The international strategies of Europe's incumbent telecommunications operators: towards a strategic typology

In: European business review, Band 17, Heft 4, S. 340-351

Abstract

PurposeThe paper seeks to examine the evolving international strategies of Europe's incumbent telecommunications operators. The aim is to develop a typology of how these different operators have sought to position themselves within an internationalising marketplace.Design/methodology/approachThe objectives of the paper were addressed through a multiple case study analysis of 15 incumbent telecommunication operators within Western Europe. The approach was essentially strategic, seeking to develop an awareness of how each of these operators' corporate strategy has adapted to the challenges of internationalisation. The nature of this response will be defined by a broad typology.FindingsFour types of strategy were found to exist, most of which were defined by the scale of the business. The research found that most operators were developing international strategies based on developing an effective competitive presence in the European region. There was only limited evidence of operators developing a global strategy. Some operators have attempted such a strategy but have since retreated from such offensive strategies.Originality/valueThe work highlights how businesses that have a dominant core domestic market are affected by internationalisation in both a proactive and a reactive manner.