Contents 3 2 Strategic Thinking Strategic Innovation and

Contents 3 -2 전략적 사고 (Strategic Thinking) Strategic Innovation and Transformation - Innovation and Business Model Revolution -

기업의 흥망성쇠 2006 EMBA GE, Kodak, Dupont, 18개 기업 39개 기업 Ford, GM, Exxon, Mobil, P&G, AT&T, Citi Bank 등 100대 기업 82개 기업 Wal-Mart, IBM, HP, Motorola, 3 M, Intel, Boeing, Walt Disney, Xerox 1917년 1987년 9

기업의 세 가지 유형 DELL 2006 EMBA Canon KOMATSU CNN SAP IBM XEROX Oracle Caterpillar Hertz COMPAQ Kodak SYBASE AVIS Southwest Airlines Amazon American Airlines BARNES & NOBLE CBS Continental Airlines NBC 혁신자 (Rule Breaker) 선도자 (Rule Maker) 모방자 (Rule Taker) 10

미래를 위한 혁신적인 비즈니스 모델 2006 EMBA 고객 선택 (Customer Selection) Who should I target as customers? 핵심역량 (Core Competence) 가치 네트워크 (Value Network) Which activities do I perform? Which activities do I work with partners? 핵심 전략 (Core Strategy) What products or services should I offer? 14

미래를 위한 혁신적인 비즈니스 모델 2006 EMBA 고객 선택 (Customer Selection) Who should I target as customers? 핵심역량 (Core Competence) 가치 네트워크 (Value Network) Which activities do I perform? Which activities do I work with partners? 핵심 전략 (Core Strategy) What products or services should I offer? 20

제품 서비스 패키지 : Southwest, Virgin Atlantic 2006 EMBA 23

차별화 기반 : Accor 호텔 2006 EMBA High Accor Formule 1 Average two star hotel Offerings Average one star hotel Low Eating Facilities Aesthetics Lounges Room Size Receptionist Furniture in Room Bed Quality Hygiene Room Price Quietness Value Factors 26

미래를 위한 혁신적인 비즈니스 모델 2006 EMBA 고객 선택 (Customer Selection) Who should I target as customers? 핵심역량 (Core Competence) 가치 네트워크 (Value Network) Which activities do I perform? Which activities do I work with partners? 핵심 전략 (Core Strategy) What products or services should I offer? 27

핵심역량: 경쟁력의 원천 1 2 3 Business 1 2006 EMBA 4 5 6 7 Business 2 8 9 Business 3 10 11 12 Business 4 Core Product 2 Core Product 1 Competence 2 Competence 3 Competence 4 31

핵심 기술의 활용사례 : 캐논 2006 EMBA Canon의 경우 정밀 기계, 광학, 전자 기술 등 3가지 핵심 역량을 활용해 각종 제품의 경쟁력을 강화하고 있음. Canon's Product Core Competence Camera Precision Mechanics Printer Fax Copier Scanner Imager Fine Optics Microelectronics 32

핵심 자산의 활용사례 : 월마트 2006 EMBA 월마트의 원가 경쟁력 (% of Sales) Cost Drivers Cost Item • Store Rental Expense 0. 3 • Store Location • Advertisement Expense 1. 2 • Brand Reputation • Payroll Expense 1. 1 • Employee Loyalty • Shrinkage Expense • Distribution Expense 0. 7 1. 2 • Distribution/ Logistics System Total Advantage: 4. 5% Source: D. Collis, Corporate Strategy, 1997. 34

선도 기업들의 핵심역량 사례 2006 EMBA Company SONY Core Competence • Fast-cycle new product development • Miniaturization of products and components • Precision Mechanics Canon • Fine Optics • Microelectronics Honda Nike Walmart • Engines and Powertrains • Dealer Managements • Product Design and Marketing • Supplier Management • Integrated logistics • Supply Chain Management 36

미래를 위한 혁신적인 비즈니스 모델 2006 EMBA 고객 선택 (Customer Selection) Who should I target as customers? 핵심역량 (Core Competence) 가치 네트워크 (Value Network) Which activities do I perform? Which activities do I work with partners? 핵심 전략 (Core Strategy) What products or services should I offer? 37

파트너 활용 사례 : 전략적 제휴 • Toshiba-Motorola (반도체) • Whirlpool-Philips (가전) • LG-Philips (LCD) 2006 EMBA 제휴 성공 요인 양립 가능성 (Compatibility) • Siemens-Corning (광섬유) • Asahi-Corning (TV 글라스) • Kodak-Matsushita (배터리) 능력 (Capability) 몰입도 (Commitment) • GE-Bosch(모터) • Fanuc-GE (공장자동화) 38