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Technology as a source of competitive advantage: An embedded case study

Pineda Rosas, Luis Ernesto (2020) Technology as a source of competitive advantage: An embedded case study. Masters thesis, Dublin, National College of Ireland.

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Abstract

The following research aims to understand theories of competitive advantage and the sources of gaining it. As well as to understand how is it that technology can help to achieve this desire sustainable advantage.
Furthermore, it aims to explore the current situation of the hotel industry in Dublin. It aims to understand what is it that the hotels are doing in order to lead in a competitive environment, moreover, it looks to explore how the usage of an external technology might help them to strengthen their strategies.

This research aims firstly, to understand theories of competitive advantage and their sources, as well as understanding technology as a form of competitive advantage. Later, it introduces ‘Big data analytics’ in order to understand the concept and how it works, giving examples of how it had helped some industries to achieve above average performance.

Next, the research will follow an embedded case study in order to understand the current situation in some hotels, which were selected through a convenience sampling method, aiming to explore the current strategies they are following and compare it with the literature reviewed.

The research found from the interviewed hotels, that following a low cost strategy gives a bad image, as it seems that price equals the service received, hence, do not bet for a low cost strategy, instead, some of the hotels follow a differentiator strategy, whilst the smaller hotels with local presence, try to follow a focus strategy, however, the success of their strategy seems doubtful.

Regarding the usage of big data analytics, it was found that on a business level strategy, hotels do not use this technology , however, the hotels that form part of international chains, do use the analytics on a corporate level, hence, further research is needed on a corporate level in order to understand how big data analytics is being used.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce
T Technology > T Technology (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Competition > Competitive Advantage
Divisions: School of Business > Master of Science in International Business
Depositing User: Dan English
Date Deposited: 11 Feb 2021 11:54
Last Modified: 11 Feb 2021 11:54
URI: http://norma.ncirl.ie/id/eprint/4741

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