Vol. 13 No. 3 (2025): Business & Management Studies: An International Journal
Articles

Integrating strategic theory with MCDM: A BWM–CoCoSo approach to competitive strategy selection in the Turkish domestic airline industry

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  • Mehmet Şahin Durak
Mehmet Şahin Durak
Assist. Prof., Kırklareli University, Kırklareli, Türkiye

Published 2025-09-25

Keywords

  • Airline Industry, Porter's Five Forces, BWM, CoCoSo
  • Havayolu Sektörü, Porter’ın Beş Güç Modeli, BWM, CoCoSo

How to Cite

Integrating strategic theory with MCDM: A BWM–CoCoSo approach to competitive strategy selection in the Turkish domestic airline industry. (2025). Business & Management Studies: An International Journal, 13(3), 1483-1503. https://doi.org/10.15295/bmij.v13i3.2598

Copyright (c) 2025 Mehmet Şahin Durak

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Integrating strategic theory with MCDM: A BWM–CoCoSo approach to competitive strategy selection in the Turkish domestic airline industry. (2025). Business & Management Studies: An International Journal, 13(3), 1483-1503. https://doi.org/10.15295/bmij.v13i3.2598

Abstract

This study proposes a decision model that integrates strategic theory with Multi-Criteria Decision Making (MCDM) to select the most appropriate competitive strategy in Turkey's domestic airline market. Criteria derived from Porter's Five Forces were weighted using the Best–Worst Method (BWM) based on judgments from eight experts, and strategic alternatives (cost leadership, differentiation, focus) were ranked via the Combined Compromise Solution (CoCoSo). The findings indicate that "rivalry among existing competitors" and "buyers' bargaining power" are the most influential industry forces, and that the cost-leadership strategy delivers the highest overall performance. The study's original contribution is to operationalise Porter's framework with BWM–CoCoSo, transforming strategy selection into a transparent, replicable, and manager-friendly process. Adapting the model to the Turkish context also yields concrete recommendations that align with local market dynamics. From a managerial perspective, the results offer strategic guidance for systematically enhancing cost efficiency (e.g., process improvements and resource-use optimisation).

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