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A broader perspective on narrow scope competition

Jonsson, Stina LU ; Larsson, Ewelina LU and Yosef, Ilhan LU (2017) FEKH19 20171
Department 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:
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
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},
  keyword      = {Focus strategy,Company size,Competitive advantage,Growth,Competition},
  language     = {eng},
  note         = {Student Paper},
  title        = {A broader perspective on narrow scope competition},
  year         = {2017},
}