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What Strategies do Dairy Companies Realize? Using Content Analysis to Examine Realized Strategies in the Dairy Industry

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  • Höhler, Julia
  • Kühl, Rainer

Abstract

A realized strategy can be understood as the sum of a company’s strategic actions over time. This concept of strategy is difficult to grasp empirically. However, the content analysis enables a systematic, dynamic, and theoretically sound recording of realized strategies. To demonstrate the potential of the method in capturing strategies, we encode 4,158 pieces of information about strategic actions of ten European dairy companies in the German market for over 11 years. Based on this, we suggest a mixed methods approach to learn more about the individual companies’ competitive moves and their realized strategies. The companies investigated differ in their adaptation to changing environmental conditions and in particular in their brand policy. Our approach can be applied to many questions in strategy research and promises new insights into the strategies of companies in the food industry.

Suggested Citation

  • Höhler, Julia & Kühl, Rainer, 2019. "What Strategies do Dairy Companies Realize? Using Content Analysis to Examine Realized Strategies in the Dairy Industry," 59th Annual Conference, Braunschweig, Germany, September 25-27, 2019 292284, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi19:292284
    DOI: 10.22004/ag.econ.292284
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    Keywords

    Industrial Organization; Livestock Production/Industries; Research Methods/ Statistical Methods;
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