LATAM Airlines Group S.A. and Airline Public Relations in the Americas

Victoria Eadie 7801-3554 PUR3000

1

Airline Industry Overview Since the creation of the kite in the year 400 B.C. in China, flight has been something that

humanity has striven towards. Used first as a way to observe the weather, the kite eventually became a leisure item – and this progression from utility to pleasure continued through each stage of flight development. Continuing with Leonardo di Vinci’s blueprints for flying machines in the 1480’s, to the first flight ever recorded in the 1783 that employed the basic aspects of modern air travel, to today (vault.com). Air travel has become increasingly accessible to people for a variety of reasons. It is the commercial airline industry that makes fast travel between destinations a possibility.

As with most technological advancements, the air crafts that we are familiar with seeing today had their beginnings in military usage and development. It wasn’t until after the end of World War I that companies in Germany, France and England began converting airplanes that were used during the war to be used for civil airline services. In the 1925 Kelly Air Mail Act, mail transport responsibility in the United States was transferred to private companies, and the airline industry began booming. Then, to continue the momentum in 1926, the Air Commerce Act made it a requirement that pilots, and airlines, have licenses to operate in the commercial sphere (vault.com). This also created a system of air traffic networks that made it easier and safer to fly. Today, the industry is increasingly complex due to the technical vocabulary that communicators must know to create content about the air crafts, the high amount of regulations, the importance of ticket sales and the severity of the accidents that can happen while people are flying around the world.

With the inter-connectedness of the world brought on by technology, it has become more than necessary to have various means of transportation, provided in faster, more efficient, ways. In response, demand for, and the attention on, the airline industry has increased exponentially, making the need for impeccable customer service and communication a must. Defining the industry is simple; any company that is involved in the transportation of humans and cargo via planes, or in the service of these companies, would qualify. This is exactly what makes good public relations integral to the success and survival of individual airlines. The larger amount of people that are interested in a service that is being provided, the more tact needs to be employed in communications to disseminate important information, such as flight delays, announcements and celebrations. Also, airlines are in the unique position of handling communications compassionately while using very technical terms when disaster strikes, and lives are possibly lost (platformmagazine.org). Different people use different platforms to consume content, thus creating an environment where public relations practitioners must become renaissance men… they need to constantly be looking for ways to improve the people-centric trust building of ever-evolving brands. Transparency is key. Luckily, those working in this field have seen this necessity and have run with it. Companies like LATAM, Levick, Alaska Airlines, the Federal

Picture 1: Leonardo DaVinci's flying machine diagram. Source- FineArtAmerica.com

2

Aviation Administration (FAA) and the Big Four airlines: American, United, Delta, and Southwest (openmarketinstitute.org) are some of the plentiful examples of ways in which public relations has been employed to advance the reputation of air travel in the United States.

Although the first company mentioned above, Levick, is not directly related to the airline industry, it has made plentiful contributions to the public relations and crisis communication side of the industry. Their work has garnered public recognition in the field, with many people looking to them as an example of how to do proactive work. Levick is a successful public relations and strategic communications firm most well-known in the airline industry for their work with Southwest airlines. The main takeaway from their times contracted with the airline was how to prepare Southwest for reacting to potential crisis

scenarios before they occurred after the onslaught of various embarrassing media attention received by other airlines at the time (Levick.com). The Levick team helped Southwest create a public response for their upcoming payment of FAA fines for maintenance violations. In the end, Southwest ended up paying less than they originally thought they would, and they maintained their dignity and reputation.

Another company in the field that is worth mentioning is Alaska airlines, who has been recognized for the incredible experiences that they create for their passengers. With the beginning of the holiday season in November this year, Alaska airlines provided free priority boarding to passengers holding a Starbucks holiday cup as a continuation of their partnership with the coffee company. Written in an informal and creative way, Alaska air's blog post about the promotion addressed why the company was doing it, any questions that passengers may have, and included reusable holiday cups in the requirements for early boarding. This serves as a great example of how an airline can be a “customer service business that happens to be an airline” (JetBlue Airlines).

