Sustainability in the business world means minimizing the negative impacts on the global
and local environment. It is also a business approach that aims at creating long-term value to a
business organization by critically analyzing the social, ecological, and economic environment of
that business organization. Sustainability is essential for global businesses because it focuses on
maximizing profits and considers the impacts of a particular decision on the environment. This
paper will compare and contrast three airline companies, American, Air France, and Emirates,
concerning their focus, success, and sustainability challenges. Sustainability in Airline Companies

Value Chain Integration
Value chain integration is the process through which companies in the same industry
jointly plan, implement, and manage the flow of goods, services, and information from one point
to another with the sole aim of maximizing customer’s perceived value. The American airlines
adopt the Porter & Kramer approach throughout their value chain. It uses the approach to
identify and optimize new opportunities and reduce external threats. The company also uses the
value chain integration approach to improve the material and product flow, which helps the
demand and sales forecasting. However, the Air France airline does not employ Porter & Kramer
in its value chain, and each airline group sets its CSR goals separately. Similarly, Emirates
airline uses a vertical integration for building its infrastructure as it enhances diversification of
properties. Emirates airline also uses technology, infrastructure, and the human resource function
to build a strong differentiation basis.
Pierce & Doh strategic initiatives

Pierce & Doh’s strategic approach involves selecting initiatives that offer a perfect match
between the level of social engagement and what a company can contribute without affecting its
business practices and depleting resources. For instance, American airline has aggressively used
social media platforms to engage with their customers (Meerman, 2017). The social media
campaign’s primary aim is to acquire and retain many customers and maintain their brand’s
professional image among the customers (Meerman, 2017). Air France airline unlike the
American airline, uses loyalty programs to attract and entice customers. This means giving
customers free points, which they user in latter for various trips (Sumers, 2020). The strategies
used by Emirates are also unique from those used by Air France and American Airlines.
Emirates airline offers airport transfers to both passengers paying in premium classes and those
traveling on onward tickets (Alshubaily, 2017). This is unlike other airlines, which provide such
services to only those passengers in premium classes. APA