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Management
in Competitive Advantage
Highlights cost advantages and
distinctive capabilities--the
capabilities
value processes
But note that there is no one template.
template
SUPPORT
ACTIVITIES
Operations
Outbound
Logistics
Marketing
and Sales
After-Sales
Service
(Assembly,
Component
Fabrication,
Branch
Operations)
(Order
Processing,
Warehousing,
Report
Preparation)
(Sales Force
Promotion
Advertising,
Trade Shows,
Proposal Writing)
(Installation,
Customer Support,
Complaint
Resolution,
Repair)
Primary Activities
added
Margin orientation
Primary activities
Inbound logistics
Operations
Outbound logistics
Sales and marketing
Service and support
Support Activities
Human resources
(general
and admin.)
Tech. development
Procurement
Distinctive capabilities
Cost advantages
Some examples
Southwest Airlines
Intel Corporation
step.
chain
$ (cost advantage)
CC (core competency)
outsourcing
off-shoring
co-location with customers or suppliers
redesign for efficiency
suppliers
Technical:
Behavioral:
Cultural
products (or services) to determine the value that each adds to the
ultimate product/ service.
enables the organization to understand which activities are core to its
Practice: Read about the article given to you on Value Chain Analysis.
Based on this, try to draw a simple/lean value chain map of your company
Opportunities
Figure 9.2
Sales function
Improving Responsiveness to
Customers
Good value-chain management requires
Customer Relationship
Management
Customer relationship management