With a mission to provide the “safest and most efficient aerospace system in the world”, the Federal Aviation Agency has created the laws and

standards to which airports and airlines must adhere to. Along with their main purpose, this organization has also created various programs and initiatives to educate and reward people in regard to safety measures and confidence that is had in relation to anything that is in the air. Their reach has even extended into maintaining and increasing the satellites that exist in space to create safer air traffic control at all points in a flight.

Additionally, one could not discuss the airline industry without mentioning the airlines called the Big Four: American, United, Delta, and

Southwest. With the enactment of the Airline Deregulation Act, signed by president Jimmy Carter in 1978 (openmarketinstitute.org), the airline industry no longer was required to be

Picture 2: Levick.com

Picture 3: Source- Ingrid Barrentine

Picture 4: Source- FAA.gov

3

regulated by the government. Originally, people thought that moving away from regulation by the Civil Aeronautics Board (CAB) would create competition in the market for airline tickets, driving the prices down and allowing even more people to fly. Although this did happen at first, after a while the pop-up airlines that formed offering lower airfare dissipated and were taken over by a monopoly of airlines. The four companies listed above are those that have the most seats available at many United States airports with a variety of destinations. From a public relations perspective, how have they achieved this?

Beginning with the PR progression of American Airlines, in 1981 we see the implementation of AAdvantage (aa.com), the first airline reward program created. In this way, American became one of the pioneers for public relations in the field today, now that almost every airline employs some kind of rewards program for their passengers. Continuing with United Airlines, although the company is still one of the biggest airlines, we can observe many of the kinds of crisis that can occur when training about the company character is not thoroughly disseminated to every employee, regardless of company standing. The famous example of United employees dragging a man off an over-booked flight, or passengers’ dogs dying or being mistreated on the flight, quickly comes to peoples’ minds when they think of United. We have seen backlash in the industry for United’s public relations efforts, and they are looked as an example of what not to do. Additionally, when looking at Delta’s history as a crop dusting company that has turned into one of the biggest air travel companies in the United States, and how they use those roots to continue their community involvement and service today, we can see how they have taken public relations theory to heart. Finally, when considering Southwest airlines, we can see that they place a large emphasis on investor relations, and they refer to their other public relations efforts as “Southwest Citizenship”. This demonstrates the importance placed on the company’s involvement in the world beyond their four walls.

After the brief overview of the airline industry, and an introduction to examples of companies in the field, the framework has been set for the company that will be focused on for the rest of this report. LATAM airlines is the most popular Latin American airline, with 146 destinations in 26 countries around the world. The next section of this report will explore their history and public relations practice more thoroughly.

LATAM Airlines Overview

In 1929, Commandant Arturo Merino Benítez created LAN, which is Chile’s Línea Aérea Nacional; and in 1976 Commandant Rolim Amaro began TAM, or Brazil’s Transportes Aéreos Regionais. In 2011, after many years of development and improvement, the two companies signed a business agreement to combine operations, and in 2012, LATAM airlines was born out of the partnership, becoming the largest airline in South America. Although LATAM’s headquarters is based in Santiago, Chile; the company also has extended to include operations in Perú, Argentina, Brazil, Colombia, Ecuador and Paraguay (latam.com). Each of the branches of

4

LATAM offer discount domestic flights, but they also offer travel options to the United States, Europe, Canada, Asia and other international destinations. Recently, on April 25th, 2019, a new board of directors was elected to act as representation of stockholders in committees within the company for the next two years. Under Chilean law, it is necessary that a company who, a) has a market capitalization of at the very least 1,500,000 unidades de fomento and b) at least 12.5% of the voting shares of shareholders who possess less than 10% of the said shares, has appointed directors. One of these directors must be considered “independent”, meaning they have no prior political/relational/work related

ties, and three of the nine people that are elected are to form a directors committee, which will adhere to the Sarbanes-Oxley Act of the United States. It may seem odd that an airline in Latin America would adhere to United States law when considering the internal structure of their company, however, when looking at the influence that investor relations has on the decision making, one can see that in order to do well in the New York stock exchange (NYSE), these details matter. The people that were appointed to be a part of the board of directors include: Ignacio Cueto Plaza (chairman), Henri Philippe Reichstul, Juan José Cueto Plaza, Patrick Horn, Carlos Heller Solari, Guiles Agutter, Eduardo

