In generating culture is required the group of people that absorb certain knowledge over the period of time of survival and solve problems in the external environment. This illustratesthat learning can create a process of behavior and emotion (Schein, 1990). Organizationalculture can define as values, beliefs, languages and ideas that differ and complex, those alsocreate diversity of the members in the organization (Barney, 1986). Organizational culture isthe important variable that drive organization to success or failures (Barney, 1986).Organizational culture play as an important role in Singapore Airline, because people fromdifferent nationalities work in this company. To make them work harmoniously, theorganization needs to make them feel belonging to the community and understand what is thecommon goal. Teaching employees understand their jobs and also understand all functions ofthe organization is the key of the most effective organizations. Culture is considered as afundamental of organization that will navigate to how effective is that organization will be.Schein (1990) also supports that more than that strong culture can lead to effectiveorganizations.Schein (1990) describes the level of culture that can expand in three levels: Firstly, theartefacts is the visual of organizational structures and processes that able to observe forexample; slogans, logos, the dress code (uniforms) and objects (building). Secondly, anespoused value is how people in organization represent that will develop consciously to each
other‟s or
themselves, for example; the clear goals of the organization to become. Thirdly, the basic underlying assumptions are unconscious, taken for granted believe perceptions,thoughts and feelings. From researcher understanding, Singapore Airline adopted three levelsof culture by using
the Schein‟s model
for developed organizational culture. By using
„Singapore Girl‟ as the icon to
create the uniqueness that represent the Singapore culture