strategic management topics for papers oct 2014
DESCRIPTION
ÂTRANSCRIPT
- 1 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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LECTURE STRATEGIC MANAGEMENT T O P I C S F O R Y O U R P A P E R
Welcome to this list of possible topics for your strategy paper Please remember that you should write either a acuteshort paperacute - appr 3500 words for the main part ndash in addition to an exam to finish your lecture on acuteStrategic Managementacute to get three credits If you are interested in additional credits you have to write a more extensive paper with appr 15-20 pages for the main part ( + one or two credits) and to hold a presentation ( + 1 credit) On the whole you may get fivesix credits If you prefer other topics please let me know
Please never start writing your paper without my approval to your preferred topic
Until Dec 1 2014 you should have submitted your 15 20-pages-term paper to my e-mail adress infomaly-seminarede If everyone of you will stay in Mannheim in December we may shift the appointment to Dec 15 2014
Presentations may be hold in one of our seminar rooms as soon as possible after our delivery date
DEFINITELY OBSERVE The principles of writing a scientific paper are always the same It doesnt matter whether its length is about five or twenty pages Try to get a first impression reading the following httpissuucommalyhartdocswriting_good_scientific_papers_v2
Try to read the following excellent papers to get an impression how your paper could look like
1 Barranco Ainhoa acuteBlue Ocean Strategyacute httpissuucommalyhartdocsblue_oceans 2 Soyanov Ilyan Porteracutes Generic Strategies httpissuucommalyhartdocsporters_generic_strategies_by_iliya
- 2 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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O ve r v i e w To p i c s
Topic Page
1 Management of innovations using acuteTechnology- S- Curveacute- concept When to jump into the consecutive technique and why
3- 4
2 How to diversify a companyacutes strategy with Hamel and Prahaladacutes concept of acuteCore Competenciesacute Fictional cooperation between Motorola and Roche Diagnostics
5
3 Predicting the development of a companyacutes share prices using the acuteCybernetic Regulatory Circuits acute- technique
6- 7
4 Is psychopathy a dominating factor to suceed as top manager in a company obeying eg acuteSharholder Valueacute- concept
8
Topic Page
5 Is there any chance to manage a multi cultural project team efficiently How
9
6 Nike used Michael Porteracutes acuteValue Chainacute in a very professional way Explain the organisational success story
10- 14
7 The miracle of the acuteLong- Tail Strategyacute When does this strategy ndash approach makes sense
15- 16
8 Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies
17- 18
- 3 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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1 I n n o va t i o n S t ra t e g i e Te c h n o l o g y - S - C u r ve
Big picture Technology-S-Curve-Concept Itacutes difficult to forcast and to manage disruptive innovations The acuteTechnology-S-curveacuteacute concept seems to be an interesting tool
Short explanation The s-curve derives from an assumption that new products are likely to have ldquoproduct liferdquo ie a start-up phase a rapid increase in revenue and eventual decline In fact the great majority of innovations never get off the bottom of the curve and never produce normal returns Innovative companies will typically be working on new innovations that will eventually replace older ones Successive s-curves will come along to replace older ones and continue to drive growth upwards In the figure above the first curve shows a current technology The second shows an emerging technology that currently yields lower growth but will eventually overtake current technology and lead to even greater levels of growth The length of life will depend on many factors
- 4 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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I n n o va t i o n S t ra t e g i e s Te c h n o l o g y - S - C u r ve
Point of interest Please explain the constraints under which the S-curve works and whether there are scaled x-axis representative for industrial segments like automobile pharmacy electronic components to predict the growth of innovation Is there a preferred point on the curve for current technologies with the best cost benefit ratio to move to the emerging technology Does it make any sense to use the S-curve for strategic planning
Literature 1 Sandstrom Chris Technology- S- Curve 2013 httpdeslidesharenetChristiansandstromtechnology-s-curves 2 httpwww12managecom The executive fast track
- 5 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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2 I n n o va t i o n S t ra t e g i e s C o re C o m p e t e n c i e s
Big picture Hamel and Prahaladrsquos Intellectual-Leadership-Concept and its meaning for diversification strategies 30 years of strategic management with questionable success Ansoff focussing on markets and products BCG on market growth and market share in the 60th Porteracutes acuteCompetition Strategyacute in the 80th focussing on competition It was time to think about another approach eg employeeacutes brains as unique proposition Hamel and Prahaladacutes concept of acuteCore Competenciesacute came into being
Short explanation Core competencies and success In September 1983 Motorola made history when they approved the worldrsquos first and only commercial cellular device They had core competencies in the area of video-compression battery- and flat screen technology Unfortunately they did not succeed to apply their intellectual leadership (= core competencies) e g to develop new products for new markets Igor Ansoff would have called this strategic new-product new-market-approach diversification 1998 Motorola was overtaken by Nokia as the worldrsquos biggest seller of mobile phone handsets
Point of interest Try to do a better job Please explain the intellectual leadership approach for a nanotech company trying to diversify in cooperation with a company like Roche Diagnostics Are there any opportunities for our nanotech company to persuade Roche Which revolutionary technologies could our nanotech company develop Nano-Robots for diagnostic purposes Estimating blood sugar level or hundreds of other parameters Always moving through our bodies
Literature Ansoff I Strategies for Diversification Harvard Business Review Vol 35 Issue 5 Sep-Oct 1957 pp113-124 Gary Hamel CK Prahalad Competing for the Future Harvard Business School Sept 1994
- 6 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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3 S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Big picture Privatisation of public infrastructural services British Rail Understanding the Development of Share Prices
Short explanation bdquo hellip the one positive development since the old British Rail was abandoned was that the total
number of passengers increased steadily But the rail companies some of whom are not far from bankruptcy will shortly face an awful vicious circle They will need to invest in order to attract customers back to the rails yet will not have the resources to do this if their income is shrinkingrdquo The Times 24 November 2000
