2016-11-22

Case studies on Entrepreneurship and Strategy in Sweden

Sanne Norgren

International Marketing program Halmstad University, Halmstad, Sweden

Abstract Purpose - The purpose of this article is to present an analyze of case studies about entrepreneurship and strategy in Sweden. The overall purpose is to find out how many case studies there are, when they were written, and what type of cases studies there are about this subjects in Sweden, an inventory.

Design/methodology/approach - The method used in this paper is qualitative secondary research from databases. The databases consist of Web of Science, Scopus, Diva, Google scholar and Emerald insight. Other secondary data are from research books and popular science sources.

Implications/Findings - According to this study there is a lack of case studies about entrepreneurship and strategy in Sweden. This should implicate for more further studies within case studies and the creation of case studies should increase. Most of the case studies are written in the 2000s and most of the cases are exploratory or descriptive.

Originality/value - This paper is supposed to give accurate information about case studies in the determined area of research and give knowledge to companies and be helpful for further researches.

Keywords - Sweden, case studies, entrepreneurship, strategy.

Paper type - Research paper.

Introduction It is important to understand the impact that case studies have in the world of business. The analysis of previously case studies provide the advantages of the case method outlined (Greenawalt, 1994) According to Greenawalt (1994) ”It is a learner-centred method of education which uses realistic examples as a means for applying theoretical concepts and exercising decision-making skills”.

There are many advantages with case studies, both for further research and for companies seeking for solutions to problems similar to theirs. Companies can read previously written case studies for development in solution skills. Case studies are great examples of various problem solutions. Companies can apply the solutions and related them to their situation. If a company is new to a problem, they can read different case studies to get various perspectives on their problem (Greenawalt, 1994).

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Entrepreneurship has gone from being a large investment to a trend in Sweden (Svenskt näringsliv, 2015). After years of crisis in the early 1990s, the business world started to get stable again in the late nighties (Ekonomifakta, 2016). According to Tarnovskaya and Chernatony (2011), Sweden´s business reputation is characterized by a few world players, such as Ikea, Saab and Volvo. However, as a country with strong growth and high standards of living, the underlying state of small-to-medium-sized businesses is also healthy. According to Flyvbjerg (2003), there should, therefore, be a broad range of case studies in Sweden with a strategy for problem solving.

The main goal of this paper is to identify how many case studies there are about entrepreneurship and strategy, when they were written and what type of case studies there are. This is supposed to give accurate information about case studies for companies and further research. The paper begins with a literature review of the three keywords: case studies, entrepreneurship, and strategy. Followed by relevant literature review aimed to answer the three research questions below. The next section consists of analysis, conclusion, implications and further studies.

RQ1. How many case studies are written in the determined area of research? (entrepreneurship and strategy in Sweden) RQ2. When were the case studies written? RQ3. What type of case studies are they?

Method The goal of this research is to discover how many case studies there are about the subjects entrepreneurship and strategy in Sweden. Two other factors remaining in the research are; when are the case studies written and what type of case studies are they.

2.1 Qualitative secondary research To discover and answer the research questions, the method will consist of a qualitative secondary research from databases. The chosen databases are Web of Science, Scopus, Diva, Emerald insight and Google scholar. Other secondary data are from research books and popular science sources. The problem with this type of research is according to Jacobsen (2002) the aspect of problem formulation. The problem is that the information is collected to solve an other problem formulation. Qualitative secondary research is a collection of texts and existing histories, interpreted by the researcher. The important thing when you do qualitative secondary research is to be critical of the sources (Jacobsen, 2002).

To make the research as credible as possible the search words that were chosen were used in all the databases: Sweden, strategy, entrepreneurship and case studies. These keywords were included in every search. They were not searched on separately. If it was possible on the database web pages, the search was also limited to case studies.

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2.2 Defining of functions In order to select and define how many, when they were written and what types of case studies that are existing, examples from previously case studies will be a part of the literature review. In the literature review, there are descriptions about the three main keywords in the research paper, based on secondary data. The three main keywords are case studies, entrepreneurship, and strategy.

