Rubric of the requirements for this research paper are attached. This paper is based on the attached Annotated Bibliography. Please read the requirements and checklist at the bottom of the rubric, to make sure all items are covered. This has to be in APA format. Thank you
rubric.pdf
annotated_bibliography_v2.docx
article_1_the_strategic_impact_of_airline_group_diversification__the_cases_of_emirates_and_lufthansa.pdf
article_2_market_strategy_development_and_innovation_to_strengthen_consumer_based_equity__the_case_of_brazilian_airlines.pdf
article_3__the_business_of_pleasing_travelers__airlines__hotels_and_agencies_are_going.pdf
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Assignment #5
Assignment 5 – Research Paper
MGMT 610 – Organizational Theory first paper assignment
Faculty Name
Alissa Harrison
Faculty Email:
[email protected]
Assignment Title:
Course/Section
Research Paper
610 9042 Organizational Theory (2192)
Assignment Description: Research Paper
Assignment Five must involve the same topic, research question, and case study that you
identified for Assignment Four. Apply what you learned from the scholarly articles in your
Annotated Bibliography (Assignment 4) to the written case.
Instructions:
1. After your introduction (including a statement of your formal research question), briefly
describe (1 paragraph) what the organization did in relation to the issue.
2. Address your research question and analyze the effectiveness of how the organization
handled the issue, referencing the scholarly articles you found on the topic (that were
annotated in Assignment 4) and citing course concepts from readings and lectures.
3. Formulate recommendations you would make to the management of that organization to
effectively handle this issue. Clearly list your recommendations.
4. Provide a detailed logical rationale for each of your recommendations. Your rationale
should reference the scholarly articles you read on the topic to provide support for your
position. It likely also will reference concepts/readings from class. (Note: This rationale is
a significant portion of your paper; it should be at least 1-2 pages.)
In all cases, cite your sources as required by the APA guidelines and include them in a
reference list at the end of your paper. You should not include the full annotations you included
in Assignment Four in the reference list at the end of Assignment Five.
Note: with the exception of UCSP615 (Orientation to Graduate Studies), work for other courses
– at UMUC or elsewhere – cannot be included in this paper. If you’re taking UCSP 615
concurrent with this course, it’s recommended that you use your topic for that course as part of
this course, especially if it also relates to organizational theory. However, all work for this
course and the paper itself must be original to the course.
Your research should include information from relevant scholarly sources, professional journals,
and peer-referred publications. Wikipedia or any sources from the Internet (e.g., from a Google
search) may not be used. These are “open sources”, meaning that anyone – knowledgeable or not
– can contribute. They are not subjected to the same form of editorial scrutiny that peer-reviewed
articles are scrutinized for quality.
Assignment #5
Assignment/Project Criterion:
The following criteria will be used for Assignment 5.
I. Assignment Coverage
1. Paper is a 10-12-page WORD document (does not exceed 3000 -3500 words)
2. Organization – Research Paper is APA outline and analysis content and includes title
page, introduction, reference list, abstract, summary/conclusion, etc.
a. APA style is required
b. Use headings to organize the body of the paper
c. Statement of formal research question
d. Analysis of how organization handled the issues proposed
e. Citing of course concepts from readings, lectures, articles, etc.
f. Clearly list, discussion, and rationale of proposed recommendations
II. Critical Thinking and Levels of Analysis
1. Complexity of Ideas
a. Ideas demonstrate careful, nuanced, and original understanding of the topic
b. Analysis of the topic offers information in a new, surprising, and convincing ways
2. Evidence
a. Information cited offers credible, varied, and sufficient details
b. Compelling research is presented in a sophisticated manner
c. Clear and concise summary/conclusion
III. Writing Quality/Mechanics
1. Grammar Mechanics
a. Writing uses logical sequencing, clear statements, and transitions between ideas
b. Ideas and concepts are explained clearly using scholarly terminology.
c. Writing is free of grammatical, spelling, punctuation, and typographical errors and
meets graduate level expectations
2. APA
a. Substantial (at least five) and relevant reference sources; three of the references
are within the last five years
b. APA style is used throughout the paper (e.g., cover/title page, headings, spacing,
citations, reference page)
c. Paper is a WORD document and formatted with a cover page that includes a
running head
Assignment #5
Grading Criteria (The professor will include this as the first part of your graded assignment)
Abbreviated rubric for Assignment #5 (Research Paper)
1
2
3
4
5
6
7
8
9
Criteria
Submitted late: minus 5% per day
Meets expectations for content and purpose of the assignment.
