Konkurrensfördel
(Porter)

Kunskapscenter

Enligt konkurrensstrategimodellen av Porter, en konkurrensstrategi iscensätter antingen en offensiv- eller defensiv åtgärd för att skapa en försvarsposition i en viss industri, för att hantera att bli framgångsrik med dess konkurrenskrafter och för att frambringa en överlägsen (avkastning) Return on Investment. Enligt Michael Porter är grunden till prestationer över genomsnittet inom en industri att skapa varaktiga konkurrensfördelar.

Två grundläggande typer av konkurrensstrategier

1. Kostnadsledarskap (låg kostnad)
2. Differentiering

Båda kan i huvudsak erbjudas brett till en bransch eller smalt begränsa sig till vissa segment, detta resulterar i den tredje livsdugliga konkurrensstrategin:

3. Fokusering

Konkurrensstrategi typ 1: Kostnadsledarskap

• Att uppnå Kostnadsledarskap betyder att ett företag uttalar sig för att det skall bli en lågkostnadstillverkare inom dess industri.
• En kostnadsledare måste kunna jämföras med eller åtminstone komma ganska nära till förutsättningarna för differentiering, även om den bygger på kostnadledarskap för dess konkurrensstrategi.
• Om mer än ett företag försöker att uppnå kostnadledarskap, är detta vanligtvis förödande.
• Ofta uppnått genom att uttnyttja skalekonomier.

Konkurrensstrategi typ 2: Differentiering

• Att uppnå Differentiering betyder att ett företag söker att bli unikt inom dess industri när det gäller några dimensioner som uppskattas av ett stort antal av köpare.
• En differentierare kan inte ignorera dess kostnadsposition. På alla de områden som inte påverkar dess differentiering, bör de försöka att minska sina kostnader; i differentieringsområdet bör kostnaderna  åtminstone vara lägre, än det högsta pris som köparna är beredda att betala.
• Områden där differentiering förekommer kan vara: produkt distribution, försäljningen, marknadsföring, service, profilering, etc.

Konkurrensstrategi typ 3: Fokusering

• Att uppnå fokusering betyder att ett företag söker att bli det bästa inom ett segment eller inom gruppen av segment.
• Två varianter finns: Kostnadsfokus, och Differentieringsfokus.

Stuck in the middle ( Att fastna i ett mellanläge)

• Detta är ett vanligt recept för de som har en lönsamhet som ligger under genomsnittet jämfört med hela industrin.
• Fortfarande är det möjligt att uppnå attraktiva vinster om och så länge som industrin i sin helhet är mycket attraktiv.
• Tecken på brist av olika val.
• Speciellt farligt för de som valt strategin Fokusering är att den har varit lyckad och därefter börjar man att försumma det som är deras fokus. De måste söka sig till andra typer av fokusnischer.  Hellre än att kompromissa med deras fokusstrategi.

Överblick av boken ”konkurrensStrategi”,

• I del I, Porter diskuterar den strukturella analysen av industrier (med de fem konkurrenskrafterna), och de tre allmänna konkurrensstrategierna (totalt kostnadsledarskap, fokusering, och differentiering) som erbjuder ett utmärkt ramverk för konkurrentanalys, konkurrenters rörelser, strategi för köpare och leverantörer, strukturell analys inom industrier (strategiska grupper, strategiskt kartlägga, barriärer till förflyttning) och industrievolution (livscykeln, utvecklingsprocesser).
• I del II, Porter diskuterar konkurrensstrategi inom olika generella industrimiljöer. Liksom: splittrade industrier (med ingen tydlig marknadsledare), tillväxtindustrier, mogna industrier och omoderna industrier på väg bort och globala industrier.
• I del III, Porter diskuterar strategiska beslut som affärsenheter/företag kan ta. Liksom: vertikal integration (framåt, bakåt, partnerskap), kapacitetsexpansion och att gå in i nya industrier/affärer.

Bok: Michael E. Porter - Competitive Strategy

Bok: Michael E. Porter - Competitive Advantage

Forum Forumdiskussioner om Konkurrensfördel. Nedan kan du ställa en fråga om det här ämnet, dela dina erfarenheter, rapportera en ny utveckling eller förklara något. Starta ett nytt ämne om Konkurrensfördel Dela din kunskap här (eller ställ en fråga)   Life Cycle Approach to Competitive Advantage Rita Gunther McGrath and Ian C. MacMillan in MITSloan Management Review Vol 50 No 3 mention the term Transient Competitive Advantage. I looked up the term "transient" and it means "valid for a limited... 16   2 kommentarer 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.... 14   Competitive Advantage in Tough Times Does need to change, in tough times, imply that one has to do things different or different things? In times of tough business circumstances, the core of change mgt is best translated in a return to b... 11   1 kommentarer Is Superior Value to Customers a Competitive Advantage? Could superior value to customers imply competitive advantage? Considering that competitive advantage is achieving superiority over rivals.... 10   24 kommentarer Knowledge Management is more important than CA An authentic - that means, in simple words: not easy to be copied - Competitive Advantage in the contemporary - that means: complex and continuously changing - environment can be only achieved by the ... 10   2 kommentarer Why are Firms Different? Why Successful Firms Differ? It is an obvious fact that firms differ. However, according to Carroll (1993) it is important to distinguish between the questions why firms differ from why successful firms differ from a sociological... 2   Cost and Value in Analysis of Competitive Advantage: 2 Sides of the Same Coin? COST and VALUE are words used to identify the same quality, but from different viewpoints. The producer/manufacturer concentrates on cost, while the consumer/customer looks at value. From this an... 1   2 kommentarer 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: ... 0   The Role of AI in Competitive Advantage Do you think Artificial Intelligence (big data, self-learning software, digital networks, algorithms) represents an entirely new, fourth type of competitive advantage? How could this 4th type be ... 0

