Key Elements of Strategy in the Telecommunication Industry – Overview of Discussion

Abstract

The purpose of this article is to examine current empirical and theoretical approaches to the strategies of companies operating in the telecommunication industry and to identify important strategy elements for the telecommunication industry. These elements are systematically categorized into the overall strategic framework. Strategic elements not covered in current literature are identified as topics for future research. As the first conclusion, the article identifies the most frequent strategic element discussed in connection with the strategy in the telecommunication industry which is Market offering/Value proposition including its more detailed structure. Highly debated elements of Market offering are Price and Product and their features. On the other hand, only limited attention is paid to Resources and no attention at all is paid to Value chain in the selected articles. Thus, there is space for future research regarding strategy in telecommunications mainly in the areas of Value chain and Resources (both tangible and intangible). Even Market offering is highly debated, the strategic element Availability (sales and service channels) from the Market offering/Value proposition is covered only marginally and thus it should be a subject for future research.

Keywords

• Competitive strategy
• Value proposition
• Telecommunication industry