????: ????(co-opetition)

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????????(co-opetition)

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applications

• Business competition, auctions
• Politics election
• ?????????
• Law ????(????,..)
• Biology
• .?????

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????????

• ????? ??
• ???? Normal form
• ???? extensive form
• ???? ????, ???
• ??
• ??
• ??

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??????

• 1. B.S.C.P.G
• 2. Porter Five Forces
• 3. SWOT

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?????

• 1. ??Intel ? Microsoft??Porters framework ?
• ????????????
• ??????
• ????
• 2. Business is not always war

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The traditional way

• outsmarting the competitors
• capturing market share
• beating up suppliers (??)
• locking up customers (??)
• It is not enough to succeed.
• Other must fail.
• (??????????)

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But Business is not always war

• listen to customers
• work with suppliers
• establish strategic partners even with
  competitors
• Most business succeed only if others also succeed

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Is business peace ?

• No
• Battles with competitors over market share
• Fights with suppliers over cost
• Conflicts with customers over price
• ???????????
• ???? ??????????????
• So what business is ?

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So what business is ?

• A New Mindset
• Business is cooperation when it comes to
  creating a pie and competition when it comes to
  dividing it up
• Business is simultaneously war and
  peaceCo-opetition
• You can cooperate without having to ignore your
  self-interest

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Value Net
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Defining Complementor or Competitors

• from customers perspective
• from suppliers perspective

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from customers perspective(1)

• A player is your competitors if customers value
  your product less when they have the other
  players product than when have your product
  alone.?????????????????????????, ???????????
• Example Coca-Cola and Pesi-Cola
• Example Intel and American airline may end up as
  competitors
• as videoconferencing takes off and becomes a
  substitutes for business trips.
• what else ?

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from customers perspective(2)

• A player is your complementor if customers value
  your product more when they have the other
  players product than when have your product
  alone.?????????????????????????, ???????????
• Example hot dog and mustard
• ?????????????????
• Example ?????????
• what else?

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from suppliers perspective

• A player is your competitors if it is less
  attractive for a supplier to provide resource to
  you when it is also supplying the other player
  than when it is supplying you alone.??????????????
  ??????????????, ???????????
• Example
• ?? ??????
• What else ?

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from suppliers perspective

• A player is your complementor if it is more
  attractive for a supplier to provide resource to
  you when it is also supplying the other player
  than when it is supplying you alone.??????????????
  ??????????????, ???????????
• Note book ????????
• Example Compaq and Dell competes for the limited
  supply of Intels chip.
• Example ??,?????
• What else ?

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Value Net for University
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The elements of a industry game

• P Players customers, suppliers,
• competitors, complementors
• A Added value
• R Rules
• T Tactics (??)
• S Scope
• PARTS

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Players

• ???customers , suppliers
• ??customers perspective ?suppliers perspectives
• ?competitors

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Added value

• Your added value The size of the pie when you
  are in the game
• - the size of the pie when you are out of the
  game.
• What you bring to others
• What you get from a game can not be more than
  what you bring, which is your added value.

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Card game ???s version

• ??? has 26 red cards
• 26 students each has one black card
• One red card and one black card together are
  worth 100.
• Who will get what ?

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???s version

• Q Imagine that you are one of the students, and
  ??? offers you 20 for you red card. Would you
  take it ?
• A The 50/50 split is the most likely outcome

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Card game ???s version

• ??? has originally 26 red cards
• ????, loses 3 cards
• 26 students each has one black card
• One red card and one black card together are
  worth 100.
• Who will get what ?

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???s version

• Q Imagine that you are one of the students, and
  ??? offers you 20 for you red card. Would you
  take it ?
• A you should accept any positive dollar , why ?

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Added value ????

• Your added value The size of the pie when you
  are in the game (2600)
• - the size of the pie when you are out of the
  game(2500)
• What you bring to others(100)
• ????added value 100
• What you get from a game can not be more than
  what you bring, which is your added value(100).
• ???0,100

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Added value ????

• Your added value The size of the pie when you
  are in the game (2300)
• - the size of the pie when you are out of the
  game(2300)
• What you bring to others (0)
• What you get from a game can not be more than
  what you bring, which is your added value.0
• ??10?????

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???

• ?????????????
• ??????? ???????
• ??????????

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??added value ???

• 1. ?????????????
• 2. Shortage strategy
• Wii ?????????(1988
• 3. ????????

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Rules

• Rules structure the way the game is played.
• These rules come form custom, contracts, or law.

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????, ????, ????

• If you know the other sides value, go first
• If you are uncertain, better to go second

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Rules and Tactics ??????

• ????????????????
• ????, ?????
• ???????
• ?????????
• ????????
• ?????????, ??????
• ?????

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Scope

• Epsons Entry in Laser Printers
• 1989, three types of printers
• dot-matrix ( 550, Epson)
• ink-jet (650, HP)
• Laser (2,200, HP, fast growing)

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Epsons mistake

• ? EPL-6000
• HP price competition
• Hurt HPs sales of ink-jets,
• HP promoted ink-jets
• Then,.

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what was Epsons mistake ?

• It misunderstood the scope of the printer game
• ???, ???
• ??,??,?????, ????