Singapore Airlines' Winning Strategy | HBR IdeaCast

Last Updated Sep 26, 2008 4:39 PM EDT


Companies that focus on their customers rather than on their products or services can maintain customer loyalty, even through dark economic times. Rohit Deshpande, author of the Harvard Business School case study "Singapore Airlines: Customer Service Innovation," shares the airline's winning strategy, which keeps customers involved in all aspects of its business and treats marketing as an investment rather than as an expense.

Featured guest: Professor Rohit Deshpande, Sebastian S. Kresge Professor of Marketing and Henry B. Arthur Fellow for Business Ethics at Harvard Business School.

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