airlines limited successfully, within the era of globalisation. In the airline environment, Singapore airline has always outperformed its competitors. It has never posted a loss on annual basis, has achieved substantial and superior returns compared to its industry and has received hundreds of achievements awards for its service quality. This success has been achieved by the company through the dual process of differentiation through service excellence and innovation coupled with cost leadership among its peers. Singapore airline has achieved sustainable competitive advantage and has consistently out performed its competitors through out its three and half decade history. The key success to this may be said to be the fact that it manages to navigate through two poles which most companies think are distinct.
Throughout the 1960s, Alaska Airlines worked to promote tourism to Alaska by offering charter flights to the continental United States . In an attempt to increase the state's appeal, Alaska Airlines conducted a promotional tour of Japan in 1963. In 1967, as the state of Alaska celebrated its centennial, Alaska Airlines introduced a promotional "Gay Nineties" theme with stewardesses dressed in Edwardian outfits. That year, Alaska Airlines expanded to southeast Alaska with the introduction of service to Sitka . This led to the purchase of two smaller airlines, Alaska Coastal Airlines and Cordova Airlines, in 1968. 
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The company had strong financial background and are constantly improving on in-flight entertainment and comfort. Major improvements are the launching of lie-flat bed in 2002 and the commercial launching of first Airbus 380 flight and its new airline suite class in 2007. It also becomes the first carrier to offer i-pod and i-phone connection in conjunction with new PC-application that allows the passenger to access their personal media file in-flight. The company are also the first to be able to implement interline ticketing system with all partner airlines [SIA, 2009]. These track records had proved the company have strong capability in research and development.
The company have also made plans to spend 11,800million on new aircraft over the next five year, this allows freedom to configure cabin according to latest entertainment technology available for the new aircraft. This provides opportunity to exploit new product [SIA, 2009].
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