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Identifikation strategischer Optionen: Generische Strategien versus Kernkompetenzen?

Identifikation strategischer Optionen: Generische Strategien versus Kernkompetenzen?

          
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About the Book

Inhaltsangabe: Gang der Untersuchung: Ziel der vorliegenden Arbeit ist es, den Beitrag zweier scheinbar alternativen Konzepte zur Identifikation geeigneter strategischer Optionen in ihrem jeweiligen theoretischen Rahmen vergleichend darzustellen, ihre spezifischen Grenzen aufzuzeigen und schließlich herauszuarbeiten, inwieweit sie Antworten auf die oben aufgeworfenen Fragen geben. Porter sieht die grundlegende Bedeutung theoretischer Bezugsrahmen darin, dem Manager dabei zu helfen, das Problem gedanklich besser zu durchdringen, indem dieser - unabhängig von Wirtschaftszweig und Ausgangsposition - das Unternehmen und seine Umwelt versteht, die verfügbaren strategischen Alternativen abgrenzt und unter ihnen auswählt (Porter 1991). An diesem Maßstab werden die Konzepte gemessen. Die Frage, auf welche Weise Unternehmen eine strategische (Neu-)Orientierung gewinnen können, wurde ursprünglich mit dem SWOT-Konzept der Unternehmensstrategie von Andrews beantwortet. Strategie sollte die Chancen und Bedrohungen in der Umwelt identifizieren und darauf aufbauend eine große Menge strategischer Alternativen entwickeln, die allein durch die unternehmensspezifischen Stärken und Schwächen begrenzt werden: "Economic strategy will be seen as the match between qualification and opportunity that positions a firm in its product/market environment." (Andrews 1980). Dieses einzelfallbezogene Verständnis der Gewinnung strategischer Optionen geriet lange Zeit in den Hintergrund. Vielmehr dominierte die diametral entgegengesetzte Idee der Normstrategie. Das PIMS-Programm und die Portfolio-Analyse werden - allerdings nur noch als heuristische Instrumente - im zweiten Kapitel kurz kritisch beleuchtet. Schwerpunktmäßig wird jedoch das industrieökonomisch fundierte Wettbewerbsmodell von Porter vorgestellt, das lange Zeit die Strategiediskussion bestimmte. Porter unterscheidet zwischen den sich ausschließenden generischen Wettbewerbsstrategien "umfassende Kostenführerschaft", "Differenzierung" u


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Product Details
  • ISBN-13: 9783838600765
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 127 gr
  • ISBN-10: 3838600762
  • Publisher Date: 15 Jun 1997
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Sub Title: Generische Strategien versus Kernkompetenzen?
  • Width: 148 mm


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