He is a person with long term vision and stuck to it, taking all due care to turn it into reality as to keep SIA as a global company by transforming the corporation into a group of global airlines and related companies that shows from the action of buying a stake in CAL. Cheong is a person who initiates and focuses on things and accepts reality, dealing with complexities and managing changes by directing and coordinating the efforts of people under him by control procedures to improve the present and ensure great future. This all requires the application of high management skills and he seems to an expert in it. All this efforts towards SIA are in the situation where there is no reward in the shape of stock options or any other privilege such as business class tickets or parking area, which all shows his dedication towards the company. For any organisation it is hard to know where to spend and where to save money but SIA seems to be doing perfectly by saving on purchases and spending on customers. .
Cheong's coolness, savvy, and expansive outlook at a time of rude change persuaded Fortune to select him as Asia's Businessman of the Year. In awarding this honour, which Fortune established in 1997, we assess not only long-term financial performance but also the intangibles that make a superb executive-skilful people management, a penchant for risk, a feel for technology, and a clear vision for the future. .
"Global strategic leadership now consists of the individual and collective competence in style and substance to envision, formulate, and implement strategies that enhance global reputation and produce sustainable competitive advantage for the firm." (Patrick, J.A., Scherer, R.F. et al, vol. 13) Successful corporate executives like Cheong Choon Kong when applying their global leadership style and substance skills, enhance the intangible asset of corporate reputation and leverage the firm's global sustainable competitive advantage.