Literature review Definitions of keywords — case studies, entrepreneurship and strategy There are no clear definitions of what a case study is, but there are serval definitions that state a common denominator. The common denominator of the concept case study is knowledge, it is basically a method for knowledge. The overall goal of a case study is to reach a decision. The decision is based on studies from a specific occasion and contains a short description of the occasion (Søilen & Huber, 2006). According to Flyvbjerg (2003), case studies may be useful in the preliminary stages of an investigation. Since it provides hypotheses, which can be tested.

The definition of entrepreneurship is according to Forbes (2012) categories into two definitions:

1. “A person who organizes and manages any enterprise, especially a business, usually with considerable initiative and risk.”

2. ”One who organizes, manages and assumes the risks of a business or enterprise.”

The definition of strategy is according to Harvard Business Review (2007) ”a set of guiding principles that, when communicated and adopted in the organization, generates a desired pattern of decision making”. The organization should make decisions and allocate resources to be able to accomplish key objectives (Harvard Business Review, 2007).

Different types of case studies Explanatory: This type is used to answer a question that sought to explain the presumed links in real-life interventions. That are to complex for an experimental strategies or for a survey (Yin, 2003).

Exploratory: This type is used to explore situations where the intervention being evaluated has no clear, singel set go outcomes (Yin, 2003).

Descriptive: Is used to describe an intervention and the real-life context in which it occurred (Yin, 2003).

Multiple-case studies: Explores differences within and between cases studies. The goal is to replicate findings across cases (Yin, 2003).

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Instrumental: Is used to accomplish something other than understanding a particular situation. It gives insight into an issue and can help to refine a theory. The cases are often looked at in depth (Yin, 2003).

Collective: Collective case studies describe multiple case studies and are similar in nature (Yin, 2003).

Case studies on entrepreneurship and strategy in Sweden This review will consist of a collection of case studies, with a clear focus on entrepreneurship and strategy in Sweden.

Emerald Insight: the search resulted in 29 case studies, where one was on point with the search. Most of the written studies are about international business and other countries. Scopus: the search gave a result on 9 hits. One were right for this research. Web of Science: the search resulted in 12 articles. The articles are mostly about academic entrepreneurship and women entrepreneurship. They were left out of this research as none of them were case studies. Diva: the search resulted in 5 results, where two matched the search and one was the book ”20 svenska fallstudier för små och medelstora företag-Pedagogik och vetenskaplig metod” (Søilen & Huber, 2006) that is already being used in the research. Google scholar: the search on the keywords resulted in 2000 searches. The year 2016 resulted in 181 searches, 2015 resulted in 307 searches and the span between 2000-2016 resulted in 1970 searches. Due to the major result, one more keyword was added: Swedish companies and the custom range was narrowed to 2014-2016. That resulted in 549 hits. The cases from Google scholar is categories and chosen, based on if they fitted to either the concept entrepreneurship or strategy.

A few examples of case studies: (2012) Wapnö´s: According to Svensson & Wagner (2012), the purpose of the case study is to describe a corporate implementation and application of a “sustainable business cycle”. The study is based on a single case study of a regional producer of dairy products in Sweden. The main contribution of this article is to present a rare detailed case study of a sustainable supply chain (Svensson & Wagner, 2012).

(2004) Berglunds Mekaniska AB: The case illustrates if the handling of administration situation if the company is effective or ineffective. It also focuses on leadership and development of further strategies. The case consists of solutions to solve the three primary problems. The problems are unclear visions and strategies, lack of leadership and poor communication skills (Søilen & Huber, 2004).

(2004) Glimåkra Akvamatik AB: Is a production and distribution company that offers modern office furniture. The case is about Glimåkra Akvamatik AB´s steps to a more technical improvement. The overall strategy has been to meet the

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problems of a saturation market through investment in new technology. To maintain their competitive position (Søilen & Huber, 2004).

(2015) Höganäs Group and Krönleins Bryggeri AB: The case study is about how Swedish resource allocation processes has changed. The budget elimination lead to new unknown zones. The case study presents on how the both companies have changed their processes dependent on the budget elimination (Andersson & Hassleberg 2015).

(2012) Minc in Malmö: Minc is a business incubator in Malmö and the case study is about two companies where the problem formulations are ”Why it is difficult for small entrepreneurs to achieve growth?”. The solution is to give Minc an understanding of why it is hard for design entrepreneurs to grow (Björklund, 2012).

