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Title: Low cost strategy of multinational companies in the service sector : strategy formulation and implementation
Author: Rexhepi, Pleurat
Awarding Body: King's College London (University of London)
Current Institution: King's College London (University of London)
Date of Award: 2013
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One of the main aims of the dissertation is to utilize different theories in the field of business strategy, integrate them with recent literature, and propose a more detailed explanation on how multinational companies (MNCs) formulate and implement low cost strategy in emerging markets. The study was done in three major service industries: air transport, mobile-telecommunication and retail, in Albania and the FYR Macedonia market. The research project focused on qualitative research in six different companies, as the main research objective was to gain a deeper understanding of how, and why, companies implement cost cutting policies or low cost strategy in the service sector. The extensive change of consumer behaviour towards low cost goods and services has increased the competition for customers, resulting in extensive price wars. This high pressure on prices could force companies to reconsider their strategies and business management techniques. Therefore, we need a detailed analysis to see what the business consequences are for MNCs that follow cost policies and a low cost strategy in the service sector, especially in emerging markets such as in South East Europe. In order to see how such aspects increase the business performance of MNCs, this study will elaborate on External – Internal – Implementation factors to understand the business consequences better. The researcher will see how the cost policies and low cost strategies increase the performance of MNCs in the service sector. By evaluating the size of similar companies, similar market structures, that are in main service industries, the researcher will analyse the key success factor for implementing low cost strategy. Finally, managers can give us further insight into low cost policies by looking at the uniqueness of each variable factor from the external - internal - managerial perspective. This will create the basics to recognize the most applicable and practical method that they can use during the strategy implementation process.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available