Browsing by Author "Katte, Luise Margarete von"
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- HelloFresh : a recipe for sustainable market leadership?Publication . Katte, Luise Margarete von; Machado, Patrícia AmaroThe concepts of Strategic Change and Dynamic Capabilities are widely discussed in the strategic management literature, explaining how firms can sustain a competitive advantage. While strategic change implies the company’s alignment with its external environment, dynamic capabilities are the firm’s potential to systematically solve problems. The focal purpose of this thesis is to illustrate how strategic change and the deployment of dynamic capabilities can help a company to adapt to, cope with, and grow in constantly changing environments. Moreover, this thesis intends to identify the motives for mergers and acquisitions as a form of strategic growth. For pedagogical purposes, a teaching case was developed, which demonstrates how HelloFresh, a meal kit supplying company founded in 2011, became the global market leader in its industry only after a few years of existence. HelloFresh reacted to consumer trends, implemented new technology and data management systems and invested in growth strategies that enabled them to successfully outgrow their competitors in all of their markets. By initiating strategic transformations and deploying a strong set of dynamic capabilities, especially in detecting opportunities and making market-oriented decisions, HelloFresh was able to adapt to shifts in society, technology and competition. Nevertheless, none of the meal kit companies has been able to reach profitability so far. As the online food market is growing slower than expected, the question remains whether these online food businesses have been introduced too early to the market.