Competitive advantage in aviation in the context of resource dependence theory: The example of ground services

In this study, competitive advantage in the aviation sector is discussed specifically in the ground handling sector in the context of resource dependency theory. The field of the study consists of ground handling companies with Group A license operating in Turkey. Qualitative research method was used in the study, and the data collected with the semi-structured interview technique was analyzed with the MAXQDA2020 program. As a result of the analysis, it is observed that the ground handling services sector in Turkey is costly and variable, and the competition in the sector is balanced and low. It is seen that ground handling companies use more equipment, training and labor-human resources from externally dependent resources. A compulsory dependency relationship emerges due to the cost of the resource, adherence to regulations, frequency of inspections and lack of supplier alternatives. Although the competition within the sector is balanced and low, the competition between businesses is at a level that cannot be ignored. It is seen that the services provided by ground handling companies are generally standard in accordance with the legislation, the services do not differ much, but they have advantages over competing companies in cargo-warehouse service and platinum service. Ground handling companies implement cooperation-oriented, quality-oriented, cost-oriented and customer-oriented strategies in order to gain competitive advantage. In addition, ground handling companies have advantages in sustainability, safety and size. Good management of the supply process of the resources used in the ground handling sector and the dependency relationships regarding the resources provide a competitive advantage to the businesses. Businesses manage the dependency relationship by incorporating possible resources into their own structure. However, outsourcing is used when necessary due to the field of expertise, obligation and high costs.