A New Business Model in The Airline Industry: Airline Within Airline Model And A Comparison Through the case of AnadolujeT

Yıl 2015, Cilt: 10 Sayı: 2, 177 - 204, 01.08.2015

Deniz Taşçı Akansel Yalçınkaya

Öz

Airline within airline business model refer to building a low cost subsidiary by legacy, network and/or traditional airlines because of different purposes. In the literature, those airlines are named as airline within airline and this business model also named as airline within airlines model. Airline within airline business models and performance of this model are examined and discussed intensively. Researches about airline within airline business models in the literature emprically showed that airline within airlines are built as a response to low cost airlines’ threat. In this study AnadoluJet which is only example of airline within airline in Turkey is examined as a case study. Research results showed that Turkish Airlines built AnadoluJet because of the threat of Pegasus Airlines and AnadoluJet is a competitive weapon of Turkish Airlines against the competition of Pegasus Airlines

Anahtar Kelimeler

Business Model, Airline Business Models, Airline Within Airline Model, AnadoluJet.

Havayolu Sektöründe Yeni Bir İş Modeli: Bağlı Düşük Maliyetli Havayolu Aırlıne Wıthın Aırlıne Modeli ve Anadolujet Örneği Bağlamında Bir Karşılaştırma

Öz

Bağlı düşük maliyetli havayolu iş modeli, genellikle büyük ve geleneksel havayolu işletmelerinin çeşitli sebeplerle kendilerine bağlı bir düşük maliyetli havayolu kurmasını ifade etmektedir. Söz konusu bu mantıkla kurulan işletmeye, yabancı yazında bağlı düşük maliyetli havayolu airline within airline ; iş modeline ise bağlı düşük maliyetli havayolu iş modeli denilmektedir. Bağlı düşük maliyetli havayolu modeli uygulamaları ve bu modelin başarısı stratejik havayolu yönetimi yazınında yoğun şekilde incelenmiş ve tartışılmıştır. Yazında, modelin genellikle düşük maliyetli iş modelini izleyen edebilmek için kurulduğu ve büyük oranda başarısız olduğu bulgulanmış ve vurgulanmıştır. Bu çalışmada, ülkemizde faaliyet gösteren bağlı düşük maliyetli modeli izleyen AnadoluJet havayolu incelenmiştir. İnceleme sonucunda, Türk Hava Yolları’nın AnadoluJet’i Pegasus Havayolları’ndan gelen rekabete cevap vermek için kurduğu ve AnadoluJet’in Türk Hava Yolları’nın Pegasus Havayolları’na karşı yeni bir rekabet silahı olduğu söylenebilir

Anahtar Kelimeler

İş Modeli, Havayolu İş Modelleri, Bağlı Düşük Maliyetli İş Modeli, AnadoluJet

Kaynakça

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