Strategic Network Management on the example of the company Unaxis Data Storage

Table of Contents

1 INTRODUCTION AND RESEARCH QUESTION

2 TRADITIONAL STRATEGY APPROACH

2.1 Introduction

2.2 The strategy process

2.2.1 Outline and definition

2.2.2 Strategy formulation

2.2.3 Strategy implementation

2.3 Strategic concepts

2.3.1 Outline and definition

2.3.2 Market-based view

2.3.3 Resource-based view

2.3.4 Other concepts

2.3.4.1 Strategic integration models

2.3.4.2 Concept of strategic intent

2.4 Evaluation

2.4.1 The strategy process

2.4.2 Strategic concepts

3 NETWORK APPROACH TO STRATEGY

3.1 Introduction

3.1.1 Classification of networks

3.1.2 Strategic networks

3.2 The strategy process in networks

3.2.1 Introduction

3.2.2 Suitability of the traditional strategy process

3.2.2.1 Formulation of strategy

3.2.2.2 Strategy implementation

3.2.3 Specific strategy process for application in a network environment

3.3 Strategic concepts in networks

3.3.1 Suitability of traditional strategic concepts

3.3.1.1 Market-based view

3.3.1.1.1 Strategic groups

3.3.1.1.2 Value Chain

3.3.1.2 Resource-based view

3.3.1.3 Other concepts

3.3.1.3.1 Integration models

3.3.1.3.2 Concept of strategic intent

3.3.2 Specific strategic concepts for application in a network environment

3.3.2.1 Co-opetition

3.3.2.2 The relational view

3.3.2.3 Creating network competence

3.3.2.4 Network governance

3.3.2.5 Management of heterarchical networks

3.4 Evaluation

4 CASE STUDY: UNAXIS DATA STORAGE

4.1 Introduction

4.2 The company

4.3 Analysis of the traditional strategy approach

4.3.1 Strategy process at Unaxis Data Storage

4.3.2 Strategic concepts at Unaxis Data Storage

4.3.2.1 Market-based view

4.3.2.2 Resource-based view

4.3.2.3 Other concepts

4.4 Analysis of the network approach to strategy

4.4.1 The network of Unaxis Data Storage

4.4.2 Strategy processes in the network management of Unaxis Data Storage

4.4.2.1 Application of the traditional strategy process in networks

4.4.2.2 Specific strategy process for application in a network environment

4.4.3 Strategic concepts in the network management of Unaxis Data Storage

4.4.3.1 Application of traditional strategic concepts

4.4.3.1.1 Market-based view

4.4.3.1.1.1 Strategic groups

4.4.3.1.1.2 The value chain

4.4.3.1.2 Resource-based view

4.4.3.1.3 Other concepts

4.4.3.1.3.1 Integration models: Markets-as-networks

4.4.3.1.3.2 Strategic intent

4.4.3.2 Specific strategic concepts for application in a network environment

4.4.3.2.1 Co-opetition

4.4.3.2.2 The relational view

4.4.3.2.3 Creating network competence

4.4.3.2.4 Network governance

4.4.3.2.5 Management of heterarchical networks

4.5 Future outlook

4.6 Evaluation

5 CONCLUSION AND OUTLOOK

Objectives and Topics

This thesis aims to analyze strategy requirements stemming from business network integration by evaluating the applicability of traditional strategy processes and concepts. The core research question addresses the influence of business networks on a company's strategy, utilizing a case study of Unaxis Data Storage to compare theoretical frameworks with real-world business practices.

• Theoretical analysis of traditional strategy approaches versus network-based strategy requirements.
• Evaluation of strategy processes and strategic concepts in complex network environments.
• Identification of successful network strategies using the Interdependence Matrix.
• Empirical assessment of Unaxis Data Storage's strategic network management practices.
• Recommendations for improving strategic outcomes through network integration and relational management.

Extract from the Book

Summary of Chapters

1 INTRODUCTION AND RESEARCH QUESTION: This chapter outlines the challenge of traditional strategy in turbulent, network-integrated markets and defines the thesis's research question regarding how networks influence company strategy.

2 TRADITIONAL STRATEGY APPROACH: This section provides a comprehensive overview of existing strategy processes and concepts, serving as a baseline for the subsequent comparative analysis.

3 NETWORK APPROACH TO STRATEGY: This chapter examines the adaptation of strategy processes and concepts to a network context, introducing specific frameworks like the interdependence matrix to manage increased complexity.

4 CASE STUDY: UNAXIS DATA STORAGE: The empirical heart of the thesis, which applies the theoretical network strategy frameworks to analyze the real-world operations and strategic challenges of Unaxis Data Storage.

5 CONCLUSION AND OUTLOOK: The final chapter summarizes the thesis's findings, affirming the practical relevance of applying network-based strategic concepts for modern, highly de-integrated companies.

Keywords

Strategic Network Management, Business Networks, Strategy Process, Resource-Based View, Market-Based View, Competitive Advantage, Unaxis Data Storage, Network Competence, Co-opetition, Transaction Cost Theory, Interdependence Matrix, Relational View, Network Governance, Strategic Intent, Heterarchical Networks

Frequently Asked Questions

What is the core focus of this diploma thesis?

The thesis focuses on how the increasing integration of companies into business networks challenges traditional strategic planning and management approaches, and how these strategies must adapt to remain effective.

What are the central thematic fields?

The work covers three main areas: the analysis of traditional strategy processes, the identification of theories suited for networks, and the empirical case study of Unaxis Data Storage.

What is the primary research question?

The research asks: "How do business networks influence a company’s strategy?"

Which scientific methodology is employed?

The research combines an extensive literature review to establish theoretical frameworks with a qualitative empirical approach, using open-ended interviews with management at Unaxis Data Storage to compare theory with business practice.

What does the main body of the work cover?

It provides a deep dive into "Traditional Strategy Approaches" and the "Network Approach to Strategy," followed by a detailed case study applying these concepts to the operational realities of a de-integrated company.

Which keywords best characterize this work?

Core keywords include Strategic Network Management, Competitive Advantage, Network Competence, Co-opetition, and Resource-Based View.

How does the work explain the shift from traditional strategy to network-based strategy?

It argues that the "atomistic actor" model in an impersonal marketplace is increasingly inadequate, requiring companies to move toward an integrated approach that manages complex interdependencies with network partners.

What role does Unaxis Data Storage play in this research?

Unaxis Data Storage serves as a representative case study of a highly de-integrated company in the turbulent IT sector, allowing the author to assess whether the proposed theoretical frameworks for network strategy are actually applied in real business scenarios.