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Article
Publication date: 26 October 2020

Abdulla Hamad MA Fetais, Osama Sam Al-Kwifi, Zafar U Ahmed and Dang Khoa Tran

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Journal of Economic and Administrative Sciences, vol. 37 no. 3
Type: Research Article
ISSN: 1026-4116

Keywords

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Article
Publication date: 13 June 2020

Osama Sam Al-Kwifi, Hamid Mahmood Hamid Gelaidan and Abdulla Hamad M. A. Fetais

Halal markets are rapidly growing in terms of market size and global coverage; therefore, there is a critical demand to have a deeper understanding of the consumption…

Abstract

Purpose

Halal markets are rapidly growing in terms of market size and global coverage; therefore, there is a critical demand to have a deeper understanding of the consumption behavior of Muslim consumers. This study aims to explore the influence of using the Halal logo on Muslim consumers’ attitudes toward food products using the neuroscience technology of functional magnetic resonance imaging (fMRI).

Design/methodology/approach

The theory of planned behavior represents the foundation of this research, where consumer attitudes during an fMRI experiment were evaluated based on two different groups of images: images of just the Halal logo and images of meat labeled with the Halal logo. The study used the blocked design approach to track brain responses produced from displaying the two groups of images to study participants, where brain activity represents participants’ attitudes toward selecting the products.

Findings

There were no significant variations in brain activity when participants viewed Halal and non-Halal logos; in contrast, there were significant brain changes in the ventromedial prefrontal cortex region when meat images were labeled with Halal and non-Halal logos. This suggests that the Halal logo only has an influence on perception when it co-occurs with a product.

Research limitations/implications

Tracking Muslim consumption patterns is important for managers to be able to establish strategies to target Muslim consumers. This study uses a unique technique to study the behavioral attitude of a rapidly growing market segment, which can help marketing managers tailor their advertisement strategies to be more effective.

Originality/value

Previous research on the consumption of Halal products uses conventional approaches to study the influence of the Halal logo; however, to the best of the authors’ knowledge, this study is the first to explore the influence of the Halal logo on Muslim consumers’ attitudes using fMRI technology.

Details

Journal of Islamic Marketing, vol. 12 no. 6
Type: Research Article
ISSN: 1759-0833

Keywords

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