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Little empirical research has examined the role of culture on the internal marketing-employee satisfaction (ES) relationship, and even fewer studies focus on this subject in the airline sector. This paper aims to assess whether culture moderates the contribution of internal marketing to the satisfaction of employees from Gulf Cooperation Council (GCC) airlines.

The investigation is conducted via a structured questionnaire with 310 cabin crew members who work at three GCC airlines. Multi-group analysis was used within SmartPLS 3.0 to measure whether the impact of internal marketing on ES is moderated by cultural congruence.

The results reveal the practice of internal marketing contributes to ES in GCC airlines, while cultural congruence moderates the direct relationship between internal marketing and the satisfaction of airlines’ employees. The results indicate that airlines need to satisfy the cultural needs of employees to increase their satisfaction for successful internal marketing practice.

This study contributes towards assessing the moderation effects of cultural congruence on internal marketing practice in the airline sector. It contributes to the current literature on aviation research, as well as specific managerial implications for the airlines and managers to achieve higher competitiveness.

文化一致性是否会影响企业内部营销活动与员工满意度二者之间的关系？目前在这方面的研究还很稀缺, 而聚焦于航空领域的这一主题的研究更是少之又少。本研究以海湾合作委员会的航空公司为例, 旨在分析文化一致性因素能否调节企业内部营销活动对员工满意度的影响力。

本研究对三家海湾合作委员会的航空公司共计310名的空服人员展开了问卷调查。通过运用SmartPLS 3.0 软件的多群组分析方法来具体评估航空公司的内部营销活动对其员工满意度的影响是否会被文化一致性因素所调节。

研究结果显示, 在海湾合作委员会航空公司中, 内部营销活动的实施有助于员工满意度的提升；同时文化一致性因素可以调节航空公司的内部营销活动对其员工满意度的影响。该结果表明, 为了获得成功的内部营销实践, 航空公司需要满足员工的不同文化需求, 以期提高员工的满意度.

本研究聚焦于分析文化一致性对航空公司内部营销实践的调节效应。其不仅是对当前航空研究领域文献的补充, 同时也能够为航空公司及其管理者提供具体的管理方法, 从而获得更多的竞争优势。

el papel de la cultura en la relación de satisfacción de los empleados y el marketing interno ha sido examinada en pocas investigaciones empíricas, e incluso menos estudios se centran en este tema en el sector de las aerolíneas. Este documento tiene como objetivo evaluar si la cultura modera la contribución del marketing interno a la satisfacción de los empleados de las aerolíneas del Consejo de Cooperación del Golfo (CCG).

la investigación se real a través de un cuestionario estructurado con 310 miembros de la tripulación de cabina que trabajan en tres aerolíneas del CCG. El análisis de grupo múltiple se realizó con SmartPLS 3.0 para medir si el impacto del marketing interno en la satisfacción de los empleados es moderado por la congruencia cultural.

los resultados revelan que la práctica del marketing interno contribuye a la satisfacción de los empleados en las aerolíneas del CCG, mientras que la congruencia cultural modera la relación directa entre el marketing interno y la satisfacción de los empleados de las aerolíneas. Los resultados indican que las aerolíneas necesitan satisfacer las necesidades culturales de los empleados para aumentar su satisfacción por los logros del marketing interno.

este estudio contribuye a evaluar los efectos de moderación de la congruencia cultural en la práctica del marketing interno en el sector de las aerolíneas. Contribuye a la literatura actual sobre investigación de aviación, así como indicadores de las consecuencias específicas de gestión de personal para que las aerolíneas y los directivos logren una mayor competitividad.

This study aims to examine the commonalities and contrasts in the tourism objectives and strategies of the Gulf Cooperation Council (GCC) countries, thereby revealing the foundations and pillars underlying the strategic initiatives implemented.

This exploratory study applied the resource-based view (RBV) lens to the country level. A comparative analysis of the tourism strategy in each GCC country was undertaken to determine commonalities and contrasts between the different strategies and to classify them into clusters. In the next stage, in-depth interviews were carried out to validate the findings.

Four distinct clusters were identified in this paper: lifestyle glamor, emerging giant, sports-induced country branding and eco-friendly regional-based strategies.

The findings and cluster classification are pertinent to policymakers and industry marketers in crafting tourism development plans.

This study analyzed the economic diversification strategies adopted by GCC countries as new entrants in the tourism sector and classified them into four clusters.

The purpose of this paper is to analyze merchandise trade patterns among the GCC states with the backdrop of economic diversification within these economies.

