Analytical and diagnostic approach to assessing the competitiveness of air carriers on the global market

Abstract

The article is devoted to improving the methodological approach to diagnosing the competitiveness of an air carrier in the global market. The proposed methodological approach is a modern, objective and universal tool for assessing the competitiveness of airlines, which takes into account the multidimensionality of competitiveness, allows you to quickly adapt to changes in the environment based on identifying areas for improving performance (costs, ecology, innovation), surpasses traditional methods in terms of flexibility, transparency and integration capabilities. The purpose of the article is to improve the methodological approach to diagnosing the competitiveness of an air carrier in the global market. The methods of research are general scientific and special methods, in particular synthesis and analysis, induction and deduction, grouping and generalization. Results. The author proposed a methodological approach that meets global trends in sustainable, innovative and customer-oriented development, allows you to create an objective rating system for air carriers and is relevant for strategic management, marketing and state policy in the air transport sector. Unlike traditional approaches, the proposed one also provides the opportunity to clearly identify “bottlenecks” through the formation of a competitive profile based on DEA-analysis of efficiency by detailed blocks of competitiveness. It was established that the difference and scientific novelty of the approach is the combination of the DEA method, which characterizes relative efficiency, but does not mathematically substantiate weights, and entropy, which adds objectivity to the choice of weights to competitiveness indicators. Conclusions. Determining the integral competitiveness index (ICI) allows you to obtain a generalized position of an air carrier among competitors in the world market based on efficiency and multidimensional indicators. The formed blocks of indicators will allow the air carrier to position itself among competitors and determine its strengths and weaknesses.