Ch 01

1
??µ? t?? ??ß????
???t?ta ? ??s???? ??a ??????s? St?at??????
S?????
?ef??a?? 1 ?? e??a? St?at?????
?ef??a?? 2 St?at????? ?????s? ???te?????
?e??ß?????t??
?ef??a?? 3 St?at????? ?????s? ?s?te?????
?e??ß?????t??
?ef??a?? 4 ?ta????? ?p?st???/ ??aµa
?ef??a?? 5 ?? ??e?? ?as???? Te???se??
t?? St?at??????
???t?ta ??? ???p?? ???p???s?? St?at??????
???t?ta ?? ??aµ??f?s? ?a? ??d?? St?at??????
?ef??a?? 6 ?p??e???µat??? St?at????? ???pt????
?ef??a?? 7 St?at????? S???????s??/???s?s??
?ef??a?? 8 ??ta????st??? St?at?????
?ef??a?? 10 St?at????? ???pt???? µ?s? ??a?????/
S?????e?se??
?ef??a?? 11 St?at?????? S?µµa??e?
?ef??a?? 9 St?at????? ??e???p???s??
???t?ta IV ????????s?, ?p????? ?a? ???p???s?
St?at??????
???t?ta V ???? St?at?????? ?p?f?se??
?ef??a?? 15 ?e?????? ?a?t?f??a???? st? ????
?p?f?se??
?ef??a?? 14 ???? St?at?????? ?p?f?se??
?ef??a?? 12 ????????s? ?a? ?p????? St?at??????
?ef??a?? 13 St?at????? ?a? ???a??t??? ??µ?
2
E?sa???? st? St?at?????
3
?? a?ta????st??? t?p?? t?? 21?? a???a

• ?p????d???? ? ep??e???µat???? ??sµ??
• ?a?da?e? a??a??? sta s????a t?? ß??µ??a???? ?a?
  ta ???a t?? a?????
• ?? s?µßat???? / pa?ad?s?a??? p???? a?ta????st????
  p?e??e?t?µat?? ?????? t?? ap?te?esµat???t?t? t???
• ?pa?t???ta? te??st?e? epe?d?se?? ??a pa???sµ?a
  a?ta????st???t?ta
• S?ßa??? ?? s???pe?e? t?? ap?t???a?
• St?at????? a??pt???? ?a? ??ad??µe?? St?at?????
  (Developing and Implementing)
• ?p?t??pe? p????aµµat?sµ??e? e????e?e? ?a? ???
  ap??? a?t?d??se??
• ?????e? st? s??t???sµ? t?? st?at?????? t??
  tµ?µ?t??

4
????? st?at????? ? ???a??sµ?? e??a? sa? p????
p?? de? ??e? p?d???? ?a? pe??f??eta?, ?????ta?
???????.

• Joel Ross and Michael Kami

5
The First StrategistsPractical Lessons
Pericles
Opportunity waits for no man
Pericles
Do not make any conquests during the war
Epaminondas
Defeat the enemy at the strongest point, not at
the weakest
Alexander the Great
Decisions can only be made when the circumstances
arise
6
????? st?at????? ? ???a??sµ?? e??a? sa? p????
p?? de? ??e? p?d???? ?a? pe??f??eta?, ?????ta?
???????.

• Joel Ross and Michael Kami

7
??a? ???sµ?? t?? St?at??????

• St?at????? e??a? ? ?ate????s? (direction) ?a?
  t? e???? ?a? e?d?? d?ast????t?t?? (scope) µ?a?
  ep??e???s?? µa???p???esµa, ? ?p??a e?asfa???e?
  a?ta????st??? p?e????t?µa ??a t?? ep??e???s?,
  µ?s? t?? d??ta??? t?? p???? t?? µ?sa se ??a
  µetaßa???µe?? pe??ß?????, µe st??? ?a
  a?tap?????e? st?? a????e? t?? a????? ?a? ?a
  ??a??p???se? t?? p??sd???e? t?? ßas???? ?µ?d??
  e?d?afe??µ????.
• ???? Johnson G., K. Scholes and R. Whittington,
  2008

8
?????aµµat?sµ??e? ?a? a?ad??µe?e? St?at??????

• ?????aµµat?sµ??e? ? s?ed?asµ??e? St?at??????
• St?at?????? p?? ? eta??e?a s?ed???e? ?a
  p?a?µat?p???se?
• S?????? t? ap?t??esµa µ?a? ep?s?µ?? d?ad??as?a?
  s?ed?asµ??
• ?? p?a?µat?p???µ??e? st?at?????? e??a? t?
  ap?t??esµa p??t?fa??? a??a??? ?a? as?ed?ast??
  ?e????t?? µet? t? p??a? t?? ep?s?µ?? s?ed?asµ??
• ??ad??µe?e? st?at??????
• ?? s?ed?asµ??e? a?t?d??se?? se ap???pte?
  ?atast?se??
• S?µpt?µat???? a?a?a???e?? ?a? ?e????ta µp????? ?a
  p???????? d?µ???????ta? ??e? µ? s?ed?asµ??e?
  p???pt????
• ???pe? ?a e?t?µ??e? a? ? a?afa???µe?? st?at?????
  ta?????e? st?? a????e? ?a? t?? d??at?t?te? t??
  eta??e?a?
• ??a?µat?p???µ??e? St?at??????
• ?? ap?t??esµa t?? ?p????d?p?te p??µe?et?µ????
  st?at?????? p?? t??e?ta? se d?ad??as?a
  p?a?µat?p???s?? ?a? t?? a?afa???µe??? st?at??????
  p?? p????pt???

9
?ta? ?µ??? ?e?te??? p??ta fa?ta??µ??? ??a
d?µ?t?? µ?sa ap? t? ?p??? ??e? ?? st?at??????
?e?????sa?.????te?a, ß???a ?t? t?t??? ??afe?? de?
?p???e?..? st?at????? t?? ep??e???s?? µp??e? ?a
µ?? ?p???e? ????a? st? µ?a?? e??? a????p??!
S?????a de? ???? p?? a?t? e??a? ??aµµ???. ?p??
µetaf??eta? µ?sa ap? µ?a se??? st?at??????
ap?f?se?? p?? ????? pa??e?. Brian J Quinn
(Amos Tuck)

• St?at????? e??a? ?p?de??µa ? µ??f?p???s? se
  ??a ?e?µa ap?f?se?? p?? s??µat??eta? µe t? ?????
• Henry Mintzberg (Mc Gill and Insead)

10
STRATEGY

• Many Definitions Some Short Ones
• The art of war, especially the planning of
  movements of troops and ships etc into favorable
  positions plan of action or policy in business
  or politics etc Oxford Dictionary
• Doing different things than your competitors or
  doing the same things in a different way!
• Positioning of the company in its environment
  M. Porter
• The determination of the long run goals and
  objectives of an enterprise, and the adoption of
  courses of action and the allocation of resources
  necessary for carrying out these goals A.
  Chandler
• Without a Strategy an organization is a ship
  without a rudder like a tramp it has no
  place to go J. Ross M. Kami

11
But Strategy

• Strategy cannot always guarantee success
• however certainly helps in its achievement!
• Hamel Prahalad
• So Strategy
• Sets Directions
• Supports Decision Making
• Coordinates and Focuses Activities on Targets
• Defines Organization's Position against
  Competition
• Reduces Uncertainty
• Delivers a Sustainable Competitive Advantage

12

• S???????????
• S?????G??? ?????T???????
• 
  S?????G??? ???G????????T??S?
• 
  
  S?????G???
• ?? ???G????????T??S?
  ??????????
• S?????G???
  S?????G???

13
St?at????? ?????s? t?? ???te?????
?e??ß?????t?? ?apad???? ?ef??a?? 2
14
G?at? a????s? e??te????? pe??ß?????t??
? a????s? e??te????? ß????e? t?? ep??e???s? ?a
a?a?a???e? ape???? ?a? e??a???e?
?a de? a? ?p???e? p??a??t?ta a???µ???? ?e?d??
?ata??ße? ?a??te?a t? f?s? t?? a?ta????sµ?? se
??a ???d? / µ?a ß??µ??a??a
???e? p?? ?a?? e??µe??µ??e? st?at?????? ep??????
15
?? St???? t?? ?????s?? t?? ???te?????
?e??ß?????t??

• ?a ?ata???se? t? p?? ? d?µ? t?? ???d?? ep??e??e?
  t?? a?ta????sµ?, ? ?p???? µe t? se??? t??
  ?a?????e? t? ep?ped? ?e?d?f???a? t?? ???d??.
• ?a e?t?µ?se? t?? e???st???t?ta t?? ???d??
• ?a p??ß???e? t?? d???µe?? a??a??? t?? d?µ?? t??
  ???d?? (driving forces)
• ?a p??sd????se? t?? e??a???e? ??a a??a?? t??
  d?µ?? t?? ???d??
• ?a p??sd????se? t??? ??????? pa?????te? ep?t???a?
  (Key Success Factors)

16
?????s? ?a???-?e??ß?????t??


