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

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

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

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.

Keywords:

Aviation Management, Strategic Management, Strategic Alliances, Airline Collaborations,

PDF

___

Airporthaber (2013), http://www.airporthaber.com/thy-haberleri/thyden-trafik-anlasmasi.html (retrieved from 25 Mayıs 2018)
Brekalo, L., & Albers, S. (2016). Effective logistics alliance design and management. International Journal of Physical Distribution & Logistics Management, 46(2), 212-240. https://doi.org/10.1108/IJPDLM-08-2014-0201
Czipura, C., & Jolly, D. R. (2007). Global airline alliances: sparking profitability for a troubled industry. Journal of business strategy, 28(2), 57-64. https://doi.org/10.1108/02756660710732666
Cole, G. A. (2004). Management theory and practice. Cengage Learning EMEA.
Cools, K., & Roos, A. (2005). The Role of Alliances in Corporate Strategy. Boston, MA: Boston Consulting Group.
Schweiger, D. M., & Very, P. (2003). Creating value through merger and acquisition integration', Advances in Mergers and Acquisitions (Advances in Mergers & Acquisitions, Volume 2).
Dayınlarlı, K. (2007) Joint Venture Sözleşmesi, 3. Baskı, Ankara.
Elmuti, D., & Kathawala, Y. (2001). An overview of strategic alliances, Management Decision, Vol. 39 Issue: 3, pp.205-218, https://doi.org/10.1108/EUM0000000005452
Doganis, R. (2006). The Airline Business (2nd ed.). Routledge.
Evans, N. (2001). Collaborative strategy:: an analysis of the changing world of international airline alliances. Tourism management, 22(3), 229-243.
FAA (2018), https://www.faa.gov/data_research/aviation_data_statistics/ (10 Mayıs 2018)
Bose, I., & Mugambi, P. (2017). Strategic Effectiveness of Selected organizations in UAE: Cases of Etihad Airways and Emirates NBD Bank. Globsyn Management Journal, 51. https://doi.org/10.1108/SD-12-2014-0168
Grunow, J. (2012), The AA, BA, Iberia Joint Business: Challenges and Opportunities, Joint Business General Management Team, London.
Gudmundsson, S.V. (1999), Airline alliances: consumer and policy issuee, European business Journal, Vol. 11 No. 3, pp. 139‐45.
IATA (2018), https://www.iata.org/publications/pages/annual-review.aspx (01 Mayıs 2018)
İlarslan, K., Vurur, S. N., & Bıyıklı, F. (2014). An Empirical study for investigation of the effects of strategic alliances in the Civil Aviation sector: THY (Turkish Airlines) case. Mediterranean Journal of Social Sciences, 5(22), 102.
Rajasekar, J., & Fouts, P. (2009). Strategic alliances as a competitive strategy: How domestic airlines use alliances for improving performance. International Journal of Commerce and Management, 19(2), 93-114. https://doi.org/10.1108/10569210910967860
Kazakova, N., Shemetkova, O., Chemarina, A., & Melnik, M. (2018). Analysıs Of Effectıveness Of Companıes Partıcıpatıon In Internatıonal Strategıc Allıances. International E-Journal of Advances in Social Sciences, 4(11), 221-228.
Kiraci, K. (2019). Does Joınıng Global Alliances Affect Aırlines’ Financial Performance?. In Business & Life Sciences, 39. IJOPEC Publication No: 2019/09
Klophaus, R., & Lordan, O. (2018).Codesharing network vulnerabilityof global airline alliances. Transportation Research Part A: Policy and Practice, 111, 1–10. https://doi.org/10.1016/J.TRA.2018.02.010
Kottas, A. T., & Madas, M. A. (2018). Comparative efficiency analysis of major international airlines using Data Envelopment Analysis: Exploring effects of alliance membership and other operational efficiency determinants. Journal of Air Transport Management, 70, 1-17.
Milton Glisson, L., Cunningham, W. A., Harris, J. R., & Di Lorenzo-Aiss, J. (1996). Airline industry strategic alliances: marketing and policy implications. International Journal of Physical Distribution & Logistics Management, 26(3), 26-34.
Saglietto, L. (2009). Airline alliances: When competitiveness can be approached with specific social networks. Competitiveness Review: An International Business Journal, 19(4), 304-322. https://doi.org/10.1108/10595420910977425
Li, G. (2017). Application Of Sentiment Analysis: Assessing The Reliability And Validity Of The Global Airlines Rating Program (Bachelor's thesis, University of Twente).
Min, H. & Joo, S.-J. (2016). A comparative performance analysis of airline strategic alliances using data envelopment analysis. Journal of Air Transport Management. Volume 52, April 2016, Pages 99-110
Mühim, S. A. (2012). Şirket birleşmeleri (Mergers) ve havayolu şirketlerinde merger uygulamalarına örnekler (Doctoral dissertation, İstanbul Kültür Üniversitesi/Sosyal Bilimler Enstitüsü/İşletme Anabilim Dalı/İşletme Bilim Dalı).
Oneworld (2018), https://www.oneworld.com/news-information (05 Haziran 2018)
O'rourke, K. H. and Williamson, J. G. (2002). When did globalisation begin? European Review of Economic History, 6(1), 23-50.
Ratliff, R., & Weatherford, L. R. (2013). Codeshare and alliance revenue management best practices: AGIFORS roundtable review. Journal of Revenue and Pricing Management, 12(1), 26-35.
Šimunović, S., Tatalović, M., & Bajić, J. (2011, April). Global Airline Alliances in the Light of Economic Integrations–Croatia Airlines Challenges. In Proceedings of 8th International Conference «Economic Integration, Competition and Cooperation (pp. 6-9). http://dx.doi.org/10.213 9/ssrn.2232677
Skyteam (2018), https://www.skyteam.com/en (20 Mayıs 2018)
Skyteam (2006), The SkyTeam member airlines in collaboration with France (Ed.): available at: www.skyteam.com. [Google Scholar]
Skytrax (2017), https://skytraxratings.com/ (15 Mayıs 2018)
Sobie, B. (2007). Never say never. Airline Business, 23(9), 63-64,67. Retrieved from https://search.proquest.com/docview/204167122?accountid=15958
Song, Y. A., Park, J. M., & Cornejo, K. (2016). The Effect of a Firm's Resource Characteristics on Strategic Alliance Formation in the Airline Industry. Journal of International Trade & Commerce, 12(5), 149-166.
Star Alliance (2018), https://www.staralliance.com/en/member-airlines (10 Mayıs 2018)
Steinhilber, S. (2008). Strategic Alliance: Three Ways to Make Them Work. Boston, MA: Harvard Business Press.
Sumer, H. (2003), Şirket Birleşmeleri, Alfa Yayınları, İstanbul
Tunahan, H., Esen, S., & Takil, D. (2016). The Comparative Analysis of Financial Risk Level of Airlines Companies by Using Fuzzy Logic Method. Journal of Accounting, Finance and Auditing Studies, 2(2), 239.
Wang, S. W. (2014). Do global airline alliances influence the passenger’s purchase decision? Journal of Air Transport Management, 37, 53–59.