Development of share prices British Rail 1997- 20011
- 7 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Point of interest Develop the appropriate cybernetic regulatory circuit to explain the development of the British Rail shares between 1997 and 2001
Literature Sherwood Dennis Seeing the Forest For the Treesrdquo 2003 httpbooksgoogledebooksid=vQcvzuKfB0oCampprintsec=frontcoverampdq=22seeing+the+forest+for+the+trees22+dennis+sherwoodamphl=deampsa=Xampei=0Nt_UvadOIan4ATZ94DwBAampved=0CEMQ6AEwAAv=onepageampq=22seeing20the20forest20for20the20trees2220dennis20sherwoodampf=false
- 8 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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4 S h a re h o l d e r Va l u e a n d Psyc h o p a t hy
Big picture Impact of psychopathic top managers on strategy business
Short explanation Psychopaths are people polite and charming as George Clooney Without any emotions Like
Hannibal Lecter a serial killer in an american psychological thriller film directed by Ridley Scott
Psychopaths are capable to read other personacutes mind to manipulate them to achieve their personal extraordinary selfish targets to speed up their career A psychopathic profile seems to be an advantage for a career in some specific branches of business High risk high profit in a volatile business like investment banking seems to be an ideal environment for psychopaths Shareholder Value a method to increase profit in the short term significantly trying to become number one could be method of choice for psychopaths
Point of interest Is there any correlation between extraordinary success in volatile business branches obeying acuteShareholder Valueacute and psychopathy
Literature Snakes in Suits When Psychopaths Go to Work by Paul Babiak and Robert D Hare (May 8 2007 The Wisdom of Psychopaths What Saints Spies and Serial Killers Can Teach Us About Success by Kevin Dutton(Sep 3 2013) Hannibal (film) httpenwikipediaorgwikiHannibal_(film)Anthony_Hopkins_as_Hannibal_Lecter
- 9 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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5 M a n a ge m e n t o f M u l t i C u l t u ra l Te a m s
Big picture Itacutes a common standard in companies to cooperate in international project teams Often problems occur because cultural difference have been neglected
Short explanation Imagine an international project team of three members from different cultures responsible for a strategic analysis as we did it in our lecture regarding more efficiently running processes between back- office and front- office in an investment bank Only you are responsible as project leader for the team result
Point of interest Whatacutes important under cultural perspectives for an efficiently working multi cultural team under time pressure to avoid great tensions
Literature - Wikipedia- Geert Hofstede (Definition of Culture) - httpwwwgeert-hofstedecomcountrieshtml (Comparison of countries regarding five different criteria)
- 10 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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6 T h e S u c c e s s S t o r y o f N i ke
Big picture To increase a companyacutes competitive position in a market Michael Porteracutes acuteValue Cahinacuteis very useful
Short explanation
- 11 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
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anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
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T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 2 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
O ve r v i e w To p i c s
Topic Page
1 Management of innovations using acuteTechnology- S- Curveacute- concept When to jump into the consecutive technique and why
3- 4
2 How to diversify a companyacutes strategy with Hamel and Prahaladacutes concept of acuteCore Competenciesacute Fictional cooperation between Motorola and Roche Diagnostics
5
3 Predicting the development of a companyacutes share prices using the acuteCybernetic Regulatory Circuits acute- technique
6- 7
4 Is psychopathy a dominating factor to suceed as top manager in a company obeying eg acuteSharholder Valueacute- concept
8
Topic Page
5 Is there any chance to manage a multi cultural project team efficiently How
9
6 Nike used Michael Porteracutes acuteValue Chainacute in a very professional way Explain the organisational success story
10- 14
7 The miracle of the acuteLong- Tail Strategyacute When does this strategy ndash approach makes sense
15- 16
8 Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies
17- 18
- 3 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
1 I n n o va t i o n S t ra t e g i e Te c h n o l o g y - S - C u r ve
Big picture Technology-S-Curve-Concept Itacutes difficult to forcast and to manage disruptive innovations The acuteTechnology-S-curveacuteacute concept seems to be an interesting tool
Short explanation The s-curve derives from an assumption that new products are likely to have ldquoproduct liferdquo ie a start-up phase a rapid increase in revenue and eventual decline In fact the great majority of innovations never get off the bottom of the curve and never produce normal returns Innovative companies will typically be working on new innovations that will eventually replace older ones Successive s-curves will come along to replace older ones and continue to drive growth upwards In the figure above the first curve shows a current technology The second shows an emerging technology that currently yields lower growth but will eventually overtake current technology and lead to even greater levels of growth The length of life will depend on many factors
- 4 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
I n n o va t i o n S t ra t e g i e s Te c h n o l o g y - S - C u r ve
Point of interest Please explain the constraints under which the S-curve works and whether there are scaled x-axis representative for industrial segments like automobile pharmacy electronic components to predict the growth of innovation Is there a preferred point on the curve for current technologies with the best cost benefit ratio to move to the emerging technology Does it make any sense to use the S-curve for strategic planning
Literature 1 Sandstrom Chris Technology- S- Curve 2013 httpdeslidesharenetChristiansandstromtechnology-s-curves 2 httpwww12managecom The executive fast track
- 5 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
2 I n n o va t i o n S t ra t e g i e s C o re C o m p e t e n c i e s
Big picture Hamel and Prahaladrsquos Intellectual-Leadership-Concept and its meaning for diversification strategies 30 years of strategic management with questionable success Ansoff focussing on markets and products BCG on market growth and market share in the 60th Porteracutes acuteCompetition Strategyacute in the 80th focussing on competition It was time to think about another approach eg employeeacutes brains as unique proposition Hamel and Prahaladacutes concept of acuteCore Competenciesacute came into being
