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

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

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...

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Bibliographic Details
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
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Institution: Singapore Management University
Language: English
Description
Summary: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 its brand promise of being 'a great way to fly.' It shows that internal communication and training should be treated as the 'first frontier' in the battle for the customer: when it is founded on strong corporate values, internal communication and training can help transform key employees such as cabin crew into 'walking embodiments' of the core values, and key touch points into opportunities for fulfilling the brand promise.

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