This paper examines how to respond to crises within the airline industry. To answer this question, the crisis management of Turkish Airlines during the COVID-19 pandemic is analyzed. The sudden restrictions on air travel and the resulting decline in demand for air travel plunged the airline industry into an unprecedented situation. As a leading airline, Turkish Airlines took several strategic measures to mitigate the effects of the crisis. The study uses expert interviews to develop an understanding of which measurements helped Turkish Airlines to recover from the crisis so quickly. The researcher analyzes these strategies using the resource-based view and dynamic capabilities theories to provide a comprehensive understanding of how the airline used its resources and capabilities to cope with the crisis. The results show that resources like Health and Safety Leadership and Operational Resilience as well as capabilities like Innovative Crisis Response, Customer-Centric Communication and Strategic Agility were the driving forces in overcoming and later recovering. This thesis contributes to research in the field of crisis management in the airline industry and provides valuable insights for other airlines facing similar challenges.
Date of Award | 23 Oct 2024 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Pedro Parada (Supervisor) |
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- Crisis management
- COVID-19 pandemic
- Turkish Airlines
- Dynamic capabilities
- Strategic response
- Mestrado em Gestão e Administração de Empresas (mestrado internacional)
How to react to a crisis in the airline industry: crisis management strategies of Turkish Airlines during the COVID-19 pandemic
Gürbüz, D. (Student). 23 Oct 2024
Student thesis: Master's Thesis