Short explanation Core competencies and success In September 1983 Motorola made history when they approved the worldrsquos first and only commercial cellular device They had core competencies in the area of video-compression battery- and flat screen technology Unfortunately they did not succeed to apply their intellectual leadership (= core competencies) e g to develop new products for new markets Igor Ansoff would have called this strategic new-product new-market-approach diversification 1998 Motorola was overtaken by Nokia as the worldrsquos biggest seller of mobile phone handsets
Point of interest Try to do a better job Please explain the intellectual leadership approach for a nanotech company trying to diversify in cooperation with a company like Roche Diagnostics Are there any opportunities for our nanotech company to persuade Roche Which revolutionary technologies could our nanotech company develop Nano-Robots for diagnostic purposes Estimating blood sugar level or hundreds of other parameters Always moving through our bodies
Literature Ansoff I Strategies for Diversification Harvard Business Review Vol 35 Issue 5 Sep-Oct 1957 pp113-124 Gary Hamel CK Prahalad Competing for the Future Harvard Business School Sept 1994
- 6 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
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anag
emen
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3 S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Big picture Privatisation of public infrastructural services British Rail Understanding the Development of Share Prices
Short explanation bdquo hellip the one positive development since the old British Rail was abandoned was that the total
number of passengers increased steadily But the rail companies some of whom are not far from bankruptcy will shortly face an awful vicious circle They will need to invest in order to attract customers back to the rails yet will not have the resources to do this if their income is shrinkingrdquo The Times 24 November 2000
Development of share prices British Rail 1997- 20011
- 7 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Point of interest Develop the appropriate cybernetic regulatory circuit to explain the development of the British Rail shares between 1997 and 2001
Literature Sherwood Dennis Seeing the Forest For the Treesrdquo 2003 httpbooksgoogledebooksid=vQcvzuKfB0oCampprintsec=frontcoverampdq=22seeing+the+forest+for+the+trees22+dennis+sherwoodamphl=deampsa=Xampei=0Nt_UvadOIan4ATZ94DwBAampved=0CEMQ6AEwAAv=onepageampq=22seeing20the20forest20for20the20trees2220dennis20sherwoodampf=false
- 8 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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4 S h a re h o l d e r Va l u e a n d Psyc h o p a t hy
Big picture Impact of psychopathic top managers on strategy business
Short explanation Psychopaths are people polite and charming as George Clooney Without any emotions Like
Hannibal Lecter a serial killer in an american psychological thriller film directed by Ridley Scott
Psychopaths are capable to read other personacutes mind to manipulate them to achieve their personal extraordinary selfish targets to speed up their career A psychopathic profile seems to be an advantage for a career in some specific branches of business High risk high profit in a volatile business like investment banking seems to be an ideal environment for psychopaths Shareholder Value a method to increase profit in the short term significantly trying to become number one could be method of choice for psychopaths
Point of interest Is there any correlation between extraordinary success in volatile business branches obeying acuteShareholder Valueacute and psychopathy
Literature Snakes in Suits When Psychopaths Go to Work by Paul Babiak and Robert D Hare (May 8 2007 The Wisdom of Psychopaths What Saints Spies and Serial Killers Can Teach Us About Success by Kevin Dutton(Sep 3 2013) Hannibal (film) httpenwikipediaorgwikiHannibal_(film)Anthony_Hopkins_as_Hannibal_Lecter
- 9 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
5 M a n a ge m e n t o f M u l t i C u l t u ra l Te a m s
Big picture Itacutes a common standard in companies to cooperate in international project teams Often problems occur because cultural difference have been neglected
Short explanation Imagine an international project team of three members from different cultures responsible for a strategic analysis as we did it in our lecture regarding more efficiently running processes between back- office and front- office in an investment bank Only you are responsible as project leader for the team result
Point of interest Whatacutes important under cultural perspectives for an efficiently working multi cultural team under time pressure to avoid great tensions
Literature - Wikipedia- Geert Hofstede (Definition of Culture) - httpwwwgeert-hofstedecomcountrieshtml (Comparison of countries regarding five different criteria)
- 10 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
6 T h e S u c c e s s S t o r y o f N i ke
Big picture To increase a companyacutes competitive position in a market Michael Porteracutes acuteValue Cahinacuteis very useful
Short explanation
- 11 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
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T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
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T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
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emen
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T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
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7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 3 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
1 I n n o va t i o n S t ra t e g i e Te c h n o l o g y - S - C u r ve
Big picture Technology-S-Curve-Concept Itacutes difficult to forcast and to manage disruptive innovations The acuteTechnology-S-curveacuteacute concept seems to be an interesting tool
Short explanation The s-curve derives from an assumption that new products are likely to have ldquoproduct liferdquo ie a start-up phase a rapid increase in revenue and eventual decline In fact the great majority of innovations never get off the bottom of the curve and never produce normal returns Innovative companies will typically be working on new innovations that will eventually replace older ones Successive s-curves will come along to replace older ones and continue to drive growth upwards In the figure above the first curve shows a current technology The second shows an emerging technology that currently yields lower growth but will eventually overtake current technology and lead to even greater levels of growth The length of life will depend on many factors
- 4 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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I n n o va t i o n S t ra t e g i e s Te c h n o l o g y - S - C u r ve
Point of interest Please explain the constraints under which the S-curve works and whether there are scaled x-axis representative for industrial segments like automobile pharmacy electronic components to predict the growth of innovation Is there a preferred point on the curve for current technologies with the best cost benefit ratio to move to the emerging technology Does it make any sense to use the S-curve for strategic planning
