483primerV3 - Stanford University Dept. of...

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Unformatted text preview: Stanford University Dept. of Engineering-Economic Systems & Operations Research EES&OR483 Strategy and Marketing Primer (version 3.0) This set of "crib notes" is a review of marketing and strategy tools and concepts that you may find useful for your project in EES&OR 483. The intention is not to give you more work or reading material, but rather to provide you with an aid and reference in formulating and analyzing your problem. All of the concepts covered in lecture and the assigned readings are reviewed here. You might find the summaries a helpful reminder of what the concepts are and how they can be valuable in your project. Also, some topics found here are not covered in lectures or assigned readings (specifically, Sections 2.2, 2.4, and 5.1-5.5). These are additional topics on conceptual (i.e. MBA) marketing and strategy. Since lectures in this project course are limited and emphasize quantitative models for strategy, we do not have the time to cover all the topics in class. However, if you are not already familiar with basic marketing and strategy frameworks, we want to offer you more exposure to them. You may find this broader exposure helpful for several reasons: understand the context of what is covered in lecture properly frame your project find leads to other concepts that may be particularly relevant to your project CONTENTS 1 GENERIC STRATEGY: TYPES OF COMPETITIVE ADVANTAGE...............................................3 2 CONCEPTUAL STRATEGY FRAMEWORKS: HOW COMPETITIVE ADVANTAGE IS CREATED.......................................................................................................................................................5 2.1 P ORTER ' S 5 F ORCES & I NDUSTRY S TRUCTURE ................................................................................................5 2.2 C ORE C OMPETENCE AND C APABILITIES ...........................................................................................................9 2.3 R ESOURCE-B ASED V IEW OF THE F IRM (RBV).............................................................................................11 2.4 A LTERNATIVE F RAMEWORKS : E VOLUTIONARY C HANGE AND H YPERCOMPETITION ...............................................13 3 ADDITIONAL TOOLS FOR STRATEGIC THINKING AND ANALYSIS......................................15 3.1 G AME T HEORY .........................................................................................................................................15 3.2 O PTIONS ..................................................................................................................................................16 3.3 S TRATEGIC S CENARIOS ...............................................................................................................................20 3.4 O THER P ARTICULARLY R ELEVANT EES&OR C ORE C ONCEPTS ......................................................................21 4 MARKETING MODELS FOR PRODUCT STRATEGY....................................................................224 MARKETING MODELS FOR PRODUCT STRATEGY....
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This note was uploaded on 09/09/2010 for the course ACCOUNTING 2345 taught by Professor Dr.ijueh during the Spring '10 term at twsu.edu.

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483primerV3 - Stanford University Dept. of...

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