Diversification in Small and Medium Enterprises Introduction

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conditioned the key decisions and behaviors of individuals and groups within National United Group (NUG) as these forces relate to strategic diversification. Synergies resulting from an early merger resulted in a firm better able to address the demands of an expanding market. Importantly, the merger enabled diversification beyond spare auto parts distribution.

Domestic labor markets in Iraq are governed by traditional practices that are regionally idiosyncratic and that permit considerable leeway in local decision-making. International automotive firms signaled interest in NUG's products and services, but Iraq's fractious social-political environment generated substantive security challenges and disruption in their distributorship and marketing arrangements, impacting its ability to meet both domestic and international market demands. NGU's decentralized management has failed to understand changes to the local market dynamics in the post-war recovery period, which resulted in business opportunity cost and jeopardized the firm's financial viability and sustainable growth.

Chapter 4 provides a conceptual framework for the research design and summarizes the research methodology. The conceptual framework provides that multiple research methods, a hybrid of quantitative and qualitative approaches, will facilitate exploration of the interaction between an organization's strategic orientation, the conditioning power of its environment, and the diversification strategies it employs as a means of addressing the demands of a changing market. The single Iraqi firm known as National United Group (NUG) is the unit of analysis and, as such, lends itself to exploration using a case study approach.

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Content analysis of accounts provided by senior management regarding their experience in planning, managing, and/or implementing strategic diversification at NUG supports the component of the conceptual framework that addresses perceptions about past strategic decision-making. The analysis of NUG's financial statements and reported accounts supports the component of the conceptual framework that addresses key participants' rational justification of corporate and division actions against the background of the perceptions and opinions and observations conveyed in the surveys and interviews.

The main aim of this research, as discussed in Chapter 5, was to explore the interaction between the strategic orientation and environment, and the subsequent impact on the diversification strategies as adopted by NUG, an example of a firm that would be in the category of small and large enterprise (SME). To have a competitive and sustainable enterprise, a firm must work to ensure strategy-environmental fit. A number of major strategies are available to firms in order to cope with the challenges of a post-war environment. This study sought to assess the impact of these strategies in general, and the effectiveness of diversification as a means to improve strategy-environmental fit, in particular.

Most managers agreed that NUG benefitted from its diversification strategies which enabled it to….....

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