C/B/600. Master's Dissertation + Proposal. Vodafone: Stuck in the Middle

This dissertation 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. There have been mixed results of empirical researchers regarding the typologies and the role of 'stuck in the middle' strategy remains unclear to date. Therefore the current research undertakes the analysis of usability and applicability of Porter's Generic Strategies in the light of current turbulent and unpredictable operating environment. The current research has undertaken case study approach towards achieving aims and objectives of this research. Vodafone and its strategic management in the UK have been chosen as the case study and different analyses have been performed on it. It has been found that there are a number of factors that affect the strategic management decision and the applicability of Porter's Generic Strategies. The research also claims that the adoption of carefully tailored 'stuck in the middle' strategy can lead to superior performance and unique competitive advantage within the industry.