Strategic Management Concepts and Cases Part I Strategic

Strategic Management: Concepts and Cases Part I: Strategic Management Inputs Chapter 1: Strategic Management and Strategic Competitiveness 1

Chapter 1: Strategic Management and Strategic Competitiveness n Overview: Eight content areas n Nature of Competition n The 21 st Century Competitive Landscape n I/O Model of Above-Average Returns (AAR) n Resource-Based Model of AAR n Strategic Vision and Mission n Stakeholders n Strategic Leaders n The Strategic Management Process 2

Nature of Competition: Boeing vs. Airbus n Boeing n n Historically a global leader in airplane manufacturing Revenue from commercial aircraft division & gov’t contracts Regained supremacy in 2006: more 787 super jumbo orders vs. Airbus’s more efficient A-380 Changed strategy and design n Different production process n Smaller plane (787 Dreamliner) n Airbus n n n EU Government owned and subsidized Won competitor battle with Boeing between 2001 & 2005 Responded to customer demands with more efficient A-380 3 aircraft

Nature of Competition: Basic concepts n Strategic Competitiveness n Achieved when a firm formulate & implements a value-creating strategy n Strategy n Integrated and coordinated set of commitments and actions designed to exploit core competencies and gain a competitive advantage n Competitive Advantage (CA) n Implemented strategy that competitors are unable to duplicate or find too costly to imitate n Above Average Returns n Returns in excess of what investor expects in comparison to other investments with similar risk 4

Nature of Competition: Basic concepts (Cont’d) n Risk n Investor’s uncertainty about economic gains/losses resulting from a particular investment n Average Returns n Returns equal to what investor expects in comparison to other investments with similar risk n Strategic Management Process (SMP) n Full set of commitments, decisions and actions required for a firm to achieve strategic competitiveness and earn above average returns 5

The Strategic Management Process 6

Chapter 1: Strategic Management and Strategic Competitiveness n Overview: Eight content areas n Nature of Competition n The 21 st Century Competitive Landscape n I/O Model of Above-Average Returns (AAR) n Resource-Based Model of AAR n Strategic Vision and Mission n Stakeholders n Strategic Leaders n The Strategic Management Process 7

st 21 Century Competitive Landscape n Introduction: The Competitive Landscape (CL) n n n Pace of change is rapid Partnerships created by mergers & acquisitions (M&As) Other CL characteristics: Economies of scale, advertising budgets not as effective as before, change in managerial mind-set from “traditional” to more flexible and innovative 8

st 21 Century Competitive Landscape (Cont’d) n Introduction: The Competitive Landscape (CL) n n Hypercompetition – extremely intense rivalry among competing firms, characterized by n Escalating & increasingly aggressive competitive moves n Assumptions of market stability replaced with notion of INstability and change Two primary drivers of the competitive landscape: n The global economy n Technology 9

21 st Century Competitive Landscape (Cont’d) n The Global Economy n n Goods, services, people, skills and ideas move freely across geographic borders Europe, through the European Union (EU) is the world’s largest single market n EU vs U. S. GDP: 35% higher Emerging major competitive forces: China & India In summary: globalization increased economic interdependence among countries as reflected in the flow of goods and services, financial capital, and knowledge across country borders 10

21 st Century Competitive Landscape (Cont’d) n Technology and Technological Changes n 3 categories: 1. Technology diffusion & disruptive technologies n 2. The information age n 3. Increasing knowledge intensity n 11

21 st Century Competitive Landscape n Technology and Technology Changes n (Cont’d) Technology diffusion n n (Cont’d) Perpetual innovation: describes how new informationintensive technologies are replacing older forms Speed to market may be primary competitive advantage 12 – 18 month timeframe to gather info re: competitor R&D Disruptive technologies n Technologies that § Destroy value of existing technology § Create new markets 12

21 st Century Competitive Landscape n Technology and Technology Changes (Cont’d) 1. Technology diffusion & disruptive technologies n 2. The information age n 3. Increasing knowledge intensity n 13

21 st Century Competitive Landscape n Technology and Technology Changes n n (Cont’d) The information age n Dramatic changes over last several years n Major technological developments: computers, phones, artificial intelligence, virtual reality n Internet provides infrastructure for information anytime, anywhere Increasing knowledge intensity n Defined as information, intelligence & expertise and is the basis of technology and its application n Gained through experience, observations and inferences n Strategic Flexibility – set of capabilities used to respond to various demands and opportunities existing in a dynamic and uncertain competitive environment 14

Chapter 1: Strategic Management and Strategic Competitiveness n Overview: Eight content areas n Nature of Competition n The 21 st C Competitive Landscape n I/O Model of Above-Average Returns (AAR) n Resource-Based Model of AAR n Strategic Vision and Mission n Stakeholders n Strategic Leaders n The Strategic Management Process 15

Industrial Organizational (I/O) Model of Above-Average Returns (AAR) 16

Industrial Organizational (I/O) Model of Above-Average Returns (AAR) n Basic Premise – to explain the dominant influence of the external environment on a firm's strategic actions and performance 17