This empirical research quantitatively analyses patterns of merchandise trade among the GCC states during 1995-2015 with specific focus on concentration, diversification and similarity of (export and import) trade indices as well as diversification within GCC economies.

The paper concludes that while Bahrain merchandise export structure shows dissimilarity when compared with other GCC states during 1995 and 2015, its imports appear to be very similar with those of the rest. The other five GCC states show more similarity among themselves in both merchandise exports and imports than that of Bahrain. Only UAE has shown an increase in both concentration and diversification indices though the increased numbers are still lower than those of the other GCC states and low in absolute terms.

The GCC has embarked on economic diversification; however, there is relatively less trade within the GCC as compared with other regional trading blocks. The paper considers trade within the GCC to explore the degree of similarity, diversification and concentration of traded products of each country. Further study should analyze the impact of diversification on intra-GCC trade. The results of this paper will be of value to GCC policymakers for providing a clear rationale for boosting trade and diversification with the long-term goal of a single currency economic union.

The purpose of this paper is to investigate the strategies and competitive advantages of Emirate Airlines that have led to exceptional performance while the overall airline industry globally has faced multibillion‐dollar losses in 2009.

The authors' professional experience, extensive literature review, and personal communications with selected personnel of Emirate Airlines on the subject provided the foundation for this research.

As the global business environment becomes increasingly competitive, the airline industry has also had to respond to the current business scenario, while facing devastating falling demands, shattered consumer confidence, and collapsing yields. However, in 2009, Emirate Airlines reported phenomenal growth and astounding profits while their rivals faced agonizing losses. This paper explores and examines the competitive advantage of Emirate Airlines. The major finding is that the formulation and implementation of appropriate strategies has led to the exceptional performance, profitability, and success of Emirate Airlines.

The competitive strategies – such as operational strategies, generic strategies, intensive strategies, and diversification strategies – can be helpful for firms to gain a competitive advantage over their rivals. Also, the ability to leverage, innovate, and pioneer new ideas, as well as a visionary management team, are essential for exceptional performance of an organization.

The paper provides a model for strategically managing the performance of an aspiring firm, even though the entire industry is facing distressing circumstances.

European air transport policy, emerged through the confluence of case law and legislation, in four broad areas: liberalization, safety and security, greening, and the external policy. Following the implementation of the single market for air transport, policy shifted to liberalizing and regulating associated services and in recent years to greening, the external aviation policy, and safety and security. Inclusion of air transport in the Environmental Trading Scheme of the European Union exemplifies the European Commission’s proactive stand on bringing the industry in line with emission reduction trajectories of other industries. However, the bid to include flights to third countries in the trading scheme pushed the EU into a controversial position, causing the Commission to halt implementation and to give ICAO time to seek a global multilateral agreement. The chapter also discusses how the nationality clauses in air services agreements breached the Treaty of Rome, and a court ruling to that effect enabled the EC to extend EU liberalization policies beyond the European Union, resulting in the Common Aviation Area with EU fringe countries and the Open Aviation Area with the USA. Another important area of progress was aviation safety, where the EU region is unsurpassed in the world, yet the Commission has pushed the boundary even further, by establishing the European Safety Agency to oversee the European Aviation Safety Management System. Another important area of regulatory development was aviation security, a major focus after the woeful events in 2001, but increasingly under industry scrutiny on costs and effectiveness. The chapter concludes by arguing that in the coming decade, the EU will strive to strengthen its position as a global countervailing power, symbolized in air transport by a leadership position in environmental policy and international market liberalization, exemplified in the EU’s external aviation policy.

The lack of trust in online transactions is one of the main reasons for the relatively low electronic commerce adoption, especially in developing and emerging economies such as those of the countries of the Gulf Cooperation Council (GCC).

The author conducts a content analysis of the privacy policies and security mechanisms of a sample of companies from the six countries of the GCC which are engaged in electronic commerce transactions.

It is found that a large percentage of sites with privacy statements address the issue of notice and awareness, while none of the sites has a provision to inform users in case of any complaint, as to whom they should address their complaint, what is the arbitration and settlement methods, who is the enforcement body and finally what are the penalties and sanctions applicable.

The paper has a number of value adding characteristics; first, it attacks a subject that has been close to being ignored in the literature, that is the issue of electronic commerce in developing economies; second, the paper is unique in that it addresses the use of electronic commerce in the six countries of the GCC (the author knows of no other study done on the region); and, third, the paper concludes with a set of recommendations to policy makers in the GCC, to help them increase consumer trust in online transactions and increase the rat of electronic commerce diffusion in their economies.