Preliminary communication

NEW STRATEGIES IN THE LEADING HIGH-TECH COMPANIES

Filip Batur ; Odjel za ekonomiju Sveučilišta u Zadru
Aleksandra Krajnović orcid.org/0000-0003-0553-2690 ; Odjel za ekonomiju Sveučilišta u Zadru
Ante Panjkota ; Odjel za informacijske znanosti Sveučilišta u Zadru

Abstract

Purpose: This paper addresses new strategies used by selected high-tech companies.
Design/methodology/approach: In this paper authors emphasize the importance of the strategy for achieving competitive advantage by analyzing the main strategic direction in the leading world's high-tech companies. Eight high-tech companies have been analyzed on the basis of which the results support a proposal for a new strategic approach in the high-tech industry.
Results and implications: In the paper emphasis is placed on Porter's rule of mutual exclusion of generic strategies and a more modern and relevant approach is proposed. The implications of the paper are in a better understanding of strategic directons in the new socio-economic and technological environment.
Limitations: The paper focuses only on the world's largest high-tech companies and has not taken into account small and medium-sized businesses and start-ups.
Originality: The authors believe that there is a certain research gap in the field of strategic management of high-tech companies, especially when it comes to domestic scientific literature.

Keywords

strategic management, high-tech industry, Porter's generic strategies, hybrid strategy.

Hrčak ID:

241611

URI

https://hrcak.srce.hr/241611

Publication date:

27.7.2020.

Article data in other languages: croatian

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