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Qatar Airways: building a global brand

Abdulla Hamad MA Fetais (Management and Marketing, Qatar University, Doha, Qatar)
Osama Sam Al-Kwifi (Management and Marketing, Qatar University, Doha, Qatar)
Zafar U Ahmed (Institute of Business Research, University of Economics Ho Chi Minh City, Ho Chi Minh, Vietnam)
Dang Khoa Tran (University of Economics Ho Chi Minh City, Ho Chi Minh, Vietnam)

Journal of Economic and Administrative Sciences

ISSN: 1026-4116

Article publication date: 26 October 2020

Issue publication date: 6 August 2021




In 2017, Qatar Airways was recognized as the world's number-one airline by SKYTRAX World Airline Awards. These international awards have been described as “the Oscars of the aviation industry,” reflecting global recognition and excellence in conducting business activities at the international level. The main purpose of this case-based research is to explore and evaluate the internationalization strategies employed by Qatar Airways in becoming known as one of the best airlines in the world.


In accordance with the nature of this study, data were collected by interviewing managers from Qatar Airways as well as by exploiting supporting materials from secondary sources and airline-specific records. The recorded interviews were analyzed via content analysis to define airline strategies aimed at expanding globally and building a global brand.


The findings reveal that Qatar Airways has adopted effective strategies that have facilitated its aggressive global expansion and enhanced its global consumer recognition – mainly as a fast-growing network connecting important destinations that maintains a focused consumer orientation dedicated to providing an optimal travel experience. These strategies have been focused on building a superior consumer experience marked by exceptional comfort.

Practical implications

Qatar Airways' implementation of internationalization strategies in the airline industry represents an innovative approach marked by efficient operations and high-quality standards. Both international business managers and academics can learn from these strategies and their implications for enhancing airlines' global reputation and overall quality performance.


Unlike other research studies that investigate a wide range of firms across industries, this study focuses on exploring the factors that support the successful internationalization of a single firm, thus providing in-depth understanding of specific strategies to achieve global recognition. This study provides unique insights to analyze strategies and assess their practical relevance.



Hamad MA Fetais, A., Al-Kwifi, O.S., U Ahmed, Z. and Khoa Tran, D. (2021), "Qatar Airways: building a global brand", Journal of Economic and Administrative Sciences, Vol. 37 No. 3, pp. 319-336.



Emerald Publishing Limited

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