Professional Documents
Culture Documents
MANA 5336
What is Strategy?
Strategy is the overall plan for deploying resources to establish a favorable position. Tactic is a scheme for a specific maneuver.
Basic Framework
The firm Goals & Values Resources & Capabilities Structures & Systems Strategy External Environment
Competitors
Customers Suppliers
etc
Definitions
Strategic Management Process
The full set of commitments, decisions, and actions required for a firm to create value and earn above-average returns
Value Creation
What is achieved when a firm successfully formulates and implements a strategy that other companies are unable to duplicate or find too costly to imitate.
Definitions
Average Returns
Returns that are equal to those an investor expects to earn from other investments with a similar amount of risk
Above-Average Returns
Returns that are in excess of what an investor expects to earn from other investments with a similar amount of risk
Definitions
Risk
An investors uncertainty about the economic gains or losses that will result from a particular investment
Competitive Landscape
Dynamics of strategic maneuvering among global and innovative combatants Price-quality positioning, new know-how, first mover Hypercompetitive environments Fundamental nature of competition is changing Protect or invade established product or geographic markets
Competitive Landscape
Emergence of global economy Goods, services, people, skills, and ideas move freely across geographic borders Spread of economic innovations around the world Hypercompetitive environments Fundamental nature of competition is changing Political and cultural adjustments are required
Competitive Landscape
Emergence of global economy Rapid technological change Increasing rate of technological change and diffusion The information age Hypercompetitive environments Fundamental nature of competition is changing Increasing knowledge intensity
Strategic Flexibility
A set of capabilities used to respond to various demands and opportunities existing in a dynamic and uncertain competitive environment It involves coping with uncertainty and the accompanying risks
Strategic Flexibility
Organizational slack
Strategic reorientation
Capacity to learn
General
Global
Industry Environment
Strategy dictated by the external environment of the firm (what opportunities exist in these environments?) Firm develops internal skills required by external environment (what can the firm do about the opportunities?)
Competitor Environment
Technological
Environment
Study the external environment, especially the industry environment economies of scale barriers to market entry diversification product differentiation degree of concentration of firms in the industry
Locate an attractive industry with a high potential for aboveaverage returns Attractive industry: one whose structural characteristics suggest above-average returns
Identify the strategy called for by the attractive industry to earn aboveaverage returns Strategy formulation: selection of a strategy linked with above-average returns in a particular industry
Strategy Formulation
Develop or acquire assets and skills needed to implement the strategy Assets and skills: those assets and skills required to implement a chosen strategy
Strategy Formulation
Assets and Skills
Use the firms strengths (its developed or acquired assets and skills) to implement the strategy Strategy implementation: select strategic actions linked with effective implementation of the chosen strategy
Strategy Formulation
Assets and Skills Strategy Implementation
Strategy Formulation
Assets and Skills Strategy Implementation Superior Returns
Superior returns: earning of above-average returns
Find an environment in which to exploit these assets (where are the best opportunities?)
Identify the firms resources-- strengths and weaknesses compared with competitors Resources: inputs into a firms production process
Determine the firms capabilities--what it can do better than its competitors Capability: capacity of an integrated set of resources to integratively perform a task or activity
Determine the potential of the firms resources and capabilities in terms of a competitive advantage Competitive advantage: ability of a firm to outperform its rivals
Competitive Advantage
Competitive Advantage
An Attractive Industry
Competitive Advantage
An Attractive Industry Strategy Form/Impl
Select a strategy that best allows the firm to utilize its resources and capabilities relative to opportunities in the external environment Strategy formulation and implementation: strategic actions taken to earn above average returns
Competitive Advantage
An Attractive Industry Strategy Form/Impl Superior Returns Superior returns: earning of above-average returns
Strategic Intent
Winning competitive battles by leveraging the firms resources, capabilities, and core competencies
Strategic Mission
Unrealized Strategy
Emergent Strategy
From Strategy Formation in an Adhocracy by Henry Mintzberg and Alexandra McHugh, Administrative Science Quarterly, Vol. 30, No. 2, June 1985. Reprinted by permission of Administrative Science Quarterly.
External Analysis
Strategic Choice
Internal Analysis
INTENDED STRATEGY
Internal Analysis
EMERGENT STRATEGY
Organizational Grassroots
Organizational Stakeholders
Values
Johnson
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2. 3.
4.
First Responsibility Is to Those Who Use J&J Products Next Come Its Employees Next, the Communities in Which the Employees Live and Work Its Final Responsibility Is to Its Stockholders
Levels of Strategy