Strategic Alliances in Airline Business: Comparision of Skyteam, Oneworld, Star Alliance Groups

Öz

Strategic alliance is the common use of resources and core competences by the enterprises in the production, distribution and development of goods and services in order to gain a competitive advantage in the sector. The aim of strategic alliance is to create new value by creating synergy in production, R & D and marketing. By using strategic collaboration techniques, airline companies can provide advantages such as economic, financial and managerial development, expansion of flight networks and increasing market share. It is also beneficial for the airline companies to cooperate among themselves. Collaboration applications reduces the transfer and waiting times of passengers, provides more flight options, provides rewards for frequent flying passengers, provides reservation priority and standardized service. In this study, strategic collaboration techniques are explained with examples. The quantity and quality of the strategic alliance organizations Star Alliance, Skyteam and Oneworld alliances are compared according to many criteria. It was determined that the Star Alliance is advanced in terms of quantity and quality.

Anahtar Kelimeler

• Aviation Management
• Strategic Management
• Strategic Alliances
• Airline Collaborations

HAVAYOLU İŞLETMELERİNDE STRATEJİK İŞBİRLİKLERİ: SKYTEAM, ONEWORLD, STAR ALLIANCE GRUPLARININ KARŞILAŞTIRILMASI

Öz

Stratejik işbirliği, işletmelerin sektörde rekabetçi bir üstünlük elde edebilmek için mal ve hizmetin üretimi, dağıtımı ve geliştirilmesi konularında kaynaklarını ve öz yeteneklerini ortaklaşa kullanmalarıdır. Havayolu şirketleri stratejik işbirliği tekniklerini kullanarak ekonomik, finansal ve yönetimsel açıdan gelişme, uçuş ağlarını genişletme ve pazar payını arttırma gibi avantajlar sağlayabilmektedirler. İşbirliği uygulamaları; yolcuların aktarma ve bekleme sürelerini azaltmakta, daha fazla uçuş seçeneği sunmakta, sürekli ve sık uçan yolculara ödüller kazandırmakta, rezervasyon önceliği sağlamakta ve standartlaştırılmış hizmet sunma olanağı yaratmaktadır. Bu çalışmada stratejik işbirliği teknikleri açıklanmış; stratejik işbirliği örgütleri olan Star Alliance, Skyteam ve Oneworld ittifaklarının nicelik ve nitelikleri üye sayısı, yıllık gelir, pazar payı, destinasyon, günlük uçuş gibi birçok kritere göre karşılaştırılmıştır. Star Alliance ittifakının nicelik ve nitelik bakımından ileri seviyede olduğu belirlenmiştir.

Anahtar Kelimeler

• Havacılık Yönetimi
• Stratejik Yönetim
• Stratejik İttifaklar
• Havayolu İşbirlikleri

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