POSTER Carmen
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Transcript of POSTER Carmen
Qualita've analysis of differen*a*on compe**ve advantages directed towards the recogni*on of key success factors. The project includes a theore'cal analysis based on secondary data, and an empirical analysis based on primary data; the study of Hotel Duque de Nájera’s case.
Objec&ves: ü Study of compe--ve advantages in differen-a-on.
ü Iden-fica-on of key success factors in differen-a-on compe--ve advantages.
ü Assessment of the applicability of the recognized success drivers in real life.
Corpora*ve strategy
Compe''ve strategy
Func*onal strategy
1. Strategic analysis
2. Strategy formula*on:
3. Strategy evalua*on
Compe''ve Advantage
Cost leadership Differen'a'on
Focus
KSFs?
ü KSF: Any variable posi*vely contribu*ng to the achievement of a differenita*on compe**ve advantage
Main concepts:
HOTEL DUQUE DE NÁJERA
TUI Holly 2004: most beloved hotel in the world
Ø Compe''ve advantage: Personel service quality
Ø Soruce of differen'a'on: Firm own resources (Firm differen*a*on)
Hotel KSFs
1. Crea*vity 2. Customers understanding 3. Chain of value & right
linkage between demand and supply
4. Team spirit 5. Complex interrela*ons of
resources 6. Low differen*a*on costs
ü Correspondance with all General & Specific KSFs (Firm diff.)
ü Variable Intensity of correspondance:
§ Low efforts towards credibility and brand pres*ge
ü 6 th KSF associated to a another diff. source (Product diff.):
§ Low differen*a*on costs
ü Factors regarding other diff. sources also contributed to the Hotel overall success
ü Customers understanding
ü High imita*on barriers
ü Credibility ü Crea*vity &
innova*on
ü Right linkages between resources & needs
q The KSFs of diff. Compe**ve advantages are:
q Their intensity is uneven and varies q Strong correla*on with consonant source specific KSFs q Overall firm success also driven by factors related to other differen*a*on sources
Ø Product differen*a*on Ø Firm differen'a'on
Ø Market differen*a*on
Specific KSFs
General KSFs
ü Customers understanding ü Credibility ü High imita*on barriers
ü Crea*vity & innova*on ü Right linkages between
resources & needs ü Psychological factors ü Chain of value ü Strong & mo*va*ng culture ü Brand pres*ge ü Complex interrela*ons of
resources
Iden*fica*on of key success factors within the nature, demand-‐ and supply-‐side of differen*a*on.