Strategic innovation through massive investments in the economic crisis - Case study Dedeman

• Main Author: Fânaru Mihai
• Format: Article
• Language: English
• Published: Transilvania University Press 2018-01-01
• Series: Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences
• Subjects: investment; economic crisis; market leader; challenger; DIY market
• Online Access: http://webbut.unitbv.ro/Bulletin/Series%20V/2017/BULETIN%20I/27_FANARU.pdf

Within any economy, investments ensure the relationship between the present and the future, between current generations and future generations. Investments are a particular class of expenses that engage the future the most, depending on their size and depending on the development and improvement of the productive potential of a company through expansion and modernization. During the economic crisis, most companies looked worried at the deployments of forces in the economic environment, dominated by a state of uncertainty that announced a new crisis. Dedeman, at that time, began expansion plans to surprise competitors, and decided that it was a good time to attack the competition with the bayonet, so Dedeman became a flagship market leader.