Strategische Neupositionierung

This thesis has received a strong response from medium-sized software companies. The survey conducted among 111 small and medium-sized software companies and the subsequent workshop revealed that strategic issues, despite their importance, often take a backseat to day-to-day operations.

With the help of scientific insights from business administration and practical recommendations, entrepreneurs are shown how they can analyze and realign their strategy.

Part A 'General Analysis' examines the software industry and its relevant environment. The results are from 2003, but thanks to the outlined methodology and source references, an update can be carried out independently.

Part B 'Developing a Strategy' describes, using the example of the model company Virtuella GmbH, how a single software company can critically assess its existing strategy and reposition itself.