nep-cse New Economics Papers
on Economics of Strategic Management
Issue of 2007‒04‒28
eight papers chosen by
Joao Jose de Matos Ferreira
University of the Beira Interior

  1. Pozitioning Strategies Used in Strategic Marketing By Ionel Dumitru
  2. Internationalization Strategies and Productivity: Evidence from Foreign Owned Companies Operating in the Greek Manufacturing Sector By Halkos, George; Tzeremes, Nickolaos
  3. Subsidiary’s Embeddedness of Italian SMEs in Central and Eastern European Countries (CEECs)° By Luciano Fratocchi; Alberto Onetti; Alessia Pisoni
  4. The Process of Marketing Segmentation Strategy Selection By Ionel Dumitru
  5. Price Competition in Markets with Customer Testing: The Captive Customer Effect By Hoppe, Heidrun C.; Lehmann-Grube, Ulrich
  6. Entrepreneurial decision-making in cooperative organizations - a case study research By Brunner, Daniel; Voigt, Tim
  7. The Influence of Strategic Patenting on Companies’ Patent Portfolios By Blind, Knut; Cremers, Katrin; Mueller, Elisabeth
  8. Global Sourcing, Technology, and Factor Intensity: Firm-level Relationships By TOMIURA Eiichi

  1. By: Ionel Dumitru (School of Marketing, Academy of Economic Studies)
    Abstract: The consumer’s perception of the marketing company’s activities is represented by the positioning strategy. The positioning process consists of approaching the market’s segments in different ways, with deferent’s offer, using three fundamentals strategies: strengthen the current company position, competition free segments identification and repositioning the competition using an aggressive marketing strategy.
    Keywords: Positioning strategy, marketing strategy, strategic marketing, differentiate strategy
    JEL: M31
    Date: 2007–04
  2. By: Halkos, George; Tzeremes, Nickolaos
    Abstract: This paper using Malmquist productivity indexes analyzes the impact of internalization on productivity efficiency and competitive advantage for a sample of 395 firms with foreign ownership operating in the Greek manufacturing sector. A number of different factors in respect to firms’ productivity performance and creation of competitive advantage are been explored. The productive and most competitive firms with foreign ownership seem to have definite and strong characteristics relative to their size. Our empirical results imply that the resources (tangible and intangible) which are utilized and obtained through the firms internationalization strategies have a direct impact on the firms’ productivity and hence to their competitive advantage.
    Keywords: Foreign Owned Firms; Internationalisation; Malmquist Productivity Index; Productivity Efficiency
    JEL: O30 F23 L25 L60
    Date: 2005–10–04
  3. By: Luciano Fratocchi (Department of Mechanical Thermal and Managerial Engineering - University of L’Aquila - Italy); Alberto Onetti (Department of Economics, University of Insubria, Italy); Alessia Pisoni (Department of Economics, University of Insubria, Italy)
    Abstract: This paper is focused on relationships which involves the subsidiary both, at an internal (mainly with the headquarter) and at an external level (with economic actors at a local level, i.e. customers and suppliers). In so doing, corporate and external embeddedness (Andersson and Forsgren, 1996) are investigated under a network based approach. To reach this aim, the level of autonomy and control perceived by the subsidiary and the range of value chain activities managed at local level are used as proxy of the degree of corporate embeddedness. At the same time, the number, frequency, and type of relations activated with local supplier and customers and the number and types of cooperation agreements with local enterprises are used to investigate external embeddedness. The attention is focused on Italian SMEs internationalized in the Central and Eastern European Countries (CEECs). With this respect, the sample is composed by firms that widely differ in terms of location, size, year of subsidiary establishment, and industry. The main evidence resulting from the analysis is that in the CEECs – and particularly in the more developed countries within the Region (such as Poland) – is emerging a phenomenon we define “re-localization”. By this term we describe a rising number of firms that is progressively transferring in these countries a wider range of activities, including the more value added ones. The delocalization of less value added activities (typically high-labour intensive and not complex manufacturing) was generally considered the main strategic aim for companies in the CEECs. Our data, on the contrary, seems to demonstrate that such a delocalization do not represent the ultimate result of the internationalization process, but only a step of a wider process. A process aimed at transferring abroad the whole value chain activities in order to serve the local market. Therefore, the internationalization of most of the analysed firms is market-oriented, i.e. aimed at looking for a new market, able to replace the Italian one
