Aviation Innovation

Table of Contents

1. Frontmatter

2. Introduction

   1. Frontmatter

   2. Chapter 1. Approaching Innovation in Aviation Through an Experiential Lens

      İnci Polat

      Abstract

      I am pleased to present the first book of a two-volume series, Aviation Innovation: Cutting-Edge Processes and Experiential Applications. As the sole editor, this inaugural volume focuses on the transformative role of innovation in the aviation industry, examining the advanced technologies and experiential strategies that are shaping the future of air travel. This book lays the foundation for the series by addressing key themes such as sustainability, technological advancements, and customer-centric approaches, offering valuable insights for academics and industry professionals alike.

3. Innovation in the Aviation Sector

   1. Frontmatter

   2. Chapter 2. Exploring Innovation Through Experiential Applications in Aviation

      Inan Eryilmaz

      Abstract

      The chapter examines the concept of innovation, particularly in aviation. Innovation, defined as introducing new or significantly improved products, processes, marketing methods, or organizational practices, is essential for economic development and competitive advantage. The chapter highlights the historical evolution of the term and its vital role in modern business strategies, emphasizing the need for effective innovation management. In aviation, innovation spans from technological advancements to enhancing customer experiences and operational efficiencies. The chapter underscores the industry’s technological leader role and spillover effects across various sectors. Furthermore, it discusses the challenges and opportunities in managing innovation processes, particularly in dynamic and crisis-prone environments such as global pandemics. The aviation industry’s innovation efforts, including experiential innovations like customer service enhancements and airport efficiency, are crucial for maintaining competitive edges and addressing environmental concerns.

   3. Chapter 3. Disruptive Innovation in Aviation’s Experiential Processes

      Ali Emre Sarılgan

      Abstract

      This chapter examines disruptive innovation in the aviation sector, focusing on its experiential practices. Disruptive innovation, particularly in the airline transportation industry, signifies innovations that create significant changes and transform market structures. The chapter discusses examples, such as the low-cost carrier model, detailing how these innovations emerge and impact existing businesses. It also explores how technological advancements and new business models can shape the future evolution of the aviation industry. Potential future innovations, such as pilotless (automated) airplanes, fully automated airports, and alternative fuel airplanes, are also discussed in this context.

   4. Chapter 4. Using Technology in Experiential Process in Aviation

      Savas S. Ateş, Ezgi Filazoglu

      Abstract

      Since the early twenty-first century, rapidly advancing technological innovations have fundamentally transformed business and marketing strategies. Advanced technologies such as holograms, artificial intelligence (AI), virtual reality (VR), augmented reality (AR), mixed reality, and the metaverse have reshaped customer experiences. Experiential marketing applications with robots and 3D printers offer innovative solutions in service delivery. New technologies like information technology and the Internet of Things (IoT) have significantly contributed to the service sector, while the Internet and online marketing have transformed business operations and customer relationships. Airports and airlines are leveraging these technologies to provide unique experiences to customers and popularize experiential marketing practices. Digital maturity models play a crucial role in businesses’ digital transformation processes, with elements such as digital culture, technology, operations, and strategy being decisive in this process. The potential returns of technological investments and the balance between humans and technology are critical factors in the success of service delivery. This holistic perspective underscores the strategic importance of technology in marketing and the service sector, helping businesses gain a competitive edge in the digital age.

   5. Chapter 5. Utilizing Online-Centered Big Data in the Airline Industry

      Bahri Baran Kocak

      Abstract

      Data is the most valuable fuel for marketing activities today. Thus, the level of competition in the markets has increased the importance of data in the airline industry, as in all other industries. With the development and spread of online technologies, the highly needed data by airlines started to be produced by consumers in online environments. In this regard, one of the shortest ways to determine the reactions and changes in consumer behavior phenomenon is to collect, process, and analyze big data that could be derived from consumer online activities. This chapter aims to provide a literature review on the application of online consumer-based big data in airline marketing and to create a research agenda. In this context, the current chapter presents the sustainable contributions of the use of big data in the airline industry. Moreover, big data analytics, web analytics, social media analytics, sentiment analysis, and search engine optimization are also presented in detail. Finally, the chapter concludes by presenting insights into the direction of online consumer data that airlines could leverage in their marketing efforts.

   6. Chapter 6. Applying Design Thinking to Aviation’s Experiential Processes

      İnci Polat, Scott C. Ambrose

      Abstract

      This chapter discusses the significant role of design thinking in enhancing aviation’s experiential processes. It emphasizes the evolution of design from a singular creative process to a multidisciplinary interaction across various fields. Design thinking is highlighted as a flexible, human-centered approach that integrates the needs of users, the possibilities of technology, and business requirements. The chapter outlines the principles, stages, methods, and tools of design thinking, including user-driven engagement, problem-solving, iteration, interdisciplinary collaboration, tolerance for uncertainty, and the blend of rationality and intuition. Case studies from Airbus, All Nippon Airways, Air New Zealand, and American Airlines illustrate successful applications of design thinking in the aviation industry, showing its potential to drive innovation and improve customer experiences.

   7. Chapter 7. Experiential Applications in Business Model Innovation in Aviation

      Rukiye Sonmez

      Abstract

      The business model, which is depicted as bringing together all the activities of the firms in components and making all the elements work in harmony, is seen as essential. Although not all firms have a business model, firms that have established a business model gain an advantage by adding more value than their competitors. This chapter has focused on business model innovation in the aviation industry. The chapter aims to design a business model that can create an advantage in the aviation industry and also provides experiential applications of business model innovation to avoid imitation by competitors and ensure the sustainability of the advantage gained. In this context, this chapter has included the definition of the business model concept, the difference between business model and competitive strategy, the creation of a successful business model, the ability of a business model to provide competitive advantage, the well-known business model classification in the aviation industry, and the business model innovation and its applications in the aviation industry. As a result, once the success of the business model has been confirmed, it should have the ability to be innovated based on the value created, the collaborations established, the problem solution that improves consumers’ lives, the technology developed, and innovation. In this way, the business model that alters the standards in the industry and the way of doing business will increase both competitive advantage and firm performance.

4. Backmatter