Competitive Advantage [경쟁우위]
(Porter)

지식 센터

Porter의 경쟁우위 모델에 따르면, 경쟁전략은 산업내에서 방어적인 위치를 찾아 공격적이거나 방어적인 행동을 취하여, 경쟁상대에게 성공적으로 대응하고 높은 투자수익을 창출한다. Return on Investment [투자수익률]. Michael Porter에 따르면, 한 산업내의 평균 이상의 성과의 기초는 지속가능한 경쟁우위이다.

경쟁우위의 2가지 기본적인 유형

1. 비용우위(cost leadership, 저비용)
2. 차별화 (Differentiation)

이 둘은 폭넓게 또는 좁게 접근할 수 있으며, 이는 3번째 유용한 경쟁전략이 된다

3. 집중화 (Focus)

경쟁우위 1 : 비용우위

• 비용우위를 달성한다는 것은 한 기업이 그 기업이 속한 산업내에서 저비용 생산시스템을 갖춘 것을 의미한다.
• 비용 선도기업은 경쟁우위수단으로 비용우위를 선택한 경우라도, 반드시 차별화와 같은 수준 또는 근사치의 성과를 달성해야 한다.
• 만일 비용우위를 달성하고자 하는 기업이 2개 이상이 경우, 상황은 매우 안좋게 된다.
• 종종 규모의 경제에 의해 달성되기도 한다.

경쟁우위 2 : 차별화

• 차별화를 달성한다는 것은 한 기업이 그 기업이 속한 산업내에서, 구매자들에게 폭넓게 인정받는 독특한 영역을 찾는다는 것을 의미한다.
• 차별화를 추구하는 기업은 차별화에 따른 비용을 무시하면 안된다. 차별화에 영향을 미치지 않는 모든 영역에서, 기업은 비용을 감소하는 노력을 해야한다. 그리고 차별화하는 영역에서 비용은 적어도 구매자들로부터 받는 가격프리미엄보다 더 낮아져야 한다.
• 차별화의 영역 : 제품, 유통, 판매, 마케팅, 서비스, 이미지 등

경쟁우위 3 : 집중화

• 집중화를 달성한다는 것은 어느 한 기업이 하나 또는 그룹화된 세분화 영역에 맞게 최적으로 갖춰져있다는 것이다.
• 2가지 변형 : 비용집중과 차별화 집중

진퇴양난.

• 보통 산업평균 이하의 수익을 달성할 경우의 처방이다.
• 전반적으로 매력적인 산업일 경우, 여전히 매력적인 이익이 가능하다.
• 선택부족의 징후
• 집중화를 통해 성공한 기업의 집중력이 흐트러질 때 특히 위험하다. 다른 틈새를 찾아 집중해야한다. 자신들의 집중화전략에 안주하는 것보다.

"경쟁전략론"에 대한 개관

• 제1부에서, 포터교수는 산업구조분석(5 forces), 3가지 일반 경쟁전략(전반적 비용우위, 집중화, 차별화)에 대한 논의를 통해 훌륭한 분석모형을 제공한다. 이를통해경쟁사분석경쟁구매자와공급자에대한전략산업내구조분석전략그룹들전략적매핑이동장애물산업의발전수명주기발전과정등을이해할수있다.
• 제2부에서는 다양한 일반적인 산업환경, : 예를 들면 실질적인 선도업체가 없는 분활된 산업, 새롭게 떠오르는 이머징 산업, 성숙된 산업, 쇠퇴산업과 글로벌 산업에서의 경쟁전략을 논하고 있다.
• 제3부에서는 사업이나 기업에서 취할 수 있는 전략적 결정, : 예를 들면 전방/후방/파트너쉽을 통한 수직적 통합, 역량확장, 새로운 사업/산업에 진입 등에 관해 논하고 있다.

참고도서: Michael E. Porter - Competitive Strategy

참고도서: Michael E. Porter - Competitive Advantage

포럼 다음에 대한 포럼 토론: 경쟁우위. Life Cycle Approach to Competitive Advantage Rita Gunther McGrath and Ian C. MacMillan in MITSloan Management Review Vol 50 No 3 mention the term Transient Competitive Advantage. I looked up the term "transient" and it means "valid for a limited... 16   2 개의 댓글 Focus your Efforts in Building Competitive Advantage In any given company, there are hundreds of fields where you can improve. The key thing to do is to determine the value of taking certain measures / developing certain strategies in various fields. I... 15   Competitive Advantage in Tough Times Does need to change, in tough times, imply that one has to do things different or different things? In times of tough business circumstances, the core of change mgt is best translated in a return to b... 11   1 개의 댓글 Is Superior Value to Customers a Competitive Advantage? Could superior value to customers imply competitive advantage? Considering that competitive advantage is achieving superiority over rivals.... 10   27 개의 댓글 Knowledge Management is more important than CA An authentic - that means, in simple words: not easy to be copied - Competitive Advantage in the contemporary - that means: complex and continuously changing - environment can be only achieved by the ... 10   2 개의 댓글 Why are Firms Different? Why Successful Firms Differ? It is an obvious fact that firms differ. However, according to Carroll (1993) it is important to distinguish between the questions why firms differ from why successful firms differ from a sociological... 2   Cost and Value in Analysis of Competitive Advantage: 2 Sides of the Same Coin? COST and VALUE are words used to identify the same quality, but from different viewpoints. The producer/manufacturer concentrates on cost, while the consumer/customer looks at value. From this analys... 1   2 개의 댓글 Successful Companies: Only Three Rules Needed? Raynor and Ahmed did a statistical study of a large amount of companies and discovered that just 3 seemingly easy rules are consistent with successful companies and their strategic choices: 1. Bett... 0   The Role of AI in Competitive Advantage Do you think Artificial Intelligence (big data, self-learning software, digital networks, algorithms) represents an entirely new, fourth type of competitive advantage? How could this 4th type be name... 0   새로운 주제를 시작하거 에 대한 경쟁우위 무료 가입

경쟁우위교육 과정 에 대한 . 초보자 코스 고급 코스 전문가를 위한 과정

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도구 경쟁우위에 관한 유용한 도구. 뉴스 영화 프리젠 테이션   서적 플라톤 학파 사람들 더

경쟁우위 관련개념 ; Value Disciplines [가치영역]  |  Parenting Advantage [양육우위]  |  Positioning [포지셔닝]  |  Core Competence[핵심역량]  |  Rule of Three [빅3 법칙]  |  Strategic Types [전략 형태]  |  Delta Model [델타 모델]  |  BCG 매트릭스  |  Growth Phases [성장단계모델]  |  Distinctive Capabilities [독특한 능력]  |  Acquisition Integration Approaches[인수통합 접근법]  |  Diamond Model [다이아몬드 모형]  |  Relative Value of Growth [성장의 상대적가치]  |  Experience Curve [경험 곡선]  |  Twelve Principles of the Network Economy [네트워크 경제의 12원칙]  |  Blue Ocean Strategy [블루오션전략]

다른 페이지로 이동: 마케팅 및 영업  |  전략 및 혁신  |  공급망관리와 품질

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