Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience

• Main Author: CHONG, Mark
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Singapore Airlines; brand promise; employee training; cabin crew; Asian Studies; Business and Corporate Communications; Business Law, Public Responsibility, and Ethics
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/3551; https://www.worldcat.org/oclc/774309559
• Institution: Singapore Management University

This chapter examines the internal communication and training functions at Singapore Airlines -- one of the world's best international airlines -- and how they are used strategically to enable cabin crew and ground staff to live the company's corporate values and consistently deliver on it...