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Full-Text Articles in Business
Vanmoof Strategic Audit, Chi-Chun Chang
Vanmoof Strategic Audit, Chi-Chun Chang
Honors Theses
VanMoof is an e-bike brand originated in Amsterdam that has expanded to Western Europe, Eastern Asia, and North America. This paper will analyze the e-bike industry using PESTEL analysis. It will also analyze the industry’s competitive environment using the framework of Porter’s Five Forces, followed by an analysis of the strategy VanMoof’s currently employing. Based on the results, the paper will end with a recommendation for future strategies.
Starbucks Strategic Analysis, Jillian Jacoba
Starbucks Strategic Analysis, Jillian Jacoba
Honors Theses
Starbucks is a multinational chain of coffee shops and roasteries that was founded in 1971. Starbucks has continued to grow for the past 51 years and continues to dominate the coffee industry. This strategic analysis evaluates the general environment using a PESTEL analysis, the industry using Porter’s Five Forces, and the company’s overall strategy and competitive advantages. This paper will evaluate Starbucks’ position in the industry and the strategic choices that have led the company to its extraordinary success.
What Makes Strategy Making Across The Sales-Marketing Interface More Successful?, Avinash Malshe, Ravipreet S. Sohi
What Makes Strategy Making Across The Sales-Marketing Interface More Successful?, Avinash Malshe, Ravipreet S. Sohi
Department of Marketing: Faculty Publications
Extant research on marketing strategy making (MSM) lacks process-based theoretical frameworks that elucidate how marketing strategies are made when sales and marketing functions are involved in the process. Using a grounded theory approach and data collected from (a) 58 depth interviews with sales and marketing professionals and (b) a focus group with 11 marketing professionals, we propose that MSM within the sales-marketing interface is a three-stage, multifaceted process that consists of Groundwork, Transfer and Follow-up stages. Our process-based model explicates the specific activities at each stage that are needed to develop and execute marketing strategies successfully, the sequence in which …
It Competency And Firm Performance: Is Organizational Learning A Missing Link?, Michael J. Tippins, Ravipreet S. Sohi
It Competency And Firm Performance: Is Organizational Learning A Missing Link?, Michael J. Tippins, Ravipreet S. Sohi
Department of Marketing: Faculty Publications
Many companies have developed strategies that include investing heavily in information technology (IT) in order to enhance their performance. Yet, this investment pays off for some companies but not others. This study proposes that organization teaming plays a significant role in determining the outcomes of IT. Drawing from resource theory and IT literature, the authors develop the concept of IT competency. Using structural equations modeling with data collected from managers in 271 manufacturing firms, they show that organizational learning plays a significant role in mediating the effects of IT competency on firm performance.