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What do airline mission statements reveal about value and strategy?

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  • Law, Kris M.Y.
  • Breznik, Kristijan

Abstract

A proper mission statement enriched with specific values and culture is essential for effective communications in this industry field. This paper explores the key values embedded in the mission statements of airline companies, and how values are correlated to their strategies. Content analysis and consequently network analysis among the obtained keywords were carried out in this study. Six content dimensions in the mission statements of airline companies were identified as: ‘service’, ‘customer’, ‘concern for stakeholders’, ‘concern for strategy’, ‘competitive advantage’ and ‘development’. In addition, the method of islands on airline networks offers a viewpoint from another perspective. Six core values are identified and reported: ‘tourism’, ‘excellence’, embrace’, ‘transport and continuity’, ‘growth’ and ‘low-fare’. The findings confirm that by employing content analysis advanced network techniques can serve to study mission statements and other similar texts. Moreover, applied text analytic tools through visualization of data represents a new approach in the field of organization study. This research adds to the existing knowledge of the role that mission statements play in airline management.

Suggested Citation

  • Law, Kris M.Y. & Breznik, Kristijan, 2018. "What do airline mission statements reveal about value and strategy?," Journal of Air Transport Management, Elsevier, vol. 70(C), pages 36-44.
    • Handle: RePEc:eee:jaitra:v:70:y:2018:i:c:p:36-44
    DOI: 10.1016/j.jairtraman.2018.04.015
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    2. Bortnowska Hanna & Seiler Bartosz, 2022. "CSR in mission statements of Polish chemical industry companies (content analysis results)," Management, Sciendo, vol. 26(2), pages 1-23, December.
    3. Quan Lin & Yutao Zhu & Yue Zhang, 2020. "How Does Mission Statement Relate to the Pursuit of Food Safety Certification by Food Companies?," IJERPH, MDPI, vol. 17(13), pages 1-15, July.
    4. Seo Gang-Hoon, 2020. "A Content Analysis of International Airline Alliances Mission Statements," Business Systems Research, Sciendo, vol. 11(1), pages 89-105, March.
    5. Lin, Yi-Hsin & Lin, Feng-Jyh & Wang, Kuo-Hsiung, 2021. "The effect of social mission on service quality and brand image," Journal of Business Research, Elsevier, vol. 132(C), pages 744-752.
    6. Kristijan Breznik & Kris M. Y. Law & Jasmina Zeme, 2021. "Mission in Higher Education in Slovenia: Sustainability in Engineering versus Others Sector," Sustainability, MDPI, vol. 13(14), pages 1-12, July.
    7. Jongdo Jeon & Keun Tae Cho, 2021. "Differences in Readability, Keywords, and Orientation of Mission Statements of the Top 100 Korean and Top 100 US Traditional and Innovative Companies," Sustainability, MDPI, vol. 13(18), pages 1-24, September.
    8. Gang-Hoon Seo & Munehiko Itoh, 2019. "Trends of Corporate Mission Statements: From pursuing profit to distinctive and social value," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 10(3), pages 27-36, December.
    9. Kaya, Gizem & Aydın, Umut & Ülengin, Burç & Karadayı, Melis Almula & Ülengin, Füsun, 2023. "How do airlines survive? An integrated efficiency analysis on the survival of airlines," Journal of Air Transport Management, Elsevier, vol. 107(C).
    10. Schmalz, Ulrike & Ringbeck, Jürgen & Spinler, Stefan, 2021. "Door-to-door air travel: Exploring trends in corporate reports using text classification models," Technological Forecasting and Social Change, Elsevier, vol. 170(C).

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