MBA in Marketing

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Browsing MBA in Marketing by Author "Feslian, Maria Bedros"

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    The Impact of the Macro-environment on the Performance of Airlines Operating in Lebanon: Empirical Study Conducted in Eighteen Airlines Operating in Lebanon
    (2010) Feslian, Maria Bedros
    Airlines, these last few years, have been attracting the attention of the world because of the major tragedies they are producing. Often, the macro-environment is the major driver of the dramatic events hitting the airline industry. Airlines operating in Lebanon are as strongly affected by the macro-environment as any other airline. The literature review suggests the following: airlines that systematically scan and review their macro-environment using the appropriate scanning and forecasting techniques to then formulate or reformulate strategies based on the findings of the environmental scanning register high performance scores. I will be studying whether the airlines operating in Lebanon that use the proper approach to scanning and the suitable scanning tools or techniques display first-rate or exceptional results compared to airlines using adhoc approaches. The methodology used to study my research question was through the analysis of the data obtained by administering a questionnaire. The sample of my study was eighteen airline managers or supervisors. At the time of my study, there were only thirty-four airlines operating flights to and from Lebanon. Thus, my sample represents 52.94% of the entire population. The results were analyzed using various statistical techniques such as descriptive analysis, hypothesis testing, regression, and factor analysis. Our results indicate that airlines operating in Lebanon that follow the appropriate channels when it comes to scanning their macro-environment and that strategize according to the findings of the environmental scanning exhibit a certain difference in performance compared to airlines that do not follow the appropriate channels; however, the difference is not significant.