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Agenda
Framework for Competitive Dynamics Competitive Rivalry
Market Commonality & Resource Similarity Awareness, Motivation & Ability Likelihood of Attack Likelihood of Response
Competitive Dynamics
Slow-cycle Markets Fast-cycle Markets Standard-cycle Markets
Wrap-up
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Definitions
Competitors
Firms operating in the same market, offering similar products and targeting similar customers.
Competitive Rivalry
The ongoing set of competitive actions and responses occurring between competitors. Competitive rivalry influences an individual firms ability to gain and sustain competitive advantages.
Competitive Dynamics
The total set of actions and responses taken by all firms competing within a market.
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Competitive Rivalry
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Marketplace success is a function of both individual strategies and the consequences of their use.
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Feedback
Outcomes Market position Financial performance
Likelihood of Response
Type of competitive action Reputation Market dependence
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Firms competing against one another in several or many markets engage in multimarket competition.
A firm with greater multimarket contact is less likely to initiate an attack, but more likely to more respond aggressively when attacked.
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Firms with similar types and amounts of resources are likely to:
Have similar strengths and weaknesses. Use similar strategies.
Firms with similar resources are direct and mutually acknowledged competitors.
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Awareness is
the extent to which competitors recognize the degree of their mutual interdependence that results from: Market commonality Resource similarity
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Ability relates to
each firms resources the flexibility these resources provide
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Likelihood of Attack
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Likelihood of Response
522
Likelihood of Response
Responses to a competitors action are taken when the action:
Leads to better use of the competitors capabilities to gain or produce stronger competitive advantages or an improvement in its market position. Damages the firms ability to use its capabilities to create or maintain an advantage.
Makes the firms market position becomes less defensible.
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Competitive Dynamics
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Competitive Rivalry
Ongoing actions and responses taking place between an individual firm and its competitors for advantageous market position.
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Competitive Dynamics
Slow-Cycle Markets Competitive advantages are shielded from imitation for long periods of time and imitation is costly. Competitive advantages are sustainable in slow-cycle markets. All firms concentrate on competitive actions and responses to protect, maintain and extend proprietary competitive advantage.
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Slow-Cycle Markets
SOURCE: Adapted from I. C. MacMillan, 1988, Controlling competitive dynamics by taking strategic initiative, Academy of Management Executive, 11(2): 111118.
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Competitive Dynamics
Slow-Cycle Markets Fast-Cycle Markets The firms competitive advantages arent shielded from imitation because imitation happens quickly and somewhat inexpensively Competitive advantages arent sustainable
Competitors use reverse engineering to quickly imitate or improve on the firms products Non-proprietary technology is diffused rapidly
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Fast-Cycle Markets
Source: Adapted from I. C. MacMillan, 1988, Controlling competitive dynamics by taking strategic initiative, Academy of Management Executive, 11(2): 111118.
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Competitive Dynamics
Slow-Cycle Markets Fast-Cycle Markets Moderate cost of imitation may shield competitive advantages. Competitive advantages are partially sustainable if their quality is continuously upgraded.
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Wrap-up
535
Wrap-up
Framework for Competitive Dynamics Competitive Rivalry
Market Commonality & Resource Similarity Awareness, Motivation & Ability Likelihood of Attack Likelihood of Response
Competitive Dynamics
Slow-cycle Markets Fast-cycle Markets Standard-cycle Markets
Questions
536