Türk Hava Yolları’nda Sürdürülebilirlik Odaklı Stratejik Konumlandırma Dönüşümü: 2014-2023 Dönemi Analizi

Öz

Bu çalışma, Türk Hava Yolları’nın 2014-2023 dönemine ait sürdürülebilirlik raporları üzerinden sürdürülebilirlik söylemi ve sürdürülebilirliğin kurumsal konumlandırılma biçiminin zaman içerisindeki dönüşümüyle, bu dönüşümün işletmenin stratejik yönelimi ve kurumsal konumlandırmasıyla nasıl ilişkilendiğini incelemektedir. Araştırmada nitel araştırma yöntemi tercih edilmiş olup doküman ve tematik içerik analizi teknikleri kullanılmıştır. Analiz sürecinde sürdürülebilirlik söylemi yedi kategori altında değerlendirilmiş ve raporlarda yer alan doğrudan ifadeler üzerinden bulgular oluşturulmuştur. Elde edilen bulgular, sürdürülebilirliğin sürdürülebilirlik raporlarında sunuluş biçimi ve kurumsal söylem içerisindeki konumunun zaman içerisinde daha sistematik, kurumsallaşmış ve çok boyutlu bir yapıya doğru evrildiğini göstermektedir. Özellikle kurumsal sürdürülebilirlik vizyonunun zamanla belirginleştiği, karbon emisyonu yönetimi ve raporlama süreçlerinin kurumsal bir çerçeveye kavuştuğu ve sürdürülebilir havacılık yakıtı uygulamalarının raporlarda stratejik gündemin bir parçası olarak sunulduğu görülmektedir. Sonuç olarak sürdürülebilirliğin, Türk Hava Yolları sürdürülebilirlik raporlarında çevresel bir sorumluluk alanının ötesinde, işletmenin stratejik yönelimi ve kurumsal konumlandırmasını destekleyen bir unsur olarak sunulduğu değerlendirilmektedir.

Anahtar Kelimeler

• Sürdürülebilirlik
• stratejik konumlandırma
• hava yolu işletmeciliği
• Türk Hava Yolları

Turkish Airlines' SustainabilityFocused Strategic Positioning Transformation: An Analysis of the 2014-2023 Period

Öz

This study examines the transformation of sustainability discourse and corporate positioning within Turkish Airlines' sustainability reports from 2014-2023, and how this transformation relates to the company's strategic orientation and corporate positioning. A qualitative research method was employed, employing document and thematic content analysis techniques. During the analysis, sustainability discourse was evaluated under seven categories, and findings were derived from direct statements in the reports. The findings indicate that the presentation of sustainability in sustainability reports and its position within the corporate discourse has evolved over time towards a more systematic, institutionalized, and multi-dimensional structure. Specifically, the corporate sustainability vision has become more defined, carbon emission management and reporting processes have been framed within a corporate context, and sustainable aviation fuel practices are presented as part of the strategic agenda in the reports. In conclusion, it is assessed that sustainability in Turkish Airlines' sustainability reports is presented not merely as an area of environmental responsibility, but as an element supporting the company's strategic orientation and corporate positioning.

Anahtar Kelimeler

• Sustainability
• strategic positioning
• airline management
• Turkish Airlines

Kaynakça

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