Best Practices De bästa, högst rankade ämnena om Konkurrensfördel. Här hittar du de mest värdefulla idéerna och praktiska förslagen. Quotes Competitive Advantage Do you know some deep, famous or funny quotes on Competitive Advantage? Quotations? Proverbs? Please share them as a reaction to this posting and mention the author. To get started, here's my favorite... 77   4 kommentarer 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... 37   5 kommentarer Case studies in "Cost Leadership" Are there any recent case studies to demonstrate how firms can compete on the basis of cost leadership?... 34   4 kommentarer 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?... 29   8 kommentarer 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...... 29   37 kommentarer 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.... 28   4 kommentarer 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.... 25   12 kommentarer 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!... 23   2 kommentarer What is Competitive Advantage? Is it in simple terms "to be better than your competitors"? Is this correct?... 22   8 kommentarer 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?... 17   2 kommentarer 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 guide... 16   1 kommentarer What are the Risks of a Differentiation Strategy? What are the risks involved when using differentiation as a competitive strategy? Why?... 12   3 kommentarer 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:... 10   3 kommentarer 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:... 9   3 kommentarer

Experttips Avancerad insikt om Competitive Advantage (Engelsk). Här hittar du professionella råd från experter. Sustained Competitive Advantage Industry Competitiveness As claimed by M. Porter the only way to sustain a competitive advantage is to upgrade it over time – to move to more sop... Not Generic Strategies...: Pseudo Strategies! All the following categeories are NOT generic strategies according to Porter: - Build / Hold / Harvest / Liquidate / Qu... Differentiation and 5 Forces Influence of Differentiation A differentiation strategy usually requires consistent investments in operative marketing, particularly in communication... Low-Cost Strategy Pitfalls The main Risks of a Low-Cost Strategy are:The cost leadership is not sustained, because of: - competitors imitatating ... Focus Strategy Pitfalls The main Risks of a Focus Strategy are: 1. The focus strategy is imitated 2. The target segment becomes structurally u... Differentiation Strategy When to apply Differentiation strategies tend to work best in following market circumstances: - The needs and uses of buyers are div... Extreme Customer Trust as a Source of Competitive Advantage Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy Many companies are already highlighting the importance of trustworthiness by setting and sustaining honest prices and pr... The Key Role of Strategists in Creating Competitive Advantage Business Strategy, Corporate Strategy, Competitive Advantage, Strategy Education Most organizational performance theories assume that there are certain “best practices”, or “best ways” that are needed ... Knowledge as Competitive Advantage The New Form of Advantange In an interview of Tomas Friedman to Hani Iskander, former CEO of Chevron Middle East Ltd who was negotiating a partners... Factors to Create a Sustainable Competitive Advantage Porter's SCA Factors In HBR article “What is strategy”, Nov-Dec 1996, M. Porter discusses the critical factors that help to create a sustaina...

Informationskällor Olika informationskällor om Konkurrensfördel. Här hittar du powerpoints, videor, nyheter etc. som du kan använda i dina egna föreläsningar och workshops. How to Sustain Competitive Advantage? Business Strategy, Sustaining Competitive Advantage, Sustainable Competitive Advantage, This presentation is about the question how a competitive advantage can be sustained. The presentation begins with compe... The Role of Value Chain Functions, Quality Management and Innovation in Competitive Advantage Value Chain Management, Quality Management, Innovation, Operational Excellence This presentation firstly presents the role of functional strategies and the value chain in the achievement of competiti... How Businesses can Use Information Technology (IT) in Strategic Ways Strategic Management, Information Technology This presentation looks at Information Technology from a strategic point of view. In other words, it discusses in what w... Competitor Analysis External Strategic Analysis Presentation by G.M.H. Broekema about competitor analysis as part of external strategic analysis. Included: Steps to com... Introduction to Competitive Strategy: The 3 Circle Model Initial Understanding of Competitive Strategy Prof. Joe Urbany goes to the heart of Competitive Strategy by explaining the Three Circles of Competitive Strategy: 1. ... Porter's Industrial Organization Versus Barney's Resource Based View Business Strategy, Value Chain Management This presentation compares Porter's competitive advantage thinking with Barney's Resource Based View, focusing on how co... Porter: Misconceptions about Strategy and Competitive Advantage Understanding Strategy and (Sustainable) Competitive Advantage Prof. M. Porter mentions some big mistakes when people are mixing up "strategy" with other kind of goals and objectives ... Developing a (Sustainable) Competitive Advantage Competitive Advantage, Sustainable Competitive Advantage, SCA, CA This presentation outlines how to develop a business model for sustainable competitive advantage. The presentation inclu... Competitive Advantage Diagram Strategy Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ...

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