| Description |
1 online resource : illustrations |
| Series |
SAGE Business Cases |
|
SAGE Business Cases
|
| Summary |
The case begins by describing a brief history of Singapore Airlines (SIA) and provides an industry analysis over four decades. Then, the case is organizes as follows: First, it describes recruiting efforts extended from at home to overseas. Second, it introduces the internal branding processes where the company communicates with employees in respect to training, development programs, and managerial support. Third, it presents how employee branding works for external communication. Finally, several questions and potential applications related to other hospitality businesses are posed |
| Notes |
Originally Published InJeon, Y. A., & Dodd, T. (2013). Singapore Airlines: Building the ultimate brand from inside out. Journal of Hospitality & Tourism Cases, 2(3), 18-26 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on XML content |
| Subject |
Singapore Airlines -- Case studies
|
| SUBJECT |
Singapore Airlines. fast (OCoLC)fst00599967 |
| Subject |
Product management -- Singapore -- Case studies
|
|
Personnel management -- Singapore -- Case studies
|
|
Personnel management.
|
|
Product management.
|
|
Singapore.
|
| Genre/Form |
Case studies.
|
| Form |
Electronic book
|
| Author |
Dodd, Tim, author
|
| ISBN |
9781529710489 |
|
1529710480 |
|