Research paper organization includes, title page, abstract, introduction, research question,
organization issues, recommendations, summary/conclusion and references.
Outline: Topic sentence and headings
Develops a clearly articulated and original thesis and/or main idea that are consistent with
expectations of content and purpose. Topic sentence and paper is FOCUSED.
Organizes ideas in clear and sequential paragraphs that logically reinforce the main idea. A
paragraph is a collection of related sentences dealing with a single topic. Uses level 1, 2,
and 3 headings as appropriate.
Incorporates sufficient use of appropriate research, supporting evidence, and relevant
sources (scholarly/peer referred). Sources are: (1) appropriate number as outlined for the
assignment; (2) credible, varied, and demonstrate sufficient quality/reliability; and (2)
support topic, research question and case study.
Critically evaluates information and/or data within boundaries established by the main
idea. Ideas demonstrate careful, nuanced, and original understanding of the topic, and
analysis of the topic offers information in a new, surprising, and convincing ways.
Conforms to APA and/or additional guidelines from the instructor. (Refer to the paper in
Conferences, “Writing Papers That Are Easy to Grade.” Your paper should look like this
paper.)
Displays sound grammar, spelling, punctuation and appropriate conventions that meets
graduate level expectations. See *NOTE below.
Total
Score
10
10
10
10
10
10
20
20
Where (depending on whether weight is 10 or 20:
1-6 or 1-12
= Not proficient
7 or 13-15
= Competent
8-9 or 16-19
= Above average
10 or 20
= Exemplary
Checklist (make sure you do the following):
•
A paper consists of: title page, an abstract, introduction, text pages, recommendations,
summary/conclusion, and references.
•
A strong first sentence which sets the stage for the paper.
•
Clear and concise research question.
•
Use Times New Roman 12 pt. font and 1” margins.
•
Double space (this includes the References).
•
Justify the text on the left margin with a ragged right edge
•
Indent all paragraphs ½”.
•
Put a header at top left margin of page and page # in top RH corner (see above).
o Use headings at least level 1 and 2 headings. See section on 1st, 2nd, 3rd and 4th Level Headings.
•
Use the proper APA format for citations and the Reference List (double space with hanging indent).
Note: Sources not cited in the paper should not be in the References. Wikipedia is not an acceptable
Reference.
•
Avoid the use of the 1st person (“I” and “we” and “our”).
•
Proofread. Edit. (See next two bullets)
•
Fewer words are better than more. Shorter sentences are better than long.
•
Do not plagiarize. Give proper credit where credit is due.
*NOTE: Papers that have a consistent misuse of grammar, punctuation (commas, semicolons,
quotation marks) and spelling will not receive a grade higher than the low 80’s regardless of the
quality of the content.
Running head: THE AIRLINE INDUSTRY
1
How Have Technological Innovations Affected the Airline Industry?
Student Name
University
Author Note
THE AIRLINE INDUSTRY
2
This paper was prepared for MGMT 610 9042, taught by Professor Alissa Harrison.
Technology Innovations Affecting the Airline Industry
The purpose of this paper is to identify relevant sources that discuss the airline industry
and the associated technology, and innovation strategies. The annotated bibliography provides
five articles which discusses topics related to the airline industry. Various examples are given to
enhance understanding and to relate or link multiple elements. It is evident that over the past two
decades, the aviation industry has embraced information technology systems in order to enable
the solving of problems such as uncommunicated flight delays, and poor logistics management.
Such subsidiary businesses include catering, maintenance, and agency services. In this paper, the
topic under question is, “How have technological innovations affected the airline industry?”
The research according to the selected sources happens to be well-informed as it
incorporates historical evidence and methods. Airlines such as the Brazilian airline, Emirates and
Lufthansa have been selected and are developed to identify the technological efforts that have
been implemented in the aviation industry. The relationship between technological advancement
in the airline industry and the local and international market has also been discussed at length
identifying the enormous impact that technology has made, for example, in governing passengerairline relationship. The five sources are quite relevant to the question at hand regarding the
effects of technological innovations in the airline industry. They are therefore fit for use in the
main research.
