Development of a consulting approach based on 'value innovations' for management consulting business of small and medium-sized companies in Germany (PDF)

Inhaltsangabe:Abstract:
Using the new theory ¿Blue Ocean Strategy¿ of strategic behaviour the author is designing a consulting approach for management consulting business of small and medium-sized enterprises (SME) in Germany. The ¿Blue Ocean Strategy¿ challenges companies to break out of their current market by finding new unknown market space.
The purpose of the dissertation is to describe the current competitor¿s markets as the status quo the participants perceive in their usual strategic approach, to identify then the key success factors and methods of the new theory ¿Creating of Blue Oceans¿ as the alternative and mold the main issues of this approach into a consulting product.
The objectives are: 1. Identification of issues which could be described as key success factors for this new theory. 2. The strengths and weaknesses of the ¿Blue Ocean Strategy¿ approach. 3. Identifying SMEs as a target customer group and the value of the ¿Blue Ocean¿ approach for these target customers. 4. A consulting approach for management consulting of SMEs.
The developed consulting concept could be offered to customers within their range of consulting services or be used as an internal measurement in consulting companies to find new areas for business development.
In order to meet the aims of this dissertation the following structure is chosen:
Chapter 1: The chapter 1 introduces the aims and objectives of this dissertation, its motivation, limitations and structure.
Chapter 2: In chapter 2 the general business strategies for competing on defined market and the sorts of innovations are explained.
Chapter 3: In chapter 3 the terms of red oceans and blue oceans are defined and later explained how they relate to the used business strategies on the markets.
Chapter 4: In chapter 4 the theory of ¿Blue Oceans Strategy¿ will be presented on an abstract level to familiarize the reader with the key factors and main issues of this approach.
Chapter 5: In chapter 5 the common definition of small and medium-sized enterprises will be presented in a first step to follow up with the illustration of the current situation for the SMEs in Germany, referring to the results of interviews with market participants or observers and studies of literature.
Chapter 6: In chapter 6 the consulting concept based on value innovation will be designed. To understand in which way the approach differs from other consulting services, there will be a short introduction into [...]