Abstract For the last several decades, global airline alliances have ensured their market presence in the aviation industry. Scholars have focused on the effects of alliance affiliation for airlines and what the competitive advantages of alliances are. However, these issues have been discussed in relation to operational aspects. The quality of strategic communication can be an important factor in achieving a competitive advantage and realizing a differentiation strategy. This study assessed the differences in quality of strategic communication between the three leading alliance groups (oneworld, SkyTeam, and Star Alliance) and a non-alliance group. Comprehensive content analysis was implemented using the letters of chief executive officers (CEOs) of 46 airlines. We found that the non-alliance group has more ideal CEO letters than the alliance groups, and the main topics and quality of CEO letters of alliance group differed. This study provides a novel insight into the competitive advantage of global airline alliances.

中文翻译：

---

战略沟通与竞争优势：评估全球航空公司联盟的 CEO 信函

摘要 在过去的几十年里，全球航空公司联盟确保了它们在航空业的市场地位。学者们专注于联盟从属关系对航空公司的影响以及联盟的竞争优势是什么。然而，这些问题已经在操作方面进行了讨论。战略沟通的质量是获得竞争优势和实现差异化战略的重要因素。本研究评估了三个主要联盟集团（寰宇一家、天合联盟和星空联盟）与非联盟集团之间战略沟通质量的差异。使用 46 家航空公司首席执行官 (CEO) 的信函实施了全面的内容分析。我们发现非联盟组的CEO信比联盟组更理想，而且联盟组CEO信的主题和质量存在差异。这项研究为全球航空公司联盟的竞争优势提供了新的见解。