????O????- ?????????? ???????G???
????????-??????
??????S???? ?????????? ??????????
??????????
?????????? ??a????st? e????? ??????
dap??? ??a ??µ??es?a ?at?
???a??? st?? t??p? p?????
??e??a ?a? a??pt???
t?? µ???p?????
???? ?p?t???a ?ap???
t?? ß??µ??a??a? ??µ?? ??a t?? p??stas?a
?a????a ???sf??? ???µat?? ??a
??e??a ?a? a??pt??? t?? pe??ß?????t??
??ast????p???s?
???????st???? t?se?? ?st?as? te??????????
F???????a
t?? ?ata?a??t?? ?p?ped? a?e???a?
p??spa?e??? ??d???
????t?a ???µ??
a???s?? t?? ??e???? ??s???/ ???stas?a
e??es?te????? ?a????sµ?? e??te?????
p????sµ?? ??µ??
??a ??????ta eµp?????
?at?
?????a ?p? / ??a - t?µ?s? ????d?? st?
µetaf??? ??ße???t??? sta?e??t?ta
?eta????s? t?? ??a?es?µ?t?ta
te???????a? ap? t? e??a- ??µ?? ??a
p??s???e?? p????sµ??
e????e?a? ?a? ??st?? st???? st?? a????
?a? p??a?????
???µ?? ?e???se?? ????es? e?s?d?µat??
?e?t??s? t??

?p???????µe??
pa?a??????t?ta? µe

d????e?a ????
a?t?µat?sµ?
17
?? p?a?s?? t?? p??te d???µe?? t?? Porter(??µ???
?????s? ??ta????sµ??)
?????T????S
??ap?a?µate?t??? d??aµ?
p??µ??e?t??
????GO??S??S
???d???? e?s?d?? ???? a?ta????st??
?pe??? ap? ?p??at?stata
??S???S ??O? ????GO??S?O?
???????S????
??ta????sµ?? µeta?? ?pa????s?? µ???d??
??ap?a?µate?t??? d??aµ?
a???ast??
?G???S??S
18
???d???? ??s?d?? ???? ??ta????st?? ??a?t?ta? ap?
??????µ?e? ???µa?a?

??af???p???s? ??????t??

?pa?t?se?? se ?ef??a?a

??st? a??a??? (Switching Costs)

???sßas? se ?a????a d?a??µ??

?e???e?t?µata ??st??? a?e???t?ta ap? t? µ??e???
(f????? ?.?., ?at??te?)

??µ???? ?a? ?esµ???? f?a?µ??

?d??aµ?a p??sßas?? se te???????a ?a?
e?e?d??e?µ??? te???????a

??st?t?ta pe?at?? (brand loyalty)

F?ß?? a?te?d???s?? ap? t?? ?p?????se?
ep??e???se??

19
? ??ta????sµ?? ?eta?? ?f?staµ???? ????d?? e??a?
p?? ??t????
?a??? ? a???µ?? t?? a?ta????st?? a????eta? ?a?
?? a?ta????st?? ?????ta? ?s?d??aµ?? se µ??e???
?a? ??a??t?te?

?a??? ? ??t?s? ??a t? p????? a????e? µe a??? ???µ?

?ta? ?? a?ta????st?? ?atafe????? se µe??se??
t?µ?? ?? a?ta????st??? ?p??

?ta? t? ??st?? a??a??? µ???a? ??a t??? pe??te?
e??a? µ????

?ta? ??a? ? pe??ss?te??? a?ta????st?? e??a?
d?sa?est?µ???? ap? t? ??s? t??? st?? a???? ?a?
?????? ????se?? ße?t??s?? t?? ??s?? t???

?ta? ?p?????? s?µa?t??? eµp?d?a e??d?? ap? t??
???d?


?p?????? ????? sta?e?? ??st? ?a? ??st? ap????e?s??
?p???e? ?pe?ß?????sa pa?a?????? d??aµ???t?ta st??
???d?

20
???d???? ??s?d?? ???? ??ta????st?? ??a?t?ta? ap?
??????µ?e? ???µa?a?

??af???p???s? ??????t??

?pa?t?se?? se ?ef??a?a

??st? a??a??? (Switching Costs)

???sßas? se ?a????a d?a??µ??

?e???e?t?µata ??st??? a?e???t?ta ap? t? µ??e???
(f????? ?.?., ?at??te?)

??µ???? ?a? ?esµ???? f?a?µ??

?d??aµ?a p??sßas?? se te???????a ?a?
e?e?d??e?µ??? te???????a

??st?t?ta pe?at?? (brand loyalty)

F?ß?? a?te?d???s?? ap? t?? ?p?????se?
ep??e???se??

21
? d?ap?a?µate?t??? d??aµ? t?? a???ast?? e??a?
µe?a??te?? ?ta?
O ???d?? ap?te?e?ta? ap? p????? µ?????
ep??e???se?? ?a? ?? a???ast?? e??a? ????? se
a???µ? ?a? µe????? se µ??e???

?ta? ?? a???ast?? a???????? se µe???e? p?s?t?te?

? ???d?? e?a?t?ta? ap? t??? a???ast?? ??a µe????
p?s?st? t?? p???se?? t??

?? a???ast?? µp????? ?a a??????? t?? eta??e?a p??
t??? p??µ??e?e? ????? µe???? ??st?? a??a???

?? a???ast?? µp????? ?a a????s??? ??a? p??? ap?
p????? ep??e???se?? ta?t?????a

?? a???ast?? µp????? ?? ?d??? e????a ?a pa??????
??a ???a??asµ? t??? a?t? p?? t??a a???????? ap?
t?? ???d? (???et? ????????s? p??? ta p?s?)

22
? d?ap?a?µate?t??? d??aµ? t?? p??µ??e?t?? e??a?
µe?a??te?? ?ta?
?? p????? t?? p??µ??e?t?? ??e? ???a ?p??at?stata
?a? e??a? s?µa?t??? ??a t?? ep??e???s?

? ß??µ??a??a t?? a????st??a? ep??e???s?? de?
e??a? s?µa?t???? pe??t?? ??a t??? p??µ??e?t??

?a p?????ta t?? p??µ??e?t?? e??a? d?af???p???µ??a
se t?t??? ßa?µ? p?? e??a? dapa???? ??a t??
ep??e???s? ?a a????e? p??µ??e?t??

G?a ?a a???s??? t?? t?µ?? t??? ?? p??µ??e?t??
µp????? ?a ape???s??? ?t? ?? ?d??? ?a ??????
???et? ????????s? p??? ta µp??st? ?a? ?a
a?ta???????ta? ?µesa µe t?? ep??e???s?

??st?t?ta pe?at?? (brand loyalty)

?? a????st??e? ep??e???se?? de? µp????? ?a
ape???s??? t??? p??µ??e?t?? ?t? ?a ?????? ???et?
????????s? p??? ta p?s?

23
? ?????s? St?at?????? ?µ?d?? e??a? ???s?µ? ??at?

• ??a??????e? ep??e???se?? µe pa??µ??a st?at?????
  ?a?a?t???st???
• ?at? s???pe?a e?t?p??e? t??? p?e?? ?µes???
  a?ta????st??
• ??t?p??e? f?a?µ??? ????t???t?ta? µeta?? t??
  ?µ?d?? (mobility barriers)
• ??a??????e? st?at?????? e??a???e? (strategic
  spaces)
• ????? st? d?????s? ???d???? ?a? p??ß??µ?t??

24
???a?? ???t???a ?a????µ?s?? ?p??e???se?? e???
???d?? se St?at?????? ?µ?de?









d






















25
St?at????? ?????s? t?? ?s?te?????
?e??ß?????t?? ?apad???? ?ef??a?? 3
26
???a?? t?? ?st?as?? ap? t?? ???d? st??? ??????
?a? ??a??t?te?
????????S? St???? ?a? ???e? ????? ?a?
??a??t?te? ??µ? ?a? S?st?µata

• ???????
• ??????????
• ??ta????st??
• ?e??te?
• ???µ??e?t??
• ?p??at?stata
• ???d???? ??s?d??
• ???? ??ta????st??

STRATEGY
S?????G???
?????e???t?s? St?at??????-?e??ß?????t??
?????e???t?s? St?at??????-?p??e???s??
27
S??µa 3.2 ??aµ??f?s? St?at?????? µe ??s? t???
?????? ?a? t?? ??a??t?te?
S?????G???
4. ?p????? St?at??????
3. ????????s? t?? d???t???? ap?d?s?? t?? p????
?a? ??a??t?t??
??T??????? ????????S ???????S????
????GO??S????? ?????????????S
5. ??a?????s? e??e??e?? se p?????, ?? ?p??e? ?a
p??pe? ?a ?a??f????
2. ??a?????s? ??a??t?t??
?????????S
1. ??a?????s? p????. ??t?µ?s? d??at?? ?a?
ad??at?? s?µe???
?????
Source Grant R.M. The Resource-Based Theory of
Competitive Advantage Implications for Strategy
Formulation, California Management Review,
Spring 1991, pp. 115
28

• ????? (Resources)
• ??????
• ?????

