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Case Study: Singapore Airlines Source: Singh, K., Pangarkar, N., & Heracleous, L., (2004), Business Strategy in Asia A Casebook (2 nd Edition), Marketing Individual Case Analysis ReportSingapore Airlines: Premium Goes The Singapore Airlines Case Study (Marketing - Ronald Jeza Edward).pdf. Over 1600 participants including startups, programmers and students from all around the world took part in the “Singapore. Airlines AppChallenge 2019”. "Singapore Airlines is a global company · incorporation of Malayan Airways · Malaysia in 1963, the airline's name was · Airlines and Malaysian Airlines System.