Green Operational Strategy for Airlines: Content and Regional Analysis

Abstract

This chapter identifies the content of airlines' operations strategy and reports the strategy patterns adopted by the airlines of each region. A detailed configuration of the airlines' green operational strategy is developed, using the content analysis of the sustainability reports from 23 airlines in five regions (North America, Europe, Asia, the Middle East, and South America). The green operational strategy adopted by each region is identified; each region adopted a green pattern that was unlike those of any other region. The indicative models for each region and across regions are developed by using a simple and special tailored quantitative analytical technique. The results of this chapter raise a set of questions about the impact of contextual factors on whichever green strategy pattern is adopted, indicating the need to conduct more in-depth analysis of green actions. This is one of a few studies to have developed a comprehensive definition of airlines' green operations strategy and explore the green strategy patterns adopted by airlines from different regions.