Karel Cool

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Course Introduction

Industry and Competitive Analysis

Karel Cool BP Chaired Professor of
European Competitiveness
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What is it about ?
Creating and sustaining above-normal returns
Returns from unique assets rents
Returns from market power monopoly profits
Resource and market dynamics
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Course Material
  Lectures    Cases   - Toys -
Bang Olufsen () - Publishing () -
Michelin () - Insurance () - Video
games and consoles () - TV broadcasting
() - Google ()    Questionnaires
   Simulations  
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Grading

• Major case write-up 25
• sign up with Pascale Guilpain
• 3 write-ups max per case, per section
• group size 3-4
• max text 20 pages, double spaced, excluding
  exhibits
• presentation in class (hand in with write-up)
• analysis template on course web-site
• Class participation 20
• Exam or project 35
•   - Exam closed book, multiple-choice, essay,
  case

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Grading

• Project
• any ICA issue (see ICA website for list of past
  projects)
• due date class 16
• outline class 5
• group size 3-6
• max text 40 pages, double spaced, excluding
  exhibits
• text and data sources to be fully cited
• On-line tests 20
• four tests from week 3 onward
• MCQ on course book and material discussed in
  class
• From Monday 9am to Friday 5pm
• Correct responses and group distribution will be
  mailed to you
• Overall grade 1 - 4

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Course Rules
Be on time   Missing classes written warning
to pascale.guilpain_at_insead.edu   Cold calls,
etc. ICA website   e-mail   Meetings
written outline prior to meeting  
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My Promise
State-of-the-art course     
Hand-out on How to develop a Competitive
Strategy    
Ill help you as much as I can