Hybridstrategiers applicerbarhet inom modeindustrin

Sammanfattning: ABSTRACT Title: Mixed strategies applicability in the fashion industry Seminar date: 2015-01-16 Course: FEKH19, Degree Project Undergraduate level, Business Administration,Undergraduate level, 15 University Credits Points (UPC) or ECTS-cr) Authors: Fredrik Brorström, Ottilia Svensson, William von Heidenstam Advisor: Christine Blomquist Key words: Generic strategies, Mixed strategies, Stuck in the middle, Profitability and Fashion industry Purpose: Examine the profitability after a impact of an increased degree of differentiation on a low cost actor in the fashion industry. Methodology: The study is based on a qualitative method which has been through two case studies in fashion companies, Hennes & Maurits and Lindex. Empirical data has been gathered through analysis of annual reports from H&M and Lindex between the years 1999 and 2007, to the present. Theoretical perspectives: The theoretical starting point is founded in Porter's (1980) generic strategy, choices and criticism of his theory. Based on the theoretical foundation we create a framework and the purpose is to use this as a research tool for the study. Empirical foundation: The empirical material of the study consists of primary and secondary data. We have both conducted semi-structured interviews with experts in the subject area and in the fashion industry. In order to obtain information on profitability, we have analysed both companies financial reports in the form of secondary data. Conclusion: This study shows that profitability is not impaired when it started to differentiate themselves. Another conclusion also shows that Porter is too generalized in his discussion of hybrid strategies. The study also shows that the size of the company have one, if not critical, a major impact on whether from a profitability perspective it is possible to combine strategies.