Strategisk styring: Styret af strategisk konkurrenceevne

Christian Winther Poulsen

Student thesis: Master thesis

Abstract

This thesis is the result of a journey through different theories applied in the BSc in Economics and Business Administration and MSc in Finance and Accounting. These theories together with the financial meltdown in September 2008 triggered a curiosity for improved proactive decision making driven by strategic competitiveness. In order to create a strategic management tool which is driven by strategic competitiveness it requires a concrete definition of the concept, strategic competitiveness. This definition origins from a theoretical analysis of Porters Five Forces and Porters Diamond Model. Furthermore I have compared the two theories and linked them to a new and extended theory to reach a full depth analysis tool, Strategic Competitiveness. To make this theoretical setup more user-friendly and applicable, I compared the tool with two empirical reports that measure a country’s competitiveness. This resulted in 13 specific subjects that together define the full strategic competitiveness. These subjects form an alternative to describing and analyzing a company’s complete strategic competitiveness; however in order to transform the model to a fully functional tool, it needs a framework. In relations to the Strategic Competitiveness model scenario planning constitutes a relevant framework. By applying some of the basic steps from Schoemakers recipe for scenario planning a reliable tool emerged. A tool that builds various scenarios based on the analysis of the 13 subjects in the Strategic Competitiveness model. Those scenarios should help the company to setup proactive plans for the different scenarios and prepare the company for the coming year. However a model like this is not worth anything if it does not work. Therefore a case finishes of this thesis. The case is based on the credit insurance company Atradius, more specific their Danish branch. The purpose of introducing a case company is to demonstrate how the Strategic Competitiveness tool works in real life. The example with Atradius illustrates how a company can prepare itself for unexpected, future actions and how it, hereafter, is able to become proactive.

EducationsMSc in Finance and Accounting, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2010
Number of pages95