Drivers and Barriers in the Diversification of Airline Business Models in Turkey (1980-2020): An Institutional Logic Perspective

Öz

The primary objective of this study is to explore the diversification of airline business models in Turkey in four decades and show the link between the reasons and logic behind the diversification from the institutional logic perspective. For this purpose, airline business models were examined, and critical events in the organizational field were explored based on secondary data. The case study research was conducted to explore the link between the diversifications of the business model and institutional logic. The unit of analysis in this study is multiple cases, and gathered data were examined with the content analysis method. The results show that multiple institutional logics (state and commercial logic) in the field can pave the way or prevent diversifying airline business models. Multiple logics shape the regulations and approaches of the state and other organizations in the field, and these changes may play a role as a barrier or driver for diversification. Each barrier and driver may affect each airline's business model differently. This study contributes to business models and institutional logics literature by providing evidence of the effect of the pattern of approaches of the actors on the airline business models and by showing the relations between these approaches and institutional logic.

Anahtar Kelimeler

• Aviation History
• Multiple Institutional Logics
• Airline Business Models Diversification
• Multiple Case Studies

Kaynakça

1. Adiloğlu-Yalçınkaya, L., & Yalçınkaya, A. (2019, 16.10.2019-19.10.2019). Türkiye’deki Tarifesiz Havayolu İş Modellerinin Ortaya Çıkışı, Yükselişi ve Düşüşü 20. Ulusal Turizm Kongresi, Anadolu Üniversitesi, Eskişehir.
2. AirportHaber. (2015). Atlasjet neden global oldu. http://www.arporthaber.com/atlasglobal-haberler/atlasjet-neden-global-oldu.html
3. Akyüz, İ. (1987). Özel sektör ‘havalanıyor’. Cumhuriyet Gazetesi, 15.
4. Albayrak, İ. (1983). Turkish Airlines’ 50th Yearbook (1933-1983). Türk Hava Yolları.
5. Alford, R. R., & Friedland, R. (1985). Powers of theory: Capitalism, the state, and democracy. Cambridge University Press.
6. Atlasglobal. (2018). Atlasglobal Hakkında. https://www.atlasglb.com/hakkimizda
7. Battal, Ü., & Kiracı, K. (2015). Bankruptcies and Their Causes in the Turkish Airline Industry. The International Journal of Transport & Logistics, 15.
8. Button, K. (2012). Low-cost airlines: A failed business model? Transportation Journal, 51(2), 197-219. https://doi.org/https://doi.org/10.5325/transportationj.51.2.0197

