Un análisis comparativo de las estrategias competitivas de los operadores de telecomunicaciones europeos y estadounidenses desde la Crisis Financiera Global.

  • Omar de la Cruz Universidad Nebrija
Palabras clave: Gestión Estratégica, Operadores de Telecomunicaciones, Europa, Estados Unidos.

Resumen

El objetivo de este trabajo es analizar las diferentes estrategias competitivas empleadas por los Operadores de Telecomunicaciones (OTs) europeos y estadounidenses dependiendo del papel de las instituciones, la dinámica particular del mercado doméstico y regional de Estados Unidos y Europa, y el perfil particular de cada operador, a partir de la Crisis Financiera Global (CFG) de 2008. Partiendo de un modelo conceptual basado en Barney, Porter y Peng, como trípode estratégico para definir una estrategia competitiva, se analizan las entrevistas realizadas a cincuenta profesionales que han estado directa o indirectamente involucrados en aspectos relacionados con la gestión estratégica de los siete OTs analizados. La investigación permite obtener un resultado importante: la mayor duración y profundidad de la CFG en Europa y las significativas diferencias coyunturales y estructurales existentes entre ambas regiones propiciaron un entorno y dinámica competitiva menos favorable para los OTs de Europa. Además, las diferencias en el perfil de los mercados locales y en el grado de desarrollo del negocio móvil impactó negativamente en los resultados financieros de los operadores europeos por unas menores sinergias y economías de escala, contribuyendo a su peor desempeño en capitalización. Como consecuencia, la estrategia competitiva y gestión del modelo de negocio de los OTs de Estados Unidos fue más eficaz que la de los OTs europeos.

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Publicado
2020-06-19