A Content Analysis of International Airline Alliances Mission Statements

Seo Gang-Hoon ()
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Seo Gang-Hoon: Graduate School of Business Administration, Kobe University, Kobe, Japan

Business Systems Research, 2020, vol. 11, issue 1, 89-105

Abstract: Background: Mission statements have come to play an important role as tools for organizational value sharing.Objectives: This study aims to shed light on what types of values are highlighted in international airline alliance members’ mission statements, and whether there are significant differences or not.Methods/Approach: Quantitative content analyses have been conducted with the goal to investigate mission statements of 61 members of international airline alliances: Star Alliance, SkyTeam, and oneworld.Results: Frequency test outcomes reveal that “philosophy”, “self-concept” and “location” are the predominant components in oneworld, “philosophy” is the primary component in SkyTeam, and “philosophy” and “customer” are the focal components of Star Alliance. According to chi-square tests, Star Alliance members emphasize “customer” more often than others do, and oneworld members highlight “profitability” more often. One-way Anova tests with a post hoc analysis reveal that Star Alliance members cover more components than SkyTeam.Conclusions: The theoretical implication of these findings is that they reveal the existence of unique values among international airline alliances members offering a competitive advantage. As a practical implication, these findings will be helpful for international airline alliances and airline managers for comparative purposes.

Keywords: international airline alliance; airline; mission statement; organizational value; content analysis (search for similar items in EconPapers)
JEL-codes: F23 M1 M16 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:bit:bsrysr:v:11:y:2020:i:1:p:89-105:n:7

DOI: 10.2478/bsrj-2020-0007

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