9. Button, K., & Ison, S. (2008). The economics of low-cost airlines: Introduction. Research in Transportation Economics, 1(24), 1-4. https://doi.org/10.1016/j.retrec.2009.01.008
10. Cannon, R. (1985). Laker airways and the courts: A new method of blocking the extraterritorial application of US antitrust laws. Journal of Comparative Busibess and Capital Market Law, 7, 63.
11. Claim on the abuse of a dominant position of THY. (2011). https://www.rekabet.gov.tr/Karar?kararId=44d21130-0543-4384-83b7-63e55c2b0a87
12. Corendon. (2020). Corendon Airlines Avrupa'da Yeni Bir Havayolu Kurdu https://www.corendonairlines.com/tr/page/basin-odasi/corendon-airlines-avrupa-da-yeni-bir-havayolu-kurdu
13. Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
14. Cumhuriyet. (1980, 29.06.1980). İki özel havayolu şirketi daha kuruluyor. Cumhuriyet, 5.
15. Cumhuriyet. (1992). Özel havacılığa çekidüzen. Cumhuriyet Gazetesi, 7.
16. Cumhuriyet. (1997, 07.04.1997). Cumhuriyet Ekonomi. Cumhuriyet Gazetesi, 5.
17. Daft, J., & Albers, S. (2013). A conceptual framework for measuring airline business model convergence. Journal of Air Transport Management, 28, 47-54. https://doi.org/https://doi.org/10.1016/j.jairtraman.2012.12.010
18. DGCA. (2006). 09.03.2006 tarihine kadar dağıtılan slotlar. Retrieved 09.03.2006 from http://web.shgm.gov.tr/tr/genel-duyurular/983-09-03-2006-tar
19. DGCA. (2007). Ekonomik Havaalanı Projesi. Retrieved 27.11.2017 from http://web.shgm.gov.tr/tr/kurumsal-projeler/204-ekonom DGCA. (2010). http://web.shgm.gov.tr/tr/genel-duyurular/1361-oneml_-duyuru
20. Yeni Uçuş Hatları Teşvik Genelgesi, (2013). http://web.shgm.gov.tr/documents/sivilhavacilik/files/mevzuat/sektorel/genelgeler/2014_ucus.pdf
21. DHMI. (2018). DHMI Faaliyet Raporu. https://www.dhmi.gov.tr/Lists/DosyaYonetimiList/Attachments/717/Faaliyet_Raporu_2018.pdf
22. DHMI. (2019). DHMI Hakkımızda. https://www.dhmi.gov.tr/Sayfalar/hakkimizda.aspx
23. DPT. (1990). Havayolu Ulaştırması Özel İhtisas Komisyonu Raporu. http://www.sbb.gov.tr/wp-content/uploads/2018/11/6-HavaYoluUlastirmasi_OIK361.pdf
24. Duman, Ş. A. (2017). Kurumsal Mantıklar In H. C. S. v. H. N. Basım (Ed.), Örgüt Kuramları. Beta Basım.
25. Efthymiou, M., & Papatheodorou, A. (2018). Evolving airline and airport business models. In The Routledge Companion to Air Transport Management (pp. 122-135). Routledge.
26. Ekdi, B., Öztürk, E., Ünlü, H. H., Ünlüsoy, K., & Çınaroğl, S. (2002). Rekabet Kuralları ile Uyumlu Olmayan Mevzuat Listesi. Rekabet Dergisi(9), 49-76.
27. Elçin, S., Cengiz, S., & Sirel, E. (2007). Türkiye iç hatlar yolcu uçuşları piyasasında düzenleme, serbestleştirme ve rekabet (Türkiye’de rekabetçilik ve düzenleme: Türkiye’de rekabetçilik, yatırım iklimi ve rekabet politikasının rolü içinde, Issue. https://www.tepav.org.tr/upload/files/1271231405r7942.Turkiye_de_Rekabetcilik_ve_Duzenleme.pdf
28. Foss, N. J., & Saebi, T. (2017). Fifteen years of research on business model innovation: How far have we come, and where should we go? Journal of Management, 43(1), 200-227. https://doi.org/https://doi.org/10.1177/0149206316675927
29. Freebird. (2020). Freebird Hakkımızda. Retrieved 03.05.2020 from https://www.freebirdairlines.com/tr/freebird.asp
30. Friedland, R., & Alford, R. R. (1991). Bringing society back in: Symbols, practices, and institutional contradictions. . In P. D. WW Powell (Ed.), The New Institutionalism in Organizational Analysis. University of Chicago Press, Chicago.
31. Gerede, E. (2010). The Evolution of Turkish Air Transport Industry: Significant Developments and the Impacts of 1983 Liberalization. Journal of Management Economics, 17(2).
32. Gerede, E. (2011). Türkiye’deki Havayolu Taşımacılığına İlişkin Ekonomik Düzenlemelerin Havayolu İşletmelerine Etkisinin Değerlendirilmesi. Celal Bayar Üniversitesi Sosyal Bilimler Dergisi,, 9(2), 505-537.
33. Gerede, E., & Orhan, G. (2015). Türk Havayolu Taşımacılığındaki Ekonomik Düzenlemelerin Gelişim Süreci. In Havayolu Taşımacılığı ve Ekonomik Düzenlemeler Teori ve Türkiye Uygulaması SHGM Yayınları