Novoa Castellón, Nicolás Edlen Hirmas, and Sonia Villalobos. As a continuation on the discussion about leadership within the organization, there is also a traditional team of managers (C-Suite executives) with job descriptions that one would expect to see in a company the size of LATAM. Acting as the CEO is Enrique Cueto Plaza and right next to him on the list posted on the company’s website is Paolo Miranda as the Chief Customer Officer. This placement demonstrates the importance of customer (stakeholder) relations, and how closely it is intertwined in the hierarchy of leadership. Next, we see the senior commercial vice president, Roberto Alvo, then the vice president senior legal Juan Carlos Menció followed by Hernan Pasman (chief operating officer), Emilio del Real (senior VP of human resources) and Ramiro Alfonsín (chief financial officer).

Picture 6: Enrique Cueto Plaza

Picture 5: Sonia Villalobos

5

There are a few things that can, and should, be noted about the afore mentioned lists of directors and management in LATAM within the context of Latin American culture that may differ from the point of view someone from the United States may have when looking at the names and faces of the people. From a cultural viewpoint, family is highly valued in the Latin American context, much more so than in many other Western countries today (Éxito Comercial, 2019). There is not as much individualism when it comes to even things like one’s education or career, because many things are tied back to one’s family and identity through that context. This is not to say that people do not have their own set of talents and likes, but these things are seen as working towards the betterment of the familial unit, nuclear and extended. Additionally, although there is much respect for women in Latin American culture as strong and the one that delegates and takes care of the home, children, expenses and shopping for the family, there still is not as much equality in the work force when it comes to positions of leadership. With these facts in mind, an analysis of the relationship between three of the employees mentioned above, and the gender distribution, can be done. It can be assumed that Ignacio Cueto Plaza and Juan

José Cueto Plaza, both members of the board of directors, are related in some way to the CEO, Enrique Cueto Plaza. In the United States, nepotism such as this would be something scandalous, however in the context of Chile, it is most likely that no one believes the relationship between these men to be in bad taste, and it is completely normal. Many more people are willing to work with their close relatives in the Latin American culture than in the Unites States. Additionally, the fact that there is only one woman present in the whole list,

Sonia Villalobos, speaks to the fact that equal representation in high positions of leadership is still something that needs to be striven towards across cultural boundaries.

As this group of people lead the charge of LATAM Airlines Group, they have created a goal of being one of the world’s top three airlines (latam.com). In order to do this, they advertise inexpensive airfare and boast activism in sustainability, climate change, groups of interest and corporate citizenship. In providing various yearly reports containing this information and publishing them to the public, LATAM also emphasized transparency in their communication efforts with customers, which they elaborate on to define it as one of the components of their governance of sustainability. This fact insinuates that LATAM’s C-suite is well aware of the power that stakeholder groups hold over the future success of the organization. On the company’s website, under their sustainability section, there is a quote that reads: “The Company's vision is based on the dynamics of relationships and business, which seek to endure and create shared value for our shareholders, investors, employees, customers, suppliers and for the whole of society; it is within these dynamics that our

Picture 8: Ignacio Cueto Plaza

Picture 7: Juan José Cueto Plaza

6

commitment to the future is built through our day-to-day operations in the present.” These present operations include everything from the knowledge of the environmental impact of their products, to the bylaws of the company and to the economic and tourism development of the regions in which LATAM services. To put their

ideals visually, please view the graphic above.

In the continuation of the company’s transparency efforts, the focus of their research regarding their different stakeholder groups included much research. A large section of it was determining the differences and similarities that each group had, and then finding a connection between then to create means of communication that would benefit everyone. In the end, their goal has been to create a relationship of trust between the company and their passengers.

