COMPETITIVE

ORGANIZATIONAL
EXCELLENCE
By,
Anam Patel (M016)
Hawabee Parkar
(P005)

Road Map

What is Excellence?
What is Organizational Excellence?
Forms of Organizational Excellence
Competitive Excellence
Case Study on Competitive Excellence Singapore Airlines

Excellence

Excellence means
achievement

surpassing

or

outstanding

E.g. Breaking a record in Olympics, climbing an

unscaled peak, winning a Nobel prize, making
outstanding contribution in his/her field

In the world of mediocrity and incompetence, human

excellence acts like adrenalin

Its not cost free: There is mental and physical effort,

sacrifices made in the pursuit of surpassing
achievement , opportunity forgone

Organizational Excellence

Organizations can promote human excellence,

if there is meritocracy, people compete for
promotions and other rewards on the basis of
their good work rather than on the basis of
pull

Organizational design for excellence is largely

a matter of promoting individual and group
level excellence and synchronizing it to
facilitate in achieving organizational level goals

Forms of Organizational
Excellence
Competitive

Commitment
s

Rejuvenatory

Organizational
Excellence
Versatile

Missionary

Creative

Institutionalis
ed

Non Creative
Excellence

Versatile
Excellence

Commitment to familiar
outputs/process

Commitment to
many
stakeholders

Competitive
Rejuvenatory/ Commitment to
Institutionalis the organizations
own welfare
ed
Excellence

Organizational
Passion for
Excellence

Commitment to
short-run
concerns
Competitive excellence
in a competitive field;
Rejuvenatory excellence
in a sickness situation

Commitment to
few stakeholders

Competitive
Rejuvenatory/
Institutionalis
ed

Institutionalized
Excellence
Commitment to
long-run concerns

Commitment toMissionary
contribute to anExcellence
entity beyond the
organization
Commitment to
novel outputs &
ways of operating

Creative
Excellence

Competitive Organizational
Excellence

A variety of organization compete for clientele i.e.

market place

E.g. Firms, political parties and unions

An even wider variety compete for resources

E.g. Government departments may not compete with

each other for market place; but they do compete for
government funds.
E.g. Faculties of a University compete for funds.
Universities compete with other universities for faculty
and students

Contd...

Competitive excellence becomes critical in

domains where competition for clientele &
resources has a bite to it

It is then that the pressure is build to:

Prioritise sharply
Develop domain-directed strategies
Streamline the organization to control costs
Increase productivity
Coordinate activities effectively

Case Study : Singapore Airlines

Owned by the government of Singapore

1969-1979 Improved its position from being
59th largest in the world to 9th largest, annual
growth of 46%
Profit rose from $28 million in 1977-78 to $105
million in 1981-1982
1980 & 1981- Highest load factor worldwide

Contd...

Singapore Airlines was able to win because of

following factors

Rapid fleet expansion and modernization. It had youngest airline

fleets to ensure fuel efficiency
Aggressive route development overseas (Singapore is too tiny to
have any air routes within the country)
Adoption of mission of delivering highest quality of customer
service that is safe, reliable and economical
Effective staff training- Spent $30-$40 million a year on T&D
Upgrading and supporting ground service
Lean staff. Labour cost in Singapore airlines were only 16% of
total cost vs 42% for U.S. Carriers
The airline was run as a commercial enterprise rather than as a
prestigious flag carrier

Thank You!