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Implementation of revenue management in small and medium-sized enterprises

Rushfeldt, Elise Toombs
Master thesis
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URI
http://hdl.handle.net/11250/275596
Date
2014
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  • Master's Theses in Business Administration (2014-) [601]
Abstract
The purpose of this study has been to look at small and medium-sized enterprises

(SME) in the culture and tourism industry and their antecedents for successful

implementation of revenue management. The ten firms that are the basis for this study

are all located in Southern Norway, and have participated in a year and a half long

seminar in revenue management offered by the Arena USUS cluster. The group of

firms are quite varied, ranging over different sub-industries within the tourism and

culture industry. 60% of the firms have a commercial focus, and 40% have a noncommercial

focus.

This study is conduced as a qualitative multiple-case study, and each firm has been

interviewed using semi-structured interviews. The aim of this study has been to add to

the limited research done on implementing revenue management in SMEs. The

framework for analysis offered a guideline for what factors might lead to a high

degree of implementation or revenue management in SMEs based on factors that have

been shown to be important for firms in general. The framework suggests that

absorptive capacity, change agents, and a structured change process may be

significant for an SME during the implementation process.

The results showed that the firms could be split into three groups based on their level

of implementation: firms with a high degree of implementation, firms with little

degree of implementation, and firms with no degree of implementation. The factors

from the framework seem to be significant for a firm to achieve a high level of

implementation. These do not seem to differ based on the firm’s commercial or noncommercial focus.
Description
Masteroppgave økonomi og administrasjon- Universitetet i Agder, 2014
Publisher
Universitetet i Agder; University of Agder

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