A broader perspective on narrow scope competition
(2017) FEKH19 20171Department of Business Administration
- Abstract (Swedish)
- Examensarbetets titel: Ett bredare perspektiv på ett snävare sätt att konkurrera - En komparativ studie mellan mindre och större företag med fokusstrategi
Seminariedatum: 2017-06-02
Ämne/kurs: FEKH19, Företagsekonomi: Examensarbete på kandidatnivå i Strategic
Management, 15 hp
Författare: Stina Jonsson, Ewelina Larsson, Ilhan Safia Yosef
Handledare: Devrim Göktepe-Hultén
Fem nyckelord: Fokusstrategi, Företagsstorlek, Konkurrensfördelar, Tillväxt, Konkurrens.
Syfte: Studien syftar till att få en bredare förståelse av mindre och större företag som har implementerat en fokusstrategi. Vi kommer att undersöka vilka möjligheter och utmaningar dessa företag utsätts för och hur dessa hanteras i förhållande till tillväxt och... (More) - Examensarbetets titel: Ett bredare perspektiv på ett snävare sätt att konkurrera - En komparativ studie mellan mindre och större företag med fokusstrategi
Seminariedatum: 2017-06-02
Ämne/kurs: FEKH19, Företagsekonomi: Examensarbete på kandidatnivå i Strategic
Management, 15 hp
Författare: Stina Jonsson, Ewelina Larsson, Ilhan Safia Yosef
Handledare: Devrim Göktepe-Hultén
Fem nyckelord: Fokusstrategi, Företagsstorlek, Konkurrensfördelar, Tillväxt, Konkurrens.
Syfte: Studien syftar till att få en bredare förståelse av mindre och större företag som har implementerat en fokusstrategi. Vi kommer att undersöka vilka möjligheter och utmaningar dessa företag utsätts för och hur dessa hanteras i förhållande till tillväxt och konkurrens.
Metod: Studien bygger på en kvalitativ forskningsinriktning i kombination med en fler fallstudie av sex företag som har implementerat en fokusstrategi. Två företag är av mindre storlek, två är av större storlek och två företag används som referenser för studien. Forskningsdata har samlats in genom semi-strukturerade intervjuer och har analyserats genom Gioia-metoden.
Teoretiska perspektiv: Porters (1985) fokusstrategi utgör den teoretiska grunden för studien. Forskningen tyder på att fokusstrategin ger ett antal möjligheter och utmaningar som skiljer sig åt mellan mindre och större företag. De flesta företag överger strategin relativt tidigt i sin livscykel och det finns indikationer på tillväxtutmaningar med strategin. Ett antal stora multinationella företag har å andra sidan framgångsrikt implementerat denna strategi trots företagets storlek.
Empiri: Data har samlats in från följande företag; Brekeriet Beer AB och Scandi Candy AB, utvalda som små fokuserade företag, GN Transport i Halmstad AB och SJR i Scandinavia AB, utvalda som större fokuserade företag och slutligen Trelleborg AB och Ewes AB, vilka används som referensföretag. Företagens möjligheter och utmaningar förklaras utifrån följande dimensioner; Storlek och tillväxt, och Konkurrens och kundvärde.
Resultat: Studien visar att storleken på fallföretagen som använder en fokusstrategi är en viktig bestämmande faktor gällande hanteringen av möjligheter och utmaningar, eftersom storleken ger upphov till olika sorters möjligheter och utmaningar. Vi har funnit både likheter och skillnader i hur fallföretagens förhåller sig till att hantera dessa. (Less) - Abstract
- Title: A broader perspective on narrow scope competition - A comparative study between smaller and larger companies using a focus strategy.
Seminar date: 2017-06-02
Course: FEKH19, Business Administration: Bachelor Degree Project in Strategic Management, Undergraduate level, 15 credits
Authors: Stina Jonsson, Ewelina Larsson, Ilhan Safia Yosef
Advisor: Devrim Göktepe-Hultén
Key words: Focus strategy, Company size, Competitive advantage, Growth, Competition.
Purpose: The study aims to get a broader understanding of smaller and larger companies, which have implemented a focus strategy. We will study the type of opportunities and challenges these companies are exposed to and how these are handled in terms of growth and... (More) - Title: A broader perspective on narrow scope competition - A comparative study between smaller and larger companies using a focus strategy.
