STRATEGIC POSITIONING OF TELECOMMUNICATIONS INDUSTRY OF KAZAKHSTAN
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Date
2017
Authors
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Publisher
Suleyman Demirel University
Abstract
Purpose – This research analyses the concepts and theories of positioning school. As well as, it formulates a framework on theories of positioning school, particularly on Porter’s generic strategy (1980), Bowman’s strategy clock (1997) and classification of types of positioning strategies by Mullins et al. (2009) in the telecommunications industry using the case study method. Methodology – The qualitative research on three telecommunication companies in Kazakhstan are conducted as case studies. Cases are analysed on the theoretical models of positioning school, namely Porter’s generic strategy, Bowman’s strategy clock and classification of types of positioning strategies by Mullins et al. Findings – This research presents the comparison of three telecommunication case companies on the basis of three positioning school theories. The theoretical framework of positioning school strategies was approached and applied for case studies. Through analysing strategies of case studies it was possible to conclude that two case companies are adopted the differentiation strategies and one case company is adopted the focus strategies on Porter’s generic strategy/Bowman’s strategy clock theories.Research limitations/implications–The findings of this study have answered the research questions but this work was developed solely undertaking a desk based approach (secondary data) to data collection, thus all of the made assumptions and summaries are due the author. Therefore, further research in this field should take a more proactive approach by using other types of data collection (for example, primary data) which would give addition to a different and comprehensive study.
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Keywords
Strategic planning, positioning school strategies, telecommunications industry
Citation
STRATEGIC POSITIONING OF TELECOMMUNICATIONS INDUSTRY OF KAZAKHSTAN / М. Seitzhapparuly / СДУ хабаршысы - 2017