Competitive Advantage [경쟁우위]

지식 센터


한 산업내에서 평균이상의 성과를 내는 기초. Michael Porter의 경쟁우위의 설명.


  1. 요약
  2. 포럼
  3. 모범 사례
  4. Expert Tips
  5. 자료
  6. 인쇄

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

경쟁우위의 2가지 기본적인 유형

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

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

  1. 집중화 (Focus)

경쟁우위 1 : 비용우위

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

경쟁우위 2 : 차별화

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

경쟁우위 3 : 집중화

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


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

"경쟁전략론"에 대한 개관

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

참고도서: Michael E. Porter - Competitive Strategy -

참고도서: Michael E. Porter - Competitive Advantage -

경쟁우위 포럼
  Why are Firms Different? Why Successful Firms Differ?
It is an obvious fact that firms differ. However, according to Carroll (1993) it is important to distinguish between the questions why firms differ from why successful firms differ from a sociological point of view.
Based on differ...
  What are the Risks of a Differentiation Strategy?
What are the risks involved when using differentiation as a competitive strategy? Why?...
  Successful Companies: Only Three Rules Needed?
Raynor and Ahmed did a statistical study of a large amount of companies and discovered that just 3 seemingly easy rules are consistent with successful companies and their strategic choices:

1. Better Before Cheaper. Companies can ch...
  Focus your Efforts in Building Competitive Advantage
In any given company, there are hundreds of fields where you can improve. The key thing to do is to determine the value of taking certain measures / developing certain strategies in various fields.
In other words: what to go for?
1. ...
  Cost and Value in Analysis of Competitive Advantage: 2 Sides of the Same Coin?
COST and VALUE are words used to identify the same quality, but from different viewpoints. The producer/manufacturer concentrates on cost, while the consumer/customer looks at value.
From this analysis comes the amazing range of products that ar...
  Competitive Advantage or Die?
To all the sharks out there who seem to have missed the point of cooperation, sharpen your swords and keep them so!...
  Case studies in "Cost Leadership"
Are there any recent case studies to demonstrate how firms can compete on the basis of cost leadership?...
  Competitive Advantage in a Monopolistic Market?
Can Porter's competitive advantage work in monopolistic markets, such as utility companies where the product they sell is unique (water or electricity) and can't be sold by other parties?...
  Life Cycle Approach to Competitive Advantage
Rita Gunther McGrath and Ian C. MacMillan in MITSloan Management Review Vol 50 No 3 mention the term Transient Competitive Advantage. I looked up the term "transient" and it means "valid for a limited time". The authors see Competitive Advanta...
  Health/Fitness Club Industry Analysis
I am the Marketing consultant of a Health & fitness club in Maseru, the capital city of Lesotho. Within a radius of about 10 kilomitres, there are two more fitness clubs. I would like to get the guidelines on how to conduct my analysis as I want my c...
  4 Stages of Hypercompetition
D'Aveni argues sustainable competitive advantage is not really possible. He shows a mechanism that causes faster and faster erosion of competitive positions. D'Aveni's four stages of hypercompetition:
1) Advantage based on differentiatio...
  Knowledge Management more important than CA
An authentic -that means, in simple words: not easy to be copied- Competitive Advantage in the contemporary -that means: complex and continously changing- environment can be only achieved by the continuous Development of Knowledge in every organizati...

경쟁우위 시그(SIG)


경쟁우위 교육 및 이벤트

교육, 세미나 및 이벤트 찾기

모범 사례 - 경쟁우위 프리미엄
  Weaknesses of Porter's Three Basic Types of Competitive Advantage
Mouillot (2013) argues that although Porter's three basic types of Competitive Advantage are very useful with regard to research for competitive advantage, there are some limitations or disadvantages:
1. Missing Ethical Guidelines for S...
  How Can Logistics Help to Achieve a Competitive Advantage?
How can logistics (transport, warehousing, customer service, inventory control) contribute to a Competitive Advantage (CA) of an company? Thanks for your ideas......
  What is Competitive Advantage?
Is it in simple terms "to be better than your competitors"? Is this correct?...
  Changing from a Cost Leadership Strategy Into Differentiation
I'm wondering how enterprises which have a cost leadership strategy turn into a differentiation strategy. Please advise....
  10 Routes to Competitive Advantage
In todays lean, time starved world, competitive advantage is the way forward. I have produced the following 10 routes to competitive advantage to simplify the process especially for the small business owner. 1. People. 2. Method. 3.Pro...
  Competition versus Cooperation
Porter has undermined society with his over-emphasis on competition. Co-operation should be the driver of business and progressive companies are seeing this and ditching competition and Porter....
  Competitive Advantage in Tough Times
Does need to change, in tough times, imply that one has to do things different or different things? In times of tough business circumstances, the core of change mgt is best translated in a return to basics, to your USPs: Make all co-workers aware of...
  Stuck in the Middle?
Why is getting stuck in the middle (=mixing the 3 types of competitive advantage) so problematic? Could an intelligent mix of these 3 be preferable?...

Expert Tips (ENG) - Competitive Advantage 프리미엄

Sustained Competitive Advantage

As claimed by M. Porter the only way to sustain a competitive advantage is to upgrade it over time to move to more sophisticated types.
Usage (application) : Industry Competitiveness

Not Generic Strategies...:

All the following categeories are NOT generic strategies according to Porter:
- Build / Hold / Usage (application) : Pseudo Strategies!

Differentiation and 5 Forces

A differentiation strategy usually requires consistent investments in operative marketing, particularly in communication. But also it has been discuss...
Usage (application) : Influence of Differentiation

Low-Cost Strategy

The main Risks of a Low-Cost Strategy are:
The cost leadership is not sustained, because of:
- competitors imitatating
- technolog...
Usage (application) : Pitfalls

Focus Strategy

The main Risks of a Focus Strategy are:
1. The focus strategy is imitated
2. The target segment becomes structurally unattractive, be...
Usage (application) : Pitfalls

Differentiation Strategy

Differentiation strategies tend to work best in following market circumstances:
- The needs and uses of buyers are diverse: the more dive...
Usage (application) : When to apply

Extreme Customer Trust as a Source of Competitive Advantage

Many companies are already highlighting the importance of trustworthiness by setting and sustaining honest prices and providing reasonable services. A...
Usage (application) : Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy

The Key Role of Strategists in Creating Competitive Advantage

Most organizational performance theories assume that there are certain best practices, or best ways that are needed to outperform your rivals.
Usage (application) : Business Strategy, Corporate Strategy, Competitive Advantage, Strategy Education

Knowledge as Competitive Advantage

In an interview of Tomas Friedman to Hani Iskander, former CEO of Chevron Middle East Ltd who was negotiating a partnership with Kuwait government, th...
Usage (application) : The New Form of Advantange

Factors to Create a Sustainable Competitive Advantage

In HBR article What is strategy, Nov-Dec 1996, M. Porter discusses the critical factors that help to create a sustainable competitive advantage Usage (application) : Porter's SCA Factors

자료 - 경쟁우위 프리미엄


경쟁우위 Porter




경쟁우위 Porter



프리젠 테이션

경쟁우위 Porter

프리젠 테이션


경쟁우위 Porter


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

다른 페이지로 이동: 마케팅  |  전략  |  공급망관리와 품질

관리 방법, 모형 및 이론

Special Interest Group Leader

여기에 당신

12manage소개 | 광고 | 12manage링크하기 | 개인정보보호 | 이용약관
Copyright 2017 12manage - 경영 이러닝 커뮤니티. V14.1 - 마지막 업데이트: 28-7-2017. 모든 상표권은 소유자에게 있습니다.