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Strategic management at the level of purchase categories: A multiple case study to explore purchase category strategy development in practice

Stange, R.T. (2017) Strategic management at the level of purchase categories: A multiple case study to explore purchase category strategy development in practice.

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Abstract:Category managers derive category strategies by applying the strategic management process. However, past literature has not yet successfully integrated the strategic management process at the level of purchase categories. Consequently, category managers have no consistent guideline for the derivation of a purchase category strategy within their organization. In order to close this research gap this master thesis analyses literature on strategic management and category management and conducts six explorative case studies at Western European organizations. All in all, the study provides interesting findings First, four strategic management process stages could be integrated into a category strategy development maturity profile providing managers with guidance to increase their level of sophistication for strategy development. Thereby the maturity profile has been successfully validated and several best practices of category strategy development could be identified. Moreover, several strategy tools from case studies could be linked to literature such as the portfolio analysis and stakeholder analysis. Conversely, new strategy tools could be added to the existing body of research such as GAP-analysis and market research questionnaires. Finally, several economic, operational, technological and interactional benefits of strategic management could be linked to literature and also new benefits could be added like increased sales performance.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/74287
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