GROWTH STRATEGIES OF MULTINATIONAL COMPANIES STUDY CASE: PRECIOUS METALS JEWELRY RETAIL INDUSTRY

摘要

The turbulent start of the new century has brought new challenges for firms, industries and countries. This paper investigates business and growth strategies of multinational companies within the precious metals jewelry retail industry. The main objective is to identify whether a company’s performance is determined by its growth strategy or not. The purposes for the research are: to understand what kind of business models and strategies global precious metals jewelry retailers pursue, what growth strategies global jewelry retailers pursue and if there is a link between a company’s growth strategy and its profitability. Least but not last, the findings are reviewed on their transferability to other industries. The findings regarding the business models and growth strategies pursued are that all of them are based on Porter’s generic strategies as well as internationalization and diversification but there is no specific preference given to any of the strategic elements.