0 Seat
You learn how to achieve a sustainable competitive advantage despite competition or, even better by creating a new market. In doing so, the two best-known strategy approaches are combined: the market-oriented and the resource-oriented view of strategy.
According to the market-oriented view of strategy understanding the competitive landscape is crucial. This involves evaluating competitors’ strengths and weaknesses, identifying market trends, and anticipating changes in consumer preferences to help the organization to create a unique selling proposition.
According to the resource-based view of strategy, a sustained competitive advantage is achieved through strategic resources that are valuable, rare and difficult to imitate or substitute. The resource-based view of strategy also recognizes the importance of an organization’s ability to adapt and innovate over time. Organizations must develop dynamic capabilities that enable them to respond to changing market conditions, technological advancements, and evolving customer preferences.
You will learn the concept of a Blue Ocean Strategy. The term “Blue Ocean” symbolizes an untapped, uncontested market space that is not yet explored by any other competitors. In contrast, a “Red Ocean” refers to an existing market space, where industry boundaries are defined and established, leading to intense competition.
Prof. Dr. Stephan Nüesch
2nd September and 3rd September 2024