Literature 1 Sandstrom Chris Technology- S- Curve 2013 httpdeslidesharenetChristiansandstromtechnology-s-curves 2 httpwww12managecom The executive fast track
- 5 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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2 I n n o va t i o n S t ra t e g i e s C o re C o m p e t e n c i e s
Big picture Hamel and Prahaladrsquos Intellectual-Leadership-Concept and its meaning for diversification strategies 30 years of strategic management with questionable success Ansoff focussing on markets and products BCG on market growth and market share in the 60th Porteracutes acuteCompetition Strategyacute in the 80th focussing on competition It was time to think about another approach eg employeeacutes brains as unique proposition Hamel and Prahaladacutes concept of acuteCore Competenciesacute came into being
Short explanation Core competencies and success In September 1983 Motorola made history when they approved the worldrsquos first and only commercial cellular device They had core competencies in the area of video-compression battery- and flat screen technology Unfortunately they did not succeed to apply their intellectual leadership (= core competencies) e g to develop new products for new markets Igor Ansoff would have called this strategic new-product new-market-approach diversification 1998 Motorola was overtaken by Nokia as the worldrsquos biggest seller of mobile phone handsets
Point of interest Try to do a better job Please explain the intellectual leadership approach for a nanotech company trying to diversify in cooperation with a company like Roche Diagnostics Are there any opportunities for our nanotech company to persuade Roche Which revolutionary technologies could our nanotech company develop Nano-Robots for diagnostic purposes Estimating blood sugar level or hundreds of other parameters Always moving through our bodies
Literature Ansoff I Strategies for Diversification Harvard Business Review Vol 35 Issue 5 Sep-Oct 1957 pp113-124 Gary Hamel CK Prahalad Competing for the Future Harvard Business School Sept 1994
- 6 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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3 S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Big picture Privatisation of public infrastructural services British Rail Understanding the Development of Share Prices
Short explanation bdquo hellip the one positive development since the old British Rail was abandoned was that the total
number of passengers increased steadily But the rail companies some of whom are not far from bankruptcy will shortly face an awful vicious circle They will need to invest in order to attract customers back to the rails yet will not have the resources to do this if their income is shrinkingrdquo The Times 24 November 2000
Development of share prices British Rail 1997- 20011
- 7 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
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emen
t
S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Point of interest Develop the appropriate cybernetic regulatory circuit to explain the development of the British Rail shares between 1997 and 2001
Literature Sherwood Dennis Seeing the Forest For the Treesrdquo 2003 httpbooksgoogledebooksid=vQcvzuKfB0oCampprintsec=frontcoverampdq=22seeing+the+forest+for+the+trees22+dennis+sherwoodamphl=deampsa=Xampei=0Nt_UvadOIan4ATZ94DwBAampved=0CEMQ6AEwAAv=onepageampq=22seeing20the20forest20for20the20trees2220dennis20sherwoodampf=false
- 8 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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4 S h a re h o l d e r Va l u e a n d Psyc h o p a t hy
Big picture Impact of psychopathic top managers on strategy business
Short explanation Psychopaths are people polite and charming as George Clooney Without any emotions Like
Hannibal Lecter a serial killer in an american psychological thriller film directed by Ridley Scott
Psychopaths are capable to read other personacutes mind to manipulate them to achieve their personal extraordinary selfish targets to speed up their career A psychopathic profile seems to be an advantage for a career in some specific branches of business High risk high profit in a volatile business like investment banking seems to be an ideal environment for psychopaths Shareholder Value a method to increase profit in the short term significantly trying to become number one could be method of choice for psychopaths
Point of interest Is there any correlation between extraordinary success in volatile business branches obeying acuteShareholder Valueacute and psychopathy
Literature Snakes in Suits When Psychopaths Go to Work by Paul Babiak and Robert D Hare (May 8 2007 The Wisdom of Psychopaths What Saints Spies and Serial Killers Can Teach Us About Success by Kevin Dutton(Sep 3 2013) Hannibal (film) httpenwikipediaorgwikiHannibal_(film)Anthony_Hopkins_as_Hannibal_Lecter
- 9 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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5 M a n a ge m e n t o f M u l t i C u l t u ra l Te a m s
Big picture Itacutes a common standard in companies to cooperate in international project teams Often problems occur because cultural difference have been neglected
Short explanation Imagine an international project team of three members from different cultures responsible for a strategic analysis as we did it in our lecture regarding more efficiently running processes between back- office and front- office in an investment bank Only you are responsible as project leader for the team result
Point of interest Whatacutes important under cultural perspectives for an efficiently working multi cultural team under time pressure to avoid great tensions
Literature - Wikipedia- Geert Hofstede (Definition of Culture) - httpwwwgeert-hofstedecomcountrieshtml (Comparison of countries regarding five different criteria)
- 10 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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6 T h e S u c c e s s S t o r y o f N i ke
Big picture To increase a companyacutes competitive position in a market Michael Porteracutes acuteValue Cahinacuteis very useful
Short explanation
- 11 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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tegi
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emen
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T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 4 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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tegi
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emen
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I n n o va t i o n S t ra t e g i e s Te c h n o l o g y - S - C u r ve
Point of interest Please explain the constraints under which the S-curve works and whether there are scaled x-axis representative for industrial segments like automobile pharmacy electronic components to predict the growth of innovation Is there a preferred point on the curve for current technologies with the best cost benefit ratio to move to the emerging technology Does it make any sense to use the S-curve for strategic planning