34. Gittell, J. H. (2005). Southwest airlines way. Mcgraw-hill Education-Europe.
35. Göktepe, H. (2007). Hava taşımacılığı sektöründe rekabet hukuku kurallarının uygulanması. Sosyal Bilimler Dergisi.
36. Greenwood, R., Díaz, A. M., Li, S. X., & Lorente, J. C. J. O. s. (2010). The multiplicity of institutional logics and the heterogeneity of organizational responses. 21(2), 521-539. https://doi.org/https://doi.org/10.1287/orsc.1090.0453
37. Hassu, M. (2004). Rekabet hukuku ve hava taşımacılığı sektörü. Rekabet Kurumu.
38. Havaş. (2019). Havaş Tarihçe. Retrieved 17.05.2019 from http://www.havas.net/tr/Hakkimizda/Pages/Tarihce.aspx
39. Hürkuş. (2020). Türkiye’nin İlk Sivil Havayolu Şirketi “Hürkuş Havayolları”. https://tayyarecivecihi.com/vecihi-hurkus/kronoloji/
40. Hürriyet. (2011). 26 işadamı ve THY ortak oldu KTHY’nin yerine KKHY kuruldu. http://www.hurriyet.com.tr/ekonomi/26-isadami-ve-thy-ortak-oldu-kthy-nin-yerine-kkhy-kuruldu-16796164
41. Hürtürk, K. (2016). Türkiye’de ticari havacılık tarihi II. İstanbul: Derlem Yayınları.
42. İncekara, A. (2011). KİT'ler ve Özelleştirme. İstanbul Üniversitesi İktisat Fakültesi Mecmuası, 47, 1-4. http://dergipark.org.tr/iuifm/issue/837/9239
43. Kassim, H., & Menon, A. (2002). The European Union: and state autonomy. In The European Union and national industrial policy (pp. 13-22). Routledge.
44. KKTC. https://www.tepav.org.tr/upload/files/1455007214-9.KKTC_Ulastirma_ve_Bayindirlik_Bakanligi_Ulastirma_ve_Haberlesme_Fonksiyonel_ve_Kurumsal_Analizi.pdf
45. Klophaus, R., Conrady, R., & Fichert, F. J. J. o. A. T. M. (2012). Low cost carriers going hybrid: Evidence from Europe. 23, 54-58. https://doi.org/https://doi.org/10.1016/j.jairtraman.2012.01.015
46. Korul, V., & Küçükönal, H. (2003). Türk Sivil Havacilik Sisteminin Yapisal Analizi. Ege Akademik Bakış Dergisi, 3(1), 24-38.
47. Kozak, N. (2015). Türkiye Turizmi Sözlü Tarih Araştırması Görüşme Metinleri Cilt -VIII. Anadolu University.
48. Laasch, O. (2018). Beyond the purely commercial business model: Organizational value logics and the heterogeneity of sustainability business models. Long Range Planning, 51(1), 158-183. https://doi.org/10.1016/j.lrp.2017.09.002
49. Lange, K., Geppert, M., Saka‐Helmhout, A., & Becker‐Ritterspach, F. (2015). Changing business models and employee representation in the airline industry: A comparison of British Airways and Deutsche Lufthansa. British Journal of Management, 26(3), 388-407. https://doi.org/https://doi.org/10.1111/1467-8551.12096
50. Massa, L., Tucci, C. L., & Afuah, A. (2017). A critical assessment of business model research. Academy of Management Annals, 11(1), 73-104. https://doi.org/https://doi.org/10.5465/annals.2014.0072
51. Milliyet. (1977). Bursalılar Artık Kendi Uçakları ile Uçuyorlar. 14.
52. Milliyet. (2006a, 27.11.2006). Ali Sabancı: Havacılıkta kantarın topuzu kaçtı. Milliyet, 6.
53. Milliyet. (2006b, 27.03.2006). Havayolunda rekabet çılgınlığı. Milliyet, 9.
54. Milliyet. (2006c, 03.12.2006). THY nakit zengini. Milliyet, 6.
55. Nergiz, A. (2009). Bayrak taşıyıcı havayolu ne demek? . http://www.havayolu101.com/2009/09/19/bayrak-tasimak/
56. Ocasio, W., & Radoynovska, N. (2016). Strategy and commitments to institutional logics: Organizational heterogeneity in business models and governance. Strategic Organization, 14(4), 287-309. https://doi.org/10.1177/1476127015625040
57. Onurair. (2020). About Us. Retrieved 03.05.2020 from https://www.onurair.com/en/corporate/detail/About-Us/105/176/0
58. Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.
59. Önder, Ç., & Üsdiken, B. (2016). Kurumsal mantiklar, örgüt altyapisi ve örgütsel alanlarda degisim: Türkiye'de isçi sendikalarinin tarihsel gelisimi, 1947-1980. METU Studies in Development, 43(2), 573.
60. Özbek, T. (2006). USAŞ, ’hava servisi’ni THY-Do&Co’ya bırakıyor. Retrieved 30.05.2019 from http://www.hurriyet.com.tr/ekonomi/usas-hava-servisi-ni-thy-do-co-ya-birakiyor-5148637