(2009) MQ: The company went trough a structural change in 2006, when the company was acquired. The case study examines whether the structural change takes place within the MQ stores local business. This is to confirm or reject the local entrepreneurship can coexist with the central management in a large company MQ ( Nyblaeus & Von Sivers, 2009).

(2004) Nymek AB: Is a component manufacturing company. They have implemented internal structural changes. They made a change in human resources, the process lead to a greater commitment of staff throughout the company`s production process (Huber & Søilen, 2004).

(2004) Svenska Magnet Fabriken AB: Is a major supplier of high-quality magnetic products in Sweden. They made a change in the direction and started offering systems with magnetic components. In 2003 they underwent a skill program and the results was a brand new product (Huber & Søilen, 2004).

(2004) Zetterbergs AB: Produces superstructures for trucks in the construction, waste management sector, and civil engineering. The company has in recent years taken part in a skills upgrading program at Prodesign. The network has connections with several colleges and universities in Sweden. The reason for the cooperation with Prodesign was to development the design of the company's own products (Huber & Søilen, 2004).

(2014) IKEA and Sweco: In this case study they examine on how these two companies are affected by the environment investments they have done. Both companies are seeking to understand for how the investments are performed in reality (Carlsson & Eriksson 2014).

(2008) Sa´mi: The purpose of this paper is to investigate entrepreneurial process with unusual characteristics. The focus lays within entrepreneurial logics and terms. The case study is a Sa´mi community in Sweden, where a gender equality project developed into involvement with global innovations systems, in advanced networking development. The conclusions cannot be based on one case. As very few

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cases of this type are known the findings are yet of value for the design of further research and policy (Ude ́n, 2008).

(2004) Fotfavoriten AB: Is a foot care company. This company is a typical case for the social sector. It is an example of how local government directs staff only to reengage the as entrepreneurs delivering similar services (Søilen & Huber, 2004).

(2004) TOMVA AB: Is a contract manufacturing company and they gradually reduced its mechanical production and focused on its core activities. Some employees started to work as pure consultants. The development was in large due to the personal crisis and the CEO had to reorganize the entire company (Søilen & Huber, 2004).

(2004) Nipsoft AB: Is a computer system company created by an engineer student. This is a case study about how newly graduate engineers are hired directly by corporations. Only a few take the step into entrepreneurship. Because of the lack of education in this area (Huber & Søilen, 2004).

(2004) Waltergruppens skolor AB: Is a private corporation operating in the educational sector. They were pioneers when ”free” schools became legal in Sweden. There is a strong economic perspective on the firm. The school is organized as a business corporation. To improve the operations the CEO underwent several marketing and strategy programs (Søilen & Huber, 2004).

(2014) Case study X: This case study consists of four anonymous companies. All of them are struggling with internationalization. The four companies are all in the pre-internationalization phase. The purpose is to study character traits on the CEO´S of every company to help them with internationalization (Omar & Huachos, 2014).

(2014) Entreprenör: The purpose of this case study is to reveal whether female and male entrepreneurs are offered the same kind of conditions in their role of entrepreneurs in their respective media representation. To study the question in the case, the research analyzes portrayals in the magazine Entreprenör (Jahnsson, 2014).

(2012) Electrolux: The purpose of this case study according to Personne & Seger (2012) is to find out how the company manages closures in a good way, both in terms of staff and on the factory kind of lingering. This case study of Electrolux will show the importance of philanthropic responsibility is important restructuring. The purpose of this report is also to show how a Swedish company implements its CSR strategy and contribute to research CSR (Personne & Seger, 2012).

(2014) SJ AB: According to Holmqvist, Pennsäter & Stenfell (2014) is the purpose of the study to analyze and explain how events linked to deregulation affected SJ in its strategy development between the years 2001-2014.

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Furthermore, the study explains how the company worked to implement the strategies of the business from a number of financial tools (Holmqvist, Pennsäter & Stenfell, 2014).

Analysis

According to Søilen & Huber (2006), there is a lack of case studies about Swedish companies and their work. The book ”20 svenska fallstudier för små och medelstora företag-Pedagogik och vetenskaplig metod” contributes with most of the case studies in this research paper (Søilen & Huber, 2006).

