STRATEGIES FOCUSING ON VALUE NETWORK: AN ANALYSIS OF EVENT PRODUCTION COMPANIES

Abstract

The purpose of this article was to demonstrate that companies which compete within dynamic industries do not only adopt a single strategy. Instead, they pursue a number of strategies focusing on the value net rather than on the value chain. We carried out a survey with 47 event-planning firms based in the City of Sao Paulo and we have discovered five distinct groups of firms pursuing different strategies. Our findings support our hypothesis for the searched companies and also demonstrate how the Delta Model by Hax and Wilde II (2001) is useful to explain companies’ strategic configuration. Particularly within the event industry, we have observed that companies are migrating to strategies based upon the value net. This study contributes to managing approaches concerning the challenges faced by event firms when learning how to adopt different strategic positions based upon both the value network and the value chain, in order to obtain and sustain competitive advantages in dynamic markets.

http://dx.doi.org/10.5585/riae.v9i1.1658