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Master's Thesis from the year 2011 in the subject Business economics - Business Management, Corporate Governance, grade: C, Henley Business School University of Reading, course: Strategie / Marketing, language: English, abstract: The focus of this thesis is on the mixed industry, namely the German general aviation industry, especially on its NPOs (Clubs) and what drives their strategic approaches. The research question was to investigate potential strategic growth options for NPOs in the German general aviation industry, the factors that influence the selection of a specific growth strategy and the higher success rate among the growth strategies. This thesis derived the three objectives: a.The favour of NPOs for a certain strategy/strategic direction, b.the impact of specific growth strategies on NPO performance, and c.the impact of macro and micro environmental and internal factors on the NPOs chosen growth strategy. The content regarded both macro and micro environmental factors and how they are perceived by the NPOs for the German general aviation industry, the growth strategies and generic strategies they follow as well as the market performance they achieve.[...]