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Create and Sustain Competitive Advantage in Online/IT industry – Sofie Jukelsonová

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Vysoká škola ekonomická v Praze

Magisterský studijní program / obor:
Ekonomika a management / International Management

Sofie Jukelsonová

Diplomová práce

Create and Sustain Competitive Advantage in Online/IT industry

Create and Sustain Competitive Advantage in Online/IT industry

Anotace: The purpose of this work is to define a theorical framework to explain sustainability of competitive advantage in what we will name network industries: social networks, internet based services, mobile devices and online softwares. This framework will consist in integration of the well known Porter approach combined with a more recent Resource Based View of the firm. Using four real cases, with a focus on Google, we will demonstrate that sustaining competitive advantage in those industries requires a combination of external opportunities and a strong defensible resource position. One without the other cannot lead to long term success. In order to make our conclusions actionable, we will lay down a checklist of strategic diagnosis that any decision maker in that industry should have in mind at all time, in order to defend his / her market share.

Abstract: The purpose of this work is to define a theorical framework to explain sustainability of competitive advantage in what we will name network industries: social networks, internet based services, mobile devices and online softwares. This framework will consist in integration of the well known Porter approach combined with a more recent Resource Based View of the firm. Using four real cases, with a focus on Google, we will demonstrate that sustaining competitive advantage in those industries requires a combination of external opportunities and a strong defensible resource position. One without the other cannot lead to long term success. In order to make our conclusions actionable, we will lay down a checklist of strategic diagnosis that any decision maker in that industry should have in mind at all time, in order to defend his / her market share.

Klíčová slova: it / online idustry, porter's 5 forces, competitive advantage, resource based view

Keywords: resource based view, it / online industry, competitive advantage, porter's 5 forces

Jazyk práce: angličtina

Obhajoba závěrečné práce

  • Obhajoba proběhla 13. 9. 2012
  • Vedoucí: Martina L. Jaklová
  • Oponent: Pauline Butor

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Instituce archivující a zpřístupňující práci: Vysoká škola ekonomická v Praze
http://www.vse.cz/vskp/eid/33653


Nahoru | Aktuální datum a čas: 25. 4. 2019 22:41, 17. (lichý) týden

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