Företagsstrategi på den svenska marknaden för betallösningar vid e-handel - En fallstudie rörande konkurrenssituation

ABSTRACT Title: Corporate strategy in the Swedish market for payment solutions for e-commerce. A case study on competition. Seminar date: 2012-06-01 Course: FEKH95, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or ECTS-cr. Authors: Christina Ericsson, Christian Green, Johanna Nielsen Advisor: Claes Svensson Key words: Corporate strategy, market structure, Porter, D’Aveni, hypercompetition, payment solutions, Klarna Purpose: The purpose of this study is to examine whether Porter’s or D’Aveni’s theories can be applied in a meaningful way on dynamic markets and explain firms’ strategic actions. Methodology: The study was conducted as a qualitative case study on Klarna AB, with a deductive approach and mainly conducted with semistructured interviews. The conclusion is based on Patterson’s criteria for what constitutes a good theory. Theory: Porter’s Five Forces, Porter’s Generic Strategies, D’Aveni’s Four Arena Analysis and D’Aveni’s New 7S’s. Empirical foundation: A case study on Klarna AB as well as additional interviews with experts in e-commerce and payment solutions. Conclusion: D’Aveni’s theories are, according to Pattersons criteria, meaningful to apply on the Swedish market for payment solutions for e-commerce.