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BACKGROUND
When the first scheduled flight of Malaysian Airlines from Singapore landed in Penang, on May 1947, the legend of Singapore Airlines officially started. When both Malaysia and Singapore became independent in the mid 1960s, the asset of the airlines was divided and two separate airlines were created. Singapore Airlines first flew under its own colors in October 1972. SIA was state-owned with 54% of Government stock. In 1973 a subsidiary company, Singapore Airport Terminal Services (SATS) was formed to perform ground handling, catering and related tasks. SIA being one of the world’s 10 biggest airlines, it worried weather it could continue to attract increasing numbers of international customers. It was worried weather it could hold into their customer oriented image and what technological innovations it could implement to achieve that goal.

CASE SYNOPSIS
The case describes how Singapore Airlines (SIA) evolved from a fledging player in the 1960s into an industry......

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Approximate Word Count: 1798
Approximate Pages: 8 (250 words per double-spaced page)

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