Κατεύθυνση Στρατηγικού Μάνατζμεντ
Library of the Faculty of Economics and of the Faculty of Business Administration

2020-02-13

2020

Tsirimokos Christos-Grigoris

Γλυκού Ιωάννα, Επισκέπτρια Καθηγήτρια, Τμήμα Οικονομικών Επιστημών, ΕΚΠΑ.

Ποια είναι η στρατηγική της ΙΚΕΑ με βάση τη θεωρία των Πέντε Δυνάμεων του Porter και τη θεωρία των Πόρων και Ικανοτήτων.

Greek

What is IKEA's strategy based on Porter's Five Forces theory and Resources and Capabilities theory.

In this thesis, we will deal with the study of the two main theories of strategic management, the theory of Porter's five forces and the theory of the Resource-Based View of the Firm. The theoretical background will be presented first and then we will proceed to the case study of IKEA Housemarket SA.
Analyze the value chain of IKEA and then identify the external environment by performing a PESTEL analysis.
After analyzing the macro environment, using Porter's five forces, we will examine the micro environment and namely the furniture and household equipment industry in our country.
Then will be analyzed the internal business environment through the Resource-Based View of the Firm theory and we will try to define those skills that are considered fundamental to IKEA.
Moreover, IKEA's strategic choices, its operational decisions and their relevance to their vision and strategic goals will be clarified.
Business strategy is an ongoing process through which management is called upon to devise new strategies for the future. A future that today, with the advent of technology, looks challenging and unstable. For this reason, and after the above research, we will be able to make a SWOT analysis, which will be a guide to draw meaningful conclusions.
Finally, justify the course of the company which we are studying (IKEA) by analyzing the two key strategy theories and also explain the importance of strategic choices and their positive or negative impact on the course of business. At the same time, we will seek to answer the question of whether these theories can address the aspects of strategic management individually or whether their combination analysis or even the study of other newer theories is necessary.
In addition, in this thesis I used bibliographic and electronic sources and primary research was conducted through interviews with IKEA Housemarket SA executives.

Social, Political and Economic sciences

strategic managment, porter's five forces, theory of resources and capabilities, value chain, SWOT analysis, PESTEL analysis, IKEA

No

0

Yes

60

75

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https://pergamos.lib.uoa.gr/uoa/dl/object/2897309