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A holistic approach to new competitive landscape analysis for better strategy creation and decision making in SMEs : a process model

Sahin, Merve (2017) A holistic approach to new competitive landscape analysis for better strategy creation and decision making in SMEs : a process model.

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Abstract:The internationalization of economy, technological revolution of the 21st century, frequent and uncertain changes, the greater competition among firms, the need for continuous innovation, and the growing use of information technologies have transformed the competitive landscape. The new and changing competitive landscape requires firms to exercise strategic leadership, use resources effectively, build core competences, focus and develop human capital, effectively use new manufacturing and information technologies, employ valuable strategies and implement new organization structures and cultures. These requirements can be achieved, if SMEs can identify their internal resources and capabilities, analyze their external environment, identify differences between themselves and their direct competitors and combine these to create strategies which they can choose from. There is a gap in the literature of competitive landscape analysis, where all the necessary steps in the competitive landscape analysis are scattered, and is hard for key decision makers to identify the necessary flow of steps for an effective analysis. This paper addresses gaps in the literature on the new competitive landscape, the lack of synthesis between internal analysis, landscape analysis and strategy creation and aims to provide a practical and holistic 3-step process model that SMEs key decision makers and consultants can use to create flexible, effective and up-to-date strategies with the use of the results gained through internal analysis, environmental scanning and competitive analysis in order to gain competitive advantage and maintain their competitive position in their markets and industry.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/72723
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