Clifford Chance (B): International Expansion

This case describes a) the organizational factors which shaped Singapore Airlines' multi-year record of success, and b) the new challenges it faces to continue to maintain the world-class best service. In its 1993 ambition to improve its service, SIA must face ever-demanding customers. One of those customers is featured in the case in terms of some special requests.

This case describes Alcatel Bell's efforts from 1989-92 to change its culture and its approach to business. The case revolves around the CEO's mandate for all 1200 Bell managers to develop and implement a "change project". These projects were intended to accelerate change at Bell and provide a vehicle for learning. Bell's ultimate goal was to become a "learning organization".

A debate in a city council committee is described in which a 'rational' discussion of issues was overwhelmed not by political allegiances but by emotional issues of group identity and fairness. The case illustrates how such 'proxy debates' can arise, where the emotional issue is different from the theme that is officially discussed.