??µ??????a Teµe???d?? ??a??t?t?? (core
competences)

• ?????????S (Capabilities)
• ?µ?de? ?????

???a? ????

• T?????O???S ?????????S
• (Core Competences)
• ????? ??ta????st???? ??e??e?t?µat??

???a? ????
???????S??? ????GO??S???? ???????????
(sustainable competitive advantage)
???a? ??s? ??a
S?????G??? ????GO??S???????? (Strategic
competitiveness)
?d????? se
29
(No Transcript)
30
S??µa 3.3 ?? ??sse??? ??ast?se?? µ?a?
Teµe???d??? ??a??t?ta?
??s? ??a??t?t?? ?a? ???s??
???e? ?a? ???µe?
?e????? s?st?µata
?????t??? s?st?µata
???? Leonard-Barton, D., Core Capabilities and
Core Rigidities a paradox in managing new
product development, Strategic Management
Journal, (1992), Vol.13, 111-125
31
?p?t?µ?s? t?? ????t???? ?p?d?s?? t?? ????? ?a?
??a??t?t??
??a??e?a (Transparency)
???at?t?ta ??t???af?? (Duplicability)
???µ?? ?pa???s?? (Durability)
?etaß?ßas?µ?t?ta (Transferability)
32
???s?µe? ???t?se?? ??a ta Ste????

• ????? e??a? ?? p?? s?µa?t???? ?eµe???de??
  ??a??t?te? t?? eta??e?a? µa? s?µe?a
• ????? ap? a?t?? t?? ?eµe???de?? ??a??t?te? d?????
  st?? ep??e???s? µa? a?ta????st??? p?e????t?µa
  st?? a???? t?? s?µe?a
• ????? ap? a?t?? t?? ?eµe???de?? ??a??t?te?
  µp????? ?a d?s??? st?? ep??e???s? µa? d?at???s?µ?
  a?ta????st??? p?e????t?µa ta ep?µe?a 3 ?????a

• ????? e??a? ?? s?µa?t???te?e? ??e? ?eµe???de??
  ??a??t?te? p?? p??pe? ?a a?apt??e? ? ep??e???s?
  µa? ta ep?µe?a t??a ?????a ??a ?a ?e?d?se?
  a?ta????st??? p?e????t?µa st? µ?????
• ??? ta ste???? t?? ep??e???s?? ?a s?ed??s??µe
  ?a? ?a ???p???s??µe ap?te?esµat??? ??a p????aµµa
  a??pt???? ?eµe???d?? ??a??t?t??, p??? st?? ?p??e?
  ?a st??????µe ta a?ta????st??? µa? p?e????t?µa
  st? µ?????

33
? ???s?da ???a?
?s?te???? ?p?d?µ? (St?at????? ??es?a,
???µat?d?t??? ??????s?, ?????aµµat?sµ??)
??????s? ?????p???? ???aµ????
???S?????????S ???????G??S
??e??a ?a? ???pt??? (p? ?e???????a, ???pt??? ?a?
?e?t??s? ??????t??)
????
???µ??e?e?
?p??es?e? µet? t?? ????s?
?p?d???, ?p????e?s?, ??p ???t?? ????
S??????, ?p????e?s? ?a? ??a??µ? ??????t??
????et???? ?a? ????se??
?a?a????
????
?????S ???????G??S
34
S??µa 3.5?? s?st?µa a??a? (Value System)
???s?de? a??a? ?a?a????
???s?de? a??a? a???ast??
???s?de? a??a? p??µ??e?t??
???s?da a??a? ep??e???s??
??af???p???µ??? ep??e???s?
???s?da a??a? ep??e???s??
???s?da a??a? ep??e???µat???? µ???da?
???s?de? a??a? ?a?a????
???s?de? a??a? a???ast??
???s?da a??a? ep??e???µat???? µ???da?
???s?de? a??a? p??µ??e?t??
???s?da a??a? ep??e???µat???? µ???da?
???? Porter M., Competitive Advantage Creating
and Sustaining Superior Performance, New York,
The free Press, 1985, se?.35
35
S??µa 3.6 ?e?t?????e? p?? ????????ta? s????te?a
???? Johnson A. and J. D. Rollins, Driving
high-performance outsourcing best practices from
the masters, Accenture, July 2004.
36
(No Transcript)
37
???a?a? 5.1 ?????s? ????µe?? ?d??aµ???,
???a?????, ?pe???? (SWOT Analysis)
???sa?µ??? ap? Thompson A. A. Srtickland,
Strategic Management Concepts and cases, 13th
edition, Irwin-McGraw-Hill, 2001
38
??aµa-?p?st??? ??a??a??t?ta ? ????t??e?a ?apad???
? ?ef??a?? 4
39

• ???S????
• ??at?p??e? t?? ßas??? s??p? t?? ep??e???s??
• ?a?????e? t? s??s? t?? ep??e???s?? µe ???e?
  ep??e???se??, s?µpe???aµßa??µ???? ?a? t??
  a?ta????st??
• T?te? ?e?????? st?????

• ?????
• ?e?????fe? t? µ??f? t?? ep??e???s?? st?
  µ?????
• T?te? s???e???µ????? st?????
• ?d??e? t? st?at?????

40
?as??? St???e?a e??? ???µat?? / ?p?st????

• ?e?????fe? t? µe????t??? ep??e?t?? t??
  ep??e???s?? (business scope)
• ???d?a???fe? t? ep???µ?t? µe????t??? µ??e??? t??
  ep??e???s?? (business scale)
• ?st???e? se p?????ta / a????? / te???????a
• ?st???e? st?? a?ta????sµ?
• ???e? t?? e????a t?? ep??e???s?? ?a? t?? s??se??
  µe ?µ?de? e?d?afe??µ????
• ?pe??????e? µ?a ????t???a p??? ep?te???
• ?a?????e? t?? ???? t?? µ??at?µe?t ?a? t??
  ep??e???s?a??? d?µ??

41
???S???? Se ??a d??aµ??? ?a? ape?e??e??µ???
pe??ß????? ?p??????????, ?a p??sf????µe µ?a
s??e??? a??a??µe?? a??a st??? pe??te? ?a? st???
µet?????. ????? ?a ?ata?t?se? ? ??? ??s? µ?sa
st?? p??te p??te? ?p??e???se?? st?? ?????
?p?????????? t?? ????p??. S?????G???? S????? -
?a d?at??e? ? ??? t?? ??et??? t?? ???? st??
pa???? ?p??es??? se µ?a a?ta????st??? ????????
????? ?p??????????. - ?a p??ta????st?se?
st?? ????? ?p?????????? t?? ??t??a?at??????
????p?? ?a? t?? ??s?? ??at????. - ?a
ed?a??se? ?s???? ??s? st?? ????? ?p??????????
t?? ????p??.
42
?? ??aµ? µa? ??aµ? µa? e??a? ?a e?µaste ?
????fa?a eta??e?a ????t?? ep????????a? st?? ??sµ?
ße?t?????ta? t? ??? t?? pe?at?? µa?, ?a?
ß?????ta? ?t?µa, ep??e???se?? ?a? ?????t?te? ?a
e??a? pe??ss?te?? s??dedeµ??a ?a? ?a ep??????????
?a??te?a se ??a? ??sµ? p?? ß??s?eta? d?a???? se
????s?.
43
Example Delta Airlines Strategic Vision
DELTA AIRLINES

• WORLDWIDE, because we are and intend to remain an
  innovative, aggressive, ethical, and successful
  competitor that offers access to the world at the
  highest standards of customer service. We will
  continue to look for opportunities to extend our
  reach through new routes and creative global
  alliances.

44
Example Delta Airlines Strategic Vision
DELTA AIRLINES

• AIRLINE, because we intend to stay in the
  business we know best -- air transportation and
  related services. We wont stray from our roots.
  We believe in the long-term prospects for
  profitable growth in the airline industry, and we
  will continue to focus time, attention, and
  investment on enhancing our place in that
  business environment.

45
Example Delta Airlines Strategic Vision
DELTA AIRLINES

• OF CHOICE, because we value the loyalty of our
  customers, employees, and investors. For
  passengers and shippers, we will continue to
  provide the best service and value. For our
  personnel, we will continue to offer an ever more
  challenging, rewarding, and result-oriented
  workplace that recognizes and appreciates their
  contributions. For our shareholders, we will
  earn a consistent, superior financial return.

