Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/237024 
Year of Publication: 
2021
Citation: 
[Journal:] Foundations of Management [ISSN:] 2300-5661 [Volume:] 13 [Issue:] 1 [Publisher:] De Gruyter [Place:] Warsaw [Year:] 2021 [Pages:] 57-72
Publisher: 
De Gruyter, Warsaw
Abstract: 
For the last several decades, global airline alliances have ensured their market presence in the aviation industry. Scholars have focused on the effects of alliance affiliation for airlines and what the competitive advantages of alliances are. However, these issues have been discussed in relation to operational aspects. The quality of strategic communication can be an important factor in achieving a competitive advantage and realizing a differentiation strategy. This study assessed the differences in quality of strategic communication between the three leading alliance groups (oneworld, SkyTeam, and Star Alliance) and a non-alliance group. Comprehensive content analysis was implemented using the letters of chief executive officers (CEOs) of 46 airlines. We found that the non-alliance group has more ideal CEO letters than the alliance groups, and the main topics and quality of CEO letters of alliance group differed. This study provides a novel insight into the competitive advantage of global airline alliances.
Subjects: 
global marketing strategy
strategic communication
competitive advantage
global airline alliance
CEO letter
CEO letter effectiveness
JEL: 
D74
L1
M16
M31
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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