斯隆管理学院04年营销策略PPT02.pptVIP

From Leveraging to Building Competitive Advantage If several identical competitors have symmetric information, the expected return to investments in resources is zero (ex ante). Resources are created in three ways based on existing resource asymmetries as results of lucky outcomes by taking advantage of slow or sleeping competitors Productive Social Networks Hard to Understand Plan Imitate grow Complex Resources Not enough to be good at one thing Components + coordination Resources that cannot be purchased directly If the value is vand competitors bid p1, p2, etc., the winning bidder will not make money. If the bids are valued at p1 + e1, p2 + e2, etc. and the e’s are random variables, the winner may do quite well. Ex machines vs. brand awareness IV Challenging Competitive Advantage What is Marketing Strategy? Finding Profit Opportunities Creating Competitive Advantage Challenging Competitive Advantage Creating Corporate Advantage Southwest Air Head Ski Complaints SAS TV Networks Brokerage A start-up needs to use its initial resources to build a new set of resources that can be leveraged are sustainable Resources of start-ups Small social networks Ideas Management skills Today’s Overview Ways to Attack Times to Attack Vulnerability of Incumbents The Two Principal Ways to Challenge Competitive Advantage Are Resource Imitation Resource Substitution Imitation of Leader Resources won’t make you a by winner often requires mass and size to succeed occasionally you can imitate in a new niche is always an option Development of Substitute Resources in either case you would like to do this in such a way that it is hard for the leader or third parties to imitate you the problem is that you need ideas offer customer a different set of attributes use new technology to produce current attributes Turbulence in the Environment -Needs, Customers, Suppliers, Technology -may open the Door for Attack by Upsetting the Resource-Strategy-Environment Fit of Leaders The key is to re