Strategisk position ur ett utbuds- och efterfrågeperspektiv

Sammanfattning: The purpose of this study is to investigate which factors affect the strength of companies strategic position. The strength is defined by how hard it is for a competing firms to enter the strategic position. The factors are derived by applying the Resource- Based View (RBV) and it’s Isolation Mechanisms as well as Consumer Benefit Experienced (CBE) and it’s Human Capital based strategies on a case study. The theories ability to identify factors affecting the strength of a strategic position is tested by applying them on a qualitative case study focusing on the juice company Rynkeby and it’s launch on the Swedish market. The collected data were analysed using pattern-matching and a theoretical framework. Porter (1991) definition of strategic position has been used in combination with Priem (2007) and Barney (1991) definition of factors that affect strength in strategic position. RBV was deemed insufficient for identifying all relevant factors affecting the strength of a strategic position due to the fact that CBE identified additional factors. As a consequence Priem’s theory is considered to be an appropriate complement to RBV. Other conclusions include distinguishing between important and none important factors within RBV and CBE. A suggestion regarding the formation of a new CBE strategy, consistent communication, is also included. Furthermore the suggestion to reclassify strategies aimed at households into a subcategory of strategies aimed at increasing Human Capital is made. Future research is recommended to focus on further exploring and developing CBE as it is still relatively new. Extra focus should be given to researching how time affects the different Human Capital strategies as Priem does not develop on this.