    Date: 2007–03
  4. By: Ionel Dumitru (School of Marketing, Academy of Economic Studies)
    Abstract: The process of marketing segmentation strategy selection represents the essence of strategical marketing. We present hereinafter the main forms of the marketing statategy segmentation: undifferentiated marketing, differentiated marketing, concentrated marketing and personalized marketing. In practice, the companies use a mix of these marketing segmentation methods in order to maximize the proffit and to satisfy the consumers’ needs.
    Keywords: segmentation strategy, differentiated marketing, strategic marketing, concentrated marketing
    JEL: M31
    Date: 2007–04
  5. By: Hoppe, Heidrun C.; Lehmann-Grube, Ulrich
    Abstract: We introduce product differentiation into the analysis of price competition in markets where suppliers test customers in order to assess whether they will pay for received goods or services. We find that, if the degree of differentiation is sufficiently high, suppliers may improve the average probability that their clientele will pay by charging higher prices. This helps suppliers to sustain high prices in equilibrium. Moreover, endogenizing locations in product space, we demonstrate that the high price level can be implemented in a pure-strategy subgame-perfect equilibrium with a high degree of differentiation. This is in contrast to the original Hotelling model with linear travel costs where a pure-strategy subgame-perfect equilibrium fails to exist.
    Keywords: Hotelling; Iterated elimination of strictly dominated strategies; Mixed strategy; Price competition; Testing
    JEL: D83 G21 L13
    Date: 2007–04
  6. By: Brunner, Daniel; Voigt, Tim
    Abstract: In the context of innovation activitties, the process of new product development and their implementation in the internal structure of the organization requires knowledge communication and decision-making on different levels of the cooperative network. The functions of entrepreneurship are not any longer limited to a single firm but are divided up into different parts along the cooperative network. In our paper we address the question how the requiered market knowledge can be perceived and incorporated in the complex structure of cooperative organizations. The methodological approach of the paper is related to the idea of theorizing by meands of case study research. Therefore we introduce a modified concept of the innovation process with six idealized phases. The results are integrated in the framework by the illustration of three selected practical examples of innovation activities carried out by a German cooperative in the past.
    Keywords: cooperatice; case study research; innovation process; entrepreneurship; decision-making;
    JEL: M13
    Date: 2007–04–23
  7. By: Blind, Knut; Cremers, Katrin; Mueller, Elisabeth
    Abstract: This paper analyses whether strategic motives for patenting influence the characteristics of companies’ patent portfolios. We use the number of citations and oppositions to represent these characteristics. The investigation is based on survey and patent data from German companies. We find clear evidence that the companies’ patenting strategies explain the characteristics of their patent portfolios. First, companies using patents to protect their technological knowledge base receive a higher number of citations for their patents. Second, the motive of offensive – but not of defensive – blocking is related to a higher incidence of oppositions, whereas companies using patents as bartering chips in collaborations receive fewer oppositions to their patents.
    Keywords: strategic patenting, patent portfolio characteristics
    JEL: O32 O34
    Date: 2007
  8. By: TOMIURA Eiichi
    Abstract: This paper empirically examines how technology and capital intensity are related with the firm's global sourcing decision. Firm-level data are derived from a survey covering all manufacturing industries in Japan without any firm-size threshold. Firms are disaggregated by their make-or-buy decision (in-house or outsourcing) and by their choice of sourcing location (offshore or domestic). Capital-intensive or R&D-intensive firms tend to source in-house from their FDI affiliates rather than outsourcing to independent suppliers. This paper also confirms that high productivity is related with offshore sourcing. These findings are basically robust even after industry and firm-size are controlled for.
    Date: 2007–04

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