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StWirtschaftsinformatik

Strategy
Dr. Hans-Dieter Zimmermann Lehrstuhl für Wirtschaftsinformatik und Interorganisationssysteme Institut für Wirtschaftsinformatik Universität Münster

Agenda

1. Introduction to strategy 2. Market and resource-based view 3. Towards an inter-firm perspective of strategy 4. Inter-firm alliance and network strategy

IOS SS2004 - 09: Strategy

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Agenda

1. Introduction to strategy 2. Market and resource-based view 3. Towards an inter-firm perspective of strategy 4. Inter-firm alliance and network strategy

IOS SS2004 - 09: Strategy

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What is strategy?

1. Introduction 2. MBV and RBV 3. Towards interfirm 4. Network strategy

greek: „strategia“ (The „art of war“) The term originally comes from a military context: „maneuvering troops into position (...), the employment of troops.“ (vgl. Nickols 2000). „Die Strategie ist der Gebrauch des Gefechts zum Zwecke des Krieges; sie muss also dem ganzen kriegerischen Akt ein Ziel setzen, (...) sie entwirft den Kriegsplan, und an dieses Ziel knüpft sie die Reihe von Handlungen an, welche zu demselben führen sollen“ (von Clausewitz, 19.Jhd.)

After World War II, several notions and meanings of strategy in the business area have evolved, which are partly conflicting.

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Definition 1

1. Introduction 2. MBV and RBV 3. Towards interfirm 4. Network strategy

George Steiner („Strategic planning“ 1979): 1. Strategy is that which top management does that is of great importance to the organization 2. Strategy refers to basic directional decisions, that is, to purpose and missions. 3. Strategy consists of the important actions necessary to realize these directions. 4. Strategy answers the question: What should the organization be doing? 5. Strategy answers the question: What are the ends we seek and how should we achieve them?

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Definition 2 Michael Porter („Competitive Strategy“, HBR, 1996):

1. Introduction 2. MBV and RBV 3. Towards interfirm 4. Network strategy

Competitive strategy is „about being different.“ „It means deliberately choosing a different set of activities to deliver a unique mix of value.“ To achieve a superior industry position by differentiating the firm‘s products and services from the customer‘s perspective. „Je mehr der Mensch plant...

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Definition 3

1. Introduction 2. MBV and RBV 3. Towards interfirm 4. Network strategy

Henry Mintzberg („The rise and fall of strategic planning“ 1979): 1. Strategy is perspective, that is vision and direction. 2. Strategy is position; that is, it reflects decisions to offer particular products and services in particular markets. 3. Strategy is a plan, a „how“, a means of getting frome here to there. 4. Strategy is a pattern in actions over time. strategy emerges over time as intentions collide with and accommodate a changing reality („realized strategy“). ... desto härter trifft ihn der Zufall!“ (Dürrenmatt)

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10 strategy schools (Mintzberg et al.) (1-5)
1. The Design school – the 70ths 1. The Design school – the 70ths

1. Introduction 2. MBV and RBV 3. Towards interfirm 4. Network strategy

- Strategy as a FIT of strengths/weaknesses and opportunities/risks. - The senior manager formulates clear and simple guidelines for implementation.

2. The Planning school – 1970 to 1980 2. The Planning school – 1970 to 1980 - Formal planning: clear processes, check lists, methods and techniques. - Detailed plans instead of informal guidelines!

3. The Positioning school – the 80ths 3. The Positioning school – the 80ths - Founded by Michael E. Porter: - Market positioning a detailled/intensive analysis of the (market) situation.

4. The Enterpreneurial school 4. The Enterpreneurial school
- The entrepreneur is the central persons. He steers/directs the company, he decides. - Strategy is somehow mystic, based on intuition of the...
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