The common denominator for every case study chosen in the literature review are: knowledge. All the case studies can be connected to this factor. A company that is doing similar measures in their company, can draw knowledge from previously cases before they start their own process. Case studies can be useful in the preliminary stages of a process (Flyvbjerg, 2003).

One common trait for all the case studies are when they were written. The cases are written in the 2000s, from 2004 to 2015. As Ekonomifakta (2016) pointed out there was a crisis in the early 1990s, and the business world in Sweden wasn't at its highest peak. The world of business got stable again in the late nineties and new companies began to appear (Tarnovskaya & Chernatony, 2011).

The case studies represent companies from both large scale companies like IKEA, SJ and Electrolux to small scale companies like Fotfavoriten AB and Minc in Malmö. The case studies represent a broad range of companies; micro, small, medium and large. According to Reeg (2013), most micro and small companies doesn't upgrade their business to the next level. By combining different stand of literature, authors can give current knowledge and contribute with case studies to help companies grow in strategy and develop better entrepreneurship (Reeg, 2013).

The three case studies about 1. IKEA and Sweco, 2. Höganäs Group and Krönleins Bryggeri AB and 3. Minc in Malmö were all drawing parallels between the companies which give more knowledge about different ways to handle a specific situation. In the IKEA and Sweco case, they examined on how both these two companies were affected by the environment investments they did. In the case study with Höganäs Group and Krönleins Bryggeri AB, the authors examined Swedish resource allocation processes and its changes.

The cases can be separated and divided into the two keywords: entrepreneurship and strategy. Case studies that refer to entrepreneurship are; TOMVA, Fotfavoriten AB, Nipsoft AB, Waltergruppens skolor AB, Svenska Magnet Fabriken AB, Minc in Malmö, MQ, Case study X, Entreprenör, Electrolux and Sa´mi. Case studies connected to strategy are Zetterbergs AB, Berglunds Mekaniska AB, Glimåkra Akvamatik AB, Nymek AB, Höganäs Group & Krönleins Bryggeri AB, Wapnö, SJ AB and IKEA and Sweco. Common traits for cases studies connected to entrepreneurship are either about how a company was created or how a company has changed direction. Many of the cases in this tray also mention leadership.

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Common traits for case studies connected to strategy are process changes. The case studies consist of an action (the change process) and how it affects the company. This is based on the definitions of Forbes (2012) and Harvard Business Review (2007) on entrepreneurship and strategy.

The cases can also be divided into the different types of case studies:

Exploratory:Wapnö´s, Svenska Magnet Fabriken AB, Zetterbergs AB, Fotfavoriten AB, TOMVA AB, Nipsoft AB and Waltergruppens skolor AB.

Descriptive: Berglunds Mekaniska AB, Glimåkra Akvamatik AB, Höganäs Group and Krönleins Bryggeri AB, Minc in Malmö, MQ, Nymek AB, Entreprenör, Electrolux and SJ AB.

Multiple-case studies: IKEA and Sweco and Case study X.

Instrumental: Sa´mi.

Most of the cases are exploratory and descriptive which can be connected to Søilen& Huber (2006) description of a case study: ”The common denominator of the concept case study is knowledge, it is basically a method for knowledge. The overall goal of a case study is to reach a decision”. A descriptive case should describe a situation and connect it to a real-life situation according to Yin (2003) and reach a decision just as Søilen & Huber (2006) stated. That could be why the majority of the cases are descriptive. Many of the cases were also exploratory which indicates the importance of the knowledge factor in case studies. They describe a situation to help other companies that are in the same situation, but without a clear solution to the problem (Yin, 2003).

Conclusion

The overall purpose of this research paper was to find out how many case studies there are, when they were written, and what type of cases studies there are about this subjects in Sweden, an inventory. The qualitative secondary research gave both search results and useful results, which could be used in this research paper. To make the research as credible as possible the search words that were chosen were used in all the databases: Sweden, strategy, entrepreneurship and case studies. The outcome was as expected, the search resulted in few hits. This is based on Søilen & Huber (2006) statement that there is a lack of case studies about Swedish companies and their work.

