Competing in the World Market with Information Technology

Abstract

As Robert Ang left the marketing executives’ meeting and walked through the open air gallery back to his office in Airline House, he remembered what J. Y. Pillay, Singapore Airlines’ Chairman, had said four years earlier at the company’s 40th anniversary celebrations in 1987. “At 40 the symptoms of middle age begin and that’s when complacency sets in,” he had warned. Ang thought to himself: “and now that we are 44, this risk is even greater if we don’t do something to hold on to our customer-oriented image.” The discussion at the meeting on this fine May morning had centred on the role of technology in achieving this goal.