Seminar date: 2017-06-02
Course: FEKH19, Business Administration: Bachelor Degree Project in Strategic Management, Undergraduate level, 15 credits
Authors: Stina Jonsson, Ewelina Larsson, Ilhan Safia Yosef
Advisor: Devrim Göktepe-Hultén
Key words: Focus strategy, Company size, Competitive advantage, Growth, Competition.
Purpose: The study aims to get a broader understanding of smaller and larger companies, which have implemented a focus strategy. We will study the type of opportunities and challenges these companies are exposed to and how these are handled in terms of growth and competition.
Methodology: The study is based on a qualitative research approach in combination with a multiple case study of six case companies following a focus strategy; two are smaller companies, two are larger, and two companies are used as reference companies. The research data has been collected through semi-structured interviews and has been analyzed through the Gioia method.
Theoretical perspectives: Porter’s (1985) focus strategy constitutes the theoretical basis of the study. The research is fragmented and it is divided across both strategic management and marketing fields. The research suggests that the focus strategy provides a number of opportunities and challenges, which seemingly differ between smaller and larger companies. Most companies abandon the strategy relatively early in their life cycle and there are indications of growth challenges with the strategy. However, some large multinational companies have successfully implemented this strategy despite their size.
Empirical foundation: The data has been collected from the following companies; Brekeriet Beer AB and Scandi Candy AB, chosen as small focused companies, and GN Transport i Halmstad AB and SJR in Scandinavia AB, chosen as larger focused companies, and finally Trelleborg AB and Ewes AB, used as reference companies. The companies’ opportunities and challenges are explained based on the following dimensions; Size and growth and Competition and customer value.
Conclusions: The study shows that the size of the case companies implementing a focus strategy is an important determinant when handling opportunities and challenges, as the size leads to different kinds of opportunities and challenges. We have found both similarities and differences in the case companies’ approach to handling these. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8915234
- author
- Jonsson, Stina LU ; Larsson, Ewelina LU and Yosef, Ilhan LU
- supervisor
- organization
- alternative title
- A comparative study between smaller and larger companies using a focus strategy
- course
- FEKH19 20171
- year
- 2017
- type
- M2 - Bachelor Degree
- subject
- keywords
- Focus strategy, Company size, Competitive advantage, Growth, Competition
- language
- English
- id
- 8915234
- date added to LUP
- 2017-06-27 11:01:16
- date last changed
- 2017-06-27 11:01:16
@misc{8915234,
abstract = {{Title: A broader perspective on narrow scope competition - A comparative study between smaller and larger companies using a focus strategy.
Seminar date: 2017-06-02
Course: FEKH19, Business Administration: Bachelor Degree Project in Strategic Management, Undergraduate level, 15 credits
Authors: Stina Jonsson, Ewelina Larsson, Ilhan Safia Yosef
Advisor: Devrim Göktepe-Hultén
Key words: Focus strategy, Company size, Competitive advantage, Growth, Competition.
Purpose: The study aims to get a broader understanding of smaller and larger companies, which have implemented a focus strategy. We will study the type of opportunities and challenges these companies are exposed to and how these are handled in terms of growth and competition.
Methodology: The study is based on a qualitative research approach in combination with a multiple case study of six case companies following a focus strategy; two are smaller companies, two are larger, and two companies are used as reference companies. The research data has been collected through semi-structured interviews and has been analyzed through the Gioia method.
Theoretical perspectives: Porter’s (1985) focus strategy constitutes the theoretical basis of the study. The research is fragmented and it is divided across both strategic management and marketing fields. The research suggests that the focus strategy provides a number of opportunities and challenges, which seemingly differ between smaller and larger companies. Most companies abandon the strategy relatively early in their life cycle and there are indications of growth challenges with the strategy. However, some large multinational companies have successfully implemented this strategy despite their size.
Empirical foundation: The data has been collected from the following companies; Brekeriet Beer AB and Scandi Candy AB, chosen as small focused companies, and GN Transport i Halmstad AB and SJR in Scandinavia AB, chosen as larger focused companies, and finally Trelleborg AB and Ewes AB, used as reference companies. The companies’ opportunities and challenges are explained based on the following dimensions; Size and growth and Competition and customer value.
Conclusions: The study shows that the size of the case companies implementing a focus strategy is an important determinant when handling opportunities and challenges, as the size leads to different kinds of opportunities and challenges. We have found both similarities and differences in the case companies’ approach to handling these.}},
author = {{Jonsson, Stina and Larsson, Ewelina and Yosef, Ilhan}},
language = {{eng}},
note = {{Student Paper}},
title = {{A broader perspective on narrow scope competition}},
year = {{2017}},
}