31 Jul '13, 5pm

What Do Apple and Singapore Airlines Have in Common? Quantum Strategy - Businessweek

What Do Apple and Singapore Airlines Have in Common? Quantum Strategy - Businessweek

For over three decades, Michael Porter’s seminal work on corporate strategy has dominated management thinking, dictating that companies make clear choices among generic strategies: cost leadership vs. differentiation, or broad appeal vs. niche market. To align resources, organizations then design, staff, and create policies to support their chosen strategy. The idea that a company could achieve differentiation through innovation, service excellence, or other value-adding features, as well as cost leadership (compared with the company’s peer group), has been alien to this thinking. Yet some leading companies have developed capabilities and strategic positions that would normally be considered contradictory. For example, Singapore Airlines (SIA:SP ) delivers exceptional service , supported by continuous innovation, while maintaining a leaner cost structure than its peers, at...

Full article: http://www.businessweek.com/articles/2013-07-31/what-do-a...

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