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Chapter6CraftingBusinessStrategyforDynamicContextsOBJECTIVESIdentifythechallengestosustainablecompetitiveadvantageindynamiccontexts1Understandthefundamentaldynamicsofcompetition2Evaluatetheadvantagesanddisadvantagesofchoosingafirst-moverstrategy3Analyzeanddevelopstrategiesformanagingindustryevolution4Analyzeanddevelopstrategiesfortechnologicaldiscontinuities5Analyzeanddevelopstrategiesforhigh-speedenvironmentalchange6Explaintheimplicationsofadynamicstrategyforthestrategydiamondandstrategyimplementation71THETALEOFNAPSTERSold
toSoftwareBusinesssoldBusinessmodeloptionsRoxioSoftwareandmusicSoftwareMusicSoftwareSonicsolutionsNapsterMusicBank-ruptSubscription
Unlimiteddownloads
for$9.99/monthStreamingReal-network'sRhap-sodyletsmusicloverslistenasmuchastheywantforonemonthlyfeeAlacarteRoxioandiTunessellsinglesongs2THREECAUSESOFDYNAMICCONTEXTSExamplesCompetitive
InteractionWhenincumbentsand,
especially,newentrantsuseanewbusinessmodeltheydrive
dynamisminmarketMini-millsenteredwithanewbusinessmodelandincumbentsteelcompaniesdidnotrespondAsindustriesevolveandcompetitionshiftsfromdifferentiationtoprice/low-cost,advantagesshiftbetweenrivalsArmandHammeralmostlostitsleadpositionwhenbakingsodabecamecommoditizedIndustry
evolutionWhentechnologicalchangeisdiscontinuous,itdoesnotsustainexistingleadersadvantagesTheshifttodigitalphotographyfavorsthestrengthsofSonynotphotographyincumbentlikeKodakTechnological
change3PHASESOFCOMPETITIVEINTERACTIONPhase1
Discovery
andcompetitivenewactionPhase2
CustomerreactionPhase3
CompetitorreactionPhase4
EvaluationofactionandreactioneffectivenessSource: AdaptedfromK.G.Smith,W.J.Ferrier,andC.M.Grimm,“KingoftheHill:DethroningtheIndustryLeader,”AcademyofManagementExecutive15:2(2001),59-704THESPECTRUMOFCOMPETITIVERESPONSESSTRATEGIESEasewiththreatcan
becontrolledGreatDifficultContainment/Neutralization/Shaping/Absorption/AnnulmentScopeofresponseLimitedExtensive5CONTAINMENTContainmentNeutralizationShapingAbsorptionAnnulmentLimittheextenttowhichthenewentrant’sinnovationimpactsyourbusinessForexample:
AmericanAirlinescanpartiallycontainSouthwestbyusingitsbargainingpowertosecuremoreexclusiveairportgates6NEUTRALIZATIONContainmentNeutralizationShapingAbsorptionAnnulmentTrytoshort-circuitthemovesofinnovatorsornewentrantsbeforetheymakethemForexample:
TheRecordingIndustryAssociationofAmericalaunchedsuchafiercelegalattackonNapsterthatitforcedevensmallerNapster-likefirmstostayoutofthefray7SHAPINGContainmentNeutralizationShapingAbsorptionAnnulmentShapetheinnovationsoitbecomessomethingtheincumbentcanlivewithorevenbenefitfromForexample:
ForyearstheAmericanMedicalAssociationusedregulatorstoattackchiropractors;nowtheyshapechiropracticmedicinetobecomeacomplementtotraditionalmedicine8AB蜘SO粮RP决TI骨ONCo河nt团ai锻nm棵en忍tNe厕ut职ra提li亦za耽ti朴onSh直ap刺in习gAb准so遵rp斩ti烫onAn诞nu让lm夕en到tMi患ni抄mi逐ze演t衫he静r兔is郊ks泳e改nt晃ai见le灰d浩by吼b的ei床ng今e情it节he辉r愁a洁fi淋rs屋t够mo敏ve讨r杏or精a拔n迈im勇it其at旁orFo虾r备ex阁am疮pl韵e:In舌t宫he烈l洪at汗e慢19哈80芽s止Mi敲cr静os染of冶t宏pu记rc截ha诊se谈d搭In肠tu膊it淋,锐th这e摆ma讽ke斜r闭of茫Q猪ui昼ck奴en计a娱nd旱Q妇ui辞ck蓄Bo枕ok壶s;怜b拣ec远au偷se快i衬t津id胶en泰ti赔fi飞ed林m赶on亭ey漆-m泳an凑ag武em通en翻t抢so张ft搁wa阿re乳a喊s咽a贿hi凤gh缝-g友ro珍wt直h安op摇po秩rt洲un仙it燥y.9AN末NU柿LM佛EN倘TCo孩nt跌ai妈nm牺en篇tNe匆ut殊ra辽li巨za中ti墨onSh昼ap控in椒gAb赴so堤rp会ti浙onAn焰nu改lm祝en殿tIm身pr微ov格e港in鹿cu婆mb维en正t酸pr训od肉uc喷ts罪a瓦nd伴s廉er残vi粘ce隆s贸to吩a孕nn童ul假a悟n质in挺no抽va陷ti限on招o祖r揪ne截w阵en鸡tr锣an禽t’犯s娃of森fe窜ri油ngFo或r茧ex摧am六pl据e:Ko仙da嫩k直ha博s币im侄pr尽ov贞ed徐t确he唱q翻ua镰li殿ty踪蝶o兔f影it晴s翠fi粗lm宋-b在as动ed禁p晋ri执nt死s咬so脖t闭ha圆t闭th核ey瘦a烘re阻s千up堵er督io球r重to互m将an枯y觉di仓gi或ta知l-慰ba趁se弄d益al老te菊rn承at踩iv鲁es10PR备OS纺A酱ND侵C窄ON阳S哲OF凶F两IR纤ST某M转OV非ER抹SRa高pi赌d丈te蛾ch居no糠lo希gy功a好dv坟an蓬ce荣s撞al伐lo谢w锯a胃fa漫st欧-f超ol趋lo塔we扩r尺to冈l源ea炭pf兆ro战g番th孩e扁fi勇rs卡t交mo负ve耻rIt例a揉ch菠ie动ve牲s由ab纵so适lu脏te赵c宾os费t交ad威va延nt消ag篇eTh情e印fi商rs青t听mo平ve岂r’筑s密of径fe床ri柱ng恶s榴tr破ik辩es暮a喊c陵ho租rd威b穿ut遍i腐s引fl更aw垒edIt糊s粥re柜pu扣ta轻ti锋on株a荷nd浪i维ma民ge锤a穴dv放an炎ta柴ge京s逗a暖re识h垦ar译d恰to缩慧c堤op源yTh装e懒fi涉rs兽t刊mo舰ve晶r扭la剩ck逐s缎a泡ke霸y贷co璃mp面le纯me队nt叼(雁e.印g.嫁,狐ch贞an殊ne油l只ac锄ce剑ss灶)透th寻at称t潮he薪f浮ol闭lo卸we脾r书po责ss核es手se秘sIt狮s准cu明st却om乘er迁s茅ar蜘e闯lo犯ck旷ed改i阿n勿(i筝.e肺.,逝s愈wi划tc揪hi询ng呀c菠os猎ts瞎e睡xi显st迅)Fi粗rs岂t-宰mo控ve预r称co却st盗s傻ou简tw凶ei吓gh逃t氏he询a习dv点an撞ta苦ge笨s棚of巩b监ei军ng匆t收he团f由ir定st匪-m渔ov刊eSc悄al冰e园of胸t鲜he棉f蹄ir婶st匪m极ov梅e果ma娇ke申s性im静it拘at渴io悠n彩un代li观ke废lyA查fi董rs元t-栏fo河ll购ow党er陵i匆s怪of喘te穷n清be谜tt哭er障o茅ff贡t切ha尼n秆a局fi钟rs致t级mo漫ve迹r反wh益en据:A捎fi箩rs喝t-霸mo蛇ve斥r拆is竿o糟ft裁en总b匆et佳te武r圣of还f资th累an拥a晒f唯as望t姨fo冻ll情ow贵er砌w天he盲n:11A玻GA滤LL垦ER爬Y霸OF护F民IR严ST怒-M侮OV掘ER魔S电AN拨D村FA扫ST馆F夺OL较LO忌WE泰RSPr远od待uc检tPi侄on横ee鲜r(随s)Im母it泰at弹or馆s/膜fa羞st雕f但ol递lo忽we晓rsCo层mm鄙en核tsAutomatedtellermachines(ATMs)DeLaRue(1967)Docutel(1969)Diebold(1971)IBM(1973)NCR(1974)Thefirstmoversweresmallentrepreneurialupstartsthatfacedtwotypesofcompetitors:(1)largerfirmswithexperiencesellingtobanksand(2)thecomputergiants.ThefirstmoversdidnotsurviveBallpointpensReynolds(1945)Eversharp(1946)Parker(1954)Bic(1960)Thepioneersdisappearedwhenthefadfirstendedinthelate1940s.Parkerentered8yearslater.BicenteredlastandsoldpensascheapdisposablesCommercialjetsDeHaviland(1952)Boeing(1958)Douglas(1958)Thepioneersrushedtomarketwithajetthatcrashedfrequently.BoeingandDouglas(laterknownasMcDonnell-Douglas)followedwithsafer,larger,andmorepowerfuljetsunsulliedbytragiccrashesCreditcardsDinersclub(1950)Visa/Master-Card(1966)AmericanExpress(1968)Thefirstmoverwasundercapitalizedinabusinessinwhichmoneyisthekeyresource.AmericanExpressenteredlastwithfundsandnamerecognitionfromitstraveler’scheckbusinessDietsodaKirsch’sNo-Cal
(1952)RoyalCrown’sDietRiteCola(1962)Pepsi’sPatioCola(1963)Coke’sTab(1964)DietPepsi(1964)DietCoke(1982)ThefirstmovercouldnotmatchthedistributionadvantagesofCokeandPepsi.Nordidithavethemoneyormarketingexpertiseneededformassivepromotionalcampaigns12A喷GA修LL茶ER宗Y轰OF携F骗IR低ST悉-M苗OV改ER券S廉AN梢D合FA伤ST畜F宽OL煮LO熊WE开RS腔(党CO上NT浅.)Pr京od恒uc转tPi遍on辜ee认r(要s)Im蛾it社at堂or境s/密fa械st疑f费ol兽lo俯we腔rsCo勉mm观en末tsLightbeerRheingold’sand
Gablinger’s(1968)MeisterBrauLite
(1967)MillerLite(1975)Naturallight(1977)Coorslight(1978)Budlight(1982)Thefirstmoversentered9yearsbeforeMillerand16yearsbeforeBudweiser,butfinancialproblemsdrovebothoutofbusiness.Marketinganddistributiondeterminedtheoutcome.Costlylegalbattles,againrequiringaccesstocapital,werecommonplacePCoperatingsystemsCP/M(1974)MicrosoftDOS(1981)MicrosoftWindows(1985)ThefirstmoversettheearlyindustrystandardbutdidnotupgradefortheIBMPC.Microsoftboughtanimitativeupgradeandbecamethenewstandard.Windowsenteredlaterandborrowedheavilyfrompredecessors(andcompetitorApple),thenemergedastheleadinginterfaceVideogamesMagnavox’s
Odyssey(1972)Atan’sPong(1972)Nintendo(1985)Sega(1989)Microsoft(1998)Themarketwentfromboomtobusttoboom.Thebustoccurredwhenhomecomputersseemedlikelytomakevideogamesobsolete.Kidslostinterestwhengameslackedchallenge.Pricecompetitionruled.Nintendorekindledinterestwithbettergamesandrestoredmarketorderwithmanagedcompetition.MicrosoftenteredwithitsXboxwhenperceivedgamingtobeapossiblecomponentofitswiredworldSo逮ur鸡ce赴:赢A废da蚀pt哨ed属f宰ro封m亦S.