Strategija repozicioniranja: posljedica neuspjeha ili nastavak priče o uspjehu
DOI:
https://doi.org/10.15291/oec.1349Ključne riječi:
dezinvestiranje, strategija repozicioniranja, studija slučajaSažetak
Pitanje dezinvestiranja i izlaska poduzeća iz djelatnosti neovisno o uspješnosti njihova poslovanja od iznimne je važnosti za daljnje poslovanje poduzeća. Pažnju istraživača više zaokuplja kupčeva strana priče nego prodavateljeva s obzirom na to da akvizicija implicira rast koji se izjednačava s uspjehom, a prodaja se najčešće sagledava kao neuspjeh bez uočavanja mogućih pozitivnih posljedica za prodavatelja. Izlazak iz osnovne djelatnosti provedbom strategije repozicioniranja može donijeti značajnu stratešku promjenu za poduzeće te za poduzeće kao i za poduzetnika biti nastavak dotadašnjega uspješnog poslovanja. U ovome radu pomoću studije slučaja analiziraju se mogući uzroci i propituje opravdanost provedbe strategije repozicioniranja na tri odabrana hrvatska poduzeća (Adris Grupa d.d, Lura Grupa d.o.o i Jolly Jbs d.o.o) koja se u procesu spajanja i preuzimanja pojavljuju u ulozi prodavatelja i pri tome su napustili svoju osnovnu djelatnost uz pomoć koje su stekli visoku razinu prepoznatljivosti među kupcima i poslovni ugled među konkurencijom i suradnicima. Istraživanje daje uvid u rijetko analiziranu primjenu strategije repozicioniranja hrvatskih poduzeća i pridonosi boljem razumijevanju dezinvestiranja i utjecaju strategije repozicioniranja na uspješnost poduzeća.Reference
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