Kystens Mathus - an exploratory study of innovation potential and marketing strategy in food retailing

Abstract

This thesis will be formed as two academic articles , one exploring innovation, and one on marketing strategy. The first article will be of a theoretical nature, reviewing existing literature and theory in order to discuss and conclude on what kind of innovation Kystens Mathus is, and its innovation potential (RQ1). Innovation theory is not only central for manufacturing- and technological firms. For retailers, innovation can be seen as means to remain a market position, to make a move within an existing market, or to a new market. The second and final article will comprise of a literature review and qualitative research in order to suggest a viable marketing strategy for Kystens Mathus (RQ2). The preliminary discussions in this introduction have revealed that the retail sector is highly competitive, with an emerging trend such as modern food halls. Regardless of the trends, viable strategies have to be in place in order to be a successful actor in the retail market. Therefore, one can argue that Kystens Mathus will benefit from identified innovation potentials, as well as a solid and viable marketing strategy.