One of the most profitable airlines in the world, Singapore Airlines (SIA), has become the role model for many aspiring local companies. Directors expect 1985/1986 net profits for the SIA Group to be S$259 million on S$3,000 million revenues. SIA's continuing success is predicated on strong corporate loyalty. Among the industry's highest, SIA employee productivity is 3 times the national average. The next years will be characterized by consolidation, high productivity, and decentralizing of authority. According to Doug Kelly, group manager of a leading public relations firm in Singapore, the Singapore Girl advertising campaign has produced an indelible image in the public mind. The campaign is not likely to be replaced soon. Managing director Cheong Choong Kong says there will be a greater focus on profit with listing on the stock market, but no change on corporate philosophy. With slowing growth, more attention is being given to human resources management.
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