Literature 1 Sandstrom Chris Technology- S- Curve 2013 httpdeslidesharenetChristiansandstromtechnology-s-curves 2 httpwww12managecom The executive fast track
- 5 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
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2 I n n o va t i o n S t ra t e g i e s C o re C o m p e t e n c i e s
Big picture Hamel and Prahaladrsquos Intellectual-Leadership-Concept and its meaning for diversification strategies 30 years of strategic management with questionable success Ansoff focussing on markets and products BCG on market growth and market share in the 60th Porteracutes acuteCompetition Strategyacute in the 80th focussing on competition It was time to think about another approach eg employeeacutes brains as unique proposition Hamel and Prahaladacutes concept of acuteCore Competenciesacute came into being
Short explanation Core competencies and success In September 1983 Motorola made history when they approved the worldrsquos first and only commercial cellular device They had core competencies in the area of video-compression battery- and flat screen technology Unfortunately they did not succeed to apply their intellectual leadership (= core competencies) e g to develop new products for new markets Igor Ansoff would have called this strategic new-product new-market-approach diversification 1998 Motorola was overtaken by Nokia as the worldrsquos biggest seller of mobile phone handsets
Point of interest Try to do a better job Please explain the intellectual leadership approach for a nanotech company trying to diversify in cooperation with a company like Roche Diagnostics Are there any opportunities for our nanotech company to persuade Roche Which revolutionary technologies could our nanotech company develop Nano-Robots for diagnostic purposes Estimating blood sugar level or hundreds of other parameters Always moving through our bodies
Literature Ansoff I Strategies for Diversification Harvard Business Review Vol 35 Issue 5 Sep-Oct 1957 pp113-124 Gary Hamel CK Prahalad Competing for the Future Harvard Business School Sept 1994
- 6 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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3 S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Big picture Privatisation of public infrastructural services British Rail Understanding the Development of Share Prices
Short explanation bdquo hellip the one positive development since the old British Rail was abandoned was that the total
number of passengers increased steadily But the rail companies some of whom are not far from bankruptcy will shortly face an awful vicious circle They will need to invest in order to attract customers back to the rails yet will not have the resources to do this if their income is shrinkingrdquo The Times 24 November 2000
Development of share prices British Rail 1997- 20011
- 7 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Point of interest Develop the appropriate cybernetic regulatory circuit to explain the development of the British Rail shares between 1997 and 2001
Literature Sherwood Dennis Seeing the Forest For the Treesrdquo 2003 httpbooksgoogledebooksid=vQcvzuKfB0oCampprintsec=frontcoverampdq=22seeing+the+forest+for+the+trees22+dennis+sherwoodamphl=deampsa=Xampei=0Nt_UvadOIan4ATZ94DwBAampved=0CEMQ6AEwAAv=onepageampq=22seeing20the20forest20for20the20trees2220dennis20sherwoodampf=false
- 8 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
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anag
emen
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4 S h a re h o l d e r Va l u e a n d Psyc h o p a t hy
Big picture Impact of psychopathic top managers on strategy business
Short explanation Psychopaths are people polite and charming as George Clooney Without any emotions Like
Hannibal Lecter a serial killer in an american psychological thriller film directed by Ridley Scott
Psychopaths are capable to read other personacutes mind to manipulate them to achieve their personal extraordinary selfish targets to speed up their career A psychopathic profile seems to be an advantage for a career in some specific branches of business High risk high profit in a volatile business like investment banking seems to be an ideal environment for psychopaths Shareholder Value a method to increase profit in the short term significantly trying to become number one could be method of choice for psychopaths
Point of interest Is there any correlation between extraordinary success in volatile business branches obeying acuteShareholder Valueacute and psychopathy
Literature Snakes in Suits When Psychopaths Go to Work by Paul Babiak and Robert D Hare (May 8 2007 The Wisdom of Psychopaths What Saints Spies and Serial Killers Can Teach Us About Success by Kevin Dutton(Sep 3 2013) Hannibal (film) httpenwikipediaorgwikiHannibal_(film)Anthony_Hopkins_as_Hannibal_Lecter
- 9 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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5 M a n a ge m e n t o f M u l t i C u l t u ra l Te a m s
Big picture Itacutes a common standard in companies to cooperate in international project teams Often problems occur because cultural difference have been neglected
Short explanation Imagine an international project team of three members from different cultures responsible for a strategic analysis as we did it in our lecture regarding more efficiently running processes between back- office and front- office in an investment bank Only you are responsible as project leader for the team result
Point of interest Whatacutes important under cultural perspectives for an efficiently working multi cultural team under time pressure to avoid great tensions
Literature - Wikipedia- Geert Hofstede (Definition of Culture) - httpwwwgeert-hofstedecomcountrieshtml (Comparison of countries regarding five different criteria)
- 10 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
6 T h e S u c c e s s S t o r y o f N i ke
Big picture To increase a companyacutes competitive position in a market Michael Porteracutes acuteValue Cahinacuteis very useful
Short explanation
- 11 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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tegi
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T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
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T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 5 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
2 I n n o va t i o n S t ra t e g i e s C o re C o m p e t e n c i e s
Big picture Hamel and Prahaladrsquos Intellectual-Leadership-Concept and its meaning for diversification strategies 30 years of strategic management with questionable success Ansoff focussing on markets and products BCG on market growth and market share in the 60th Porteracutes acuteCompetition Strategyacute in the 80th focussing on competition It was time to think about another approach eg employeeacutes brains as unique proposition Hamel and Prahaladacutes concept of acuteCore Competenciesacute came into being