46
????? ???S???? ? ap?st??? µa? e??a? ?a
p??ta????st?s??µe pa???sµ??? st?? ??a??p???s? t??
a?a???? µeta????s?? p??sf????ta? ??se?? µe
p???t??? a??te?a p?????ta ?a? ?p??es?e?. ?a
s??e?sf????µe µe ???e t??p? st? d?e?d???s?
?a??te??? p???t?ta? ???? ep??e?t?????ta? t??
p??sp??e?e? µa? st?? p??t?p???a ?a? st?? s??e??
a?aß??µ?s? t?? ?p??es??? ?a? t?? p?????t?? p??
p??sf????µe st?? pe??t?.
47
???sd????st???? ?a?????te? ?p?te?esµat???t?ta?
????se?? ?p?st????

• ????????? ?????????S????
• ?a???e? ?µp?e?s? (Inspiring)
• ???a? ?ea??st???/??a?µat?st??? (Pragmatic)
• T?te? st????? p??? ep?te???
• ???s?µ?p??e? ????? ???ssa (Vivid Language)
• ???a? e?????t?/e?p??s??µ?st?

• ?OS ???????O??T??? ?SO??????
• (SELLING TACTICS)
• ? a??tat? d?????s? de???e? ?a p?ste?e? st??
  d???s? ap?st????
• ? a??tat? d?????s? pa???e? ap?f?se?? s?µßat?? µe
  t? d???s? ap?st????

??????S??? ??? ?O???? (a??tat?? d?????s??)

• ??G??OS???? ?F?S?OS? ??G????????
• ?f?s??s? st?? ep??e???s?
• ????es? ap?????s?? ap? t?? ep??e???s?

• ???????S?? ???????G??S ??S ???OS?S ???S????S
• S?µµet??? st? d?µ??????a t?? d???s?? ap?st????

???sa?µ??? ap? Markides C. and V. M. Papadakis,
What Constitutes an Effective Mission Statement
An Empirical Investigation, in Hitt, M.A. J.E.
Ricart, I. Costa and R.D. Nixon, (Eds.) New
Managerial Mindsets Organizational
Transformation and Strategy Implementation, John
Wiley and Sons, UK, 1998
48
?e???? t? e??a? St?at????? ?apad???? ?ef??a?a 6
?a? 7
49
???a ?p?peda St?at??????
St?at??e?? Corporate Head Office
?ta?????/?p??e???µat??? St?at????? (Corporate
Strategy)
St?at????? ?p??e???µat???? ????da? ?
??ta????st??? St?at????? (Business Level
Strategy)
?p??e???s? B
?p??e???s? A
R D
Marketing/Sales
HR
St?at????? ?p?µ????? ?e?t??????? (Functional
Strategies)
Human Resources
Finance
Finance
Production
Production
R D

Marketing/Sales
50
???a ep?peda st?at??????
??????????????/???????? ???????
GENRON
??????? ????????-?????O? ?????O? (SBUs)
?a???- ?t???
?a??t?
?p????pa?t??? ?a? ??µ???
?ate???- µ??a
??p? ?a? ??a?a
??????? ???????-G?O? ??T? ??????S
?µ?µa ?????p???? ?????
?µ?µa ?a?a?????
?µ?µa ????se??
?µ?µa ????et????
51
?ta?????-?p??e???µat??? St?at????? (Corporate
Strategy)1? ?p?ped? St?at??????

• ?p?f?se?? S?et??? µe
• ?ta????? ??aµa/ap?st???
• ????? ?a? e?d?? d?ast????t?t??
• ?p?te??? s??e??e???
• ?ata??µ? p???? µeta?? ep??e???µat???? µ???d??
• ??????s? ?a? ??e???? ep??e???µat???? µ???d??
• ???µat???????µ??? st?at????? ?a? d?µ??????a a??a?
  st??? µet?????

52
St?at????? ?p??e???µat???? ????da? ?
??ta????st??? St?at????? (Business Level or
Competitive Strategy)2? ?p?ped? St?at??????

• ?p?f?se?? S?et??? µe
• St?at????? ep?te???? a?ta????st????
  p?e??e?t?µat??
• ??µet??e?s? e??a????? st?? a???? µa?
• ???pt??? ???? p?????t??/?p??es???
• ?ata??µ? p???? sta p?a?s?a t?? ep??e???µat????
  µ???da?
• ??µ? ?a? ??e???? t?? ep??e???µat???? µ???da?

53
S?????G???S S??T???????S
1. ?aµ?a a??a?? (No-Change Strategy ) 2.
S????µ?d? ?e?d?? (Profit Strategy ) 3.
St?at????? d???e?µµa (Pause Strategy
) 4. St?at????? p??se?t???? ß?µ?t??
54
S?????G???S ????????S
1. ???et? ????????s? (vertical) 2. ??????t?a
????????s? (horizontal) 3. ??af???p???s?
??ast????t?t?? - S?s?et?sµ??? (related)
- ?s?s??t?st? (unrelated) 4.
S?????t??s?-??e?sd?s? ?????? 5. ???pt???
?????? (Market Growth) 6. ???pt??? ??????t??
55
? ???µ??a??a t?? ???s?p???? ?p?????st??(ap? t??
p??te? ??e? st?? te???? ?ata?a??t?)
Dow Chemicals Union Carbide
???te? ??e?
?a?ade??µata ?p??e???se??
??d??µes? ???µ??a??p???s?
Intel Motorola
Dell HP IBM COMPAQ
S??a?µ?????s?
????S?? INFOQUEST
??a??µ?
?e????? ?ata?a??t??
56
??te e?de????ta? ? ???et? ????????s? p??? ta
p?s? (Backward Integration )

• ????ß?? ? a?a???p?st?? p??µ??e?t??
• ????? p??µ??e?t?? ?a?/? ?aµ???? p???t?ta? se
  s??d?asµ? µe µe???? a???µ? a?ta????st??
• ? ???d?? a?apt?sseta? ?a?da?a ?a? ??
  µe????t???? p???pt???? e??a? ?a???.
• ??a??s?µ?? ???µat???????µ???? ?a? a????p????
  p????.
• ?p?????? p?e??e?t?µata sta?e??? t?µ??.
• ?? p??µ??e?t?? ap??aµß????? µe???a pe??????a
  ???d???
• ??p???? p???? e??a? a?a??a?? ?a ap??t??e? ??????a

57
??te e?de????ta? ? ???et? ????????s? p??? ta
eµp??? ( Forward Integration )

• ????ß?? ? a?a???p?st?? d?a??µe?? t??
  p?????t??.
• ????? d?a??µe?? ?a?/? ?aµ???? p???t?ta?.
• ? ???d?? a?apt?sseta? ?a?da?a.
• ??a??s?µ?? ???µat???????µ???? ?a? a????p????
  p????.
• ?p?????? p?e??e?t?µata sta?e??? pa?a?????.
• ?? d?a??µe?? ap??aµß????? µe???a pe??????a
  ???d???.
• ?e??s? ??st??? d?a??µ?? ?a? ap????e?s??.
• ?e?t??s? st? µ???et???? ? ap??t?s?
  te???????a?.
• ???a???a d?af???p???s?? t?? p?????t??.
• F?a?µ?? e?s?d??.

58
Me???e?t?µata t?? ???et?? ????????s?? ( p??? ta
eµp??? ? p??? ta p?s? )

• ?SO?????? ??S??
• ???a?? ß???? ?pe?ß?????sa? pa?a????? (p.?.
  st?? p??µ??e?a p??t?? ???? )
• ?p?t???a ep?te???? s??e????? ???? ?a???
  s??t???sµ??
• ????GO??S????? ????????
• ??a????s? apa??a??µ???? d?ad??as???
• ??s????a e??d?? ap? t?? ???d?
• ?pe?e?t?µ?s? s??e?????

59
??te ??de????ta? ? ??????t?a ????????s?
(Horizontal Integration)

• Ap??t?s? µ???p???a??? p?e??e?t?µ?t?? se
  ??p??? t?µ?a ( e???e??? a?ta????sµ?? )
• ? ep??e???s? a?ta?????eta? se µ?a
  a?apt?ss?µe?? ß??µ??a??a
• ???a??µe?e? ??????µ?e? ???µa?a? p??sf?????
  a?ta????st??? p?e??e?t?µata
• ?p?????? ?? p???? ?a? t? ta???t? ?a
  d??????e? ap?te?esµat??? ? ??a ep??e???s?
• ?? s???e???µ???? a?ta????st?? ?????
  p??ß??µata , a??? ? ???d?? p?e? ?a??

60
??te e?de????ta? ? S?s?et?sµ??? ??af???p???s?

