Declining sectors and strategies within the area of human resources: a case study from Spain

Based upon the existing theoretical framework, empirical research on successful generic strategies has resulted in various recommendations for strategic management in declining sectors. However, these studies do not consider (aspects of) strategy implementation, and thus ignore the importance of aspects of the implementation for the ultimate success of the proposed strategy. Consequently, it is difficult to uncover some important factors that contribute to the success or failure of the proposed strategies. One such factor is the congruence between the generic 'decline strategy' and its concurrent social strategy. Although some theoretical proposals on this congruency exist, empirical studies on this topic are lacking.

Given the exploratory, 'real-life' and process nature of the study, the case-study method is used. This allows us to establish a dialectic relationship between the theoretical proposals available and the empirical observations. The company that is studied is a Spanish state-owned shipyard. Following a brief analysis of the sector and its specific characteristics of decline, the evolving congruence between the generic and social strategies within the company is analysed. Basically, the study focuses on the process of continuously adjusting and balancing the two types of strategies. Also, the resulting implementation issues and difficulties are assessed. Conclusions are based on the permanent comparison and confrontation of field data and theoretical insights.