Strategy and business model design in dynamic telecommunications industries: A study on Italian mobile network operators

Abstract

The mobile telecommunications industry is highly dynamic. Strategic, marketing and technological disruptive changes are the norm in this industry. In such a context, strategy formulation and implementation is a challenge for mobile network operators (MNOs). The aim of this study is to propose an interpretative framework to support MNO's strategic decision making in a dynamic competitive context characterized by disruptive changes in technology and business dimensions. The proposed framework was applied in an explorative multiple case study conducted on the four MNOs operating in Italy. Data collection involved semi-structured interviews with seven top and middle managers of each company. The application illustrates how the proposed framework allowed the identification of drivers for potentially disruptive change and their implications on Italian MNOs' business models. The research also highlights the main strategic routes that Italian MNOs have at their disposal to face the turbulent competitive times. Although the specific issues reported relate to the Italian context, it can be argued that they are reasonably representative of most Western markets.

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