The Impact Of a Firm's Business Model Change on Its Competitiveness: From Atlasjet to Atlasglobal

Year 2023, Volume: 7 Issue: 2, 721 - 739, 31.05.2023

Rukiye Sönmez , Aysegül Düzgün , Esra Ön

https://doi.org/10.29023/alanyaakademik.1117517

Abstract

This study scrutinized the business model change of Atlasglobal, having operated in the Turkish airline industry, and attempted to explain in what direction the change affected the firm's financial performance along with its competitive practices. First, the study focused on the change occurring over time to explain the impact in question. Then, we explained the change with the help of the case analysis method within qualitative research design, while a quantitative approach was employed to reveal the impact of the change on the firm success. The results uncovered that the firm's financial performance decreased after the business model change. On the other hand, we concluded that marketing and promotional moves increased financial performance more than other types of moves, while capacity moves reduced the performance compared to others.

Keywords

Business Model, Competitiveness, Competitive Moves, Competitive Dynamics Literature, Firm Performance

The Impact Of a Firm's Business Model Change on Its Competitiveness: From Atlasjet to Atlasglobal

Abstract

Bir firmanın sahip olduğu iş modeli değer yaratabilmesini ve rekabet avantajı kazanabilmesini sağlamaktadır. Ancak zamanla iş modelinin istenilen rekabetçiliği yakalayamaması ya da ileride rekabetçi olamayacağının düşünülmesi ile mevcut iş modeli değiştirilebilir. Bu araştırmada havayolu sektöründe faaliyet gösteren Atlasglobal firmasının iş modeli değişimi konu alınmakta ve bu değişimin rekabet uygulamaları ile birlikte firmanın finansal performansına etkisi açıklanmaya çalışılmaktadır. Söz konusu etkiyi açıklayabilmek için süreç ile birlikte süreç içerisindeki değişime odaklanılmış olup, değişim nitel araştırma tasarımı çerçevesinde vaka analizi yöntemi ile açıklanmaya çalışılırken değişimin firma başarısı üzerindeki etkisi ise nicel yöntemle açıklanmaya çalışılmıştır. Araştırma sonucunda iş modelinin değişiminden sonra finansal performansın azaldığı, rekabetçi uygulamalarından pazarlama ve promosyon hamlelerinin finansal performansı diğer hamle türlerine göre daha fazla arttırdığı, kapasite hamlelerinin ise finansal performansı diğer hamlelere göre azalttığı sonucuna ulaşılmıştır.

Keywords

Rekabetçilik, Rekabetçi Hamleler, Rekabetçilik, Rekabet Dinamikleri, Firma Performansı, İş Modeli

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