THE AIRLINE INDUSTRY
3
N. Redpath, J.F. O’Connell, D. Warnock-Smith. (2017). The strategic impact of airline group
diversification: The cases of Emirates and Lufthansa. Journal of Air Transport
Management 64 121e138
This article looks at the airline industry as one large sector that incorporates other
subsidiary businesses such as catering, maintenance, and travel agencies. While researching on
the diversification of the airline industry, the authors make critical observations concerning the
benefits that have been tapped from incorporating technological systems, such as quick
responses and notifications in the two major airlines which include, Germany’s Lufthansa group
and Dubai’s Emirates group. The authors use historical evidence and methods to describe
technological advancement and innovation in the airline industry. Using this article, useful
information can be obtained regarding diversification as a strategy, financial risks, marketing
power, knowledge gain, and business trends.
Denise Santos de Oliveira, Mauro Caetano. (2019). Market strategy development and innovation
to strengthen consumer-based equity: The case of Brazilian airlines. Journal of Air
Transport Management 75 103–110
The article incorporates various research methods aimed at identifying the link between
tactics implemented by Brazilian airlines in the domestic market and being able to strengthen
consumer-based equity. In the research, the authors conducted two major surveys to ascertain the
claim that quality and credibility add value to airline services. The first survey includes 33
managers from some of the top Brazilian airlines. The second survey includes four hundred and
eighty passengers from six separate and diversified airports in Brazil. The article is fit for use as
a research material as it provides evidence regarding joint investment as a crucial tool for
innovation in service and price addition. The issue of marketing strategies is discussed, and
THE AIRLINE INDUSTRY
4
criteria that should be followed while setting marketing strategies developed. However,
innovations in services are found to be ineffective for brand associations due to multiple
drawbacks experienced by Brazilian airlines.
Jill Schachner Chanen. (2000). The Business of pleasing Travelers: Airlines, hotels, and agencies
are going the extra mile to keep customers happy with high-tech innovations.
The article begins by stating some of the challenges that are faced in the airline industry.
Such challenges include missing flights, flight delays, escalating flight fares, and lost hotel
reservations. This source discusses the problems faced in the airline industry and focuses on
some of the technological innovations and advancements that aid in overcoming aviation-related
challenges. In the source, the author uses examples to show how some of the solutions that have
been devised work. For example, regarding flight delays, the author introduces a way of knowing
whether an individual’s flight is going to be timely. The innovation discussed is “a text-based
pager” whereby Biztravel.com sends information about flight delays and cancellations an hour
before the flight is scheduled to depart. Innovations regarding comfort have also been discussed
in this article which enables clients to work while flying without discomfort. Unlike in the past,
around two decades ago, where a passenger could lean his seat inside a plane and cause
discomfort to the person behind him/her, nowadays, this problem has been solved in an effort of
ensuring comfort. The article generally describes innovations that have occurred to ease the
drawbacks in the subsidiary sectors of the airline industry.
Robin C Sickles, & Ila M. Semenick Alam. (1998). The Relationship Between Stock Market
Returns and Technical Efficiency Innovations: Evidence from the US Airline Industry.
Journal of Productivity Analysis, 9,35-51
THE AIRLINE INDUSTRY
5
This article is quite specific on the analyzation of the link between returns in the stock
market and absolute nominal productivity. The information from this article is crucial for use in
research since it incorporates data from eleven airlines in the United States of America. Linear
programming techniques have been used in the derivation of technical efficiencies. In this
source, unique technical methods are used to describe the link that exists between the valuation
of a firm and efficiency in its utilization of resources. An innovation, the timing mechanism, has
been described in the source as a tool that can increase returns in the industry without exposure
to risks. Airlines such as Delta Airlines, United Airlines, and Continental Airline have been used
to describe this relationship.
Duliba, Katherine A., Robert J. Kauffman, Henry C. Lucas, Jr. (2001). Appropriating Value from
Computerized Reservation System Ownership in the Airline Industry.
This source discusses information systems concerning the airline industry and discusses
some of the features of the information technology systems that make them either good or bad
tools for use in the airline aviation industry. The kind of competition that exists in the industry
and more so in airlines that have adopted the use of information systems is considered to be
unhealthy since the systems can easily be substituted with other resources or imitated. The
innovation that has been devised in the travel agencies involving installation of computer
reservation systems has aided in returns in information technology. The source explains the
benefits associated with the incorporation of such systems which include increased efficiency,
and ease of access. According to this article, big airlines have benefited from computerized
reservation systems. The source provides extensive information about reservation systems. It
provides information regarding the first system to be incorporated in the American airline, and
also discusses the technological innovations that have taken place in time.