We can even see the objectives that are being covered in this forward progress towards LATAM reaching their goal of being one of the best airlines in the world currently, as they undergo cabin remodels to each travel class. With all the modern comforts that travelers have begun to expect from their flight experiences, intertwined with homages to Latin American culture sewn through the details of the cabins – luxury is being provided to every customer. This video from LATAM’s official website demonstrates the changes that are being made, and how exactly they echo the culture of these places.

LATAM Airline Group has, under its extensive “governance” section of their website published a written Code of Conduct, in addition to its section stating its principles and transparency. In this document, Enrique Cueto Plaza gives an introduction that states that this is the first time, currently, that all of LATAM’s affiliate companies and itself are operating under the same code of conduct. This code continues for 41 pages in the format of presenting the ethical situations at risk, and directly after presenting

Picture 9: Source- LATAM.com

Picture 10: Source- latamairlinesgroup.net

7

how employees and supervisors must then act in response to those situations. It is made clear that everyone in the company is expected to follow this code, regardless of position.

So, from an internal perspective, LATAM is a sustainable, eco-conscious, and transparent organization that does all that it can in order to communicate effectively with their publics. Now, it would be beneficial to move to the media news releases that have occurred in the past few months regarding this company to gauge how their stakeholder groups are feeling about them.

Current News For 25 years, Enrique Cueto Plaza has been the CEO of LATAM Airlines Group. It was

recently announced on September 10th, 2019, that he will step down from his role on March 31, 2020, and be replaced by the current chief commercial officer Roberto Alvo. After considering the decision for a year and looking at options both inside and outside of the company for Plaza’s replacement, LATAM decided to appoint Alvo because of his 18 years of experience in multiple levels of the company. In addition, LATAM boasts that this change is able to be made because the airline is at a stable time in its history. It has become the largest airline in Latin America, and they have had much success in what they have set out to do. To solidify the fact that LATAM is in a solid place, one of the biggest pieces of news in the media at the moment regarding LATAM Airlines is their upcoming partnership with Delta Airlines, which was announced on September 26, 2019. In an effort to unite North America and

South America in a way that it never has been before, the two companies will be partnering to achieve mutual goals and will begin code sharing in early 2020. As two of the biggest airlines in the Americas, this partnership is meant to allow more international destinations to be possible for both Delta and LATAM passengers. The technicalities of the partnership are that Delta will be investing 1.9 billion dollars in LATAM, with shares going for 16 dollars, and Delta will be paying the fee acquired through LATAM’s separation from the

One World Alliance in October 2020, of which LAN had been a part since 2000, and TAM since 2014. LATAM also announced that it will be terminating its ventures with the International Airlines Group in the wake. By this venture, Delta and LATAM will be in first place in five of the top six Latin American markets as they relate to the United States. However, it is also possible that with the loss of both the One World Alliance and the American Airlines deal, there could be market losses for LATAM. This new partnership has caused American Airlines to begin

Picture 11: Source- airbus.com

8

planning new routes out of Miami, Florida to Lima, Santiago and Sao Paolo in the coming year, and for the company to begin negotiations with Gol, an airline in Brazil with no current airline affiliations. More recently, on November 12, 2019, an article posted on pressrecorder.com delivered the news to potential investors in LATAM that their stocks had fallen .46 points below their last closing price of $11.31, and the LATAM was one of the worst stocks to purchase at the moment. However, just a few days later on November 15, Daisy Galbraith with the Press Recorder wrote an article saying the exact opposite. Stock prices for the company has risen and LATAM Airlines Group S.A. stock was the hottest on the market for the day. This ebb and flow of stock market value shows how active LATAM is in the NYSE, and that people are placing trust in their brand to continue to have solid shares available for purchase. Even though LATAM had a bad day on the 12th, 3 days pass and it is back in a solid position, and companies and individuals alike continue to trust the brand with their money. In another tell-tale sign of a solid foundation for LATAM Airlines Group S.A. is the recent media coverage of new air service routes opening to highly-traveled- to places, such as from Lima, Perú to Talara, Perú and Quito, Ecuador to Manta, Ecuador. LATAM Brazil also opened up 1200 flight frequencies and 218000 seats for the upcoming summer travel season (centreforaviation.com). Also, LATAM Paraguay is set to increase frequencies from Asunción to Lima daily beginning in the new year. Similarly, due to a partnership that LATAM has with Qatar Airlines, the company is currently researching the possibility of a direct flight from Sao Paolo, Brazil to Doha, Qatar. Additionally, LATAM has currently added flights to Montego Bay, Jamaica from Lima. Finally, on November 18th, 2019, LATAM Airlines Group S.A. made an announcement that they would be increasing service from Lima’s Jorge Chavez International Airport to 5 more international destinations.

