Тема №3: Управление персоналом

Competitive advantage

Part 2

Probably the most influential strategist of the decade was Michael Porter. He introduced many new concepts including; 5 forces analysis, generic strategies, the value chain, strategic groups and clusters. In 5 forces analysis he identified the forces that shape the strategic environment. It is like a SWOT analysis with structure and purpose. It shows how a firm can use these forces to obtain a sustainable competitive advantage. Porter modifies Chandler's dictum about structure following strategy by introducing a second level of structure: while organizational structure follows strategy, it in turn follows industry structure. Porter's generic strategies detail the interaction between cost minimization strategies, product differentiation strategies, and market focus strategies. Although he did not introduce these terms, he showed the importance of choosing one of them rather than trying to position your company between them. He also challenged managers to see their industry in terms of a value chain. A firm will be successful only to the extent that it contributes to its industry's value chain. This forced management to look at its operations from the customer's point of view.

In 1993, John Kay expressed the value chain concept in financial terms, claiming “ Adding value is the central purpose of business activity”, where the value added is the difference between the market value of outputs and the cost of inputs including capital, all divided by the firm's net output. Borrowing from Hamel and Porter, Kay claimed that the role of strategic management is to identify core competencies, and then assemble assets that will increase value added and provide a competitive advantage. He claimed that there are 3 types of capabilities that can do this; innovation, reputation and organizational structure.

Задание 1.

1.1. Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

The use of 5 forces is important for a firm to obtain a sustainable competitive advantage.

1.2. Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

Porter's generic strategies detail the interaction between cost minimization strategies, product differentiation strategies, and market focus strategies.

1.3. Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

The role of strategic management is rare to clarify core competencies.

Задание 2.

Выберите наиболее подходящий заголовок для каждого параграфа:

List of headings:

1. 5 forces analysis

2. Core competencies as a competitive advantage

Задание 3.

Внизу представлено краткое содержание текста. Используя информацию текста, закончите абстракт.

Probably the most influential strategies of the decade were 5 forces analysis, generic strategies, the value chain, strategic groups and clusters. 5 forces

shows how a firm can use these to obtain a sustainable competitive advantage. Generic detail the interaction between cost minimization strategies, product differentiation strategies, and market focus strategies. A firm will be successful only to the extent that it contributes to its industry's chain. The value chain concept in terms is the difference between the market value of outputs and the cost of inputs including capital, all divided by the firm's net output. The role of strategic management is tocore competencies. There are 3 types of capabilities that can this; innovation, reputation and organizational structure.