A strategic reorientation to drive growth

: a case study about Rieckermann’s transition from a trading company to an industrial consultancy and service provider

Abstract

This thesis presents a pedagogical case study on Rieckermann9s strategic transition from a traditional machinery trading company to an industrial consultancy and service provider. The research explores how internal resources and capabilities drive the success of such transformations, offering students practical insights into strategic reorientation complexities to drive growth. Rieckermann's traditional business model faces growing pressures, including shrinking margins and intensifying competition, necessitating a shift to deliver greater customer value and enhance its competitive position. Using qualitative research methods, including interviews with internal experts and analysis of company documents, the study examines Rieckermann9s ongoing transformation program. Key resources and capabilities identified include Rieckermann9s integrated service offering, its extensive network and reputation, and the specialized expertise developed over decades. The thesis also evaluates the progress of the transition, such as refining the business model and fostering industry-specific expertise, while addressing challenges like internal resistance and limited cross-functional collaboration. Students are guided to apply theoretical frameworks, including the Resource-Based View, Ansoff Growth Matrix, and servitization principles, to bridge academic theory with real-world application. The study concludes with actionable recommendations to support Rieckermann9s transformation and highlights the pedagogical value of bridging theory and practice. Students develop a deeper understanding of the internal alignment required for successful strategic reorientation. Future research could explore external influences, such as market dynamics and customer perspectives, to provide a more holistic view of transitioning from a product-oriented to a service-oriented business model.

Date of Award	27 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Luís Flórido (Supervisor)