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战略经济(竞争分析)11-战略定位与竞争优势

战略经济(竞争分析)11-战略定位与竞争优势

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时间：2019-05-25

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1、EconomicsofStrategyBesanko,Dranove,ShanleyandSchaefer,4thEditionChapter11StrategicPositioningforCompetitiveAdvantageSlideshowpreparedbyRichardPonarulCaliforniaStateUniversity,ChicoStrategicPositioningFirmswithinthesameindustrycanpositionthemselvesindifferentwaysNotallpositio

2、nswillbeequallyprofitableorleadtothesameoddsofsurvivalAfirm’sabilitytocreatevalueandenjoyacompetitiveadvantageoverotherfirmsdependsonhowitpositionsitselfwithinitsindustryCompetitiveAdvantageandValueCreationAfirmsissaidtohaveacompetitiveadvantageinamarketifitearnsahigherrateo

3、feconomicprofitcomparedtotheaverageeconomicprofitintheindustryEconomicprofitearnedbyafirmdependsonthemarketconditionsaswellastheeconomicvaluecreatedbythefirmCompetitiveAdvantageandValueCreationAfirmcanachievecompetitiveadvantageonlyifitcancreatemoreeconomicvaluethanitscompet

4、itorsAfirm’sabilitytocreatevaluedependsonitscostpositionaswellasitsbenefitpositionrelativetoitscompetitorsFrameworkforCompetitiveAdvantageCompetitiveAdvantageandProfitability:EvidenceResearchonthevariationinprofitabilityacrossfirmsbyAnitaMcGahanandMichaelPortershowsthat–19%o

5、fthevariationisduetoindustryeffects–32%isduetocompetitiveadvantageoffirms–43%ofthevariationisrandom–4%ofthevariationisattributabletothecorporateparentandabout2%istheyeareffectIndustryandBusinessUnitEffectsinProfitabilityValueCreationandProfitabilityValuecreated=consumersurplu

6、s+producer’sprofitConsumersurplusisthedifferencebetweenthemaximumtheconsumeriswillingtopay(monetaryvalueoftheperceivedbenefit)andthepriceComponentsofConsumerSurplusAfirmcanincreaseconsumersurplusbyincreasingtheperceivedbenefitorbysellingatalowerpriceThefirmcanalsoincreaseco

7、nsumersurplusbyreducingthecostofusingtheproductandthetransactionscoststhattheconsumerincursCompetitioninPrice-QualityContinuumWhenproductsdifferinquality,competingfirmscanbeviewedassubmittingconsumersurplusbidswiththeirquality-pricecombinationsWhenafirmfailstoofferasmuchcons

8、umersurplusasitsrivals,itssaleswilldeclineTheValueMapP,PriceL

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