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Samenvatting Strategie
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Samenvatting van colleges en literatuur Strategie (Strategy)
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2021STRATEGY
SAMENVATTING HOORCOLLEGES
,HC 1 STRATEGY 01-11-2021
Strategy process: how? (who?/when?)
Strategy content: what?
Strategy context: where?
Organizational purpose: Why?
Charles Darwin:
- Survival of the fittest: de gene die het meest flexibel zijn en het best kunnen reageren op
verandering
Kodak is failliet:
- Kodak dacht dat zij in ‘de camera- en film business’ zaten.
- Klanten vonden dat Kodak in ‘imaging business’ zat.
- Op de markt waren inmiddels substituten geïntroduceerd die aan de (veranderde) wensen
van de klant voldeden.
Wedgwood is failliet:
- Strategy: Product differentiation
- Market: Upperclass (smaller, but richer section of consumers)
- Marketing: Golf, tea-parties, …
- Beslissing om in ‘tesco’ te verkopen, dus niet meer exclusief, geen rekening gehouden met
de externe factoren
Walt Disney:
- Park in disney 1 op 1 gekopieerd naar Azië
- Geen rekening gehouden met cultuur daar
Wat is strategie:
- De lange termijn direction van een organisatie
- De scope van de activiteiten van de organisatie
- Concurrentievoordeel
- Veranderingen in de bedrijfsomgeving
- Building on resources, capabilities and competences
- Externe omgeving
Visie van Michael Porter:
- Strategie is niet de steps die een organisatie maakt, maar het doel van de organisatie
- People fail to distinguish between operational effectiveness and strategy
Operational effectiveness means performing similar activities better than rivals perform
them
1
, Strategic positioning means performing different activities from rivals or performing similar
activities in different ways
Strategy elements: (Hambrick & Fredrickson)
Dit zijn de elementen die terug moeten komen in de strategie
- Arenas
- Vehicles (welke instrumenten hebben we nodig voor ons doel?)
- Differentiators
- Staging (de stappen/activiteiten en de volgorde daarvan om het doel te halen)
- Economic logic
Wat is strategisch management?
- De definitie van strategisch management verschilt per onderzoeksgebieden:
Economics, sociology, marketing, management
- Wat zijn de overeenkomsten van de definitie van strategisch management in alle
onderzoeksgebieden:
strategic initiatives, internal organization, managers and owners, resources, performance,
firms, and environment
3 modellen om de externe omgeving in kaart te brengen: (moet)
- Stakeholder
- 5 krachtenmodel van porter
- DESTEP
Interne omgeving in kaart brengen: (kan)
- Business model/ value creation model (Porter)
Vanuit de interne en externe modellen kan een SWOT analyse worden opgesteld, van daaruit kunnen
strategische opties worden ontwikkeld.
Organizational purpose (wil)
2
, Strategy process: Strategy content:
Strategy context:
3
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