Strategic Management

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Strategic Management

By | May 2011
Page 1 of 43
Chair of Sustainability and Technology Prof. Dr. Volker Hoffmann www.SusTec.ethz.ch

Managerial Economics

Strategic Management
Fall Term 2010

ETH Zurich

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SusTec – Chair of Sustainability and Technology

AGENDA

The Roots of Strategic Management Oerlikon Solar Case Study BCG Matrix and Learning Curve Design School – SWOT Analysis Porter (positioning school) vs. the Resource-based View Institutional Theory The Planning School Other strategy concepts

ETH Zurich

1

SusTec – Chair of Sustainability and Technology

AGENDA

The Roots of Strategic Management Oerlikon Solar Case Study BCG Matrix and Learning Curve Design School – SWOT Analysis Porter (positioning school) vs. the Resource-based View Institutional Theory The Planning School Other strategy concepts

ETH Zurich

2

SusTec – Chair of Sustainability and Technology

The roots of strategic management – Sun Tzu “The Art Of War” (~6th Century BC, China) Principles in Sun Tzu‘s „The Art of war“

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Planning is crucial: be well prepared A good general should be cautious, thoughtful, clever, caring and disciplined Cleverness means – Know your enemy (e.g., through espionage) - „If you know your enemies and know yourself, you can win a hundred battles without a single loss.” – Use power indirectly - „Therefore one hundred victories in one hundred battles is not the most skillful. Seizing the enemy without fighting is the most skillful.” – Be quick (first mover) – Use power of surprise and deceit (keep strategy confidential) - „All warfare is based on deception.”



It‘s about peace, not about conquest

ETH Zurich

3

SusTec – Chair of Sustainability and Technology

What is strategy? And why do we need it?
What is strategy? - There is no single definition Why? ... the creation of a unique and valuable position and choosing what not to do and creating fit among a company's activities M. Porter

Strategy is revolution! ... everything else is tactics! G....