Revealing the secrets of Qatar Airways' success: Emerging economy strategies for building a global brand against the odds

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This research paper concentrates on uncovering how Qatar Airways successfully became a top-ranked multinational airline brand. The airline achieved this success by implementing three core strategies. Firstly, aggressive international expansion through rapidly launching new destinations, joining a strategic alliance, and expanding into offering ultra-long-haul routes. Secondly, a sharp focus on customer-oriented service through investing in an ultra modern airport base, and in a high-end aircraft fleet that delivers maximum passenger comfort. Thirdly, resilient global branding through attending international airshows and sponsorship opportunities.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2021), "Revealing the secrets of Qatar Airways' success: Emerging economy strategies for building a global brand against the odds", Strategic Direction, Vol. 37 No. 3, pp. 18-20. https://doi.org/10.1108/SD-12-2020-0215