Additionally, on November 8th, 2019 LATAM Airlines Group S.A. opened a 10,000 square foot luxury lounge for its passengers in the Miami International Airport. This airport is one of the airports with the largest volume of departures and arrivals to and from Latin America in the United States, and a huge move for the airline, since American Airlines, a rival company, has many flights to and from the Miami International Airport. The lounge is decorated in honor of the aspects of Latin America that are most well-known, like the Amazon rainforest, and the colors of LATAM. There is plentiful seating options, coffee,

juices and various selections of food.

Picture 12: Source- Lauren Walker, thepointsguy.com

9

In relation to the news presented above, LATAM Airlines Group S.A. announced on November 22, 2019, that they have chosen Graphene, led by McCann Worldgroup and IPG Mediabrands, to lead the company’s global media strategies indefinitely. Graphene has been involved with LATAM in various markets around the globe for about 13 years, and seeing that their work has been successful, LATAM decided to choose them for their work in each of their other markets as well. And a day before, on November 21st, the airline introduced a new Boeing 787-9 plane to their already sizeable fleet.

On the more negative side of the news cycle recently, on November 29, 2019, a LATAM Airbus 318 landed at Santos Dumont airport and collided with stairs on the ground, inflicting damage on the right wing of the aircraft. There were no injuries that were reported.

All in all, the media coverage we see of LATAM Airlines Group S.A. pertains mainly to their fluctuating (but positive) NYSE worth, their recent decisions to partner with Delta and cut ties with many other organizations, and the expansion of their services to more places than they have before. The story told from multiple trustworthy sources is one of strength and development on the part of LATAM.

Website Review At first glance, the LATAM website mainly just gives information about flight

destinations and prices, however so you scroll to the bottom of the initial page, you see a “Get to know us” section, a “Transparency” section (which has been emphasized by the company in every aspect of their public relations efforts and branding) and a “Related sites” section. In the

“Get to know us” list, we see options for learning about the company, their sustainability and transparency guidelines (which have been discussed in detail in the “Company Overview” section of this report) and, importantly, a “Press room”. Here one can find recent press

releases, declarations that the airline has made regarding new travel requirements that have been developed and an email contact for their external communications team. While there is no video or audio available on this page in particular, if you venture to their “about us” page there is a

Picture 13: Source- mediavillage.com

10

video announcing and showing off the new features of the remodeled cabins in LATAM Peru’s planes. Additionally, it can be seen in the company’s “Corporate purpose” page that they place a large emphasis on acts of philanthropy and “actions that improve the social impact” of what they are doing for society. In LATAM’s corporate strategy for sustainability, they outline 4 concepts on their website by which they adhere to. The first is taking care of their employees. The second extends to considering social and environmental factors in the products that they create. The third speaks to their efforts to develop the destinations in which they service. And finally, the fourth is their dedication to preserving the culture and environment of Latin America. In relation to these principles, LATAM also places a high priority on recognizing their impact in climate change and takes the time to explain how they intend to combat that. Some of the topics that they address include their carbon footprint, eco-efficiency, alternative fuels and standards and certifications. LATAM has also linked PDF versions of years 2012 – 2016 of their sustainability reports, and as an example their 2016 sustainability report is linked here.

