The Effect of Industry Cooperation in Implementing a Digitalisation Strategy: A Case of Implementing Grieg Seafood’s 2020 Program for Sustainable Growth by Means of Peer Collaboration

Signe Telebond-Waaler & Eirik Eidem Stømner

Student thesis: Master thesis

Abstract

The purpose of this thesis is to investigate to what extent Grieg Seafood ASA (GSF) should cooperate with peers in the implementation of their strategy “GSF 2020 Program for Sustainable Growth” in order to achieve a competitive advantage. To fulfil our objective, an external analysis has been conducted as point of departure. The industry analysis is performed in order to examine the industry of which GSF operates and determine the forces that shape competition, structure and profitability. An internal analysis of GSF has further been conducted in order to explore the company´s competencies and competitive viability in the industry. The purpose of this analysis is to reveal GSF´s resources and capabilities, and hence the strengths and weaknesses that enables the company to exploit industry opportunities and defend against threats. The findings from the industry analysis reveal that the key success factors that are critical performance areas for the competitive position of industry players are cost-efficiency, maximum utilization of licenses, gaining new licenses, economies of scale and technological developments. The internal analysis further finds that the value generated in the industry is mainly captured by industry players, and to some extent by suppliers. The technological developments in the industry are found to enhance the industry´s profit potential. The internal analysis finds that GSF possess the necessary resources to implement their 2020 Program. Though the resources and capabilities are not creating a source of competitive advantage for the company. Findings further reveals that GSF should cooperate with peers in several of the investments required to implement the strategies that comprise the 2020 program for sustainable growth. These collaborative measures may improve GSF´s performance of key success factors and enhance the company´s competitive position. The thesis concludes that GSF must to some extent implement cooperative measures with peers in order to solve the biological challenges in the industry and facilitate future growth. Though, it is uncertain whether future collaboration will result in a competitive advantage for the company.

EducationsMSc in Finance and Strategic Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2019
Number of pages108
SupervisorsKirsten Foss