Short explanation Core competencies and success In September 1983 Motorola made history when they approved the worldrsquos first and only commercial cellular device They had core competencies in the area of video-compression battery- and flat screen technology Unfortunately they did not succeed to apply their intellectual leadership (= core competencies) e g to develop new products for new markets Igor Ansoff would have called this strategic new-product new-market-approach diversification 1998 Motorola was overtaken by Nokia as the worldrsquos biggest seller of mobile phone handsets
Point of interest Try to do a better job Please explain the intellectual leadership approach for a nanotech company trying to diversify in cooperation with a company like Roche Diagnostics Are there any opportunities for our nanotech company to persuade Roche Which revolutionary technologies could our nanotech company develop Nano-Robots for diagnostic purposes Estimating blood sugar level or hundreds of other parameters Always moving through our bodies
Literature Ansoff I Strategies for Diversification Harvard Business Review Vol 35 Issue 5 Sep-Oct 1957 pp113-124 Gary Hamel CK Prahalad Competing for the Future Harvard Business School Sept 1994
- 6 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
3 S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Big picture Privatisation of public infrastructural services British Rail Understanding the Development of Share Prices
Short explanation bdquo hellip the one positive development since the old British Rail was abandoned was that the total
number of passengers increased steadily But the rail companies some of whom are not far from bankruptcy will shortly face an awful vicious circle They will need to invest in order to attract customers back to the rails yet will not have the resources to do this if their income is shrinkingrdquo The Times 24 November 2000
Development of share prices British Rail 1997- 20011
- 7 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Point of interest Develop the appropriate cybernetic regulatory circuit to explain the development of the British Rail shares between 1997 and 2001
Literature Sherwood Dennis Seeing the Forest For the Treesrdquo 2003 httpbooksgoogledebooksid=vQcvzuKfB0oCampprintsec=frontcoverampdq=22seeing+the+forest+for+the+trees22+dennis+sherwoodamphl=deampsa=Xampei=0Nt_UvadOIan4ATZ94DwBAampved=0CEMQ6AEwAAv=onepageampq=22seeing20the20forest20for20the20trees2220dennis20sherwoodampf=false
- 8 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
4 S h a re h o l d e r Va l u e a n d Psyc h o p a t hy
Big picture Impact of psychopathic top managers on strategy business
Short explanation Psychopaths are people polite and charming as George Clooney Without any emotions Like
Hannibal Lecter a serial killer in an american psychological thriller film directed by Ridley Scott
Psychopaths are capable to read other personacutes mind to manipulate them to achieve their personal extraordinary selfish targets to speed up their career A psychopathic profile seems to be an advantage for a career in some specific branches of business High risk high profit in a volatile business like investment banking seems to be an ideal environment for psychopaths Shareholder Value a method to increase profit in the short term significantly trying to become number one could be method of choice for psychopaths
Point of interest Is there any correlation between extraordinary success in volatile business branches obeying acuteShareholder Valueacute and psychopathy
Literature Snakes in Suits When Psychopaths Go to Work by Paul Babiak and Robert D Hare (May 8 2007 The Wisdom of Psychopaths What Saints Spies and Serial Killers Can Teach Us About Success by Kevin Dutton(Sep 3 2013) Hannibal (film) httpenwikipediaorgwikiHannibal_(film)Anthony_Hopkins_as_Hannibal_Lecter
- 9 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
5 M a n a ge m e n t o f M u l t i C u l t u ra l Te a m s
Big picture Itacutes a common standard in companies to cooperate in international project teams Often problems occur because cultural difference have been neglected
Short explanation Imagine an international project team of three members from different cultures responsible for a strategic analysis as we did it in our lecture regarding more efficiently running processes between back- office and front- office in an investment bank Only you are responsible as project leader for the team result
Point of interest Whatacutes important under cultural perspectives for an efficiently working multi cultural team under time pressure to avoid great tensions
Literature - Wikipedia- Geert Hofstede (Definition of Culture) - httpwwwgeert-hofstedecomcountrieshtml (Comparison of countries regarding five different criteria)
- 10 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
6 T h e S u c c e s s S t o r y o f N i ke
Big picture To increase a companyacutes competitive position in a market Michael Porteracutes acuteValue Cahinacuteis very useful
Short explanation
- 11 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 6 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
3 S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Big picture Privatisation of public infrastructural services British Rail Understanding the Development of Share Prices
Short explanation bdquo hellip the one positive development since the old British Rail was abandoned was that the total
number of passengers increased steadily But the rail companies some of whom are not far from bankruptcy will shortly face an awful vicious circle They will need to invest in order to attract customers back to the rails yet will not have the resources to do this if their income is shrinkingrdquo The Times 24 November 2000
Development of share prices British Rail 1997- 20011
- 7 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Point of interest Develop the appropriate cybernetic regulatory circuit to explain the development of the British Rail shares between 1997 and 2001
Literature Sherwood Dennis Seeing the Forest For the Treesrdquo 2003 httpbooksgoogledebooksid=vQcvzuKfB0oCampprintsec=frontcoverampdq=22seeing+the+forest+for+the+trees22+dennis+sherwoodamphl=deampsa=Xampei=0Nt_UvadOIan4ATZ94DwBAampved=0CEMQ6AEwAAv=onepageampq=22seeing20the20forest20for20the20trees2220dennis20sherwoodampf=false
- 8 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
4 S h a re h o l d e r Va l u e a n d Psyc h o p a t hy
Big picture Impact of psychopathic top managers on strategy business
Short explanation Psychopaths are people polite and charming as George Clooney Without any emotions Like
Hannibal Lecter a serial killer in an american psychological thriller film directed by Ridley Scott
Psychopaths are capable to read other personacutes mind to manipulate them to achieve their personal extraordinary selfish targets to speed up their career A psychopathic profile seems to be an advantage for a career in some specific branches of business High risk high profit in a volatile business like investment banking seems to be an ideal environment for psychopaths Shareholder Value a method to increase profit in the short term significantly trying to become number one could be method of choice for psychopaths
