管理信息系统讲义可持续成长战略理论与实证.ppt

* What does it takes to reach profitable and sustainable growth? A core A growth formula Repeatability discipline Renewal and redefinition of core * * * * * Unique History (caterpillar) An unusual evolutionary pattern of growth may contribute to the development of competencies in a manner that is unique to those particular circumstances Causal Ambiguity This occurs when competitors are unable to detect how a firm uses its competencies as a foundation for competitive advantage Social Complexity What does the Core Competence Achieve?Comments / Examples Provides potential access to a wide variety of marketsThe key core competencies here are those that enable the creation of new products and services.Example: Why has Saga established such a strong leadership in supplying financial services (e.g. insurance) and holidays to the older generation? Core Competencies that enable Saga to enter apparently different markets:- Clear distinctive brand proposition that focuses solely on a closely-defined customer group- Leading direct marketing skills - database management; direct-mailing campaigns; call centre sales conversion - Skills in customer relationship management Makes a significant contribution to the perceived customer benefits of the end productCore competencies are the skills that enable a business to deliver a fundamental customer benefit - in other words: what is it that causes customers to choose one product over another? To identify core competencies in a particular market, ask questions such as why is the customer willing to pay more or less for one product or service than another? What is a customer actually paying for?Example: Why have Tesco been so successful in capturing leadership of the market for online grocery shopping? Core competencies that mean customers value the T experience so highly:- Designing and implementing supply systems that effectively link existing shops with the T web site- Ability to design and deliver a customer interface that person