Kонкурентски стратегии во нафтената индустрија: анализа на глобалните приватни и национални нафтени компании со посебен осврт на регионот и Република Македонија

Abstract

Competitive strategies are one of the most relevant concepts of contemporary literature in the field of strategic management. The main elements that stimulate the creation of competitive strategies are the existence of competition and the global markets. The aim of this doctoral thesis is to present the theoretical and practical concept of competitive strategies in the global oil industry. The global context of competition is elaborated in this doctoral thesis, as well as its importance for the oil industry. The practical development of vertical integration in the oil industry is also presented, through the analysis of the value chain, the significance of the individual segments and the strategies for creating competitive advantage are emphasized. The impact of the globalization trends is discussed, with a narrow focus on macroeconomics and the dynamics of changing oil prices. From an in-depth aspect, the role of private and national oil companies is analyzed by distinguishing their competitive position in the global oil markets and their respective financial and capital market power. A special part of the doctoral thesis was dedicated on the regional and local markets of oil and oil derivates in the Republic of Macedonia. Regional oil companies are presented in terms of structural orientation on the market and the connection between vertical integration and competitive advantage. Through the implementation of a research among the two largest oil companies in Macedonia – Makpetrol AD i Lukoil Macedonia – the opportunities for creating competitive advantage through vertical integration were qualitatively explained. Based on the obtained primary results, a series of recommendations related with the management of oil companies in Republic of Macedonia have been underlined.