Strategic innovation through massive investments in the economic crisis - Case study Dedeman

• Author: Fanaru M.
• Pages: 251-256

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 10 (59) No. 2 - 2017

Strategic innovation through massive investments in

the economic crisis - Case study Dedeman

Mihai FÂNARU1

Abstract: Within any economy, investments ensure the relationship between the present and

the future, between current generations and future generations. Investments are a particular

class of expenses that engage the future the most, depending on their size and depending on

the development and improvement of the productive potential of a company through

expansion and modernization. During the economic crisis, most companies looked worried

at the deployments of forces in the economic environment, dominated by a state of

uncertainty that announced a new crisis. Dedeman, at that time, began expansion plans to

surprise competitors, and decided that it was a good time to attack the competition with the

bayonet, so Dedeman became a flagship market leader.

Key-words: investment, economic crisis, market leader, challenger, DIY market

1. Introduction

In a period of global economic crisis, marketing and strategic innovation and

investment (Kotler, 2010) are gaining more relevance to consumers' demands as

they are increasingly affected by rapid social, economic, and natural turmoil.

Companies are usually faced with a great innovation dilemma, meaning that if they

do not innovate, and if they innovate, but their innovations are not successful, they

are still at risk of dying. Gary Hamel believes that innovation can be a strategic

capability, as in some firms quality is discipline. (Kotler, 2004)

Any decision from the strategic marketing point of view, except for the

operational ones, is estimated through its strategic consequences, therefore it does

not only involve the top of the "pyramid" (top management), but also the operational

staff responsible for the strategic implementation.

In the sense (Reis, Trout, 2005) that the form must precede the fund, likewise

does the strategy follow the tactics, i.e. the achievement of tactical results.

Only a general who knows very well what is actually happening on the

battlefield is in a position to develop a correct strategy. In the military operations,

1 Transilvania University of Braşov, fanaru.mihai.cosmin@unitbv.ro