European Air Carriers' Strategies: Analysis and Comparison

Purpose: This study aims to compare the management strategies of leading European airlines by examining their responses to dynamic market conditions and environmental challenges. By analyzing publicly available reports and briefing materials, the research explores key aspects of strategic management, including corporate goals, missions, visions, and core initiatives shaping operational and developmental plans. Design/Methodology/Approach: A case study which explores specific phenomena in-depth within their real-life contexts. By focusing on cases it provides rich, contextualized insights that may not be captured through quantitative methods. Findings: The analysis shows that all carriers prioritize market leadership, with many focusing on fleet renewal, employee skill development, and customer service improvements. Several carriers also address environmental goals, cost reduction, and operational efficiency. The strategies vary across carriers, reflecting diverse business models and priorities. Practical Implications: The findings highlight the key economic, environmental, and social measures currently implemented by airlines, providing a comparative perspective on their sustainability strategies. The results indicate that airlines and consortia prioritize economic objectives to strengthen their market position. This insight can help industry stakeholders, including policymakers and airline executives, develop more balanced strategies that integrate sustainability with competitive business goal Originality/Value: There is a lack of studies that focus directly on the strategies of air carriers, whether in the global or European market. Such an analysis is carried out within the framework of this article and to some extent fills the existing literature gap.