PID has developed innovations such as a non stop, all business class service between Singapore and New York and the induction of the Airbus A380 into the fleet in 2007. SIA engages frontline employees, customer, competitors, and the media to create multiple feedback channels. A small number of executives rotate in and out of the department every three years. Only for mega projects like the A380 induction do managers stay through the development cycle. Most employees regard being involved in new product development as prestigious and an opportunity to shine.