Chasing the Same Signals: How Black-Box Trading Influences Stock Markets from Wall Street to Shanghai

Chapter 10. Globalization of Equity Markets

Why Does American Airlines Have a Higher Trading Volume than Singapore Airlines?

Singapore Airlines is one of the most recognized corporate brands in the airline industry. For both the general public and business travelers, Singapore Airlines has established a reputation as the best in class for air travel. The firm has had a leadership role in transforming the airline industry, from pioneering individual TV screens throughout economy class to letting passengers print their boarding passes at home and avoid check-in queues.

Singapore Airlines has correspondingly been one of the most profitable airlines in the industry over the past two decades. Given the stellar reputation for quality, customers have been more than willing to pay a premium to fly on their planes. First-class passengers in particular have been willing to pay for the luxury of private suites, designed by the French fashion house Givenchy.

In the 2008 Wall Street Journal Asia 200 survey conducted by the market research firm Colmar Brunton, Singapore Airlines ranked #1 in management vision, quality of service, and corporate reputation.^[52] It was the only firm to hold the top spot in the survey without interruption since 1993. For these reasons, the island-state's most prominent company has grown into the world's biggest airline by market value.

Despite the success story of Singapore Airlines, the company's stock, listed on the Singapore Stock Exchange, only commands $20–$30 million ...