Singapore Airlines – An Iconic Asian Brand: Decision-Making in Challenging Times, Crisis and Beyond

The Singapore Airlines Ltd (SIA)'s case is intended to help participants to better appreciate how an airline operates to sustain its business operations and growth. The case (a) evaluate SIA's business processes via a scaffolded decision-making framework; (b) discuss the different types of decisions made by SIA as well as how these decisions are made; (c) examine the implications of the decisions made by SIA; (d) discuss the potential barriers in decision-making and possible remedies; (e) describe the elements of a crisis management plan for SIA; (f) discuss sustainability issues relating to SIA and their impact on decision-making;