Creating advantage, Synergy and Commitment versus Opportunism versus Adaptibility参考.ppt

? Copyright 2010 John Wiley Sons Ltd Strategic Market Management Global Perspectives David A. Aaker and Damien McLoughlin ISBN: 978-0-470-68975-2 /college/aaker ? Copyright 2010 John Wiley Sons Ltd * Chapter Seven ? Copyright 2010 John Wiley Sons Ltd * Creating advantage, Synergy and Commitment versus Opportunism versus Adaptibility “All men can see the tactics whereby I conquer, but what none can see is the strategy out of which great victory is evolved.” Sun-Tzu, Chinese military strategist “The possibilities are numerous once we decide to act and not react.” George Bernard Shaw “Our work is certainly challenging, but we are not under any pressure except for the pressure to outperform” Li Ka-Shing. The Sustainable Competitive Advantage The Way You Compete Product strategy Positioning strategy Manufacturing strategy Distribution strategy, etc. Basis of Competition Assets and competencies What You Offer Value Proposition Where You Compete Product-market selection Competitor selection Figure 8.1 SCA Figure 7.1 SCAsversusKSFs Strategic Options Strategic Options Figure 8.3 Quality Being Global Innovation Focus Value Customer Relationships Brand Equity Corporate Social Responsibility Product Line Breadth Product Attribute Product Design Figure 7.3 Chapter 7 - Creating Advantage, Synergy and Strategic Philosophies PPT 7-* Synergy Two or more businesses in combination will generate: Increased customer value and thus loyalty and/or sales Lower operating costs Reduced investment Challenge Finding it Overcoming organizational issues Especially when an alliance is involved Chapter 7 - Creating Advantage, Synergy and Strategic Philosophies PPT 7-* Core Assets Competencies Assets competencies that underlie a large set of businesses A tree metaphor illustration Chapter 7 - Creating Advantage, Synergy and Strategic Philosophies PPT 7-* Strategic Philosophies Strategic commitment Strategic opportunism Strategic adaptability Strategic Vision A