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A Research on Market Driving Strategies in the Context of SMEs

Palm, Mattias LU and Nielsen, Ane Egetoft LU (2019) BUSN39 20191
Department of Business Administration
Abstract
Thesis purpose: By investigating how market driving strategy applies to the context of smaller companies we intend to be able to extend the existing knowledge about market orientation and market driving strategy, and provide practitioners with insights on strategic planning and working with brand identity. We hope that this in turn can help more SMEs survive and be long term profitable.

Methodology: This paper has an abductive approach, which allows the use of existing knowledge and to contribute with our own findings. Further, the perspective of a social-constructivist and a relativist guided the study and made room for the researchers own interpretations, taken into consideration individuals background and using the context as a... (More)
Thesis purpose: By investigating how market driving strategy applies to the context of smaller companies we intend to be able to extend the existing knowledge about market orientation and market driving strategy, and provide practitioners with insights on strategic planning and working with brand identity. We hope that this in turn can help more SMEs survive and be long term profitable.

Methodology: This paper has an abductive approach, which allows the use of existing knowledge and to contribute with our own findings. Further, the perspective of a social-constructivist and a relativist guided the study and made room for the researchers own interpretations, taken into consideration individuals background and using the context as a component in our research. The method chosen was a case study of a Swedish software company; Fieldly.

Theoretical perspective: This thesis is build upon a theoretical framework of existing knowledge about market driving strategy, brand identity and SMEs. Limited knowledge combining all three components was to find, resulting in the invention of a new explorative model, which will work as the framework too.

Empirical data: Empirical data was gathered through 10 in depth interviews, both from an internal and an external perspective, where participants were asked to describe their experiences with the case company. The interview subjects consist of employees, managers, founders, customers and partners.

Conclusion:The research revealed that there are both advantages and challenges when SMEs take a market driving strategy. A flat structure, short information cycle, high employee commitment and high founder involvement were found to be beneficial characteristics when having a market driving strategy, however implications concerned limited resources and a short time perspective. Further, working with brand identity was confirmed to be of importance when having a market driving strategy and was shown to have good conditions for being worked with, in the organisational context of SMEs. Also, a potential way of overcoming the challenge in limited resources was identified through network creating activities. (Less)
Please use this url to cite or link to this publication:
author
Palm, Mattias LU and Nielsen, Ane Egetoft LU
supervisor
organization
course
BUSN39 20191
year
type
H1 - Master's Degree (One Year)
subject
keywords
Market driving strategy, SMEs, brand identity
language
English
id
8988625
date added to LUP
2019-08-13 13:09:52
date last changed
2019-08-13 13:09:52
@misc{8988625,
  abstract     = {Thesis purpose: By investigating how market driving strategy applies to the context of smaller companies we intend to be able to extend the existing knowledge about market orientation and market driving strategy, and provide practitioners with insights on strategic planning and working with brand identity. We hope that this in turn can help more SMEs survive and be long term profitable. 
 
Methodology: This paper has an abductive approach, which allows the use of existing knowledge and to contribute with our own findings. Further, the perspective of a social-constructivist and a relativist guided the study and made room for the researchers own interpretations, taken into consideration individuals background and using the context as a component in our research. The method chosen was a case study of a Swedish software company; Fieldly.

Theoretical perspective: This thesis is build upon a theoretical framework of existing knowledge about market driving strategy, brand identity and SMEs. Limited knowledge combining all three components was to find, resulting in the invention of a new explorative model, which will work as the framework too. 

Empirical data: Empirical data was gathered through 10 in depth interviews, both from an internal and an external perspective, where participants were asked to describe their experiences with the case company. The interview subjects consist of employees, managers, founders, customers and partners. 

Conclusion:The research revealed that there are both advantages and challenges when SMEs take a market driving strategy. A flat structure, short information cycle, high employee commitment and high founder involvement were found to be beneficial characteristics when having a market driving strategy, however implications concerned limited resources and a short time perspective. Further, working with brand identity was confirmed to be of importance when having a market driving strategy and was shown to have good conditions for being worked with, in the organisational context of SMEs. Also, a potential way of overcoming the challenge in limited resources was identified through network creating activities.},
  author       = {Palm, Mattias and Nielsen, Ane Egetoft},
  keyword      = {Market driving strategy,SMEs,brand identity},
  language     = {eng},
  note         = {Student Paper},
  title        = {A Research on Market Driving Strategies in the Context of SMEs},
  year         = {2019},
}