RQ1. How many case studies are written in the determined area of research? (entrepreneurship and strategy in Sweden)

According to this research, the RQ1 can be answered based on Emerald Insight, Scopus and Diva. Web of science is excluded due to no search results. Google scholar is also excluded due to major search results. RQ1 is based on the results from the three databases which is 13. The book ”20 svenska fallstudier för små och medelstora företag-Pedagogik och vetenskaplig metod” contributes with 9

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case studies (Søilen & Huber, 2006). The RQ1 does not include search results from Google scholar. Pitol & De Groote (29014) says ”That the search results on Google scholar includes a link through the title of the article, most often defaulting to the publisher’s version of an article. However, in addition to the number of times an item has been cited by other Google scholar content, the search results also provide a number indicating the how many “versions” of a publication GS has found and indexed. Preliminary examination of the versions finds that not only is the publication’s initial linked citation metadata for the article repeated as a version, but additional versions indexing at least the article’s metadata may also be included. These additional versions may include links to full-text versions of the article like the publisher’s PDF or author’s manuscript or they may be basic citations which could include an additional link to the full-text”

Figure 1. Sanne Norgren, 2016-11-20. A chart with a summary of how many results there was on the keywords on the databases: case study, entrepreneurship, strategy and Sweden in relation to how many results that were actually useful for this research paper. Google scholar is not included in the left chart due to the major search result. The right chart is the search results for Google scholar.

RQ2. When were the case studies written?

RQ2 is based on the result from RQ1. All of the cases are written in the 2000s. The cases are written in the 2000s, from 2004 to 2015. As Ekonomifakta (2016) pointed out there was a crisis in the early 1990s, and the business world in Sweden wasn't at its highest peak. The world of business got stable again in the late nineties and new companies began to appear (Tarnovskaya & Chernatony, 2011). Søilen & Huber (2006) statement can also strengthen the fact the there is a lack of case studies about Swedish companies, as companies started to appear later during the 2000s.

RQ3. What type of case studies are they?

This question is based on all the case studies from all the databases mentioned in the method. This is to get a better view. All the cases are different from each other and none of them are alike. But there are common traits. They are either about entrepreneurship or strategy. All the case studies are based on knowledge and are supposed to help the company itself and other companies.

0

7,5

15

22,5

30

Emerald Insight Web of Science

Search result Useful results

0

137,25

274,5

411,75

549

Google Scholar

Search result

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The research is valuable for further studies within the determined area. The research strengthens the statement of Søilen & Huber (2006) that there is a lack of case studies about Swedish companies. Which means that more case studies should be written. Even though Google Scholar gave a major search results the database has to be critical analyzed. According to Jacsó (2005), the underlying problem with Google Scholar is that Google is as secretive about its coverage as the North Korean government about the famine in the country. The content of Google Scholar has not been updated since its launch according to Jacsó (2005). The stunning gaps give a false impression of the scholarly coverage of topics. This leads to the omission of highly relevant articles by those who need more than just a few pertinent research documents (Jacsó, 2005).

Most of the cases are exploratory or descriptive. Many of the cases were exploratory which indicates the importance of the knowledge factor in case studies. They describe a situation to help other companies that are in the same situation, but without a clear solution to the problem (Yin, 2003). A descriptive case should be describing a situation and connect it to a real-life situation according to Yin (2003) and reach a decision just as Søilen & Huber (2006) stated.

Exploratory: 7 Descriptive: 9 Multiple-case studies:2 Instrumental: 1

Implications According to this study there is a lack of case studies about entrepreneurship and strategy in Sweden. This should implicate for more further studies within case studies and the creation of case studies should increase. Most of the case studies are written in the 2000s and most of the cases are exploratory or descriptive.

Suggestions for futher studies

Below are listed a number of suggested studies within this field:

1. To study the two keywords separate and make a study on either ”case studies on entrepreneurship in Sweden” or ”case studies on strategy in Sweden”. This is to get a better overview as both entrepreneurship and strategy are large areas of research.

2. Select a branch and make an in-depth analysis on both the keywords in a specific branch.

3. The study could also be limited to company size; micro, small, medium and large. To make the research more precisely.

In further researches there could also be additions of keywords like; Swedish companies who only operates in Sweden or the opposite; Swedish companies operation in both Sweden and abroad. That makes the research more helpful for companies looking for help to solve problems.

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