• ?etaf??? ??a??t?t??
• ?p??d?s? p?? ???e? ?a??te?? ???s? p????
• ?e?t??s? sta?e??t?ta? ?e?d?? ?a? p???se??
• ? ep??e???s? a?ta?????eta? se ???d? µe µ????
  ? ?a????? a??pt???
• ?s????p?a ? s?µp????s? ??aµµ?? p?????t??
• ? ap??t?s? ????, s?s?et???µe??? p?????t??
  a????e? s?µa?t??? t?? p???se?? t??
  ?pa????t?? p?????t??
• ??a, s?s?et???µe?a p?????ta µp????? ?a
  p??sfe????? se p??? a?ta????st???? t?µ??
• ??a, s?s?et???µe?a p?????ta ????? ep???a???
  p???se?? s?µp????µat???? t?? ?pa????t??
  p?????t??
• ?ta? ta p?????ta t?? ep??e???s?? ß??s???ta?
  se f?s? f?????sa
• ? ep??e???s? ??e? p??? ?a?? ?µ?da d?????s??
• ?p?te??? µe??µ???? f???????a?
• ?p??t?s? p????f????? te???????a? (p.?.
  software companies)
• ?t?s?µ? a?t???at???a?

61
??te e?de????ta? ? ?s?s??t?st? ??af???p???s?

• ?????? ep??d?s?? p?e??asµ?t?? ?efa?a???
• ? ep??e???s? a?ta?????eta? se ???d? µe
  f?????sa a??pt??? ?a? ???d?
• ??asp??? ???d????
• ?p?????? ?? p???? ?a? t? d?????t??? ta???t?
  ??a ?a a?ta????ste? ? ep??e???s? se ??a
  ??? ???d?
• S?µa?t??? e??a???a ap??t?s?? µ?a? as?s??t?st??
  ep??e???s??
• ?p???e? ???µat???????µ??? s??e???a (synergy)
  µeta?? ap??t??e?sa? ?a? e?a???????sa?
  ep??e???s??
• ?ta? ?? a????? ??a ta p?????ta t??
  ep??e???s?? ß??s???ta? se f?s? f?????sa
• ? µ???p???a?? d??aµ? t?µ??e?ta?
• F???d???e? ?s????? ste?e???

62
?a??de??µa ?p??e???s?? µe ?s?s??t?ste?
??ast????t?te?

• WESTINGHOUSE ELECTRIC CORPORATION
• ?a?a???? ??e?t????? e????e?a?
• ?t?µ??? e????e?a
• ?t?µat???? ep??e???se??
• ?ta??e?e? Leasing
• ?ad??t??e?pt????? sta?µ???
• Longines ( ??????a )
• S?s?e?as?a ??µ??
• ?ta??e?e? ?atas?e??? ?????µe??? s?a???? ?a?
  asa?s??
• ??e?t?????? aµ??t??? s?st?µata
• ( µ??a??µata e?????? e?t??e?s?? p??a???? )
• ?p?p?a ?.a

63
?a?ade??µata ?p??e???se?? p?? d?a??t???
?s?s??t?ste? ??ast????t?te?

• ?????S ???????G?????
• Motor Oil
• ??pa?t???
• AVIN (??at???a ?e??????)
• ?ta??e?a ??a??µ?? ???e?ta?????
• ?a?t???a??? ?p??e???se??
• ?e??d??e?a
• Village Center
• A?t?p??s?pe?a FERRARI
• G?µ?ast???a
• ?a?a???a????-?F?
• ?ta??e?a ?a?µ????

64
S??µa 6.4 ?pe?????s? ?p??e???µat???? St?at??????
?????F????S ??????
S?S????S???? ???F???????S?
?? ?????F????S ??????
?S?S????S?? ???F???????S?
65
???a?a? 6.7?? st?at?????? a??pt????
???? Kotler P., Marketing Management Analysis
Planning Implementation and Control, Prentice
Hall, 2000, Millennium Edition
66
?? St?at?????? st?? p????
???pt?????????

• ?a??de??µa
• ? Henlys PLC, ?????? p??µ??e?t?? ?e?f??e??? t??
  ?. ??eta??a?, ap??t? t?? Blue Bird Corp. ???
  ????a eta??e?a pa?a????? s??????? ?e?f??e??? t??
  ???e??? ?µe?????.

• ????eta? ??
• ??sa???? ?pa????t?? p?????t?? ? ?p??es??? se ??e?
  ?e???af???? pe??????

67
?? St?at?????? st?? p????
???pt?????????t??

• ?a??de??µa
• ? Apple a??pt??e t? G4 chip p?? t???e? sta 500
  megahertz.

• ????eta? ??
• ?p?d???? a???s?? p???se?? µ?s? t?? ße?t??s?? t??
  ?pa????t?? p?????t?? ?a? ?p??es??? ? t??
  d?µ??????a? ????

68
?? St?at?????? st?? p????
??e?sd?s???????

• ?a??de??µa
• ? on-line ???µat?st???a?? Ameritrade, t??p?as?ase
  t?? d?af?µ?st???? dap??e? t?? se 200 e?at.
  p???e?µ???? ?a pe?se? t?? ??sµ? ?t? µp??e? ?a
  pa???e? t?? d???? t?? epe?d?t???? ap?f?se??.

• ????eta? ??
• ?p?d???? a???µ???? a???ast???? µe??d??? ??a
  ?p?????ta p?????ta ? ?p??es?e? se ?p?????se?
  a????? µ?s? a???µ???? p??spa?e??? marketing.

69
St?at?????? S???????s??
1. ???s?s? 2.
?p?ep??d?s? 3.
???µa??s?a 4.
?e?st?p???s?
70
???a?a? 7.1 S?????sµ???? pa?????te? pa?a?µ??
ep??e???se??

• ?SO??????? (67)
• ??????t???? ad??aµ?e? a?ta?????? ???te?,
  ap??s?a µ?s?? d?????s??, ???e??? s??e??as?a?
• ?a?a???e?? e? µ????? t?? d?????s?? a?epa??e??
  ??e???? p???p?????sµ?? ?a? e??d??, ap?t???a
  p??sa?µ???? se a??a??? t?? a?????
• ?a??asµ??e? e????e?e? t?? d?????s?? ?pe?ß?????
  ep??tas?, d?ast????t?te? ?a? p??s?p??? p?? de?
  a?tap???????ta? st??? d?a??s?µ??? p????? t??
  ep??e???s??
• ??O??????? (33)
• ????s? t?? a?ta????sµ??
• ??????µ???? µetaß??t??, ?p?? p??????sµ??,
  ep?t???a, de??t?? epe?d?se??
• ???a??? st?? ??ß????s? ? t??? ?a????sµ???
• ??µ???af????/?????????? µetaß????
• ?e?????????? a??a???
• ???? Argenti J., Corporate Collapse The
  Causes and Symptoms, New York, John Wiley and
  Sons, 1976, pp. 40

71
???a?a? 7.2 ?a?a?t???st??? ap?te?esµat????
p????aµµ?t?? sµ?????s?? (downsizing)

• ??e???? s?µµet??? t?? e??a??µ????
• ????µ?a ??a t??? e??a??µe???? p?? ap?µa??????ta?
  - ?????t? ep????????a µe t??? ep?ß??sa?te?
• ??? µ??? pe????p? ??se?? e??as?a? a???
  ????????µ??? p??sp??e?a ??a t?? ???a??s?a??
  a?as?ed?asµ? ?a? t?? a??a?? t?? ???a??s?a???
  ????t???a?
• ?atap???µ?s? t?? a?ap?te?esµat???t?ta? se
  ???????? t?? a??s?da a??a?

???? Cascio Wayne F., Downsizing what do we
know? What have we learned?, Academy of
Management Executive, Vol. 7, No 1, 1993, pp. 100
72
???a?a? 7.3 S????? ?p??e???µat???? (Corporate)
St?at??????
73
???a?a? 7.4 ??a?µ???s? st?at?????? µe t?
pe??ß????? ?e?t?????a? t?? ep??e???s??

• S?????G???S ?????G?S
• ?pa?e??tas? t?? st?at?????? est?as?? se µ?a
  ep??e???µat??? d?ast????t?ta (TURNAROUND)
• ?p??t?s? ????? eta??e?a? st?? ?d?? ???d? (a?
  e??a? ef??t?)
• ???et? ????????s?
• ??af???p???s?
• ??a???? ap? d??at?te?? a?t?pa??
• ???at??e??? ???e ep??e???µat???? d?ast????t?ta?

• S?????G???S ?????G?S
• S?????s? t?? st?at?????? est?as?? se µ?a
  ep??e???µat??? d?ast????t?ta (?a? a? e??a? ef??t?
  d?e???p???s?)
• ???et? ????????s?
• S?s?et?sµ??? d?af???p???s?

• S?????G???S ?????G?S
• ?pa?e??tas? t?? st?at?????? est?as?? se µ?a
  ep??e???µat??? d?ast????t?ta (p??a?? a?????s?
  TURNAROUND)
• S?????e?s? µe a?ta????st??? eta??e?a
• ???et? ????????s?
• ??af???p???s?
• S????µ?d? ?e?d?? ?a? ap?ep??d?s?
• ?e?st?p???s?

