TITLE: AIRLINES DEFINE BUSINESS MODELS: A CONTENT ANALYSIS IN THE SHADOW OF COVID-19 PANDEMIC

Abstract

The airline industry has an extremely dynamic nature. In order to compete with competitors, airline companies have several different business models. The business model is a structured framework for the management of any business which also assists the company to reach its goals in its working environment. Besides this, a unique business model is well known as a source of competitive advantage and value creation method for organizations. This article will determine how global airline companies define their business models by using the airline business model common components on their official web pages. In this manner, a correlation between airline companies’ business model components and their strategies’ during the Covid-19 pandemic will be defined. Besides, companies’ strategic changes among airline business model common components will be discussed. Accordingly, this article will not only contribute to the existing literature on airline strategic management subject but also shed light on the airline companies’ revitalization during the Covid-19 pandemic by supplying a benchmark among the global airline companies. To address this aim, content analysis has been done in “about us” parts of companies’ official web pages of worldwide top 45 airline companies. According to World Air Transport Statistics (WATS) – IATA report 2021, worldwide top 45 airline companies among 200 are selected based on their scheduled revenue passenger kilometers in 2020. Inductive content analysis has been done by using the Python program. The results are indicating that different airline business model components are converging in Covid-19 Environment.