In addition to LATAM’s corporate social responsibility section of the website, they have also added information on their terms of agreement, their plans in case of specific emergencies and their customer service plan, as well. It would seem that nothing is too technical for LATAM to include on their website. It is also worth noting that when one clicked on the “investor relations” button under the “Get to know us” section, it takes you to a separate website where you can search for more in-depth information about the innerworkings of the company. The outward appearance of this secondary website is less eye-catching than the primary customer website, but it houses more information that gives people insight to the health of the organization in terms of investment, not necessarily flight service. In the right-hand corner is where one can find the contact information for the investor relations department of LATAM. A general email address is given, but no personal contact information for management within the company.

Generally speaking, both of the LATAM Airlines Group S.A. websites offer a variety of information that all work together to build the brand of transparency for the company in the eyes of their variety of stake holder groups. Appealing to customers in Latin America, the United States, investors and employees, LATAM has a holistic and well-managed website presence. Now, we can explore how their efforts have transferred to the realm of social media.

Picture 14: Source- latamairlinesgroup.net

11

Social Media LATAM Airlines Group S.A. uses each of their social media platforms in a very distinct

way from their other publications, including their website. To begin, LATAM Airlines has 11,931,176 people that like and follow their Facebook page. The likes on each one of their posts,

generally posted every 2-4 days at 5:00 pm, is around 25 people, with many more comments rolling in. Each post includes a photo, video, or link to external content to catch readers’ eyes and including some human interest stories like this one on their blog. The comments that are placed usually seem to be complaints about ticket refunds, ticket prices, baggage issues, website confusion or complaints about staff during flights. When this happens, LATAM does respond in the comments section telling the customer that they

have personally direct messaged them about their problem, insinuating that the issue will be discussed and resolved to the best of their ability.

Additionally, the company uses LinkedIn in a similar way, with 699,674 followers. Here, LATAM posts less frequently, once a week, about noteworthy events, initiatives or announcements, such as the unveiling of a new Boeing 787-9 model or their new initiative “Recycle Your Journey”. They generally get an average of 300 likes on each post that includes a picture or video of the subject they are posting about. There are less comments on the posts than there are likes, and these comments are thoughtful and professional, written in a multitude of languages.

Moving on to what some could call the trendier social media platforms, LATAM has a strong presence on Instagram and Twitter. Instagram is, generally, a more positive platform for LATAM in relation to their customers. With 1.7 million followers, every day the company posts pictures of scenic destinations where their customers can fly, with captions written in Portuguese, Spanish and English each time. Garnering an average of around 7,000 likes and hundreds of comments, these posts get more positive reactions than negative ones. The subject of their Instagram, then, is not so much their work or purpose, but the outcome to which LATAM can bring their customers – namely relaxing in a beautiful place, away from their current stressors or worry.

The airline is much less well received, it seems, when you look at Twitter. LATAM Airlines has 41,013 followers on Twitter, three languages in their biographical introduction, but seems to spend most of their time on Twitter responding to complaints made by unsatisfied passengers. It is almost as if Twitter serves as an electronic help desk. There are fewer instances

12

of multimedia usage on their twitter account and more time between scheduled posts than on any other of their social media accounts.

Overall, it would seem that on Instagram and LinkedIn, the public opinion of LATAM Airlines is positive. However, on Facebook and Twitter, their social media has become a place where the company needs to address the continuing concerns of their customers about customer service issues and logistical problems. From this analysis, the day to day customers have frequently had problems with LATAM employees, but many more still enjoy the service that it provides.

Through this report on the airline industry in the Americas and the in-depth analysis of LATAM Airlines Group S.A., one can conclude that the future of the organization seems bright in the eyes of investors, employees and (generally speaking) customers on their way to one of the 146 and counting destinations that LATAM services.

13

Bibliography “About Us.” − Customer Service − American Airlines, https://www.aa.com/i18n/customer-

service/about-us/about-us.jsp?anchorEvent=false&from=footer. “Airlines & Monopoly.” Open Markets Institute,

https://openmarketsinstitute.org/explainer/airline-monopoly/. “Airlines.” Vault, https://www.vault.com/industries-professions/industries/airlines/background. “Aviation.” LEVICK, http://levick.com/experience/industry/aviation. “Come Fly with Me: The Art of Airline Public Relations.” Platform Magazine, 19 Nov. 2018,

https://platformmagazine.org/2018/10/18/come-fly-with-me-the-art-of-airline-public- relations/.

