Airplanes parked at an airport, symbolizing different approaches to responsibility in business.
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A Sense of Responsibility and Marketing Strategy, Part 2　〜Seeds of Marketing 96

Airplanes parked at an airport, symbolizing different approaches to responsibility in business.
― The “Direction of Responsibility” as Seen in JAL and ANA ― ■ Different Ways of Showing Responsibility, Even While Flying the Same Sky When it comes to Japan’s leading airlines, Japan Airlines (JAL) and All Nippon Airways (ANA) are the two most recognized names. Both are well known for their high-quality service, but the way they demonstrate responsibility in operational decisions differs significantly.
JAL tends to cancel flights earlier in cases of worsening weather. This reflects a mindset that fulfilling responsibility toward customer safety and schedules means “avoiding risks.” While disruptions to plans are inevitable, early decisions allow customers more time to consider alternative arrangements. On the other hand, ANA follows a policy of continuing operations as much as possible. By carefully assessing weather and conditions, ANA feels a sense of responsibility in “flying as long as it is feasible.” By delaying decisions until the last possible moment, the company aims to protect customers’ travel plans as much as possible.

■ “Safety” and “Flexibility” — Two Different Approaches to Responsibility

Both airlines act responsibly, but their directions differ: risk avoidance (JAL) versus maximizing opportunities (ANA). JAL prioritizes “preventing even the slightest chance of an accident,” offering peace of mind and predictability as part of its brand value. Even if some inconvenience arises, its corporate stance is expressed through early announcements and providing alternatives—taking proactive measures. ANA, meanwhile, feels responsible for “exploring every possible option until the very end.” By placing challenge and flexibility at the core of its brand, ANA strives to minimize disruption to customers’ travel. Its determination to “never give up until the last moment” itself becomes the foundation of trust.

■ How This Appears in Brand Strategy

These different approaches are clearly reflected in marketing messages.
  • JAL emphasizes “safety, trust, and stability,” promoting stress-free travel, reliable planning, and calm service.
  • ANA emphasizes “challenge, possibility, and flexibility,” highlighting its use of technology and its ability to meet diverse customer needs.
Neither approach is inherently superior. What matters is that their sense of responsibility remains consistent. This alignment with brand image is what sustains customer trust.

■ What Kind of Responsibility Do Customers Choose?

Travel purposes, priorities, and tolerance for risk vary among individuals. That’s why having distinct approaches to responsibility—like JAL and ANA—becomes a reason for customers to choose one airline over the other. Customers evaluate not only price and service content but also “how the company acts in critical moments.”

■ Next Preview: Responsibility and On-Site Discretion

In the next installment, we will explore how this sense of responsibility is reflected at the on-site level—specifically, the balance between decision-making authority and accountability. We will examine how “discretionary responses” versus “consistent responses” in the service industry impact marketing strategy. To be continued 😊