How airline managers assess their competitive positions: A case study in Turkey

Huseyin O. Aldemir, Ozyegin UniversityFollow
Ferhan K. Sengur, Eskisehir Technical UniversityFollow

Abstract

This study focused on how airline managers perceive their competitive positions. Based on the perceptions of the airline managers, strengths-weaknesses-opportunities-threats (SWOT) analyses were carried out. All scheduled and unscheduled passenger carriers in Turkey were used as sample for this research. The data were acquired through qualitative research by semi-structured interviews with senior executives of the airlines. This research demonstrated how airline managers assess their competitive positions in the market. The similarities and differences related to each airlines’ strengths, weaknesses, opportunities, and threats were put forward. Interviews among managers of the airline companies operating in Turkey revealed varied perceptions on business models and airline service factors. A criteria framework for the airlines to apply a SWOT analysis was proposed.

Keywords

airline strategy, strategic management, strategic positioning, SWOT analysis, air transport, strategy formulation

Chinese Abstract

航空公司管理者如何评估其竞争地位:土耳其的案例研究

本研究着眼于航空公司管理者如何看待其竞争地位。基于航空公司管理者的认知，本研究进行了优势-劣势-机会-威胁(SWOT)分析。本研究以土耳其所有定期和不定期客运航空公司为样本，通过对航空公司高管进行半结构化访谈的定性研究获取了数据。本研究展示了航空公司管理者如何评估其在市场中的竞争地位，提出了每家航空公司的优势、劣势、机会和威胁的异同。与在土耳其经营的航空公司管理人员的访谈显示，他们对商业模式和航空公司服务因素的看法各不相同。由此，本研究为航空公司提出了一应用SWOT分析的标准框架。

关键词：航空公司战略，战略管理，战略定位，SWOT分析，航空运输，战略制定

ORCID Identifiers

Huseyin Onder Aldemir: https://orcid.org/0000-0002-8083-0447

Ferhan K. Sengur: https://orcid.org/0000-0001-7737-851X

DOI

10.5038/2640-6489.7.2.1197

Recommended Citation

Aldemir, H. O., & Sengur, F. K. (2022). How airline managers assess their competitive positions: A case study in Turkey. Journal of Global Business Insights, 7(2), 151-165. https://www.doi.org/10.5038/2640-6489.7.2.1197