C/B/599. Dissertation Proposal for C/B/539 Dissertation. Vodafone: Stuck in the Middle

This dissertation proposal looks at the one of the highly influential theories in the strategic management literature by Porter known as Generic Strategies. These strategies include low-cost leadership, differentiation and focus. The research has been proposed on the adoption of a strategy that is a mixture of both low-cost leadership and differentiation, which has been termed as "stuck in the middle" by Porter and its usability under the current turbulent business environment. The proposed search uses a case study approach choosing Vodafone PLC and its strategic approach within UK as a well rounded case study. The proposal holds sections on background, literature review, research questions, proposed methodology, ethical consideration, time frame and Gantt chart.