Point of interest Is there any correlation between extraordinary success in volatile business branches obeying acuteShareholder Valueacute and psychopathy
Literature Snakes in Suits When Psychopaths Go to Work by Paul Babiak and Robert D Hare (May 8 2007 The Wisdom of Psychopaths What Saints Spies and Serial Killers Can Teach Us About Success by Kevin Dutton(Sep 3 2013) Hannibal (film) httpenwikipediaorgwikiHannibal_(film)Anthony_Hopkins_as_Hannibal_Lecter
- 9 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
5 M a n a ge m e n t o f M u l t i C u l t u ra l Te a m s
Big picture Itacutes a common standard in companies to cooperate in international project teams Often problems occur because cultural difference have been neglected
Short explanation Imagine an international project team of three members from different cultures responsible for a strategic analysis as we did it in our lecture regarding more efficiently running processes between back- office and front- office in an investment bank Only you are responsible as project leader for the team result
Point of interest Whatacutes important under cultural perspectives for an efficiently working multi cultural team under time pressure to avoid great tensions
Literature - Wikipedia- Geert Hofstede (Definition of Culture) - httpwwwgeert-hofstedecomcountrieshtml (Comparison of countries regarding five different criteria)
- 10 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
6 T h e S u c c e s s S t o r y o f N i ke
Big picture To increase a companyacutes competitive position in a market Michael Porteracutes acuteValue Cahinacuteis very useful
Short explanation
- 11 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 7 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
S t ra t e g i e s i n C o m p l ex S y s t e m s C y b e r n e t i c Re g u l a t o r y C i rc u i t s
Point of interest Develop the appropriate cybernetic regulatory circuit to explain the development of the British Rail shares between 1997 and 2001
Literature Sherwood Dennis Seeing the Forest For the Treesrdquo 2003 httpbooksgoogledebooksid=vQcvzuKfB0oCampprintsec=frontcoverampdq=22seeing+the+forest+for+the+trees22+dennis+sherwoodamphl=deampsa=Xampei=0Nt_UvadOIan4ATZ94DwBAampved=0CEMQ6AEwAAv=onepageampq=22seeing20the20forest20for20the20trees2220dennis20sherwoodampf=false
- 8 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
4 S h a re h o l d e r Va l u e a n d Psyc h o p a t hy
Big picture Impact of psychopathic top managers on strategy business
Short explanation Psychopaths are people polite and charming as George Clooney Without any emotions Like
Hannibal Lecter a serial killer in an american psychological thriller film directed by Ridley Scott
Psychopaths are capable to read other personacutes mind to manipulate them to achieve their personal extraordinary selfish targets to speed up their career A psychopathic profile seems to be an advantage for a career in some specific branches of business High risk high profit in a volatile business like investment banking seems to be an ideal environment for psychopaths Shareholder Value a method to increase profit in the short term significantly trying to become number one could be method of choice for psychopaths
Point of interest Is there any correlation between extraordinary success in volatile business branches obeying acuteShareholder Valueacute and psychopathy
Literature Snakes in Suits When Psychopaths Go to Work by Paul Babiak and Robert D Hare (May 8 2007 The Wisdom of Psychopaths What Saints Spies and Serial Killers Can Teach Us About Success by Kevin Dutton(Sep 3 2013) Hannibal (film) httpenwikipediaorgwikiHannibal_(film)Anthony_Hopkins_as_Hannibal_Lecter
- 9 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
5 M a n a ge m e n t o f M u l t i C u l t u ra l Te a m s
Big picture Itacutes a common standard in companies to cooperate in international project teams Often problems occur because cultural difference have been neglected
Short explanation Imagine an international project team of three members from different cultures responsible for a strategic analysis as we did it in our lecture regarding more efficiently running processes between back- office and front- office in an investment bank Only you are responsible as project leader for the team result
Point of interest Whatacutes important under cultural perspectives for an efficiently working multi cultural team under time pressure to avoid great tensions
Literature - Wikipedia- Geert Hofstede (Definition of Culture) - httpwwwgeert-hofstedecomcountrieshtml (Comparison of countries regarding five different criteria)
- 10 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
6 T h e S u c c e s s S t o r y o f N i ke
Big picture To increase a companyacutes competitive position in a market Michael Porteracutes acuteValue Cahinacuteis very useful
Short explanation
- 11 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 8 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
4 S h a re h o l d e r Va l u e a n d Psyc h o p a t hy
Big picture Impact of psychopathic top managers on strategy business
Short explanation Psychopaths are people polite and charming as George Clooney Without any emotions Like
Hannibal Lecter a serial killer in an american psychological thriller film directed by Ridley Scott
Psychopaths are capable to read other personacutes mind to manipulate them to achieve their personal extraordinary selfish targets to speed up their career A psychopathic profile seems to be an advantage for a career in some specific branches of business High risk high profit in a volatile business like investment banking seems to be an ideal environment for psychopaths Shareholder Value a method to increase profit in the short term significantly trying to become number one could be method of choice for psychopaths
Point of interest Is there any correlation between extraordinary success in volatile business branches obeying acuteShareholder Valueacute and psychopathy
Literature Snakes in Suits When Psychopaths Go to Work by Paul Babiak and Robert D Hare (May 8 2007 The Wisdom of Psychopaths What Saints Spies and Serial Killers Can Teach Us About Success by Kevin Dutton(Sep 3 2013) Hannibal (film) httpenwikipediaorgwikiHannibal_(film)Anthony_Hopkins_as_Hannibal_Lecter
- 9 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
5 M a n a ge m e n t o f M u l t i C u l t u ra l Te a m s
Big picture Itacutes a common standard in companies to cooperate in international project teams Often problems occur because cultural difference have been neglected
Short explanation Imagine an international project team of three members from different cultures responsible for a strategic analysis as we did it in our lecture regarding more efficiently running processes between back- office and front- office in an investment bank Only you are responsible as project leader for the team result
Point of interest Whatacutes important under cultural perspectives for an efficiently working multi cultural team under time pressure to avoid great tensions
Literature - Wikipedia- Geert Hofstede (Definition of Culture) - httpwwwgeert-hofstedecomcountrieshtml (Comparison of countries regarding five different criteria)
- 10 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