类S歌ch标na淋ar栗s,凶M爪an储ag拢in敌g严Im范it夕at束io宿n卸St铲ra暂te剃gi产es属(棕Ne余w窃Yo畜rk溜F将re际e沈Pr殿es昌s,闹1庭99感4)柜,看37恋-4奔313St疤at跌us战o灵f熄co历mp须le塑me细nt抄ar博y央as龟se饱tsEV稼AL监UA栽TI茄NG脾A筐F高IR耗M’店S烟FI条RS殿T-贞MO铃VE娘R眉DE樱PE长ND京EN饲CI列ES筛O耐N辩IN抛DU桃ST蜻RY不C概OM帽PL交EM痰EN胡TSFr物ee彩ly唐a麦va慌il怖ab支le蚀o狠r界un共im殖po态rt务an挣tTi蛮gh楼tl匆y兴he发ld顷a栗nd永i序mp捏or棵ta袍ntBa野se旱s绑of扑f锤ir肤st小m锅ov堡er饼a纸dv打an鉴ta顿ge悄sSt裕ro闷ng土p用ro汉te道ct鸭io立n泽fr曲om闹i羡mi幅ta粪ti妄onWe微ak尊p发ro检te放ct屈io录n陪fr笛om投i眼mi然ta店ti皂onItisdifficultforanyonetomakemoney:IndustryincumbentmaysimplygivenewproductorserviceawayaspartofitslargerbundleofofferingsValue-creationopportunitiesfavortheholderofcomplementaryassets,whowillprobablypursueafast-followerstrategyFirstmovercandowelldependingontheexecutionofitsstrategyValuewillgoeithertofirstmoverortopartywiththemostbargainingpower14ST割RA丈TE睛GI愤ES森F兰OR姨M兽AN仆AG惩IN粮G擦CO唯MM卸OD完IT声IZ枯AT两IO镇NMa换na卵gi颗ng障c稍om钢mo汗di谦ti季za探ti聚onAn凤ti臭ci圣pa闭ti妄ngRe祝sp择on促di甚ngVa推lu自e-酷in溪-u宣se哥a油pp挑ro椒ac袋hPr扛oc酿es缩慧s误in唯no扮va烟ti凤onap缓pr对oa迈chMa卧rk糠et肿f牛oc地usSe幕rv半ic狱ein国no当va桂ti辆onTimkenbundlescommodityproductwithkeycomponentsDellsellsdirectlyto
consumersK-martandKBToysbothreducednumberofcustomerswhentheyrestructuredHotelsmaychargeextrafor
cableTVandcomputerhookupsEx咸am晨pl提es15EF赏FE踪蝶CT元O太F拥TE麻CH洗NO俭LO真GI云CA仰L新DI乐SR滔UP前TI尚ONMaturityMaturityGrowthDisruptionEmbryonicEmbryonicGrowthPerformanceTime16FO揪UR朋A苦CT嚼IO晕NS阴F虏RA粮ME淡WO奥RK相:茄KE份Y衰TO筹T须HE壶V剑AL往UE浪C桃UR毛VERe另du灾ceWh龄at聋f咸ac达to庆rs每s亮ho文ul死d铲b支e枣re抬du概ce炸dwe淹ll贝b滔el扶owth主e蛋in开du稍st智ry谣s勾ta便nd洒ar乡丰d?Ra辱is猛eWh址at已f精ac纪to用rs茄s宋ho请ul北d阔b洽e臂ra洪is规edwe嘉ll捏a颗bo锈veth框e凳in也du盈st芳ry飞s挺ta骡nd份ar角d?Th附e姓ke胀y桨to纱d惹is橡co哨ve粮ri跟ng总a是n故ew惊v迟al孙ue粱c触ur朗ve象l毙ie院s语in倚a联ns颈we僵ri戏ng扛f仙ou种r处ba每si做c摇qu谢es雨ti狂on丽sSo跌ur失ce讨:稿A捉da怜pt探ed光f猎ro校m胆W.野C.披K辣im浅a薄nd赢R隙.鲜Ma米ub垦or坏gn讨e,饶“驶Bl嫌ue材O算ce做an爆S甘tr间at痕eg栗y,定”烘Ca殖li重fo闲rn坟ia慰M班an亭ag慢em馅en渔t洽Re萝vi抓ew场4越7:捞3顾(2战00评5)配,燃10原5-洁12诸1Cr下ea窝ti摧ng粗ne饮w墙ma壶rk秆et别s:A旺ne蚁w佳va踩lu粗e为c形ur帐veEliminateWhatfactorsthatthe
industryhastakenfor
grantedshouldbeeliminated?Create/AddWhatfactorsthattheindustryhasneverofferedshouldbecreatedoradded?17HI报GH遥A罩ND营L赤OW挣-E晃ND婚D哀IS增RU煮PT摄IO州NSt乳ra榨te贱gy杯t北ha再t腐ma谱y税re点su添lt劳i久n伤hu哈ge券n璃ew茧m示ar临ke茂ts色i惕n茄wh舅ic之h娱ne虎w荷pl唤ay比er健s丛re扩de族fi拾ne料i饰nd智us召tr挠y横ru粱le宾s倒to包u居ns款ea稳t济th帮e牢la爷rg躬es伤t运in杀cu丢mb按en书tsSt旨ra裂te壶gy赖t扮ha脾t丑ap珠pe浑ar佛s帐at仪t豆he照l问ow逐e妇nd订o没f冷in召du桶st肠ry浩o首ff蛮er即in敌gs茫,芒ta姿rg奔et随in舞g届th臂e咏le批as扭t港de治si辩ra射bl计e确of钻i春nc雁um断be尾nt耕s’麦c泛us秧to产me畏rsHigh-endLow-end18VA返LU想E滩CU缴RV阅E妥fo各r押U.叨S.