Authors: F. Awaleh; I. Elvekro; P. Engelseth
The purpose of this paper is to explore the concept of firm strategic positioning within dyadic business relationships. A case study of a focal business relationship within the electronics industry is presented. An empirically grounded conceptual model is developed where the following three components form the basis for firm’s purposeful interactions when engaging in micro-positioning: 1) purpose, 2) strategic identity, and 3) production role (i.e. distribution of responsibilities in the production system). The paper contributes with conceptual ideas and insights into how firms may develop relationship-oriented strategies that build on interaction as a central coordinator in strategy.
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Publish Year: 2018
Conference: Sri Lanka (2018)