Sustainable Competitive Advantage
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Transcript of Sustainable Competitive Advantage
Chapter 6Copyright ©2007 by South-Western, a division of Thomson Learning. All rights reserved 1
Sustainable Competitive Advantage
ResourcesResourcesThe assets, capabilities, processes,information, and knowledge that theorganization controls
The assets, capabilities, processes,information, and knowledge that theorganization controls
Competitive Advantage
Competitive Advantage
Providing greater value for customersthan competitors can
Providing greater value for customersthan competitors can
SustainableCompetitiveAdvantage
SustainableCompetitiveAdvantage
A competitive advantage that othercompanies have tried unsuccessfullyto duplicate
A competitive advantage that othercompanies have tried unsuccessfullyto duplicate
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Chapter 6Copyright ©2007 by South-Western, a division of Thomson Learning. All rights reserved 2
Requirements forSustainable Competitive Advantage
SustainableCompetitiveAdvantage
SustainableCompetitiveAdvantage
ValuableResources
ValuableResources
Non-Substitutable
Resources
Non-Substitutable
Resources
ImperfectlyImitable
Resources
ImperfectlyImitable
Resources
RareResources
RareResources
Adapted from Exhibit 6.1
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Strategy-Making Process
Assess need for
strategic change
Conduct aSituational
Analysis
ChooseStrategic
Alternatives
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Assessing the Need for Strategic Change
Avoid Competitive Inertia a reluctance to change strategies or competitive
practices that have been successful in the past
Look for Strategic Dissonance a discrepancy between a company’s intended strategy
and the strategic actions managers take when implementing that strategy
2.12.1
Step 1Assess need
for strategic change
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Doing the Right Thing
2.12.1
Is Ethics an Overlooked Source ofCompetitive Advantage?
Volvo’s reputation for safe cars has been a source of competitive advantage
Johnson & Johnson is admired for its responseto the Tylenol cyanide contamination incidence
Should ethics be the first source of competitive advantage? Probably not…
Start with low costs, good service, or unique product capabilities. Use ethics as a way to differentiate your company from the competition.
Is Ethics an Overlooked Source ofCompetitive Advantage?
Volvo’s reputation for safe cars has been a source of competitive advantage
Johnson & Johnson is admired for its responseto the Tylenol cyanide contamination incidence
Should ethics be the first source of competitive advantage? Probably not…
Start with low costs, good service, or unique product capabilities. Use ethics as a way to differentiate your company from the competition.
Chapter 6Copyright ©2007 by South-Western, a division of Thomson Learning. All rights reserved 6
Situational Analysis
SS
WW
O O
TT
StrengthsStrengths
WeaknessesWeaknesses
Opportunities Opportunities
ThreatsThreats
Internal
External
2.22.2
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Situational Analysis
Strengths
Weaknesses
•Distinctive Competence
•Core Capability
INTERNAL
Opportunities
Threats
•Environmental Scanning
•Strategic Groups•Shadow-Strategy Task Force
EXTERNAL
Adapted from Exhibit 6.4
2.22.2
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Strategic Groups
Core Firms central companies in a strategic group
Secondary Firms firms that follow related, but somewhat different,
strategies than do core firms
Transient Firms companies whose strategies change from one
strategic position to another
Shadow-strategy task force seeks out its own company’s weaknesses and
determine how other companies could exploit them2.22.2
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Choosing Strategic Alternatives
Risk-Avoiding Strategy protect an existing
competitive advantage
Risk-Seeking Strategy extend or create a sustainable
competitive advantage
Strategic Reference Points targets used by managers to determine if the firm
has developed the core competencies it needs to achieve a sustainable competitive advantage
2.32.3
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Strategic Reference Points
Adapted from Exhibit 6.6
2.32.3
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Corporate-Level Strategies
Corporate-LevelStrategy
Corporate-LevelStrategy
The overall organizational strategythat addresses the question “What business(es) are we in or should webe in?”
The overall organizational strategythat addresses the question “What business(es) are we in or should webe in?”
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Corporate-Level Strategies
33
Acquisitions, unrelated diversification, related diversification, single businesses
BCG Matrix Stars Question marks Cash cows Dogs
Acquisitions, unrelated diversification, related diversification, single businesses
BCG Matrix Stars Question marks Cash cows Dogs
PORTFOLIO STRATEGY
Growth
Stability
Retrenchment/recovery
Growth
Stability
Retrenchment/recovery
GRAND STRATEGIES
Adapted from Exhibit 6.7
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BCG Matrix
Relative Market Share
Mar
ket
Gro
wth
Small Large
Low
High Question Marks Stars
Dogs Cash Cows
3.13.1
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BCG Matrix
companies with a small share of a fast-growing market
companies with a small share of a fast-growing market
QuestionMarks
QuestionMarks
companies with a large share of a fast-growing market
companies with a large share of a fast-growing marketStarsStars
companies with a small share of a slow-growing market
companies with a small share of a slow-growing marketDogsDogs
companies with a large share of a slow-growing market
companies with a large share of a slow-growing market
CashCows
CashCows
3.13.1
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BCG Matrix
Relative Market Share
Mar
ket
Gro
wth
Small Large
Low
High Question Marks
Company A
Company B
StarsCompany C
Company D
Dogs
Company H
Company G
Cash Cows
Company F
Company E
Adapted from Exhibit 6.8
3.13.1
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Diversification and Risk R
isk
Low
High
SingleBusiness
RelatedDiversification
UnrelatedDiversification
Adapted from Exhibit 6.9
3.13.1
Relationship BetweenDiversification and Risk
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Problems with Portfolio Strategy
Unrelated diversification does not reduce risk.
