c hapter 3 internal analysis: resources and capabilities
TRANSCRIPT
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CHAPTER 3
Internal Analysis: Resources and Capabilities
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DISNEY’S STRATEGY(OPENING MINICASE)
1. What Markets Served
2. What Unique Value (why we win with customers)
3. What Resources and Capabilities (how we deliver unique value)
4. What Barriers to Imitation
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PURPOSE OF INTERNAL ANALYSIS
• An organization’s future success depends on its own internal conditions as well as external conditions
• Managers need to be able to identify– Strengths that the company can relay on in
order to compete– Weaknesses that need to be corrected or
minimized as competitive factors
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MANAGERS MUST UNDERSTAND
–The role of resources, capabilities, and distinctive competencies in the process by which companies create value and profit
–The importance of superior efficiency, innovation, quality, and responsiveness to customers
–The sources of their company’s competitive advantage (strengths and weaknesses)
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Competitive Advantage
• The collection of factors that sets a company apart from its competitors and gives it a unique position in the industry/market
• Means to add value for stakeholders• Focus especially on adding value for
customers
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Core Competence(ies)
A unique set of lasting capabilities that a company relies on to achieve competitive advantage and add value
• Innovation• Efficiency• Customer Responsiveness• Quality• Special Expertise
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VALUE-CHAIN ANALYSIS
• Sequential process of value-creating activities• The amount that buyers are willing to pay for
what a firm provides them• Value is measured by total revenue• Firm is profitable to the extent the value it
receives exceeds the total costs involved in creating its product or service
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THE VALUE CHAIN
Adapted from Exhibit 3.1 The Value Chain: Primary and Support ActivitiesSource: Adapted with permission of The Free Press, a division of Simon & Schuster, Inc., from Competitive Advantage: Creating and Sustaining Superior Performance by Michael E. Porter.
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Value Chain Interpretation
• Represents a company or any organization• Simplified illustration of all activities that an
organization must perform• Framework for analyzing a company’s
strengths and weaknesses• Margin represents profit- expand margin by
- Being able to charge a higher price- Operating at a lower cost within the Value
Chain
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SUPPORT ACTIVITY: GENERAL ADMINISTRATION
FIRM INFRASTRUCTURE• Typically supports the entire value chain and not individual
activities- Effective planning systems- Ability of top management to anticipate and act on key
environmental trends and events- Ability to obtain low-cost funds for capital expenditures
and working capital- Excellent relationships with diverse stakeholder groups- Ability to coordinate and integrate activities across the
value chain- Highly visible to inculcate organizational culture,
reputation, and values
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SUPPORT ACTIVITY: HUMAN RESOURCE MANAGEMENT
• Activities involved in the recruiting, hiring, training, development, and compensation of all types of personnel
- Effective recruiting, development, and retention mechanisms for employees
- Quality relations with trade unions- Quality work environment to maximize overall
employee performance and minimize absenteeism- Reward and incentive programs to motivate all
employees
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SUPPORT ACTIVITY: TECHNOLOGY DEVELOPMENT• Related to a wide range of activities and those
embodied in processes and equipment and the product itself
- Effective R&D activities for process and product initiatives
- Positive collaborative relationships between R&D and other departments
- State-of-the art facilities and equipment- Culture to enhance creativity and innovation- Excellent professional qualifications of personnel- Ability to meet critical deadlines
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SUPPORT ACTIVITY: PROCUREMENT
• Function of purchasing inputs used in the firm’s value chain
- Procurement of raw material inputs- Development of collaborative “win-win” relationships
with suppliers- Effective procedures to purchase advertising and
media services- Analysis and selection of alternate sources of inputs to
minimize dependence on one supplier- Ability to make proper lease versus buy decisions
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Applying Value Chain Analysis
• Framework for identifying company’s strengths and weaknesses
• Means to focus on where the company’s core competencies exist and can be used to achieve competitive advantage and add value
• Comparison with competitors reveals opportunities for improving company’s competitive position
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Resource-Based View (RBV)
1. RBV is a method of analyzing and identifying a firm’s strategic advantages based on examining its distinct combination of assets, skills, capabilities, and intangibles
2. The RBV’s underlying premise is that firms differ in fundamental ways because each firm possesses a unique “bundle” of resources
