【正文】 Prentice Hall, 2023 End Show 6 16 Traditional Approaches to Defining Competitive Strategy Porter’s Generic Competitive Strategies ? ? ? ? ? ? ? ? Competitive advantage es from only 1 of 2 sources: Having the lowest costs in the industry Possessing significant and desirable differences from petitors Another important factor is the scope of productmarket Mix of these factors provides the basis for: Cost leadership strategy (or lowcost strategy) Differentiation strategy Focus strategy 169。 Prentice Hall, 2023 End Show 6 5 Understanding the Competitive Environment What Is Competition? ? ? When anizations battle for some desired object/oute Who Are Our Competitors? Industry perspective ? Market perspective ? Strategic groups perspective 169。 me Group E Avon Mary Kay Origins The Body Shop Group F Elizabeth Arden Chanel Christian Dior 169。 Prentice Hall, 2023 End Show 6 21 IMPLEMENTING, EVALUATING, AND CHANGING COMPETITIVE STRATEGY Responsibility of managing strategically doesn’t stop after implementation ? ? Evaluation of petitive strategy assesses: ? Various functional areas ? Activities performed in those areas Change when evaluation shows the strategy: ? Doesn’t have the intended impact ? Hasn’t resulted in desired levels of performance 169。 Prentice Hall, 2023 End Show 6 13 Traditional Approaches to Defining Competitive Strategy Table 62 Characteristics of Miles and Snow’s Adaptive (Competitive) Strategies Strategy Characteristics (continued) Analyzer ? ? ? Reactor ? ? ? ? Strategy of analysis and imitation Thoroughly analyzes new business ideas (products, services, markets) before deciding to jump in Watches for and copies the promising and successful ideas of prospectors Lacks coherent strategic pl