煙草行業(yè)的競爭動態(tài)(英文版)(編輯修改稿)
2025-03-09 10:37 本頁面
【文章內容簡介】 e markets Market monality Drivers of petitive behavior influenced by Market Commonality 17 Resource similarity Drivers of Competitive Actions and Responses: ? The greater the resource imbalance between the acting firm and petitors or potential responders, the greater will be the delay in response by the firm with a resource disadvantage ? When facing petitors with greater resources or more attractive market positions, firms should eventually respond, no matter how challenging the response Drivers of petitive behavior influenced by Market monality Resource Similarity 18 Competitive Rivalry ? Competitive action – a strategic or tactical action the firm takes to build or defend its petitive advantages or improve its market position ? Competitive response – a strategic or tactical action the firm takes to counter the effects of a petitor’s petitive action 19 Strategic and Tactical Actions ? Strategic action or a strategic response – a marketbased move that involves a significant mitment of anizational resources and is difficult to implement and reverse ? Tactical action or a tactical response – marketbased move that is taken to finetune a strategy。 it involves fewer resources and is relatively easy to implement and reverse 20 Factors Affecting Likelihood of Attack: ? First movers allocate funds for – product innovation and development – aggressive advertising – advanced research and development ? First movers can gain – the loyalty of customers who may bee mitted to the firm’s goods or services – market share that can be difficult for petitors to take during future petitive rivalry First mover incentives First Mover Incentives 21 Second Mover 跟隨第一行動者的競爭性行動而行動的企業(yè) (可享有搭便車效果 ) 第二行動者通常是的第一模仿行動者 第二行動者掌握部分顧客與顧客忠誠 避免部分第一行動者所面臨的未知市場風險 成功與否決定於反應的速度 (愈快與有利 ) 必須擁有模仿的必要能力 第二行動者 22 Size Factors Affecting Likelihood of Attack: ? Small firms are more likely – to launch petitive actions – to be quicker in doing so ? Small firms are perceived as – nimble and flexible petitors – relying on speed and surprise to defend their petitive advantages or develop new ones while engaged in petitive rivalry ? Small firms have the flexibility needed to launch a greater variety of petitive actions First mover incentives Size 23 Factors Affecting Likelihood of Attack: ? Large firms are likely to initiate more petitive actions as well as strategic actions during a given time period ? Large anizations monly have the slack resources required to launch a larger number of total petitive actions First mover incentives Size Size “ Think and act big and we’ll get smaller. Think and act small and we’ll get bigger.” Herb Kelleher, Former CEO, Southwest Airlines 24 Quality Factors Affecting Likelihood of Attack: ? Quality exists when the firm’s goods or services meet or exceed customers’ expectations First mover incentives Size Quality ? Product quality dimensions include – Per
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