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Strategisk position ur ett utbuds- och efterfrågeperspektiv

Bengtsson, Max LU ; Haglind, Magdalena LU and Prahl, Viktor LU (2015) FEKH19 20142
Department of Business Administration
Abstract
The purpose of this study is to investigate which factors affect the strength of companies strategic position. The strength is defined by how hard it is for a competing firms to enter the strategic position. The factors are derived by applying the Resource- Based View (RBV) and it’s Isolation Mechanisms as well as Consumer Benefit Experienced (CBE) and it’s Human Capital based strategies on a case study. The theories ability to identify factors affecting the strength of a strategic position is tested by applying them on a qualitative case study focusing on the juice company Rynkeby and it’s launch on the Swedish market. The collected data were analysed using pattern-matching and a theoretical framework. Porter (1991) definition of... (More)
The purpose of this study is to investigate which factors affect the strength of companies strategic position. The strength is defined by how hard it is for a competing firms to enter the strategic position. The factors are derived by applying the Resource- Based View (RBV) and it’s Isolation Mechanisms as well as Consumer Benefit Experienced (CBE) and it’s Human Capital based strategies on a case study. The theories ability to identify factors affecting the strength of a strategic position is tested by applying them on a qualitative case study focusing on the juice company Rynkeby and it’s launch on the Swedish market. The collected data were analysed using pattern-matching and a theoretical framework. Porter (1991) definition of strategic position has been used in combination with Priem (2007) and Barney (1991) definition of factors that affect strength in strategic position. RBV was deemed insufficient for identifying all relevant factors affecting the strength of a strategic position due to the fact that CBE identified additional factors. As a consequence Priem’s theory is considered to be an appropriate complement to RBV. Other conclusions include distinguishing between important and none important factors within RBV and CBE. A suggestion regarding the formation of a new CBE strategy, consistent communication, is also included. Furthermore the suggestion to reclassify strategies aimed at households into a subcategory of strategies aimed at increasing Human Capital is made. Future research is recommended to focus on further exploring and developing CBE as it is still relatively new. Extra focus should be given to researching how time affects the different Human Capital strategies as Priem does not develop on this. (Less)
Abstract (Swedish)
Syftet med studien är att undersöka vilka faktorer som påverkar styrkan i ett företags strategiska position. Styrkan klassificeras som graden av svårighet konkurrerande företag har att inta det egna företagets position. Syftet uppnås genom att applicera en kvalitativ fallstudie på Rynkebys lansering på den svenska markanden. The Resource Based View (RBV) och dess isoleringsmekanismer samt Consumer Benefit Experienced (CBE) och dess Human Capital strategier används som källa för de faktorer som prövas. Insamlad data analyserades med hjälp av pattern-matching samt ett teoretiskt ramverk. Porters (1991) definition av strategisk position har använts i kombination med Priems (2007) samt Barneys (1991) definition av faktorer som kan påverka... (More)
Syftet med studien är att undersöka vilka faktorer som påverkar styrkan i ett företags strategiska position. Styrkan klassificeras som graden av svårighet konkurrerande företag har att inta det egna företagets position. Syftet uppnås genom att applicera en kvalitativ fallstudie på Rynkebys lansering på den svenska markanden. The Resource Based View (RBV) och dess isoleringsmekanismer samt Consumer Benefit Experienced (CBE) och dess Human Capital strategier används som källa för de faktorer som prövas. Insamlad data analyserades med hjälp av pattern-matching samt ett teoretiskt ramverk. Porters (1991) definition av strategisk position har använts i kombination med Priems (2007) samt Barneys (1991) definition av faktorer som kan påverka styrkan i ett företags strategiska position. RBV bedömdes vara otillräcklig då CBE identifierade barriärer utöver de RBV kunde identifiera. Priems teori bedöms, som konsekvens av ovanstående, utgöra ett lämpligt komplement till RBV. Vidare dras slutsatser kring vilka faktorer inom ovanstående grupper som påverkar styrkan i en strategisk position. En rekommendation att konstruera en ny Human Capital strategi, långsiktig kontinuitet i kommunikation, presenteras även. Vidare rekommenderas att Human Capital strategier inriktade mot hushåll omklassificeras som strategier för att öka Human Capital. Framtida forskning rekommenderas fokusera på att undersöka samt vidareutveckla CBE då den fortfarande är relativt ny. Extra fokus bör läggas på att undersöka tidsaspektens effekt på Human Capital strategier då Priem inte diskuterar detta. (Less)
Please use this url to cite or link to this publication:
author
Bengtsson, Max LU ; Haglind, Magdalena LU and Prahl, Viktor LU
supervisor
organization
alternative title
En fallstudie om styrka i strategisk position i den svenska juicebranschen
course
FEKH19 20142
year
type
M2 - Bachelor Degree
subject
keywords
Strategisk position, konkurrensfördelar, Consumer Benefit Experienced (CBE), Resource Based View (RBV), Human Capital.
language
Swedish
id
5049440
date added to LUP
2015-02-23 14:08:19
date last changed
2015-02-23 14:08:19
@misc{5049440,
  abstract     = {The purpose of this study is to investigate which factors affect the strength of companies strategic position. The strength is defined by how hard it is for a competing firms to enter the strategic position. The factors are derived by applying the Resource- Based View (RBV) and it’s Isolation Mechanisms as well as Consumer Benefit Experienced (CBE) and it’s Human Capital based strategies on a case study. The theories ability to identify factors affecting the strength of a strategic position is tested by applying them on a qualitative case study focusing on the juice company Rynkeby and it’s launch on the Swedish market. The collected data were analysed using pattern-matching and a theoretical framework. Porter (1991) definition of strategic position has been used in combination with Priem (2007) and Barney (1991) definition of factors that affect strength in strategic position. RBV was deemed insufficient for identifying all relevant factors affecting the strength of a strategic position due to the fact that CBE identified additional factors. As a consequence Priem’s theory is considered to be an appropriate complement to RBV. Other conclusions include distinguishing between important and none important factors within RBV and CBE. A suggestion regarding the formation of a new CBE strategy, consistent communication, is also included. Furthermore the suggestion to reclassify strategies aimed at households into a subcategory of strategies aimed at increasing Human Capital is made. Future research is recommended to focus on further exploring and developing CBE as it is still relatively new. Extra focus should be given to researching how time affects the different Human Capital strategies as Priem does not develop on this.},
  author       = {Bengtsson, Max and Haglind, Magdalena and Prahl, Viktor},
  keyword      = {Strategisk position,konkurrensfördelar,Consumer Benefit Experienced (CBE),Resource Based View (RBV),Human Capital.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Strategisk position ur ett utbuds- och efterfrågeperspektiv},
  year         = {2015},
}