Present performance is used to predict future performance.
Cash cows fail to aggressively pursue opportunities and defense themselves from threats.
Being labeled a “cash cow” can hurt employee morale.
Companies often overpay to acquire stars.
Acquiring firms often treat stars as “conquered foes.”
Chapter 6Copyright ©2007 by South-Western, a division of Thomson Learning. All rights reserved 18
Grand Strategies
GrowthStrategy
GrowthStrategy
focuses on increasing profits, revenues, market share, or numberof places to do business
focuses on increasing profits, revenues, market share, or numberof places to do business
StabilityStrategy
StabilityStrategy
focuses on improving the way in whichthe company sells the same productsor services to the same customers
focuses on improving the way in whichthe company sells the same productsor services to the same customers
RetrenchmentStrategy
RetrenchmentStrategy
focuses on turning around very poorcompany performance by shrinkingthe size or scope of the business
focuses on turning around very poorcompany performance by shrinkingthe size or scope of the business
3.23.2
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Industry-Level Strategies
Five Industry Forces
Five Industry Forces Positioning
Strategies
PositioningStrategies Adaptive
Strategies
AdaptiveStrategies
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Porter’s Five Industry Forces
Adapted from Exhibit 6.12
BargainingPower ofSuppliers
BargainingPower ofSuppliers
BargainingPower ofBuyers
BargainingPower ofBuyers
Threat ofSubstitutes
Threat ofSubstitutes
Threats ofNew Entrants
Threats ofNew Entrants
Character of
Rivalry
Character of
Rivalry
4.14.1
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Positioning Strategies
Cost LeadershipCost Leadership
DifferentiationDifferentiation
Focus StrategyFocus Strategy
4.24.2
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Differentiation
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Adaptive Strategies
Defenders
seek moderate growth
retain customers
Defenders
seek moderate growth
retain customers
Prospectors
seek fast growth
emphasize risk taking innovation
Prospectors
seek fast growth
emphasize risk taking innovation
Analyzers blend of defender &
prospector strategies
imitate other’s successes
Analyzers blend of defender &
prospector strategies
imitate other’s successes
Reactors use an inconsistent
strategy
respond to changes
Reactors use an inconsistent
strategy
respond to changes
4.34.3
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Firm-Level Strategies
Basics ofDirect
Competition
Basics ofDirect
CompetitionStrategic Moves
inDirect
Competition
Strategic Moves in
Direct Competition
Entrepreneurshipand
Intrapreneurship
Entrepreneurshipand
Intrapreneurship
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Firm-Level Strategies
DIRECTCOMPETITION
Market commonalityMarket commonality
Resource similarityResource similarity
STRATEGICMOVES OF
DIRECT COMP.
ENTREPRENEURIALINTRAPRENEURIAL
ORIENTATION
AttackAttack AutonomyAutonomy
ResponseResponse InnovativenessInnovativeness
Risk takingRisk taking
ProactivenessProactiveness
CompetitiveAggressiveness
CompetitiveAggressiveness
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Firm-Level Strategies
Adapted from Exhibit 6.13
55
Market CommonalityResource Similarity
Entering market is most forceful attack.Exiting market is clear defensive signal of retreat.Entrepreneurship is strategy of entering established markets or developing new market.
Firm A Firm B
Attack
Response
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Direct Competition
Adapted from Exhibit 6.14
5.15.1
Resource Similarity
Low High
High
Low
Mar
ket
Co
mm
on
alit
y
III
III IV
McDonald’sMcDonald’s
McDonald’sMcDonald’s
BurgerKing
Wendy’s
Luby’s Cafeteria Subway
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Strategic Moves of Direct Competition
5.25.2
Attack
A competitive move designed to reduce a rival’s market share or profits.
Response
A competitive countermove, prompted by a rival’s attack, to defend or improve a company’s market share or profit.
Chapter 6Copyright ©2007 by South-Western, a division of Thomson Learning. All rights reserved 29
Strategic Moves of Direct Competition
5.25.2
Types of ResponsesTypes of Responses
1. Match or mirror your competitor’s move.1. Match or mirror your competitor’s move.
2. Respond along a different dimension fromyour competitor’s move or attack.
Chapter 6Copyright ©2007 by South-Western, a division of Thomson Learning. All rights reserved 30
Strategic Moves of Direct Competition
Adapted from Exhibit 6.15
5.25.2
Competitor AnalysisInterfirm Rivalry:
Action & ResponseStrong Market Commonality
Less Likelihood of an Attack
Weak Market Commonality
Greater Likelihood of an Attack
Strong Resource Commonality
Less Likelihood of a Response
Low Resource Commonality
Greater Likelihood of a Response
Chapter 6Copyright ©2007 by South-Western, a division of Thomson Learning. All rights reserved 31
Entrepreneurship and Intrapreneurship
Entrepreneurship the process of entering new or established
markets with new goods or services
Intrapreneurship entrepreneurship within an
existing organization
Entrepreneurial orientation the set of processes, practices, and decision-
making activities that lead to new entry
5.35.3
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Key Dimensions of Entrepreneurial Orientation
Risk TakingRisk Taking
AutonomyAutonomy
InnovativenessInnovativeness
ProactivenessProactiveness
CompetitiveAggressiveness
CompetitiveAggressiveness
5.35.3