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......................................................................................................................................... ......................................................................................................................... ............................................................................................................ 1-.......................................................................................................................1 & 1 ......................................................................................5 2- ..............................6

2.1. ..........................................................6

2.1.1. .............................................................6 2.1.1.1. ........................................................................................6 2.1.1.2. .....................................................................................................8 2.1.1.3. .......................................................................................................9 2.1.1.4. .................................................................................................10 2.1.1.5. ................................................................................................11 2.1.1.6. ....................................................................................................11 2.1.1.7. ................................................................................................................13 2.1.2 .............................................................14 2.1.2.1. ...........................................................................14 2.1.2.2. .......................................................................17 2.1.2.3. ..............................................................................19 2.1.2.4. .........................................................20 2.1.2.5. ..................................................22 2.1.2.6. ................................................................................................25 2.1.2.7. Porter..............................................................................25 2.1.2.8. ................................................................................................................26 2.2. ........................................................27 2.2.1. ................................................................................................................................27 2.2.2. .............................................................................29 2.2.3. ..............................................31 2.2.4. ....................................................33 2.3. , , , (SWOT ANALYSIS) ..................35 2.4. .......................................................................................................................36 & 2 .......37 2 ..................................................................................................38 3 - ................39

3.1. .....................................................................................39

3.1.1. ...................................................................................................................................39 3.1.2. .................................................................................................................41 3.1.3. 19 20 ....................................................................................42 3.1.4. .......................................................46 3.1.5. ..........................................................................................................48 3.1.6. ..............................................................................................51 3.1.7. ................................................................................54 3.2. - ................................................................................................................56 3.2.1. .................................................................................................56

3.2.2. ..........................................................................................................58 3.2.3. ............................................................................................................59 3.2.4. ........................................................................................................60 3.2.5. .......................................................................................................61 3.2.6. ...........................................................................................................62 3.3. ................................................................................................................64 3.3.1. ..................................................................................64 3.3.2. ..............................................................................65 3.3.3. .....................................................................................67 3.3.4. ...................................................................69 3.3.5. .........................................................71 3.3.6. .......................................................................................................72 & 3 .....................................................................................75 4 - , , ..............................................................................................................................................76 4.1. ...................................................................................76 4.1.1. ....................................................................................................................76 4.1.2. ..................................................................................................................77 4.1,3, ..............................................................................................................77 4.1.4. ......................................................................................................78 4.1.5. ....................................................................................................79 4.1.6. ..........................................................................................................81 4.1.7. .........................................................................83 4.2. , ..................................................85 4.2.1. ...............................................................................................................................85 4.2.2. ....................................................................................................................................86 4.2.3. 2006.................................................................................................................86 4.2.4. .....................................................................................................................................86 4.3. ...........................87 4.3.1. ................................................................................................................................87 4.3.2. .....................................................................................87 4.3.3. ..........................................................................89 4.3.4. ..........................................................................................................92 4.3.5. ........................................................................................96 4.4. , , (SWOT ANALYSIS) ........................................................................................97 4.5. ........................................................102 & 4 ...................................................................................103 .................................................................................................104 ....................................................................................................................106

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III

2.1. - .12 2.2. ...............................24 2.3. .............................................................................33 3.1. ..................................63 3.2. Porter ................................74 4.1. ............................................................................................................................................84

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3. Ansoff, I. Corporate Strategy, London Penguin, 1985

4. Hofer, C.W. and D. Schendel, Strategy Formulation: Analytical Concepts, West,

1978

5. Porter M., What is Strategy, Harvard Business Review, (1996), November

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& 4

1. Hitt M.A., D.R., Ireland, and R.E. Hoskisson, Strategic Management: Competitiveness

and Globalization, South Western College Publishing, 2001, 4th Edition

2. Porter M., Competitive Advantage, New York, The Free Press, 1985

4 - - ,

104



4. : , 4 ,

, . , . , 2002

5. ICAP ,

2004

6.

4


2. www.dol.gr

3. www.google.com

4. www.patakis.gr

105

1. Chandler, A. Strategy and Structure: Chapters in the History of the American

Industrial Enterprise, MA: MIT Press, 1962, p. 13

2. Andrews, K. The Concept of Corporate Strategy, Homewood, IL: Irwin, 1971

3. Ansoff, I. Corporate Strategy, London Penguin, 1985

4. Hofer, C.W. and D. Schendel, Strategy Formulation: Analytical Concepts, West,

1978


December 1996

6. Grant R.M., Contemporary Strategy Analysis: Concepts, Techniques Applications,

Blackwell Business, 1998, third Edition.

7. ( .

), 2002

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, 1999


Wheelen, J. David Hunger , New Jersey 2004

10. : , 4 ,

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13. : , , 22-23

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, 25/5/2005

106

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18. ICAP ,

2004

19. ,

(1499-1999)

20. , . 96/ 20-4-2005

20. 3414/2005 279// 10.11.2005

21.

22. Hitt M.A., D.R., Ireland, and R.E. Hoskisson, Strategic Management:

Competitiveness and Globalization, South Western College Publishing, 2001, 4th

Edition

23. Porter M., Competitive Advantage, New York, The Free Press, 1985

107

1. www.ab.gr

2. www.themallathens.gr


4. www.google.com

5. www.dol.gr

6. www.patakis.gr

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