chapter 3 Generating and Exploiting New Entries Learning
- Slides: 8
chapter 3 Generating and Exploiting New Entries
Learning Objectives � To understand that the essential act of entrepreneurship involves new entry � To be able to think about how an entrepreneurial strategy can first generate, and then exploit over time, a new entry. � To understand how resources are involved in the generation of opportunities. � To be able to assess the attractiveness of a new entry opportunity. � To acknowledge that entrepreneurship involves making decisions under conditions of uncertainty.
What is New Entry I. NEW ENTRY A New entry refers to: 1. Offering a new product to an established market or new market. 2. Offering an established product to a new market. 3. Creating a new organization. B. Newness can be both positive and negative. Newness can help differentiate a firm from its competitors. However, newness creates a number of challenges for entrepreneurs , in a way that maximizes the benefits of newness and minimizes its costs.
Entrepreneurial strategy � Entrepreneurial strategy 1. represents the set of decisions, actions, and reactions that first generate, and then exploit over time. � The elements of an entrepreneurial strategy are: 1. The generation of a new entry opportunity, . 2. The exploitation of a new entry opportunity. 3. A feedback loop.
u How GENERATION OF A NEW ENTRY OPPORTUNITY can a Resources be a Source of Competitive Advantage ? ü Resources are the basic building blocks to a firm’s performance HOW? 1. These resources are the inputs into the production process. 2. These can be combined in different ways to achieve better performance. ü These resources need to be considered as a bundle rather than just the resources that make up the bundle. ü In order for a bundle of resources to be the basis of a firm’s better performance, the resources must be valuable, rare, and inimitable (impossible to copy).
Con’t ü A bundle of resources is: 1. Valuable when it enables the firm to pursue opportunities, and to offer products and services that are valued by customers. 2. Rare when it is possessed by few, if any, competitors. 3. Inimitable when replication of this combination of resources would be difficulty or costly for competitor (impossible to copy) u The resource bundle is created from the entrepreneur’s market knowledge, technological knowledge, and other resources.
Advantages for new entry EXPLOITATION Being first can create advantages that can enhance performance by: 1. First movers can select and develop strong relationships with the most important suppliers and distribution channels 2. First movers are better positioned to satisfy customers: They have the chance to: ü Select the most attractive segments of a market. 3. First movers gain expertise through participation BY: � Learn � Monitor from the first generation of user products experince. changes in the market that might be difficult to detect for firms not in the market. .
H. W � Choose 2 major inventions that have led to successful products. Who were the inventors? Why do you believe they were the first to invent this products?
