400109_1.html

[2] Bouwer, J., Krishnan, V., Saxon, S., & Tufft, C. (2022). Taking Stock of the Pandemic’s Impact on Global Aviation. Retrieved from McKinsey & Company website: https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-insights/taking-stock-of-the-pandemics-impact-on-global-aviation

[3] Cook, G. N., & Billig, B. G. (2023). Airline operations and management: a management textbook. Routledge.

[4] Diaz, J. (2023, September 11). Singapore Airlines Passengers Trapped on Plane for Eight Hours. Clayton County Register. https://www.claytoncountyregister.com/news2/singapore-airlines-traps-passengers-on-a380-for-eight-hours/360673/#:~:text=Singapore%20Airlines%20is%20facing%20criticism%20for%20how%20it

[5] Elrod, P. D., & Tippett, D. D. (2002). The “death valley” of change. Journal of organizational change management, 15(3), 273-291.

[6] Finance | Singapore Airlines Group | Flight Global. (n.d.). Retrieved from https://www.flightglobal.com/airline-business/singapore-airlines-group/finance/157710/48.supplierdashboard

[7] Jayakrishnan, S. (2024). Creating a Sensory Airline Brand: Singapore Airlines. SAGE Publications: SAGE Business Cases Originals.

[8] Kotter, J. (2024). The 8 steps for leading change. Retrieved from Kotter International Inc website: https://www.kotterinc.com/methodology/8-steps/

[9] Lercel, D. (2019). Gaining Perspective of an Industry‟ s Readiness for Regulatory Change: A Case Study From the Aviation Industry. Journal of Management and Strategy, 10(3), 15-26.

[10] Lewin, G. W. (1997). Constructs in Field Theory (1944).

[11] Lewin, K. (1943). The special case of Germany. Public opinion quarterly, 7(4), 555-566.

[12] Min, C. H. (2022). Workers returning to aviation sector but some roles hard to fill, say firms and experts. CNA. https://www.channelnewsasia.com/singapore/aviation-airline-airport-jobs-changi-sia-singapore-2765601

[13] Mind Tools Content Team. (2022). Lewin’s Change Management Model. Www.mindtools.com. https://www.mindtools.com/ajm9l1e/lewins-change-management-model

[14] Schein, E. H. (1996). Kurt Lewin's change theory in the field and in the classroom: Notes toward a model of managed learning. Systems practice, 9, 27-47.

[15] Singapore Airlines. (2021). Singapore Airlines Group Commits To Net Zero Carbon Emissions By 2050. Retrieved from aviationbenefits.org website: https://aviationbenefits.org/newswire/2021/05/singapore-airlines-group-commits-to-net-zero-carbon-emissions-by-2050/

[16] Taneja, N. K. (2017). 21st century airlines: Connecting the dots. Routledge.

[17] Wei, T. T. (2020). SIA says flight experience after Covid-19 will change; workgroups created to look into issues. The Straits Times. Retrieved from https://www.straitstimes.com

[18] World Airline Awards. (2023). Singapore Airlines is World’s Best Airline at 2023 World Airline Awards. Retrieved from SKYTRAX website: https://www.worldairlineawards.com/singapore-airlines-named-worlds-best-airline-at-2023-world-airline-awards/

Downloads

Published

27-08-2024

Issue

Section

Arcicles

How to Cite

Chen, W. (2024). Leapfrogging the Clouds: Singapore Airlines’ Innovative Transformation and Voyage to the Future. International Journal of Global Economics and Management, 4(1), 199-204. https://doi.org/10.62051/ijgem.v4n1.27