6 T h e S u c c e s s S t o r y o f N i ke
Big picture To increase a companyacutes competitive position in a market Michael Porteracutes acuteValue Cahinacuteis very useful
Short explanation
- 11 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 9 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
5 M a n a ge m e n t o f M u l t i C u l t u ra l Te a m s
Big picture Itacutes a common standard in companies to cooperate in international project teams Often problems occur because cultural difference have been neglected
Short explanation Imagine an international project team of three members from different cultures responsible for a strategic analysis as we did it in our lecture regarding more efficiently running processes between back- office and front- office in an investment bank Only you are responsible as project leader for the team result
Point of interest Whatacutes important under cultural perspectives for an efficiently working multi cultural team under time pressure to avoid great tensions
Literature - Wikipedia- Geert Hofstede (Definition of Culture) - httpwwwgeert-hofstedecomcountrieshtml (Comparison of countries regarding five different criteria)
- 10 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
6 T h e S u c c e s s S t o r y o f N i ke
Big picture To increase a companyacutes competitive position in a market Michael Porteracutes acuteValue Cahinacuteis very useful
Short explanation
- 11 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 10 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
6 T h e S u c c e s s S t o r y o f N i ke
Big picture To increase a companyacutes competitive position in a market Michael Porteracutes acuteValue Cahinacuteis very useful
Short explanation
- 11 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 11 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 12 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Short explanation
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 13 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
Point of interest Nike is of course a strong brand and seems to be a very big company as well Although it has more or less a virtual organisation Uacutesing Michael Porteracutes concept of acuteValue Chainacuteto outsource activities like operations or logistics or administration to other companies in other countries How does this powerful concept of outsourcing work
Literature - Wikipedia- Value Chain - wwwbooksgooglecom ndashgt Naomi Klein No Logo 2002 - httpissuucommalyhartdocslecture_oct_1__2013
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 14 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e S u c c e s s S t o r y o f N i ke
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 15 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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7 T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Big picture ldquoThe future of entertainment is in the millions of niche markets a the shallow end of a bit streamrdquo Chris Anderson
Short explanation The focus of the acuteShort- Tailacute strategy is on few important products customers or services This approach derives from the Pareto Principle (20 80- principle) The Pareto principle is as well basis of the ABC- analysis A eg means 10 of items (customers eg) generating 666 of value Imagine few products or customers responsible for a big popularity or sales contribution This would mean type A regarding the ABC analysis The associates strategy would be the short- term strategy The focus of the acuteLong- Tailacute strategy is on many remaining stocks Just the opposite of the short- tail strategy In terms of the Pareto principle we are talking about B or C-type products or customers Amazon obeys the long- term strategy
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
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anag
emen
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G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
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emen
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T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 16 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
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T h e m i ra c l e o f t h e acute L o n g - Ta i l - S t ra t e g y acute
Point of interest Describe the benefits of long- tail strategies Its strength and weaknesses compared with short- tail strategies In which branches of business could they be useful
Literature Chris Anderson long- tail Magazine WIRED Talks in wwwTEDcom
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
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8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
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T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 17 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
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8 G u e r i l l a S t ra t e g i e s
Big picture To survive as a smaller company maybe a start- up or as a bigger in a highly competitive total market with constandt volume
Short explanation Mao Zedong one of the most important communist revolutionists had a consequent focus on Guerilla strategies in the chinese war against the emperor Mao organised small very mobile combat troops to attract hostile troops on unknown territory and defeat them without mercy Under a business perspective Guerilla strategy means mobile flexible actions with poor means Surprise or shock effects Unfair destroying practices to secure its own strategic advantage These techniques have been establised successfully eg in marketing Extraordinary actions for achieving big effects Guerilla marketing is surprising fkexible simple and above all different Guerilla Marketing always bases on psychological knowledge of human behaviour Some examples
Guerilla Action Explanation
Blue- Jacking Transission of advertising messages via Bluetooth
Headvertising Advertising messages on the forehead or as tattoo
Very favourable price For a short time a radical reduction of prices
Guerilla ndash Tubes Promotional films on Youtube
C- Marketing Marketing on social media platforms in news groups blogs or chats
Viral Marketing Advertising cmpaigns via e-mail SMS podcasts or by traditional word of mouth
Attacs Negative messages about competitors and their products or services
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 18 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
G u e r i l l a S t ra t e g i e s
Point of interest Guerilla Strategies ndash the answer for start- up companies to survive in highly competitive markets with big companies Or to defame a competitor With lies eg
Literature - Ryan Holiday Trust Me Iacutem Lying 2012 (How to develop and implement a direction script to manipulate customers What spin doctors very often do)
- httpenwikipediaorgwikiGuerilla_marketing
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career
- 19 - copy Dr Hartwig Maly | infomaly-seminarede DHBW Lecture acuteStrategic Management
Stra
tegi
c M
anag
emen
t
T h a n k y o u v e r y m u c h f o r y o u r c o m m i t t e d p a r t i c i p a t i o n i n o u r l e c t u r e
all the best for your future career