Conference Title: International Conference in Business,Technology and Innovation 2013
Conference Title: UBT Publications
Contributing Editos: Prof. Albert Qarri, Prof. Ibrahim Krasniqi, Krenare Pireva, Evelina Bazini, Nita Abrashi
Co-Organizers: Ardian Emini, Vlora Aliu, Betim Gashi, Xhemajl Mehmeti, Kushtrim Dragusha, Murat Retkoceri, Kaltrina Bunjaku, Leonita Braha
Start Date: 2013-11-01
End Date: 2013-11-02
Venue, City, Country: : Hotel Bleart , Durres , Albania

Paper Title

Factors Affecting the Success of Adjacent Growth Strategies


Eda Vaso, Edmond Hajrizi


One of the biggest challenges of most companies of our time, whose business is at a more mature phase of operation, or which are looking into entering more developed or mature markets, is to determine "What next?", that is, identify which strategy to use to ensure sustainable growth of their business on long term strategy. This thesis will look into cases when companies decide to expand their business by expanding the portfolio of products offered, while at the same time, keeping their focus on their core business and supporting it through the use of Adjacent Growth Strategies. This study will try to determine whether the success of a company relies on the success of its core business alone, and if so, to what extent. The case analyzed in this study is that of a company in Kosova, whose core business is money transfer. The company is a leader in this industry in Kosova, and seeks to expand its portfolio of services offered to include other financial products, such as cash collection (e.g. payment of utility bills, etc.). Even though the company has a wide-spread network of service outlets (uses the franchise business model), has a large number of loyal customers (an important factor for the success of new products/services), the study showed that the success of such strategy also depends on other factors of great importance such as those related to customer behavior, nature of or the process of selling/buying products, the company's business model, etc.


Service, adjacency growth strategy, money transfer