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.


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

Chinese Abstract




ORCID Identifiers

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

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



Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License



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