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Intangible Resources Essay

The intangible resources of Singapore airlines are crucial to the successful entry of the airline in South America. These resources are direct links to the strategies developed, applied and continuously enhanced by SIA. Singapore Airlines has a strong positive reputation as one of the best airlines in the world. It established this position by its ability to fulfill its strategic objectives.

SIA adopted an integrated competitive strategy combining service differentiation through its excellent service and innovativeness (Wirtz & Johnston, 2003; Heracleous & Wirtz, 2009) and cost leadership by through cost-effective operations (Heracleous, Wirtz, & Johnston, 2004). SIA also has a strong brand with high customer recognition. Since the start of the company in 1972, it has always strived to be different as one of the best airlines. It took a leadership stand in industry innovation.

The message of its brand is “Singapore Airlines – A Great Way to Fly”. The Singapore girl wearing the sarong as icon of hospitality expresses its excellent service quality. (Heracleous, Wirtz, & Johnston, 2005) These achieved strong market recognition. The airline holds copyright and trademark rights for its logo of a bird with striped tail and the name of the airline. The color of the bird could

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be silver or gold and the text in silver/white or black, its logo remained an established identifier for the airline.

Its positive reputation, strong brand, and logo identifier are key facilitators of the entry of Singapore Airlines into South America and in building a market in the region.

Heracleous, L. , & Wirtz, J. (2009).Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy. Journal of Air Transport Management, 2009, 1-6. Retrieved May 8, 2009, from https://www. bschool.nus.edu.sg/Departments/Marketing/Jochen%20papers/jatmstrategyorganizationsia-2009.pdf
Heracleous, L. , Wirtz, J. , & Johnston, R. (2004). Cost-effective service excellence: Lessons from Singapore Airlines. Business Strategy Review, 15, 33-38.
Heracleous, L. , Wirtz, J. , & Johnston, R. (2005). Kung-fu service development at Singapore Airlines. Business Strategy Review, 16(4), 26-31.
Singapore Airlines. (2008). Singapore Airlines annual report 2007-2008. Retrieved May 8, 2009, from http://www.singaporeair. com/saa/en_UK/docs/company_info/investor/annual/SIA_AnnReport0708.pdf
Wirtz, J. , & Johnston, R. (2003). Singapore Airlines: what it takes to sustain service excellence – a senior management perspective. Managing Service Quality, 13(1), 10-19.

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