• S?????G???S ?????G?S
• ??e???p???s? ?ta??e?a?
• S?s?et?sµ??? d?af???p???s?
• ?s?s??t?st? d?af???p???s?
• ?????p?a??a se ??e? a?????
• ???et? ????????s?
• S?????s? t?? st?at?????? est?as?? se µ?a
  ep??e???µat??? d?ast????t?ta

???? Thompson A.A. Jr and A.J. Strickland III,
Strategic Management Concepts and Cases,
Chicago, Irwin/McGraw-Hill, 2001, thirteenth
edition
74
??ta????st??? St?at????? ?apad???? ?ef??a?? 8
75
??ta????st???? St?at?????? (Generic Business
Level Strategies)
???? ??ta????st???? ??e??e?t?µat??
?aµ??? ??st??/ ?aµ??? ??µ?
???ad???t?ta
??af???-p???s? (Differen- tiation)
??es?a ??st??? (Cost Leadership)
Cost Leadership
???e?a ?????
??ta??- ??st??? ????? (Breadth of Competitive
Scope)
?st?as? µe ??af???p???s? (Focused
Differen- tiation)
?st?as? µe ??es?a ??st??? (Focused Low Cost)
??s?da/e? t?? a?????
76
Choosing a Generic Business-Level Strategy
MY FIRM HAS A COMPETITIVE ADVANTAGE
MY FIRM HAS A COMPETITIVE ADVANTAGE
STUCK IN THE MIDDLE
77
ÐçãÝò Áíôáãùíéóôéêïý ÐëåïíåêôÞìáôïò
üìïéï ðñïúüí áìçëüôåñï êüóôïò
ÐëåïíÝêôçìá Êüóôïõò
Áíôáãùíéóôéêü ÐëåïíÝêôçìá
ÐëåïíÝêôçìá Äéáöïñïðïßçóçò
õøçëÞ ôéìÞ ìïíáäéêü ðñïúüí
???? Grant R.M., Contemporary Strategy
AnalysisConcepts, Techniques, Applications,
Blackwell Business, 1998 , Third
Edition , page 190
78
????? ??ta????st???? ??e??e?t?µat??
???te?? ????t?ta
??ta????st??? ??e????t?µa
???te?? ?p?te?esµa- t???t?ta
???te?? ??tap????s? st?? ?pa?t?se?? t?? ?e?at??

• ??es?a ??st???
• ??af???p???s?

???te?? ?a???t?µ???t?ta
79
???a?a? 8.2 ?d???? ??st??? (Cost Drivers)
PORTER
GRANT
Ïéêïíïìßåò ÌÜèçóçò Ïéêïíïìßåò Êëßìáêáò ÅêìåôÜëëåõó
ç Äõíáìéêüôçôáò
ÅóùôåñéêÝò ÓÝóåéò ÏëïêëÞñùóç ÁëëçëåîáñôÞóåéò ñïí
éêÞ ÓôéãìÞ ÐïëéôéêÝò Ôïðïèåóßá Èåóìéêü Ðëáßóéï
Óåäéáóìüò Ðñïúüíôïò Êüóôïò Åéóñïþí Ôåíïëïãßá
ÐáñáãùãÞò Áðïäïôéêüôçôá Äéïßêçóçò
????? Grant R.M., Contemporary Strategy
Analysis Concepts, Techniques Applications,
Blackwell Business, 1998, Third Edition, pp
195-212 ?a? Porter M., Competitive Advantage,
New York, The Free Press, 1985
80
Ðßíáêáò 8.3 ÐëåïíåêôÞìáôá-ÌåéïíåêôÞìáôá
ÓôñáôçãéêÞò Çãåóßáò Êüóôïõò
???? Hill, C.W.L. and G.R. Jones, Strategic
Management Theory An Integrated Approach,
Houghton Mifflin, 1995, pp 172-174
81
Competitive StrategyRisks of the Generic
Strategies
Risks of Cost Leadership
Risks of Differentiation
Risks of Focus

• Cost leadership is not sustained
• competitors imitate
• technology changes
• other bases for cost leadership erode
• Proximity in differentiation is lost
• Cost focusers achieve even lower cost in segments

• Differentiation is not sustained
• competitors imitate
• bases for differentiation become less important
  for buyers
• Cost proximity is lost
• Differentiation focusers achieve even greater
  differentiation in segments

• The focus strategy is imitated
• The target segment becomes structurally
  unattractive
• structure erodes
• demand disappear
• Broadly targeted competitors overwhelm the
  segment
• the segments differences from other segments
  narrow
• the advantages of a broad line increase
• New focusers sub segment the industry

82
???d???? Ge????? (Generic ) A?ta????st????
St?at??????

• ???d???? ??es?a? ??st??? ???d????
  ??af???p???s?? ???d????
  ?st?as??
• ? ??es?a ??st??? de? d?at??e?ta? ?
  d?af???p???s? de? H
  st?at????? est?as?? µ?µe?ta? ap? t???
• ??µ?t?sµ?? t?? a?ta????st?? a?t??e?
  / d?at??e?ta?
  a?ta????st??.
• ?e?????????? a??a???
  
  ?? tµ?µa t?? a????? staµat? ?a e??a?
• ?a ???a p?e??e?t?µata ??st???
  
  e???st???
• d?aß?????ta?
  ??µ?t?sµ?? t?? a?ta????st?? t?
  ?d?? tµ?µa ???eta?
• 
  ? d?af???p???s? de? e??a? t?s?
• 
  s?µa?t??? ??a t??? ?ata?a??t??
  ? ??t?s? µe???eta?
• ???s????s? µe t?? d?af???p???s? ???s????s? µe
  t? ??st?? ???eta? ?? a?ta????st?? p??
  est?????? st?
• ???eta?
  
  s????? t?? a?????
  ?ata?aµß????? ?a?
• 
  
  t? tµ?µa a?t?
• 
  
  ?? d?af???? t??
  tµ?µat?? µe ???a
• 
  
  tµ?µata µe?????ta?
• 
  
  ?a p?e??e?t?µata
  e??e?a? ß?s??
• 
  
  a??????ta?
• ?? a?ta????st?? p?? est?????? st? ??
  a?ta????st?? p?? d?af???- ????
  a?ta????st?? p?? ep?s?? est??????,

83
Ôï Óôñáôçãéêü Ñïëüé
ÕØÇËÇ
äéáöïñïðïßçóç
4
õâñéäéêÞ óôñáôçãéêÞ
äéáöïñïðïßçóç ìå åóôßáóç
5
3
??????????????? ???S??T????? ????
áìçëÞ ôéìÞ
2
6
áìçëÞ ôéìÞ / áìçëÞ ðñïóôéèÝìåíç áîßá
1
7
óôñáôçãéêÝò áðïôõßáò
8
ÁÌÇËÇ
ÁÌÇËÇ
ÕØÇËÇ
ÔÉÌÇ
ÐçãÝò Bowman, C. and D. Faulkner, Competitive
and Corporate Strategy, Irwin, 1996, êáé
Johnson G. and K. Scholes., Exploring Corporate
Strategy Sixth Edition, Prentice Hall, 2002.
84
??ta????st???? St?at?????? ?a? ??µ? t??
?p??e???s??
ÇÃÅÓÉÁ ÊÏÓÔÏÕÓ
ÄÉÁÖÏÑÏÐÏÉÇÓÇ
ÅÓÔÉÁÓÇ
Ìå âÜóç ôéò ïìÜäåò ðñïúüíôùí Þ ìÞôñá
ËåéôïõñãéêÞ
ËåéôïõñãéêÞ
ÏÑÃÁÍÙÔÉÊÇ ÄÏÌÇ
Åóôßáóç óôï ðñïúüí Þ óôïí ðåëÜôç
Åóôßáóç óôçí ðáñáãùãÞ
Åóôßáóç óå Ýñåõíá êáé áíÜðôõîç êáé ìÜñêåôéíãê
ÌÇÁÍÉÓÌÏÉ ÏËÏÊËÇÑÙÓÇÓ
ÌåãÜëç ñÞóç (ð.. Ýëåãïò êüóôïõò)
ÌåñéêÞ ñÞóç (ð.. óôüïé ðïéüôçôáò)
ÌåñéêÞ ñÞóç (åëÝãïõ êüóôïõò ðïéüôçôáò)
ÅËÅÃÏÓ ÁÐÏÄÏÓÇÓ
ÌåãÜëç ñÞóç (ð.. êáíüíåò, ðñïûðïëïãéóìïß)
ÃÑÁÖÅÉÏÊÑÁÔÉÊÏÓ ÅËÅÃÏÓ
ÌåñéêÞ ñÞóç (ð.. ðñïôõðïðïßçóç)
ÌåñéêÞ ñÞóç (ðñïûðïëïãéóìïß)
???? Hill C. G. Jones, Strategic Management
Theory, Houghton Mifflin, eighth edition, 2008.
85
???p?? ?a?t??????? ?p?te???? ??es?a? ??st??? ?a?
??af???p???s??
ÌÅÉÙÓÇ ÊÏÓÔÏÕÓ
ÅÍÉÓÕÓÇ ÄÉÁÖÏÑÏÐÏÉÇÓÇÓ
ÓÕÓÔÇÌÁÔÁ ÄÉÏÉÊÇÓÇÓ
ÅÕÅËÉÊÔÁ ÂÉÏÌÇÁÍÉÊÁ ÓÕÓÔÇÌÁÔÁ
Ôáýôáôç åíáëëáãÞ ôçò ãñáììÞò ðáñáãùãÞò
Äõíáôüôçôá ðáñáãùãÞò åõñåßáò ãêÜìáò ðñïúüíôùí
ÐÑÏÔÕÐÏÐÏÉÇÓÇ ÌÅÑÙÍ ÔÏÕ ÔÅËÉÊÏÕ ÐÑÏÚÏÍÔÏÓ
Ïéêïíïìßåò êëßìáêáò êáôÜ ôçí áðüêôçóç êáé
óõíáñìïëüãçóç ôùí ðñïôõðïðïéçìÝíùí ìåñþí
Äõíáôüôçôá ðáñáãùãÞò åõñåßáò ãêÜìáò ðñïúüíôùí
Ìåßùóç ôïõ êüóôïõò åëÝãïõ êáé ôùí åëáôôùìáôéêþí
ðñïúüíôùí, êáëýôåñïò óõíôïíéóìüò äñáóôçñéïôÞôùí
Êáëýôåñç åîõðçñÝôçóç ðåëáôþí ìÝóù âåëôßùóçò ôçò
ðïéüôçôáò üëùí ôùí ëåéôïõñãéþí
ÄÉÏÉÊÇÓÇ ÏËÉÊÇÓ ÐÏÉÏÔÇÔÁÓ
Ìåßùóç êüóôïõò äéáôÞñçóçò áðïèåìÜôùí êáé
êáèõóôåñÞóåùí
ÅÊÌÅÔÁËËÅÕÓÇ ÄÉÁÓÕÍÄÅÓÅÙÍ ÌÅ ÐÑÏÌÇÈÅÕÔÅÓ
ìåóç åîõðçñÝôçóç áíáãêþí ôïõ ðåëÜôç
ÐñïóöïñÜ åõñåßáò ãêÜìáò ðñïúüíôùí ìå äõíáôüôçôá
åóôßáóçò óå óõãêåêñéìÝíá ôìÞìáôá
ÌáæéêÞ ðáñáãùãÞ, ìåßùóç åîüäùí ìÜñêåôéíãê êáé
äéáöÞìéóçò
ÐÁÊÅÔÁ ÐÑÏÚÏÍÔÏÓ
86
Approach 1 Controlling the Cost Drivers

