Learning from Strategic Failures: What Really Happened to AtlasGlobal Airlines?

Tugba Gurcaylilar-Yenidogan () and Burcu Kantarcioglu ()
Additional contact information
Tugba Gurcaylilar-Yenidogan: Akdeniz University
Burcu Kantarcioglu: Antalya Bilim University

Chapter Chapter 20 in Case Based Research in Tourism, Travel, Hospitality and Events, 2022, pp 359-377 from Springer

Abstract: Abstract Historically, the aviation industry is full of airlines that went out of business. AtlasGlobal, once a prominent airline in Turkey, stopped its operations in 2020, which attracted a lot of interest in terms of what really happened to the company. The carrier went through repetitive patterns of experiences that resulted in hard-edged strategic changes. While unpredictable incidents compelled the airline to lead a change in the strategy process, the sudden drifts seemed to instigate the failure. The aim of this case study is to help readers understand what went wrong strategically with AtlasGlobal to develop strategic foresight. The case study provides information specific to AtlasGlobal’s corporate and business level strategies, along with the company brand positioning of the 19 years in business. The readers are invited to look through the strategic lens to determine the factors and strategic patterns that precipitated AtlasGlobal’s failure, and outline what other businesses can learn from the airline’s demise to improve their chances of success.

Keywords: Strategy coherence; Strategy change; Over-diversification; Stuck in the middle; Brand positioning; AtlasGlobal Airlines (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-4671-3_20

Ordering information: This item can be ordered from
http://www.springer.com/9789811646713

DOI: 10.1007/978-981-16-4671-3_20

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().