6th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

Corporate Restructuring in the Economy of the Tourism Sector: A Case Study of Air Serbia
​
Jovana Kisin –   University Educons, Vojvode Putnika 87, 21208 Sremska Kamenica, Serbia
Jelena Ignjatović    –   Academy of Vocational Studies, Department of Agricultural Business Studies and Tourism, 15000 Sabac,
Serbia​
Jelena Vemić Đurković   –   University Educons, Vojvode Putnika 87, 21208 Sremska Kamenica, Serbia

DOI:   https://doi.org/10.31410/tmt.2021-2022.315
​​​

Abstract:   The main objective of this research is to analyze the effects of the implemented corporate restructuring process on the example of the Serbian national airline company. In addition, the purpose of this chapter is to dis­cuss the management approaches, forms, specific goals, business perfor­mance and results, but also the benefits of the corporate restructuring of Air Serbia on national tourism and the economy. Since competitive national air­line contributes to the development of the Serbian tourism sector, this chap­ter emphasizes the economic dimension and importance of the transforma­tion process, creating new added value and employment, as well as multi­ple effects on overall local and regional development and complementary activities. Thematically, the content is focused on reviewing various forms of corporate restructuring, change of management model, ownership and organizational structure, application of new strategies, and achieved finan­cial results, as indicators of the success of corporate restructuring, with spe­cial reference to the impact of COVID-19 on Air Serbia. The methodological framework includes desk research and a case study method based on data collection and analysis, synthesis of theoretical and empirical facts, and using available sources related to the research topic.
  

Keywords:   Business transformation; Strategic partnership; Airline industry; Tourism; Economy

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