6
THE AIRLINE INDUSTRY
Conclusion
Based on the information from these five sources, it is evident that information systems
have succeeded in solving problems experienced in the airline industry. However, their use does
not bring about competitive advantage as they can be imitated. Problems such as flight delay can
now be identified an hour before the set departure time hence enabling clients to wait and follow
up.
7
THE AIRLINE INDUSTRY
References
Denise Santos de Oliveira, Mauro Caetano. (2019). Market strategy development and innovation
to strengthen consumer-based equity: The case of Brazilian airlines. Journal of Air
Transport Management 75 103–110
Duliba, Katherine A., Robert J. Kauffman, Henry C. Lucas, Jr. (2001). Appropriating Value from
Computerized Reservation System Ownership in the Airline Industry.
Jill Schachner Chanen. (2000). The Business of pleasing Travelers: Airlines, hotels, and agencies
are going the extra mile to keep customers happy with high-tech innovations.
N. Redpath, J.F. O’Connell, D. Warnock-Smith. (2017). The strategic impact of airline group
diversification: The cases of Emirates and Lufthansa. Journal of Air Transport
Management 64 121e138
Robin C Sickles, & Ila M. Semenick Alam. (1998). The Relationship Between Stock Market
Returns and Technical Efficiency Innovations: Evidence from the US Airline Industry.
Journal of Productivity Analysis, 9,35-51
Journal of Air Transport Management 64 (2017) 121e138
Contents lists available at ScienceDirect
Journal of Air Transport Management
journal homepage: www.elsevier.com/locate/jairtraman
The strategic impact of airline group diversification: The cases of
Emirates and Lufthansa
N. Redpath a, J.F. O’Connell a, *, D. Warnock-Smith b
a
b
Centre for Air Transport Management, Cranfield, University, Cranfield, Bedfordshire, England, MK43 OAG, UK
Division of Logistics, Transport and Tourism, University of Huddersfield, Queensgate, Huddersfield, England, HD1 3DH, UK
a r t i c l e i n f o
a b s t r a c t
Article history:
Received 9 November 2015
Received in revised form
22 August 2016
Accepted 23 August 2016
Available online 3 September 2016
The airline industry is a diverse sector, requiring the support of a varied range of ancillary businesses
such as maintenance, catering and travel agencies to carry out its activities. Many of these supporting
businesses demonstrate the potential to drive wider profit margins despite generating lower revenues
than the airlines themselves, making them attractive investment opportunities in a sector prone to
volatile and often lacklustre trading. This study investigates two of the largest diversified airline groups,
Germany’s Lufthansa Group and Dubai’s Emirates Group, each adopting a distinct approach towards
diversification that may serve as a model for airline groups worldwide. The areas investigated were
Cargo, Maintenance, Catering and Travel Services. The research found that whilst diversification may not
always present the most attractive option financially, strategic factors can often outweigh such concerns.
Business units studied were found to have variable prospects; particularly in the case of Catering, a sector
on the rise e versus in-house Maintenance, which for airlines, is likely to see decline. The pursuit of third
party revenue streams to offset weak internal trading and growth in competencies were found to be the
key drivers of success. Interplay between segments was also apparent, showing that a well-organised
diversification strategy can achieve robust cross-functional benefits and deliver significant value to the
parent organisation.
© 2016 Elsevier Ltd. All rights reserved.
Keywords:
Airline diversification
Airline groups
Strategic direction
Vertical integration
1. Introduction
Corporate diversification within the airline business has a long
history. Many of the first airlines were initiated as related subventures by existing transport-focused organisations; such as
United Airlines, which can trace its lineage to Boeing Air Transport
in 1927 (Rodgers, 1996). As the industry grew and matured, Pan
American World Airways came to epitomise the concept of a global
aviat ion services empire, with subsidiaries such as Pan Am World
Services and the still active Intercontinental Hotels brand, allowing
it to strategically extend its reach into higher margin sectors, whilst
supporting the objectives and needs of its core business.
In a …
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