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Publicação
IWP strategy – SME competitiveness - Anubis Networks Global Offer: Mass Customization Race
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Orientador(es)
Resumo(s)
Anubis Networks is an IT start-up company who provides anti-spam solutions for two different types of Global markets. These markets, Corporate and Service Providers, function under different dynamics and attractiveness giving result to different product offering as standard and customized solutions, respectively.
The company holds valuable knowledge and flexibility but also faces resources scarcity, low scale and reputation barriers. Therefore, Anubis competitiveness and growth, core subjects, are dependent on the strategy-structure FIT success. The choice of a Global Strategy supported by Mass Customization and targeted according
customers’ similar needs like Internet Service providers and Corporate “Monster” Firms, revealed to be optimal but not feasible in the short-mid-run. Moreover, the implementation of such strategy is not complex but requires a joint effort and coordination of all organization’s collaborators.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Faculdade de Economia da Universidade Nova de Lisboa