Case Study

Singapore Airlines (D): The sustainability question

6 pages
November 2014
Reference: IMD-3-2418

Case D looks at the sustainability challenges in the airline industry, given that aviation emissions have more than doubled in the last 20 years and are a significant contributor to climate change. The industry has adopted voluntary carbon reduction targets but discussions on a specific market-based regulatory policy at the global level are still at a standstill. As the industry remains under the environmental spotlight, in 2013/14 Singapore Airlines developed a new sustainability strategy and has to decide whether its current efforts are sufficient to address the magnitude of the sustainability question and how it should fit within its overall strategy.

Learning Objective

To illustrate how sustainability programs, when not aligned with current external forces or existing strategic priorities, result in marginal or insignificant outcomes.

Keywords
Sustainability Strategy, Aviation, Carbon Emission, Target
Settings
Asia, India
Singapore Airlines, Travel and Leisure, Airlines and Aviation
2013
Type
Published Sources
Copyright
© 2014
Available Languages
English
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