Anhang: Entwicklung eines qualitativen Vorgehens zur Erhebung von Portfolio-Analysen für die Strategische Unternehmensplanung und Anwendung in der Digitalen Ökonomie

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Titel: Anhang: Entwicklung eines qualitativen Vorgehens zur Erhebung von Portfolio-Analysen für die Strategische Unternehmensplanung und Anwendung in der Digitalen Ökonomie
Sonstige Titel: Annex: Developing a Qualitative Approach for Evaluating Portfolio-Analyses for Strategic Planning in the Digital Economy
Autor(en): Packmohr, Sven
Zusammenfassung: Abstract: Developing a Qualitative Approach for Evaluating Portfolio-Analyses for Strategic Planning in the Digital Economy The aim of my PhD thesis is to develop a Portfolio Analysis focusing on new conditions of the Digital Economy. Companies can thus use a method they are accustomed to. Furthermore, the process of developing this analysis is explained. By adopting this process, companies can create a Portfolio Analysis adapted to their individual needs. The Portfolio analysis is a well-known matrix-like tool for corporate survey and the design of business strategies for strategic business units based on their positions. This tool is the one used most for Strategic Planning. In Germany, three of four companies work with this concept (Al-Laham, 1997). Existing methods of Portfolio Analysis have to be scrutinized as they were developed on the background of an industrial economy. Therefore, “traditional” methods have to be adapted to the conditions of today’s Digital Economy. Digitalization and other paradigm shifts changed fundamental conditions that are relevant to the way business units are categorized, measured and moved within a portfolio. These altered factors call for modified strategic recommendations for business units (Heuskel, 1999). If a research is meant to be open to new concepts, a qualitative approach is appropriate (Bortz, 2003). Therefore, a study design with half-standardized qualitative interviews based upon Helfferich’s (2005) approach for an interview manual was chosen. The main questions for the persons interviewed reflect three parts essential for the use of a Portfolio analysis: segmentation into business units, measurement of success and design of a causation model on the background of the Digital Economy. According to an open version of the Dialog Hermeneutic Method, the interviewees were asked to set up their own causation model (Groeben, 2000). It is important to choose a selection of interview partners which represent managers of all possible companies. This variety of backgrounds enables the researcher to get to know different perspectives on his research question and maximize the learning effect (Stake, 2000). The qualitative data stem from expert interviews with 15 managers working for small, medium-sized and big internet businesses in Sweden. The companies interviewed ranged from consulting over web shop to technical network companies. The examined material comprises more than 20 hours of recorded interviews and 15 diagrams worked out by means of the Dialogue Hermeneutic Method. Software for Computer Assisted Qualitative Data Analysis is used for the analysis of the survey data (Lewins, 2007). In a first step, the interviews were transcribed with Transana 2.20 (Woods, 2008) using a selective transcription method (Meuser, 2005). For the questions concerning segmentation and measurement of success, an approach based on Legewie’s (1994) global evaluation method is chosen, consolidating the interview data in citations, abstracts and key words for a better overview. The method was chosen because it gives a quick overview over the data. The aim is to search for ways of measuring success or segmentation. Transana was used to aggregate terms to “semantic families” in order to set up a reference for the causation model. The aim was to create a kind of dictionary with synonyms and similar words relevant to all 15 interviewees. The dictionary and the connections are transferred to a software for analysis of Dialog Hermeneutic interviews called MaNET (Mannheimer Netzwerk Elaborations Technik). It was developed by the Mannheimer Research Company and is a software for the analysis of Dialog Hermeneutic interviews (Eckert, 2000). On the one hand the results indicate the importance of “traditional” aspects like Cash Flow for the measuring of success and markets for the segmentation of a company. On the other hand concepts from the Digital Economy like Employee Relations and Knowledge are of importance for the aggregated causation model.
Bibliografische Angaben: Lichtenberg (Odw.), HARLAND media, 2011
URL: https://repositorium.ub.uni-osnabrueck.de/handle/urn:nbn:de:gbv:700-201109058333
ISBN: 978-3-938363-85-0
Schlagworte: Strategische Unternehmensplanung; Portfolio-Analyse; Struktur-Lege-Technik; Digitale Ökonomie; Strategic Business Planning; Portfolio Analysis; Dialogue-hermeneutic Method; Digital Economy
Erscheinungsdatum: 5-Sep-2011
Enthalten in den Sammlungen:FB09 - Hochschulschriften

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