The Impact of a Firm's Business Model Change on Its Competitiveness: From Atlasjet to Atlasglobal

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Alanya Akademik Bakış, vol.7, no.2, pp.721-739, 2023 (Peer-Reviewed Journal) identifier

  • Publication Type: Article / Article
  • Volume: 7 Issue: 2
  • Publication Date: 2023
  • Doi Number: 10.29023/alanyaakademik.1117517
  • Journal Name: Alanya Akademik Bakış
  • Journal Indexes: TR DİZİN (ULAKBİM)
  • Page Numbers: pp.721-739
  • Çanakkale Onsekiz Mart University Affiliated: Yes


This study scrutinized the business model change of Atlasglobal, having operated in the Turkish airline industry, and attempted to explain in what direction the change affected the firm's financial performance along with its competitive practices. First, the study focused on the change occurring over time to explain the impact in question. Then, we explained the change with the help of the case analysis method within qualitative research design, while a quantitative approach was employed to reveal the impact of the change on the firm success. The results uncovered that the firm's financial performance decreased after the business model change. On the other hand, we concluded that marketing and promotional moves increased financial performance more than other types of moves, while capacity moves reduced the performance compared to others.