A research on innovation strategies in achieving strategic competitive advantage: In The aviation industry

The main objective of the study is to determine the impact of innovation on the strategic competitiveness of airline firms. In this context, the main research question of the study is determined as "what is the effect of innovation on the strategic competitiveness of airline firms?". The sample of the research consisted of employees (pilots, flight attendants, cabin supervisors, and ground operations staff) working at a airline company in Turkey. The sample was selected using a random sampling method. Participation was based on voluntariness, and employees who wished to participate filled out the survey. The identities of the participants and the name of the airline company were kept confidential throughout the research process. The survey was delivered online to the sample, and data were collected from a total of 211 participants. The findings obtained by analyzing the data collected within the scope of the research show that process innovation, product innovation, market innovation and organizational innovation have a positive and significant effect on the competitive advantage of the airline company. These findings indicate that businesses operating under highly competitive conditions in the airline industry can increase their competitiveness through innovation. The research helps us to understand the competitive nature of the business world and emphasize the importance of innovation when making strategic decisions.