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Strategic Communication and Competitive Advantage: Assessing CEO Letters of Global Airline Alliances

Author

Listed:
  • Seo Gang-Hoon

    (Hiroshima Shudo University, The Faculty of Commercial Sciences, Hiroshima, JAPAN)

  • Itoh Munehiko

    (Kobe University, Research Institute for Economics and Business Administration, Kobe, JAPAN)

  • Li Zhonghui

    (Kobe University, Graduate School of Business Administration, Kobe, JAPAN)

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.

Suggested Citation

  • Seo Gang-Hoon & Itoh Munehiko & Li Zhonghui, 2021. "Strategic Communication and Competitive Advantage: Assessing CEO Letters of Global Airline Alliances," Foundations of Management, Sciendo, vol. 13(1), pages 57-72, January.
    • Handle: RePEc:vrs:founma:v:13:y:2021:i:1:p:57-72:n:3
    DOI: 10.2478/fman-2021-0005
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    More about this item

    Keywords

    global marketing strategy; strategic communication; competitive advantage; global airline alliance; CEO letter; CEO letter effectiveness;
    All these keywords.

    JEL classification:

    • D74 - Microeconomics - - Analysis of Collective Decision-Making - - - Conflict; Conflict Resolution; Alliances; Revolutions
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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