Strategic Leadership and Social Sustainability in Global Aviation: A Discourse Analysis of Airline CEOs

Abstract

This study aims to examine the discourse of CEOs from the world’s five largest airline companies regarding social sustainability, through the lens of strategic leadership. The aviation industry is characterized by high levels of human interaction, cultural diversity, and intensive service expectations, making it a critical field for the integration of social sustainability into corporate strategy. The study employed discourse analysis using the MAXQDA 2020 qualitative data analysis software to examine CEO statements in online environments, identifying themes and subthemes that reflect strategic leadership in the context of social sustainability. The findings reveal that CEOs prioritize social sustainability principles such as equity, inclusion, employee well-being, and corporate citizenship in their leadership approaches. Furthermore, strategic leadership practices were found to play a pivotal role in enhancing social trust, ensuring ethical integrity, and generating long-term social value. The study contributes to understanding leadership practices that support social sustainability within the aviation industry and offers a strategic framework for organizational legitimacy and competitive advantage.

Keywords

• Social sustainability
• Strategic Leadership
• Aviation Sector

Küresel Havacılıkta Stratejik Liderlik ve Sosyal Sürdürülebilirlik: Havayolu CEO'larının Söylem Analizi

Abstract

Bu çalışma, dünyanın en büyük beş havayolu şirketinin CEO'larının sosyal sürdürülebilirlik konusundaki söylemlerini stratejik liderlik merceğinden incelemeyi amaçlamaktadır. Havacılık endüstrisi, yüksek düzeyde insan etkileşimi, kültürel çeşitlilik ve yoğun hizmet beklentileri ile karakterize edilir ve bu da onu sosyal sürdürülebilirliğin kurumsal stratejiye entegre edilmesi için kritik bir alan haline getirir. Çalışma, çevrimiçi ortamlarda CEO ifadelerini incelemek ve sosyal sürdürülebilirlik bağlamında stratejik liderliği yansıtan temaları ve alt temaları belirlemek için MAXQDA 2020 nitel veri analiz yazılımını kullanarak söylem analizi kullanmıştır. Bulgular, CEO'ların liderlik yaklaşımlarında eşitlik, kapsayıcılık, çalışan refahı ve kurumsal vatandaşlık gibi sosyal sürdürülebilirlik ilkelerine öncelik verdiğini ortaya koymaktadır. Ayrıca, stratejik liderlik uygulamalarının sosyal güveni artırmada, etik bütünlüğü sağlamada ve uzun vadeli sosyal değer üretmede önemli bir rol oynadığı bulunmuştur. Çalışma, havacılık endüstrisinde sosyal sürdürülebilirliği destekleyen liderlik uygulamalarını anlamaya katkıda bulunmakta ve kurumsal meşruiyet ve rekabet avantajı için stratejik bir çerçeve sunmaktadır.

Keywords

• Sosyal Sürdürülebilirlik
• Stratejik Liderlik
• Havacılık Sektörü

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