The transformation of a legacy carrier – A case study of Turkish Airlines |
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Institution: | 1. Department of Industrial Engineering, Turkish Naval Academy, National Defence University, 34940 Tuzla, Istanbul, Turkey;2. Department of Industrial Engineering, Istanbul Atlas University, Kagithane, 34408 Istanbul, Turkey;3. Turkish Airlines Flight Academy, 09120 Efeler, Aydin, Turkey;4. Department of Industrial Engineering, CES 4.0 Intiative, Faculty of Engineering, University of Talca, Los Niches Km. 1, Curico, Chile |
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Abstract: | This study examines the metronomic rise of Turkish Airlines into a global carrier in the period following domestic deregulation and part privatisation. Using a comparative assessment of the carrier's network and its competitive strategies during the 2003–2013/2014 period it was found that Turkish Airlines now benefits from considerable network, cost, service and brand advantages over competing European and to a lesser extent Middle-Eastern airlines. Its network operation based in Istanbul Ataturk airport enjoys strong geographic and demographic advantages, which enables it to optimise the use of its large and young short-haul fleet between a significant number of domestic and international points. This study has important implications for partially or fully state owned legacy carriers as to how to gain competitive advantages in an increasingly open and liberal airline industry. |
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Keywords: | Competitive advantage Turkish Airlines Network development Strategic direction Legacy carriers |
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