动态竞争策略.ppt

Chapter 5 Competitive Dynamics 48 50 52 53 54 55 56 Outcomes Evolutionary Actions Growth-Oriented Actions Market-Power Actions Evolutionary Outcomes Sustained competitive advantage is a possible outcome in this instance Standard cycle markets often lead to highly competitive pressures despite world class products Firms with multimarket competition may dampen rivalry somewhat Sustained Competitive Competitive Market Types Slow, Standard or Fast Cycle Competitive Outcomes Advantage Temporary Advantage Model of Interfirm Rivalry: Likelihood of Attack and Response 豌悯邵概茨渍挛疟促整捅芒蜒籍斥贫檀羌块喇窖丢放杨捌咸浑灾柑搏鸡忌动态竞争策略动态竞争策略 Sustained Competitive Outcomes Competitive Market Types Slow, Standard or Fast Cycle Competitive Outcomes Advantage Temporary Advantage Evolutionary Actions Growth-Oriented Actions Market-Power Actions Fast cycle markets are intensely dynamic and a first mover advantage is often unsustainable Evolutionary Outcomes Firms may cannibalize (up-grading) older generation products while intro-ducing new innovative premium products (diff) Sustainable competitive advantage is unilkely Model of Interfirm Rivalry: Likelihood of Attack and Response 虚夜佣侠冯榷酌阉宋滇元征肌橱探押哥蝗恼针人晃多秋少令遮你喧拄厄润动态竞争策略动态竞争策略 Time (years) 10 Launch Exploitation Counterattack Gradual Erosion of a Sustained Competitive Advantage Returns from a Sustained Competitive Advantage 樟案城宅评程刑诬练滑尧劫关钦钎社哑彭士投示贺纽勇防瞒葡傍叭靶心难动态竞争策略动态竞争策略 Some Firms Maintain Competitive Advantage in Fast-Cycle Markets by Seizing the Initiative Disrupting the Status Quo Identify new opportunities to serve the customer by shifting the rules of competition through speed and variety Creating Temporary Advantage Use superior knowledge of the customer, technology and the future to enhance customer orientation and empower workers Seizing the Initiative Move aggressively into new areas of competition to create new advantage and undermine a competitor’s old advantage 1 2 3 4 Sustaining the Momentum(动力) Take several actions in a row in order to seize