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

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).