霞W滴IN却E育IN爽DU诱ST向RY迫–柄Y愤EL怀LO兔W福TA凯ILExpensivewinesYellowtailCheapwinesPr鸣ic皇eUs榴e及of绪t改ec捷hn尼ic挑al有w巨in泉e饰te郑rm局in辆ol碌og条yAb所ov苹e-霸th脏e-架li每ne士m趴ar折ke僻ti做ngAg阔in向g怖qu震al乎it手yVi狱ne颜ya哄rd飞p帜re游st似ig围eWi雹ne宪c躲om遮pl为ex妨it嫩yWi饰ne归r淡an风geEa积sy预d挺ri赶nk繁ab鸣il茂it展yEa忧se肺o脱f连se誉le纹ct凡io衰nFu钞n散an故d羡ad掉ve距nt放ur融eLo遣wHi勇gh19CO掉NV责EN慢TI赌ON它AL塘V炮S.把N什EW梯M丘AR继KE怜T-羽CR猪EA穷TI弃ON拴S幼TR轨AT清EG狐IC剂M平IN膏DS页ET恢SSt赶ra腐te裹gi禽c湖gr齿ou钥p始an算d放in两du均st示ry悉s齿eg欧me课nt帅sIn冠du中st匪ryBu辈ye伪rsBu沙si各ne胞ss耻m己od障elTi悦mePr篮od化uc君t瞎an腾d终se杠rv奶ic妄e源of蛛fe沾ri墨ng向sEmphasizescompetitivepositionwithingroupandsegmentsEmphasizesrivalryEmphasizesbetterbuyerserviceEmphasizesefficientoperationofthemodelEmphasizesadaptationandcapa-
bilitiesthatsupportcompetitiveretaliationEmphasizesproductorservicevalueandofferingswithinindustrydefinitionDi久me王ns浩io准ns袜of洒c融om蒜pe醋ti世ti侨onHe蓬ad凡-t凡o-因He牌ad腾c庸om训pe壁ti亿ti趁onNe奴w-嘴ma铁rk蚀et农c狼re刑at翁io侮nLooksacrossgroupsandsegmentsEmphasizessubstitutesacrossindustriesEmphasizesredefinitionofthebuyerandbuyer’spreferencesEmphasizesrethinkingoftheindustrybusinessmodelEmphasizesstrategicintent-seekingtoshapetheexternalenvironmentovertimeEmphasizescomplementaryproductsandserviceswithinandacrossindustriesandsegments20SO赌ME朱W饭EL尾L-渔KN斥OW舟N吵DI约SR岩UP太TI训ON桃SCompaqgrewfromzerorevenuesto$1billion
in5yearsMicrosofttook15yearstogrowfromboutiquesoftwarefirmtoGoliathAtarigrewfrom$50millionto$1.6billionover5years,doublingeveryyear21CR群EA腾TI梅NG哭O犯PT据IO柿NS坝F祖OR爱F届UT呼UR悟E已CO袍MP嫌ET陶IT即IV据E代AD肢VA渠NT鹊AG宅E泽AN靠D则PR抄OF粥IT际AB奶IL欢IT钞YHorizon3SeedoptionsforfuturegrowthbusinessHorizon2DrivesgrowthinemergingnewbusinessHorizon1DefendandextendcurrentbusinessProfitTimeTactical
probing22IM为PR香OV爱IS债AT骆IO论N啦AN浆D舰SI桨MP枝LE泽R庙UL种ESJu兵st你a眨s坑Ja在zz求m腿us哈ic夫ia克ns奖c夺an咸i乘mp蕉ro异vi勤se客w宰he券n零th衣ey嘉p毛la嘉y雨to川ge穿th邪er着b刺ec阿au电se仿t啦he曾y娱fo复ll脊ow伏a如s冻et房诚o录f病si宽mp湖le小r劣ul工es筐.狱....认.间co块rp鞋or运at国io办ns挂c桌an鹊b言ec浆om序e交mo办re损f味le窄xi颂bl蝴e嘴by料a薄ll溪ow欣in流g虾im劫pr宿ov手is驳at青io航n巡寿un压de珠r累a塑se盘t葱of映s繁im个pl难e鲁ru昏le羽sSi文mp桥le特r炸ul慨esCu膊st披om旱er胃i百s超al凳wa谦ys描r宅ig众htAl详wa炼ys处r阳un粮h程ig记he虾st婚p新ro捕fi夜ta桐bi属li止ty篮p搜ro接du炸ct浸sNe绳ve层r23TA资CT晓IC银AL反P欧RO寒BI悄NG芹O宇PE夕RA贿TI护ON脏AL闸T合AC泪TI炭CS桶C斜AN眯B贫EC晶OM匪E寸ST滋RA景TE适GI略CA津LL日Y奶IM译PO绳RT词AN涌TThoughsomeinitia-tivesfailed,severalenabledCharlesSchwabtofurtherdifferentiateitselffromitsbare-bonescompetitionMerrilllynch
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