The usability and applicability of Porter’s Generic Strategies typology in a retail context, with regard to consumer perceptions on value.

Gindy, Andrew (2012) The usability and applicability of Porter’s Generic Strategies typology in a retail context, with regard to consumer perceptions on value. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

While Porter’s Generic Strategies are a widely accepted typology of strategic options for businesses in most contexts, previous studies linking the framework to the retail industry are not as widely seen. The purpose of this project is to approach the subject area to analyse whether retail Multinational Enterprises in today's economic climate adhere to the principles Porter outlines in his seminal framework, or, if they combine all elements of his typology in order to provide consumers with a distinct ‘value-orientated’ service. The consumer perception dimension of this study adds force to the overall conclusions as it can clearly depict whether a firm’s intended output matches its actual output.

To test the research areas, a web-based questionnaire was developed and administered to a sample of 100 Tesco plc customers. Further, semi-structured interviews with managers and strategists at Tesco plc and Reckitt Benckiser plc were conducted to create a benchmark from which consumer perceptions could be measured.

Findings and conclusions have discovered Porter’s typology does not sit comfortably in the retail industry because the emphasis on ‘value creation’ for consumers requires the use of integrated strategic considerations specific to individual firms, based on the primary activities they undertake.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Apr 2013 12:54
Last Modified: 23 Oct 2016 01:59
URI: http://eprints.nottingham.ac.uk/id/eprint/25988

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