Mr Sia: Fly Past

Front Cover
World Scientific, Oct 28, 2014 - Business & Economics - 260 pages
Introducing the life and times of a legend in international aviation — Lim Chin Beng — the man they called Mr SIA.Absorbing the life and work of Lim Chin Beng is like watching a fly past of airlines and aircraft old and new. In this book, his past comes to meet you in many forms — designs, shapes, figures, photographs, episodes, places, people and you discover the connections with business, society and international aviation today and into the future. Here's a man who was instrumental in taking the very basic components of a business — like a potter taking the clay — and creating what has become one of the world's leading brands, Singapore Airlines. But this airline 'specialist', trained as an economist, had more jobs to do. His broad range of interests — arts and sports, property and tourism — led to him being called on to do his 'national service' for Singapore. He was Ambassador to Japan for two terms and trade negotiator, chairman of the Singapore Tourism Board, Changi Airport International, Singapore Airshow, Singapore Press Holdings, Ascott Group, and ST Aerospace. Described as a quiet achiever and a visionary, this modest gentleman was not afraid to make bold decisions and take risks, even to the extent of setting up a budget airline, Valuair. Here was one man, who in his time, played many parts, on the world's stage and at home.
 

Contents

Chapter 1 Delivery Times
1
Chapter 2 Raffles Inspired
9
Chapter 3 Designer Days
17
Chapter 4 Lively Livery
25
Chapter 5 Tall on Talent
33
Chapter 6 Singapore Girl
39
Chapter 7 Meaningful Mentoring
45
Chapter 8 Piloting Pressures
53
Chapter 15 Business Class
123
Chapter 16 Value Proposition
129
Chapter 17 Airports Ahead
145
Chapter 18 Tourism Chief
155
Chapter 19 Aerospace Showcase
163
Chapter 20 Aviation Alliances
183
Chapter 21 Eventful Times
191
Chapter 22 Property Guru
199

Chapter 9 Plane Makers
61
Chapter 10 Inflight Service
71
Chapter 11 International Relations
81
Chapter 12 Diplomatic to a Tea
93
Chapter 13 Dreaded Disasters
103
Chapter 14 Media Money Matters
113
Chapter 23 Flying into the Future
209
Epilogue
227
Bibliography
231
Acknowledgments
233
About the Author
239
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