• Capture scale economies avoid scale diseconomies
• Capture learning and experience curve effects
• Manage costs of key resource inputs
• Consider linkages with other activities in value
  chain
• Find sharing opportunities with other business
  units
• Compare vertical integration vs. outsourcing
• Assess first-mover advantages vs. disadvantages
• Control percentage of capacity utilization
• Make prudent strategic choices related to
  operations

87
Approach 2 Revamping the Value Chain

• Simplify product design
• Offer basic, no-frills product/service
• Shift to a simpler, less capital-intensive, or
  more streamlined technological process
• Find ways to bypass use of high-cost raw
  materials
• Use direct-to-end user sales/marketing approaches
• Relocate facilities closer to suppliers or
  customers
• Reengineer core business processes---be creative
  in finding ways to eliminate value chain
  activities
• Use PC technology to delete works steps, modify
  processes, cut out cost-producing activities

88
Types of Differentiation Themes

• Unique taste -- Dr. Pepper
• Special features -- America Online
• Superior service -- FedEx, Ritz-Carlton
• Spare parts availability -- Caterpillar
• More for your money -- McDonalds, Wal-Mart
• Engineering design and performance -- Mercedes
• Prestige -- Rolex
• Quality manufacture -- Honda , Toyota
• Technological leadership -- 3M Corporation, Intel
• Top-of-the-line image -- Ralph Lauren, Chanel

89
Where to Find Differentiation Opportunities
in the Value Chain

• Purchasing and procurement activities
• Product RD activities
• Production RD technology-related activities
• Manufacturing activities
• Outbound logistics and distribution activities
• Marketing, sales, and customer service activities

90
How to Achieve aDifferentiation-Based
Advantage
Approach 1

• Incorporate product features/attributes that
  lower buyers overall costs of using product

Approach 2
Incorporate features/attributes that raise the
performance a buyer gets out of the product
Approach 3
Incorporate features/attributes that enhance
buyer satisfaction in non-economic or intangible
ways
Approach 4
Compete on the basis of superior capabilities
91
????????s? ?a? ?p????? St?at??????
92
S??µa 12.2 ?? µ??t??? a???????s?? st?at??????
t?? Rumelt
S?µf???a - ?a?t?s?
S???pe?a
????????s? St?at??????
??ta????st??? ??e????t?µa
?f??t?t?ta
???? Rumelt R., The Evaluation of Business
Strategy, in W.F.Glueck, (ed) Business Policy
and Strategy Management, New York, McGraw-Hill,
1980, 359-367

93
S??µa 12.3 ???t??? ????????s?? ?a? ep??????
St?at??????
?????s? St?at??????
St?at?????? ep??????
??a??????e? t?? s?????e? ?e?t?????a? t??
ep??e???s??
??ap?st?s? t?? d??at?t?t?? e???????
??t?µ?s? ?ata?????t?ta?/ ?a????sµat??
??a??a?t???? ep??????
?a????sµ?? t?? a???? t?? st?at??????
?p?de?t?t?ta

• ?p?d?s?-???d??
• ???d????
• ??t?d??se??µet????

?f??t?t?ta
?p????? t?? St?at??????

• S?ed?asµ???
• ??a??ast???
• ???s? ?µpe???a?

???? G.Johnson and K. Scholes, Exploring
Corporate StrategyText and Cases, London
Prentice Hall, Europe 1999, p?µpt? ??d?s?
94
S??µa 12.4?a?????te? ?p??easµ?? t??
?ata?????t?ta?/ ?a????sµat?? St?at??????
?????s? ?????? ????
??p???t?s?
?a???asµa
?????s? t?? ???s?da? ???a?
?p??e???µat??? ???f??
?????s? t?? ?a?t?f??a???? ??????t?? t??
ep??e???s??
???? G.Johnson and K. Scholes, Exploring
Corporate StrategyText and Cases, London
Prentice Hall,Europe 1999, p?µpt? ??d?s?