Industrial Organizational (I/O) Model of Above-Average Returns (AAR) n Underlying Assumptions n n External environment imposes pressures and constraints that determine the strategies resulting in AAR Most firms compete within a particular industry/segment Control similar strategically relevant resources n Pursue similar strategies in light of those resources n Resources for implementing strategies are highly mobile across firms n Therefore any resource differences between firms will be short-lived n n Organizational decision makers are rational and committed to acting in the firm's best interests, as shown by their profit -maximizing behaviors 18

Industrial Organizational (I/O) Model of Above-Average Returns (AAR) n Five-Forces Model (Michael Porter) n The 5 Forces includes n n Suppliers, buyers, competitive rivalry, product substitutes and potential entrants Reinforces the importance of economic theory Analytical tool previously lacking in the field of strategy Determines the nature/level of competition and profit potential in an industry n Suggests an industry’s profitability is an interaction between these 5 forces 19

Industrial Organizational (I/O) Model of Above-Average Returns (AAR) (Cont’d) n Limitations n Only two strategies are suggested: n Cost Leadership § n Differentiation § n THE low-cost leader Customer willing to pay the premium price for ‘being different’ Internal resources & capabilities not considered 20

The Resource. Based Model of AAR 21

The Resource-Based Model of AAR (Cont’d) n Basic Premise - a firm's unique [internal] resources & capabilities, in combination, is the basis for firm strategy and AAR n n n Each firm’s performance difference across time emerges (vs industry’s structural characteristics) Combined uniqueness should define the firms’ strategic actions Resources are tangible and intangible 22

The Resource-Based Model of AAR (Cont’d) n Resources n Inputs into a firm's production process n n n Includes capital equipment, employee skills, patents, high-quality managers, financial condition, etc. Basis for competitive advantage: When resources are valuable, rare, costly to imitate and nonsubsitutable Internal/firm-specific resources (N=3) n Physical § Things you can touch/feel = tangible n Human § People / employees n Organizational capital § Relative to the firm itself 23

The Resource-Based Model of AAR (Cont’d) n Capability n Capacity for a set of resources to perform a task or activity in an integrative manner n Core Competency n A firm’s resources and capabilities that serve as sources of competitive advantage over its rival n Summary n A firm has superior performance because of n Unique resources and capabilities, and the combination makes them different, and better, than their competition – driving the competitive advantage 24

Chapter 1: Strategic Management and Strategic Competitiveness n Overview: Eight content areas n Nature of Competition n The 21 st C Competitive Landscape n I/O Model of Above-Average Returns (AAR) n Resource-Based Model of AAR n Strategic Vision and Mission n Stakeholders n Strategic Leaders n The Strategic Management Process 25

Vision and Mission n Vision n n Picture of what the firm wants to be What the firm ultimately wants to achieve An effective vision statement is the responsibility of the leader who should work with others to form it Foundation for the mission n Mission n n Specifics business(es) in which firm intends to compete and customers it intends to serve More specific than the vision 26

Stakeholders n Basic Premise – a firm can effectively manage stakeholder relationships to create a competitive advantage and outperform its competitors n Stakeholders are individuals and groups n n They can affect, and are affected by, the strategic outcomes/performance a firm achieves Three (3) classifications 27

The Three Stakeholder Groups 28

Stakeholders (Cont’d) n Classifications of Stakeholders n Capital Market n n n Product Market n n Expect returns commiserate with risk accepted by investments Higher the dependency relationship, the more direct and significant firm’s response The 4 groups benefit due to competitive battles Organizational n The employees 29

Chapter 1: Strategic Management and Strategic Competitiveness n Overview: Eight content areas n Nature of Competition n The 21 st C Competitive Landscape n I/O Model of Above-Average Returns (AAR) n Resource-Based Model of AAR n Strategic Vision and Mission n Stakeholders n Strategic Leaders n The Strategic Management Process 30

Strategic Leaders n People located in different parts of the firm using the strategic management process to help the firm reach its vision and mission n Decisive and committed to nurturing those around them Create and sustain organizational culture Organizational culture emerges from & sustained by leaders n n n Complex set of ideologies, symbols and core values shared throughout the firm Affects leaders/their work which in-turn shapes culture Influences how the firm conducts business 31

Strategic Leaders (Cont’d) n The Work of Effective Strategic Leaders n n Work long hours Must be able to “think seriously and deeply…about the purposes of the organizations they head or functions they perform, about strategies, tactics, …. . and people…and about the important questions … they need to ask. ” n Predicting Outcomes: Profit Pools (PP) n n Anticipates their decisions relative to the PP Entails the total profits earned in an industry at all points along the value chain 32

Strategic Management Process n Rational approach used by firms to achieve strategic competitiveness and earn above average returns (AAR) n Figure 1. 1 (Diagram of chapter relationships) Part 1: Strategic Mgmt Inputs n Part 2: Strategic Actions: Strategy Formulation n Part 3: Strategic Actions: Strategy Implementation n Part 4: Cases n 33