Organisational Strategy & Competitive Advantage - A comparative case study on Scandinavian recruitment consultancies
Author
Nielsen, Camilla Trend
Term
4. term
Publication year
2019
Pages
63
Abstract
This thesis examines whether a distinct strategy can provide Scandinavian recruitment consultancies with a competitive advantage in global markets. Using a comparative case study of People & Performance (Denmark) and Mercuri Urval (Sweden), it applies a mixed-methods approach drawing mainly on reports and articles, and is guided by critical realism to develop a layered understanding of the data. A literature review on strategy, competitive advantage, organizational culture, globalization, and recruitment underpins an analytical framework comprising SWOT, TOWS, and Porter’s Generic Strategies. The SWOT analyses reveal both similarities and differences in internal and external factors; the TOWS matrices identify possible strategic initiatives; and the Porter mapping places both firms targeting broad markets and positioned between cost leadership and differentiation. Overall, the analysis and discussion indicate there is no single strategy that guarantees global competitive advantage, partly because determinants such as organizational culture cannot be engineered as top-down strategy. Nevertheless, the literature and findings suggest that adopting a locally anchored approach to global markets can be beneficial, offering practical implications for similar firms.
Denne afhandling undersøger, om der findes en strategi, der kan give skandinaviske rekrutteringskonsulenthuse en konkurrencemæssig fordel på det globale marked. Med udgangspunkt i et komparativt casestudie af People & Performance (Danmark) og Mercuri Urval (Sverige) anvendes en mixed methods-tilgang baseret primært på rapporter og artikler, og analysen er forankret i kritisk realisme for at opnå en dybere, lagdelt forståelse af data. Et litteraturreview om strategi, konkurrencemæssig fordel, organisationskultur, globalisering og rekruttering danner grundlag for et analytisk rammeværk bestående af SWOT, TOWS og Porters generiske strategier. SWOT-analysen identificerer både ligheder og forskelle i interne og eksterne forhold på tværs af de to virksomheder; TOWS peger på mulige strategiske initiativer; og kortlægningen i Porters model placerer begge virksomheder med et bredt målsegment og i spændet mellem omkostningslederskab og differentiering. Samlet peger resultater og diskussion på, at der ikke findes én entydig strategi, der garanterer global konkurrencemæssig fordel, blandt andet fordi faktorer som organisationskultur ikke kan styres top-down som en strategi. Ikke desto mindre indikerer litteraturen og fundene, at en lokal forankring i tilgangen til globale markeder kan være fordelagtig og giver praktiske implikationer for lignende organisationer.
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