95
(No Transcript)
96
Grundy, T., Breakthrough Strategies for Growth,
London, FT Pitman Publishing, 1995.
97
???? Grundy T. , Breakthrough Strategies for
Growth, Pitman Publishing, 1995 page 94
98
St?at????? ?a? ???a??t??? ??µ?
99
S??µa 13.1 ? ???a??t??? d?µ? t?? eta???a? ???a?
- 1999
??????t??? s?µß?????
??t?p??ed??? ?a? ??e?????? S?µß?????
S?µp??tt?? ??e?????? S?µß?????
??????µ??? ??e????s?
??e????s? ????se??
??e????s? Marketing
??e????s? ????stas???
???a?????- f?s?
??a?????
??af?µ?s?
?a?a????
?e????? ?p??es?a
??????ta Catering
???pt??? ???? ??????t??
????st????
????t???? ??e????
???µ??e?e?
Key Accounts
???? ?a???s?as? t?? eta???a? ???a? ?.?. st?
S???? st?? 13/1/99
100
S??µa 13.2 Ge???af??? ???a??t??? ??µ?
G????? ??????S?
?ta????? ?p?te?e??
????et????
?????p??? ???aµ???
???µat???????µ???
??e??a ?a? ???pt???
Ge????? ??e????t?? ??t???? ?e??????
Ge????? ??e????t?? ??t?a? ?e??????
Ge????? ??e????t?? ?e?t????? ?e??????
Ge????? ??e????t?? ???e?a? ?e??????
????se??
?a?a????
????et????
101
S??µa 13.3 ??µ? ?at? St?at?????? ?p??e???µat????
????de? (S??)
G????? ??????S?
?ta?????? ?p??es?e?
??e??a ???pt???, X??µat???????µ??? ?p??es?e?
????et????, ?????p??? ???aµ???, ?p????????a
??t?p??ed??? Oµ?da? Ep??e???se?? I
??t?p??ed??? Oµ?da? Ep??e???se?? ???
??t?p??ed??? ?µ?da? Ep??e???se?? ??
St?at????? s?et????
St?at????? s?et????
St?at????? s?et????
?p??e???µat???? ????de?
?p??e???µat???? ????de?
?p??e???µat???? ????de?
102
S??µa 13.4 ??t???? ???a??t??? ??µ?
G????? ??????S?
??e??a ???pt??? (RD)
???µato - ??????µ???
?a?a????
????et????
???? A
??d???? RD
??d???? ?a?a?????
??d???? Mkt
??d???? ???µ.
???? ?
??d???? RD
??d???? Mkt
??d???? ???µ.
??d???? ?a?a?????
???? G
??d???? RD
??d???? ?a?a?????
??d???? Mkt
??d???? ???µ.
???? ?
??d???? RD
??d???? Mkt
??d???? ???µ.
??d???? ?a?a?????
103
S??µa 13.9 S??s? St?at?????? - ???a??t???? ??µ??
2. ??a d?????t??? p??ß??µata a?ad???ta?
1. ??at?p?s? ??a? st?at??????
3. ? ap?d?s? t?? eta??e?a? p?fte?
4. ??a ??a ???a??t??? d?µ? ep???e?ta?
5. ? ap?d?s? t?? ep??e???s?? ße?t???eta?
???? David, F.R., Strategic Management, Prentice
Hall, New Jersey, 1995.
104
S??µa 13.11 ?? ??a?s?? t?? ?pt? S??µa (7S) t??
McKinsey
St?at?????
(Strategy
)
???a??t???
S?st?µata
??µ?
(Systems
)
(Structure
)
?p?te???
St????
(
Superordinate
Goals
)
St??
??????s??
??a??t?te?
(Style
)
(Skills
)
???s?p???
(Staff)
???? Peters J. and R. H. Waterman, In Search of
Excellence, New York, Harper and Row, 1982
105
??a????? ?a? S?????e?se?? ?apad???? ?ef??a?? 10
106
???a?a? 9.3 ????? p?a?µat?p???s?? ?a? ?????
ap?t???a? st?at?????? a??pt???? µ?s? ??a????? ?
S?????e?se?? (??S)
????? ap?t???a? ??S
????? p?a?µat?p???s?? (??S)
107
The top ten mergers
Below are the worlds biggest mergers. Listed are
the partners, each deals status or date of
completion, and values in billions.
Sources Thomson Financial Securities Data AP
Wire Reports
108
Reasons for MA Failures
Inability to manage target business
Clash of management styles/egos
Inability to implement change in new organization
Reason for merger failure
Synergies were overstated
Incompatible cultures
0
10
30
40
50
60
20
Percent
Percent of executives who state reason as primary
explanation for merger failures
109
???a?a? 9.5 ???a?? St?at?????? ??s?µ?t?s?
T??at????? (2001)
?µ???? Intracom (Intracom, Intrasoft)
?µ???? Panafon/Vodafone (Panafon, Panavox, Unifon)
?µ???? Infoquest (Info-Quest, Ergodata)
?µ???? Altec (Altec, Sysware, Unisoft, Stat)
?µ???? Singular (Singular, ???ta)
?µ???? ?at????? ???t??? (?at???? ??????, ?.
Fa?????, Te?ape?t??? ???t?? ?as??)
Axon Holdings (??????? ?a?????d?, Euromedica,
??a???? Sta????, Euromedica ??e???d?e??,
?ae?t???? ?at???a
Notos Com Holdings (Notos Com Holdings,
Sp??tsµa?, Cap Cosmetics, ?f?? ?aµp??p?????,
??d?s?, ?ta???t?, ?apa?????a? ?ata?a??t???,
?apa?????a? S?µµet?????
110
?a?a?t???st??? ?p?te?esµat???? ??a?????
S?µp????µat???? p???? ?a?/? ??a??t?te?
F?????? ??a?????
?????? t?? d?ad??as?a e??p???s?? p?? ?µa??
??a????? ?? s????e?a st?at?????? s?µµa????
???se?t??? ??ad??as?a ?p??????
???s??? st?? a???????s? ?a? t?? d?ap?a?µate?se??
?p?d???? e?asf???s??/d?at???s??
???µat???????µ???? p???? ??a ???µat?d?t?s? ????
ep??e???µat???? ?de?? (Projects)
111
St?at?????? S?µµa??e? ?apad???? ?ef??a?? 11
112
S??µa 11.2 ??ad??as?a ??µ??????a? St?at??????
S?µµa????
????? Spekman R., Isabella L., et al., Creating
Strategic Alliances which Endure, Long Range
Planning, (1996) ?a? Stiles J., Strategic
Alliances Making Them Work, Long Range
Planning, (1994)
113
S??µa 11.3 ?a 4 S??µa (Cs) t?? St?at??????
S?µµa????
???? Brouthers D. K., Brouthers E. L. and
Wilkinson J. T. Strategic Alliances your
Partners, Long Range Planning, (1995)
114
???a?a? 11.1 ??a ???e?a ??????t?s? t??
St?at?????? S?µµa????
115
???a?a? 11.2 S?????s? St?at?????? S?µµa???? µe
???e? ???f?? St?at?????? ?p??????
???sa?µ??? ap? Pekar (1996)
116
??????S 11 3 S??S??S ????????S???O?
?????????S???O? ??? ???H??O? ???????G??S
S?????G??O? S??????O?
???sa?µ??? ap? Pekar (1996)
117
St???e?a p?? p??pe? ?a ap?fe????ta? se µ?a
st?at????? s?µµa??a.

• ? ???e??? t?p?p???µ???? d?ad??as??? efa?µ???? t??
  ?a? e?s?µ?t?s?? t?? ?a???????a? ???s??.
• ?? ?a ßas??eta? ? e?d?afe??µe?? eta???a µ??? se
  e?d????? ??a t?? efa?µ??? t?? s?ed??? t??
  s?µµa??a?.
• ?? ?a ap?d?deta? ?µfas? µ??? st?? d?ad??as?e? ?a?
  ??? st?? t??p? µe t?? ?p??? ? s?µµa??a ?a a???se?
  t?? a??a ?a? t?? ??a??t?te? t?? eta???a?.

118
St???e?a p?? p??pe? ?a ap?fe????ta? se µ?a
st?at????? s?µµa??a.

• ???e??? s?st?µat???? a???????s?? ?a? p??sp??e?a?
  d????s?? t?? ?a????????? te??????.
• ?p?t???a ep?????? t?? ?at??????? ???a??t????
  d?µ??.
• ???e??? pe??a???a? t?? ste?e??? ? ?p?st?????? ap?
  t?? a??tat? d?????s?.
• ????p?? e?pa?de?s? t?? eµp?e??µe??? ste?e???.

119
One World Alliance
??µ?????????e t? 1999 ????µe? 11 ßas??? µ???
(American Airlines, British Airways, Cathay
Pacific, Finnair, Iberia, LAN, Qantas, Canadian
Airlines, Swiss International Airlines, Malev,
Aer Lingus)

• ?????? pa???sµ?a? a????? pe??p?? 20
• 134 ???e? ?a? 599 p?????sµ??
• p??? ap? 240 e?at?µµ???a ep?ß?te?
• pe??ss?te?e? ap? 8.000 a?a????se?? ?µe??s???

120
One World Alliance
??aµa

• ??µ??????a a??a? ??a t??? pe??te?
• ?????a ?a? ??????a ta??d?a se ??a d??t?? p??
  ?aµ?a eta???a de? µp??e? ?a p??sf??e? µ??? t??
• ??sµe?s? ??a pa???? ?????? p???t?ta? ?p??es???
  ?a? asf??e?a?

?a???sµ?a ?????? E-ticketing ?a? electronic
tickets ?????aµµa ep?ß??ße?s?? ??a t??? ta?t?????
pe??te?
121
S??µa 11.7 ???t???a ??a t?? ep????? s?µµ????
??a??t?ta (capability)
S?µßat?t?ta (compatibility)
??sµe?s? (Commitment)
??e???? (control)
Medcof W. J., Why too many alliances end in
divorce, Long Range Planning Vol 30, No 5,
(1997)
122
St?at????? ??e???p???s?? ?apad???? ?ef??a?? 9
123
S??µa 9.1 St?d?a t?? ??e???p???s??
1? St?d?? ??T????? ???????S?
2? St?d?? ??O??????? ??F???S ??S???S
3? St?d?? ?G??T????S? ???T?O? ???????G?O?
????dap? T??at???? ?ta??e?a
?????p?a??e?
??s??s? ????? ??t?p??s?p?? ? S??a?? S?µf?????
µe ?????? ?a?a??????
??a????? se ???e? ???e?
LICENCING/ FRANCHISING
???? Robins, S.P. M.Coulter, Management,
London, Prentice Hall, 1999, 6th ed.
124
S??µa 9.2 ???sd????st???? pa?????te? ???????
p?e??e?t?µat?? (The Diamond Model)
St?at????? t?? ?p??e???s?? ??µ? ??ta????sµ??
?a?a??????? S??te?est??
S?????e? ??t?s??
S?et???µe?e? ?a? ?p?st????t???? ???µ??a??e?
???? Porter M.E., The Competitive Advantage of
Nations, The Free Press, 1990, p. 72
125
S??µa 9.3 Ep??e???µat????/?ta?????? St?at??????
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?a???sµ?a St?at????? (Global)
??e????? St?at????? (Trans- national)
???se?? ??a d?e???p???s? (µe??s? ??st???)
????t?p??? St?at????? (Multi- domestic)
??e???? St?at????? (Inter- national)
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