“LATAM Stocks - Search Results.” Press Recorder, 15 Nov. 2019, https://pressrecorder.com/?s=LATAM+stocks.

“LATAM Touches down in Montego Bay, Jamaica.” Breaking Travel News, 2 Dec. 2019, https://www.breakingtravelnews.com/news/article/latam-touches-down-in-montego-bay- jamaica/.

“Programs & Initiatives.” FAA Seal, 23 Sept. 2019, https://www.faa.gov/about/initiatives/. Airbus. “Delta Air Lines Books Order for Additional Five Airbus A220 Aircraft.” Airbus,

Airbus, 19 June 2019, https://www.airbus.com/newsroom/press- releases/en/2019/06/delta-air-lines-books-order-for-additional-five-airbus-a220- aircraft.html.

Burk, Bailey, et al. “The Changing Role of Public Relations in Aviation Marketing: Burk Advertising & Marketing: Denver.” Burk Advertising & Marketing | Denver, 26 May 2016, https://wambam.com/the-changing-role-of-public-relations-in-aviation-marketing/.

Capa. “American Airlines to Increase Six Services to Latin America from Jun-2020.” CAPA – Centre for Aviation, CAPA - Centre for Aviation, 5 Nov. 2019, https://centreforaviation.com/news/american-airlines-to-increase-six-frequencies-to-latin- america-from-jun-2020-951858.

Cummins, Nicholas, et al. “October Date Given For LATAM's Oneworld Departure.” Simple Flying, 21 Nov. 2019, https://simpleflying.com/latam-oneworld-departure-october-2020/.

Doyle, Michael Scott, and T. Bruce Fryer. Éxito Comercial: prácticas Administrativas y Contextos Culturales. Cengage, 2019.

Dylan, Scott. “Delta And LATAM Will Begin Codeshare Arrangements In 2020.” GET.com, GET.com, 5 Dec. 2019, https://news.get.com/delta-and-latam-will-begin-codeshare- arrangements-2020/.

Interpublic Group of Companies, Inc. “IPG Team Selected as Global Marketing Agency for LATAM Airlines.” GlobeNewswire News Room, "GlobeNewswire", 22 Nov. 2019, https://www.globenewswire.com/news-release/2019/11/22/1951557/0/en/IPG-Team- Selected-as-Global-Marketing-Agency-for-LATAM-Airlines.html.

MediaVillage. “Advancing Diversity Honoree -- IPG.” MediaVillage, MediaVillage, 10 Oct. 2017, https://www.mediavillage.com/article/advancing-diversity-honoree-ipg/.

Reed, Ted. “United Airlines: New Deals ‘Give Us A Shot’ At Number One In Latin America.” Forbes, Forbes Magazine, 30 Oct. 2019, https://www.forbes.com/sites/tedreed/2019/10/29/united-and-delta-both-say-they-can-overtake-american-to-be-top-airline-in-latin-america/#1672560e3428.

Runnels, Sara K., et al. “Cup, Cup and Away! Starbucks and Alaska Airlines Are Making Coffee––and the Holidays––a Priority.” Alaska Airlines Blog, 6 Nov. 2019,

14

https://blog.alaskaair.com/alaska-airlines/starbucks-red-cup/. Segal, Sophie. “LATAM and IAG Abandon Joint Venture Plans.” Flightglobal.com, 6 Dec.

1970, https://www.flightglobal.com/news/articles/latam-and-iag-abandon-joint-venture- plans-462744/.

Singh, Jay, et al. “LATAM Airbus A319 Damaged By Collision With Stairs.” Simple Flying, 1 Dec. 2019, https://simpleflying.com/latam-a319-stairs-collision/.

Walker, Victoria M. “Exclusive: First Look at Miami Airport's Brand-New LATAM Priority Pass Lounge.” The Points Guy, The Points Guy, 11 Nov. 2019,

https://thepointsguy.com/news/miami-airport-latam-lounge-first-look/.