3. Each firm develops competencies from these resources, and these become the source of the firm’s competitive advantages
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RESOURCE-BASED VIEW OF THE FIRM
• Three key types of resources- Tangible and Intangible Resources- Organizational capabilities- Priorities
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TYPES OF RESOURCES: TANGIBLE RESOURCES
• Relatively easy to identify, and include physical and financial assets used to create value for customers
• Financial resources- Firm’s cash accounts- Firm’s capacity to raise equity- Firm’s borrowing capacity
• Physical resources- Modern plant and facilities- Favorable manufacturing locations- State-of-the-art machinery and equipment
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TYPES OF RESOURCES: TANGIBLE RESOURCES
• Technological resources- Trade secrets- Innovative production processes- Patents, copyrights, trademarks
• Organizational resources- Effective strategic planning processes- Excellent evaluation and control systems
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TYPES OF RESOURCES: INTANGIBLE RESOURCES
• Difficult for competitors (and the firm itself) to account for or imitate, typically embedded in unique routines and practices that have evolved over time
- Human• Experience and capabilities of employees• Trust• Managerial skills• Firm-specific practices and procedures
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TYPES OF RESOURCES: INTANGIBLE RESOURCES
• Innovation and creativity- Technical and scientific skills- Innovation capacities
• Reputation- Brand name- Reputation with customers- Reputation with suppliers
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TYPES OF RESOURCES:ORGANIZATIONAL CAPABILITIES
• Competencies or skills that a firm employs to transform inputs to outputs, and capacity to combine tangible and intangible resources to attain desired end
- Outstanding customer service- Excellent product development capabilities- Innovativeness of products and services- Ability to hire, motivate, and retain human capital
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• Driven by Organization’s Values• Reflects Organization’s Culture• Priorities Guide Resource Allocation• Priorities Maintain Allocations Over Timr
TYPES OF RESOURCES:PRIORITIES
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SUSTAINABLE COMPETITIVE ADVANTAGE: VRIO MODEL
Is the resource or capability…
Valuable
Rare
Inimitable
Organized to Exploit
Implications• Neutralize threats and
exploit opportunities• Not many firms possess• Physically unique• Path dependency• Tacit knowledge• Causal ambiguity• Social complexity• No equivalent strategic
resources or capabilities
Adapted from Exhibit 3.7 Four Criteria for Assessing Sustainability of Resources and Capabilities
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INIMITABLE RESOURCES
• Unique History—Coke• Path Dependence—Boeing• Complex Systems—Merck• Tacit Knowledge—Apple• Property Rights—Chevron
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Source: adapted from Jay Barney, “Firm Resources and Sustained Competitive Advantage,” Journal of Management 17, no. 1 (March 1, 1991): 99–120. and Jay Barney and Bill Hesterly, Strategic Management and Competitive Advantage, 4e, Pearson.
Is the resource Valuable?
Is the resource
Rare?
Is the resource
Inimitable?
Is the company
Organized to exploit?
No No No No Competitive Failure
Yes No No No Competitive Parity
Yes Yes No No Competitive Advantage
Yes Yes Yes No Durable Competitive Advantage
Yes Yes Yes Yes Sustained Competitive Advantage
RESOURCES AND COMPETITIVE ADVANTAGE
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FINANCIAL RATIO ANALYSIS• Six types of financial ratios
- Short-term solvency or liquidity- Long-term solvency measures- Asset management (or turnover)- Profitability- Market value- Growth
• Meaningful ratio analysis must include- Analysis of how ratios change over time- How ratios are interrelated
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COMBINING INTERNAL AND EXTERNAL ANALYSES
• Internal and External Analyses commonly referred to as SWOT:– Strengths– Weaknesses– Opportunities– Threats
• Strengths and Weaknesses identified from Internal Analysis
• Opportunities and Threats identified from External Analyses
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Internal Analysis
• Strengths and Weaknesses identified through the use of tools including:- Stakeholder Analysis- Core Competencies- Value Chain- Resource-Based View- VRIO - Sustainable Competitive Advantage- Financial Analysis- Strategic Issues
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External Analysis
• Opportunities and Threats identified through the use of tools such as:- Five Force Analysis- General Environment Assessment- Key Success Factors in Industry- Competitive Changes during Industry
Evolution
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RESULTS OF INTERNAL AND EXTERNAL ANALYSIS
• Requires creative interpretation • Understanding of company’s competitive position
in its industry• Identification of strategic issues the company
faces• Strategic issues
– Represent dangers to the company’s long-term survival
– Suggest areas where the company should concentrate its efforts in order to grow
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Internal Analysis• Strengths
• Weaknesses
External Analysis• Opportunities
• Threats
Strategic Issues
Strategic Alternatives
Strategy
Tools Tools