Diverse Strategies in Airline Customer Engagement

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.

Diverse Strategies in Airline Customer Engagement

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 and Doh’s strategic approach focuses on selecting initiatives that match social engagement with a company’s contributions. This ensures business practices are not affected and resources are not depleted.

For example, American Airlines uses social media platforms to engage customers (Meerman, 2017). The main goal of their social media campaign is to acquire and retain customers while maintaining a professional brand image (Meerman, 2017).

In contrast, Air France uses loyalty programs to attract customers. They offer free points that customers can use for future trips (Sumers, 2020).

Emirates has a unique strategy. They provide airport transfers to all passengers, regardless of ticket class (Alshubaily, 2017). Other airlines typically offer this service only to premium class passengers. APA