资源竞争优势课件

Chapter6ResourcesofCompetitiveAdvantage总体要求竞争优势的来源在于企业自身独特的、能为顾客创造价值的资源和能力，而且能较竞争对手更快、更好地满足顾客的价值需要。从这一基本思路出发，探讨如何分析企业自身独特的资源和能力；如何运用价值创新理念和工具创造独特价值地位。outline具体目标竞争优势涵义资源能力培育顾客价值实现价值创新导向竞争优势：以资源与组织能力（活动）为基础，以制度认同为约束，通过提供用户认为是物有所值的产品或服务，比竞争对手更好地创造用户所需的价值来实现。6.1竞争优势涵义竞争优势源泉：战略性资产——知识和独特资源竞争优势约束：制度和社会认同；使命、理念、社会责任的兼顾；竞争优势根本：用户导向的价值创新和能力激活独特资源--战略性资产稀缺性/不可流动性不可模仿性缄默性/潜移默化性顾客价值性延展性/渗透性无法学：稀缺与专用资源及能力（不可流动：无形、环境、组合）学不全：不可言传的经验、知识和技能、不可模仿的活动能力不敢学：战略性恐吓和威胁不愿学：先发优势、情理相告、思维惰性难替代：品牌优势、技术优势、成本领先PhilosophyofknowledgemanagementAprocessofknowledgeflowtosupportcashandmaterialflowEfficiencyandeffectivenessofinformationflowInput--knowledgeactivities--output

Knowledge&DistinctiveResourcesStructureofknowledgemanagementKnowledgemanagementcircleKnowledgemanagementplatformSupportsystems:hardwareandsoftware

TodeliverthemostsuitableknowledgetothemostsuitablepersoninthemostsuitabletimeandspaceHumanresourcecapital

StructuredCapitalKnowledgeManagementCircle(KMC)KnowledgediscoveryKnowledgeaccumulationKnowledgeMaintenanceKnowledgeApplicationKnowledgecreationKnowledgelearningKnowledgeinventoryKnowledgesharingnetworkIncentivesystemOrgan.structureOrgan.cultureOrganizationalsupportsystemDatabasedigDatabaseinventoryIntranetTechnicalsupportsystemFrameworkofKnowledgeManagementKnowledge-CreatingProcessesSocialization(sympathizedknowledge)Externalization(conceptualknowledge)Internalization(operationalknowledge)Combination(systematicknowledge)TacitKnowledgeExplicitKnowledgeTacitKnowledgeExplicitKnowledgeFromToSource:Nonaka&Takeuchi,TheKnowledgeCreatingCompany,OxfordUniversityPress,1995.

战略资源与能力分析资源与能力关系——当能力必须依附于特定资源才能发挥作用时，人就会丧失自我，变成资源的附庸和奴隶；——当能力几乎不需要任何资源就能充分发挥作用时，人就能找到自我，变成独立于资源的生命主体——当人是资源的附庸时，资源是持续发展之源；当人独立于资源成为生命主体时，留住人成为企业长期发展之本。讨论：以个体为载体的缄默知识是资源还是能力？资源与能力概念——资源：外显、静态、有形的客观役使对象——能力：潜在、动态、无形的主观能动条件ResourceauditCompetenciesInseparateactivitiesThroughlinkingactivitiesAssessingbalanceResourcesCompetencesBusinessunitsCoreCompetenciesTooutperformcompetitionTocreatenewopportunityIdentifyingkeyissuesSWOTanalysisCriticalsuccessfactorsUnderstandingstrategiccapabilityRigiditiesPreventingchangeComparisonHistoricalIndustrynormsBenchmarkingAnalysingstrategiccapability问题：什么因素滋养客户的忠诚