eThesis - School of Business electronic theses

Objectives. Recently strategic analytical skills became crucial for achieving of sustainable competitive advantage. This project is intended to research theoretical methods and practical application of contemporary strategic frameworks (marked based view, resource based view and environmental analysis) in the process of international expansion. The purpose of the study is to revise standard interpretation of fundamental strategic frameworks by employing different models and theories and to create multi-disciplinary integrated framework, applicable for international strategy development. Research is aimed on filling gaps in existing strategic management theory and brings new scope on issues of strategic analysis. It is ultimately based on the attempt to merge market based view, resource based views and environmental analysis in order to create the efficient analytical method necessary for development of efficient competitive strategy.

Methodology. The research is based on embedded single case study method, where embedded case is the project of international expansion of Ceilhit Group. The study contains results of observations, interviews with six managers of case company and with two international partners. Development of theoretical integrated strategic framework resulted from relevant literature analysis and application of empirical findings.

Findings. Literature review identified the most influential analytical frameworks in contemporary strategic management and strategy creation. On the basis of existing managerial theories new strategic model was developed. This study has proved positive effect of integrated strategic frameworks application on creation of Ceilhit Group international strategy. Research was based on analysis of single case; therefore to check and support applicability of the framework additional observations are required. Nevertheless, results provide good evidential support to availability of studies in this field of managerial thought.

Keywords. Strategy, international expansion, strategic frameworks, integration, strategic analysis, international business, resource based view, market based view, environmental scanning