61. Özseven, M., Danisman, A., & Bingöl, A. S. (2014). Dönüsüm mü, gelisim mi? Kamu hastanelerinin yönetiminde yeni bir kurumsal mantığa doğru. METU Studies in Development, 41(2), 119.
62. Pegasus. (2019). Dünden Bugüne Pegasus. Retrieved 29.03.2019 from http://www.pegasusyatirimciiliskileri.com/tr/hakkimizda/dunden-bugune-pegasus
63. Peker, S. (1991). THT İddialı. Milliyet, 6.
64. POAŞ. (2019). Retrieved 29.05.2019 from https://www.petrolofisi.com.tr/tarihce
65. Commercial Air Transport Enterprises Directive (1984). https://www.resmigazete.gov.tr/arsiv/18433.pdf
66. Airport Ground Services Regulation (1984a).
67. Airport Ground Services Regulation, (1984b).
68. SunExpress. (2019). Retrieved 03.05.2019 from https://www.sunexpress.com/tr/sirket/sunexpress-duenyasi/sirket-profili/
69. Sungur, E. (1992, 04.09.1992). Havada kalmak kolay değil. Cumhuriyet Gazetesi, 16.
70. Tailwind. (2020). Tailwind Hakkımızda. Retrieved 30.05.2020 from https://www.tailwind.com.tr/tailwind-hakkinda (2000). https://www.tbmm.gov.tr/tutanaklar/TUTANAK/TBMM/d21/c058/tbmm21058079ss0577.pdf
71. Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2-3), 172-194. https://doi.org/https://doi.org/10.1016/j.lrp.2009.07.003
72. Thornton, P., & Ocasio, W. (2008). Institutional logics. In The Sage handbook of organizational institutionalism (Vol. 840, pp. 99-128).
73. Thornton, P., Ocasio, W., & Lounsbury, M. (2012). The institutional logics perspective: A new approach to culture, structure, and process. . Oxford University Press.
74. Thornton, P. H., & Ocasio, W. (1999). Institutional logics and the historical contingency of power in organizations: Executive succession in the higher education publishing industry, 1958–1990. American journal of Sociology, 105(3), 801-843. https://doi.org/https://doi.org/10.1177/1056492617706029
75. THT. (1995). Türk Hava Taşımacılığı 1995 Yılı Raporu. T. C. B. Y. D. K. Yayını.
76. THY. (2001). Annual Report. THY. https://investor.turkishairlines.com/documents/ThyInvestorRelations/download/yillik_raporlar/faaliyetRaporu2001_en.pdf
77. THY. (2008). Turkish Airlines’ 75th Yearbook (1933-2008). THY.
78. THY. (2009). Annual Report. THY. https://investor.turkishairlines.com/tr/mali-ve-operasyonel-veriler/faaliyet-raporlari
79. THY. (2012, 14.06.2012). Air Bosnia https://investor.turkishairlines.com/tr/aciklamalar/borsa-aciklamalari/2012-ozel-durum-aciklamalari
80. THY. (2017). Annual Report. https://investor.turkishairlines.com/tr/mali-ve-operasyonel-veriler/faaliyet-raporlari
81. THY. (2018, 12.9.2018). Özel Durum Açıklaması. https://investor.turkishairlines.com/tr
82. TUIK. (2020). Passenger Traffic at the Airports. http://www.tuik.gov.tr/PreIstatistikTablo.do?istab_id=1583
83. Vasigh, B., Fleming, K., & Tacker, T. (2018). Introduction to air transport economics: from theory to applications (Third ed.). Routledge.
84. Vaskelainen, T., & Münzel, K. (2018). The effect of institutional logics on business model development in the sharing economy: The case of German carsharing services. Academy of Management Discoveries, 4(3), 273-293. https://doi.org/https://doi.org/10.5465/amd.2016.0149
85. Yalçınkaya, A. (2018). Devlet, aktör ve değişim: 1983-2013 yılları arası Türk havayolu taşımacılığı alanında kurumsal değişim [Unpublished Ph.D. Thesis, Anadolu University].
86. Yenişafak. (2006). Türkiye'nin Birikimi: Canan Çelebioğlu Tokgöz ile röportaj. Retrieved 18.05.2020 from https://www.yenisafak.com/arsiv/2006/nisan/17/e01.html
87. Yin, R. (2016). Qualitative research from start to finish (Second ed.). The Guılford Press.
88. Yin, R. K. (2018). Case study research and applications: Design and methods. SAGE Publications Ltd.
89. Zott, C., Amit, R., & Massa, L. (2011). The business model: recent developments and future research. Journal of Management, 37(4), 1019-1042. https://doi.org/https://doi.org/10.1177/0149206311406265