Samenvatting van alle hoorcolleges, INLCUSIEF werkcolleges. Het vak is gedoceerd door Prof. Elvira Haezendonck, Alain Verbeke en Fiona Maureen Courtens. Zowel de online video's als de ppt's worden hier besproken.
samenvatting bedrijfs en ondernemingsstrategie vub
samenvatting bedrijfsstrategie
samenvatting bedrijfs en ondernemingsstrategie
bedrijfs en ondernemingsstrategie vub
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Vrije Universiteit Brussel (VUB)
Bedrijfskunde Master
Bedrijfs- En Ondernemingsstrategie
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Bedrijfs- en
ondernemingsstrategie
1
Academiejaar 2021-2022
,Table of Contents
Introductie......................................................................................................................... 9
0. Intro en management begrippen: context ...................................................................... 9
Management key concepts......................................................................................................... 9
Organizational performance ....................................................................................................... 9
Three levels of management ...................................................................................................... 9
First-line managers........................................................................................................................................ 9
Middle Managers ........................................................................................................................................ 10
Top Managers ............................................................................................................................................. 10
Managerial functions ................................................................................................................10
Four functions of management .................................................................................................10
Shareholders-stakeholders: Inherent conflict? ..........................................................................10
Trends in management..............................................................................................................10
Before we can manage, we need a strategy...............................................................................10
Characteristics of plans .............................................................................................................10
Managers satisfy their decision making: why information is incomplete ...................................11
Hoofdstuk 1: Het concept ‘strategie’ ................................................................................ 12
Gemeenschappelijke kenmerken binnen succesvolle strategieën ..............................................12
Evolution of strategic management: Dominant themes .............................................................13
De impact van duurzaamheid ..................................................................................................................... 14
Bronnen van hogere winstgevendheid (succes) .........................................................................14
Beschrijving strategie ................................................................................................................15
Twee belangrijke schools of toughts: .......................................................................................................... 15
Welke rollen heeft een strategie ...............................................................................................15
Winst en ‘hoger’ doel (purpose) ................................................................................................16
Mission statements ...................................................................................................................16
Corporate Social Responsibility (CSR) ............................................................................... 16
What is CSR? .............................................................................................................................16
Pyramid of global corporate social responsibility and performance ...........................................17
Niveaus van verantwoordelijkheid ............................................................................................17
Strategische antwoorden op CSR ...............................................................................................18
Vraag is niet langer ‘of’ maar ‘hoe’ MVO/CSR toe te passen ......................................................18
IBM studie over CSR ..................................................................................................................18
Het basiskader: Strategie als schakel tussen de onderneming en haar omgeving .......................19
Strategie: in wiens belang? Key steps in stakeholder analysis ....................................................19
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Academiejaar 2021-2022
, Stakeholder power/interest grid and managerial responses ......................................................19
Hoofdstuk 2: Analyse van een ‘industry’/Sector ............................................................... 20
Winstgevendheid van ‘industries’ in de VS, 2000 – 2010............................................................20
Hoe beïnvloeden deze verschillen de winstgevendheid van een industry?.................................20
Analyse van het omgevingsklimaat ...........................................................................................20
PEST-analyse .............................................................................................................................21
Van omgevingsanalyse naar analyse van de ‘industry’ ...............................................................21
Porter’s ‘Five Forces of Competition’ Framework ......................................................................22
Structurele determinanten van concurrentiekracht ...................................................................23
Industry-analyse toepassen / marktanalyse toepassen..............................................................23
De uitdagingen in de toepassing van het ‘five forces framework’: .............................................24
Defining the industry/market ....................................................................................................24
Dealing with the missing factors ................................................................................................24
De markt voor mobiele telefoons segmenteren.........................................................................25
Segmentation analysis ..............................................................................................................25
Dealing with uncertainty and rapid structural change ...............................................................25
Is “externe omgeving” van grootste belang? (belangrijk) ...........................................................26
Hoofdstuk 3: Resources and Capabilities .......................................................................... 26
De analyse van de capaciteiten en middelen: de interface tussen de strategie en de
onderneming ............................................................................................................................27
De beweegreden voor een ‘Resource-based approach’ .............................................................27
De link tussen middelen, capaciteiten en competitief voordeel .................................................27
Middelen waarderen .................................................................................................................27
Een functionele classificatie van organisatorische capaciteiten .................................................28
De waardeketen van Porter.......................................................................................................29
Hierarchy of organizational capabilities .....................................................................................29
Het waarderen van het strategisch belang van middelen en capaciteiten ..................................30
Appropriability ............................................................................................................................................ 30
Components of Consumer Surplus.............................................................................................31
Value created and economic profits ..........................................................................................31
Value created and competitive advantage.................................................................................31
Het uitvoeren van een analyse van middelen en analyse: een praktische gids ...........................32
Middelen en capaciteiten verder ontwikkelen...........................................................................32
Using resource and capability analysis to formulate strategy ....................................................32
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Academiejaar 2021-2022
, Samenvatting: een schema voor de analyse van middelen en capaciteiten................................33
Hoofdstuk 4: De aard en bronnen van competitief voordeel............................................. 34
Hoe een competitief voordeel definiëren ..................................................................................34
Hoe komt een competitief voordeel tot stand ...........................................................................34
Competitief voordeel afkomstig uit innovatie: ‘new game strategies’ .......................................34
Voorbeelden................................................................................................................................................ 35
Competitief voordeel instandhouden dankzij ‘isolating mechanisms’ ........................................35
Competitief voordeel als bron leidt tot de startegische keuze ...................................................36
De generieke strategieën van Porter .........................................................................................36
Kenmerken van cost leadership en differentiatiestrategieën .....................................................36
Bronnen van kostenvoordeel ....................................................................................................37
Waardeketen: analyse van kostenvoordeel ...............................................................................37
Analyse om kosten te besparen via de waardeketen: Signapore Airlines ...................................37
Het gebruik van de waardeketen om differentiatiepotentieel van de ‘supply’ zijde te
identificeren..............................................................................................................................38
Stuck in the middle? De drie generieke strategieën van Porter ..................................................38
Closing case ‘starbucks corporation’ ........................................................................................................... 39
Summary...................................................................................................................................39
WPO 1 – BCG Matrix ........................................................................................................ 39
Main concepts ...........................................................................................................................39
BCG Matrix ................................................................................................................................39
Product life cycle .......................................................................................................................40
The link between BCG and business life cycle ............................................................................40
Question mark ..........................................................................................................................41
Star ...........................................................................................................................................41
Cash cows .................................................................................................................................41
Dogs ..........................................................................................................................................41
Quadrants: Cash position ..........................................................................................................42
Link with PLC .............................................................................................................................42
Investment strategies................................................................................................................42
Assessing portfolio ....................................................................................................................42
Alternative use ..........................................................................................................................43
Conditions .................................................................................................................................43
Attention: 4 new quadrants for SPA ..........................................................................................43
Voorbeeld havens ....................................................................................................................................... 43
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Academiejaar 2021-2022
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