Strategic Positioning and Competitive Advantage of Nigerian Airlines in the ECOWAS Aviation Market

This study analyzes the strategic positioning of Nigerian commercial airlines within the Economic Community of West African States aviation market and the implications for competitive advantage. The liberalization of West African airspace under the Yamoussoukro Decision and ECOWAS Single African Air Transport Market commitments has expanded the competitive arena for Nigerian carriers. Competitive strategy theory and market positioning frameworks provide the analytical foundation. The research employs a qualitative comparative case study design, examining the strategies of four Nigerian airlines with international route operations. In-depth interviews with chief commercial officers, route planning managers, and revenue management directors were conducted. Documentary analysis of route announcements, pricing strategy reports, and market share data from the Nigerian Civil Aviation Authority were included. Cross-case thematic analysis was applied. Findings indicate that Nigerian airlines achieving the strongest ECOWAS market positions combine hub-and-spoke network designs anchored in Lagos with targeted regional capital city routes. Strategic code-sharing arrangements with larger international carriers are identified as a critical competitive positioning mechanism that extends network reach beyond what organic capacity permits. The study finds that brand service quality reputation among West African business travelers, rather than price, is the primary sustainable competitive differentiator in the regional market. The research concludes that Nigerian airlines must develop sophisticated regional positioning strategies that leverage Nigeria's economic centrality within ECOWAS. Keywords: strategic positioning, competitive advantage, Nigerian airlines, ECOWAS, aviation market.