Trögrörlighet Bland Stora Nordiska Vadslagningsaktörer
Inertia is often described as an unavoidable state that organisations reach when they grow to a certain size. Theorists present a number of different phenomenons, which together create the foundation for inertia. This study deals with the apparent resistance that appears among the large Nordic betting companies with regards to establishment on the electronic sports (eSports) market. The analysis is based on how the old phenomenon inertia takes place in young and seemingly flexible industries. This area has received limited coverage in current theory on inertia. The analysis leads to two new contributions to the current theory, among other things. Firstly, a new model presenting the obstacles and underlying factors that companies face with regards to strategic inertia. Secondly, a new concept is presented, relative inertia, which explains inertia with regards to the rate of change in industries. The results of the study clearly show a presence of inertia and its underlying factors among the studied organisations. The hope and purpose of this thesis is to contribute to current research by creating a foundation for analysis of inertia in the new generation of Internet based companies.