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Copyright © 2004 South-Western. All rights reserved. 5–1
Figure 1.1Figure 1.1
Copyright © 2004 South-Western. All rights reserved.
The Strategic
Management Process
Copyright © 2004 South-Western. All rights reserved. 5–2
Chapter 5: Competitive Rivalry
• Competitive rivalry• Multi-market (“multi-point”) competition• Competitive dynamics• Factors that increase the likelihood of
competitive response (or attack)• First movers; second movers; late movers• Strategic actions; tactical actions• Fast cycle; slow cycle; standard cycle
markets• Offensive moves; defensive moves
Copyright © 2004 South-Western. All rights reserved. 5–3
Effective Strategies . . . .
• address external trends• pursue concrete opportunities• acknowledge external threats• rely on core capabilities• do not rely on weaknesses• are conscientiously implemented • are continually fine-tuned• outsmart rivals
Copyright © 2004 South-Western. All rights reserved. 5–4
Competitive Rivalry =
the ongoing set of competitive actions
and competitive responses
occurring between competitors.
One interesting result is that
competing firms are mutually interdependent,
especially when
“multi-market competition”
is present.
Copyright © 2004 South-Western. All rights reserved. 5–5
Multi-market Competition =
firms competing against each other in several product areas, and/or
several geographic markets.
Multi-market competition creates
a more complex form of rivalry,
which can actually reduce aggressive competitive attacks between the rivals.
Copyright © 2004 South-Western. All rights reserved. 5–6
From Competitors to Competitive Dynamics
SOURCE: Adapted from M.-J. Chen, 1996, Competitor analysis and interfirm rivalry: Toward a theoretical integration, Academy of Management Review, 21: 100–134. Figure 5.1Figure 5.1
Copyright © 2004 South-Western. All rights reserved. 5–7
Competitive Dynamics . . .
• Actions taken by one firm elicit responses from competitors.
• Competitive responses lead to additional actions from the firm that acted originally.
• Actions and responses shape the competitive positions of each firm’s business-level strategy.
• Strategies are not fully pre-planned, but are dynamic and evolving in response to competition and other factors.
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Success of a strategy is determined by:The firm’s initial competitive actionsHow well it anticipates competitors’ responses to
themHow well the firm anticipates and responds to its
competitors’ initial actions
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A Model of Competitive Rivalry
SOURCE: Adapted from M.-J. Chen, 1996, Competitor analysis and interfirm rivalry:Toward a theoretical integration, Academy of Management Review, 21: 100–134. Figure 5.2Figure 5.2
Copyright © 2004 South-Western. All rights reserved. 5–10
Competitor Analysis (= ) • Competitor analysis is used to help a firm
understand its competitors
• The firm studies competitors’ future objectives, current strategies, assumptions, and capabilities
• With the analysis, a firm is better able to predict competitors’ behaviors when forming its competitive actions and responses
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Market Commonality
• Market commonality is concerned with: The number of markets with which a firm and a
competitor are jointly involvedThe degree of importance of the individual
markets to each competitor
• Firms competing against one another in several or many markets engage in multimarket competitionA firm with greater multimarket contact is less
likely to initiate an attack, but more likely to more respond aggressively when attacked
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Resource Similarity
• Resource SimilarityHow comparable the firm’s tangible and
intangible resources are to a competitor’s in terms of both types and amounts
• Firms with similar types and amounts of resources are likely to: Have similar strengths and weaknessesUse similar strategies
• Assessing resource similarity can be difficult if critical resources are intangible rather than tangible
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A Framework of Competitor Analysis
Figure 5.3Figure 5.3
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Market Commonality and Resource Similarity –
So what? Who cares?
Rivals with market commonality
and resource similarity are
highly likely to respond to the competitive
actions of each other.
Copyright © 2004 South-Western. All rights reserved. 5–15
A Model of Competitive Rivalry
SOURCE: Adapted from M.-J. Chen, 1996, Competitor analysis and interfirm rivalry:Toward a theoretical integration, Academy of Management Review, 21: 100–134. Figure 5.2Figure 5.2
Copyright © 2004 South-Western. All rights reserved. 5–16
Drivers of Competitive Behavior
• Awareness is the extent to which
organizations recognize the degree of their mutual interdependence and the potential threat from their competitive rivalry
AwarenessAwareness
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Drivers of Competitive Behavior (cont’d)
• Motivation the intensity of a
firm’s inclination to take action or to respond to a competitor’s attack
relates to perceived gains and losses
may involve egos
AwarenessAwareness
MotivationMotivation
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Drivers of Competitive Behavior (cont’d)
• Ability relates toeach firm’s resources the flexibility these
resources provide
• Without available resources the firm lacks the ability toattack a competitor respond to the
competitor’s actions
AwarenessAwareness
MotivationMotivation
AbilityAbility
Copyright © 2004 South-Western. All rights reserved. 5–19
Drivers of Competitive Behavior (cont’d)
• A firm is more likely to attack the rival with whom it has low market commonality
• Given the high stakes of competition under market commonality, there is a high probability that the attacked firm will respond to its competitor’s action in an effort to protect its position
AwarenessAwareness
MotivationMotivation
Market Market CommonaliCommonali
tyty
AbilityAbility
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Drivers of Competitive Behavior (cont’d)
• The greater the resource imbalance between the firms, the greater will be the delay in response by the firm with a resource disadvantage
• When facing competitors with greater resources or more attractive market positions, firms should eventually respond, no matter how challenging the response
Resource Resource DissimilaritDissimilarit
yy
AwarenessAwareness
MotivationMotivation
Market Market CommonaliCommonali
tyty
AbilityAbility
Copyright © 2004 South-Western. All rights reserved. 5–21
Drivers of Competitive Behavior – So what? Who cares?
Organizations are highly likely to respond to competitive actions when the following conditions are present:
• Market commonality• Resource similarity• Awareness of the competitive threat• Motivation to respond• High ego involvement in the rivalry • Available resources to respond
Copyright © 2004 South-Western. All rights reserved. 5–22
A Model of Competitive Rivalry
SOURCE: Adapted from M.-J. Chen, 1996, Competitor analysis and interfirm rivalry:Toward a theoretical integration, Academy of Management Review, 21: 100–134. Figure 5.2Figure 5.2
Copyright © 2004 South-Western. All rights reserved. 5–23
Factors Affecting Likelihood of Attack
• First movers allocate funds for:
Product innovation and development, aggressive advertising, advanced research and development
• First mover incentives = ? ?• First mover hazards = ? ?
First MoverFirst Mover
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Factors Affecting Likelihood of Attack (cont’d)
• Second mover responds to the first mover’s competitive action, typically through imitation: Studies customers’ reactions to
product innovations Tries to find and avoid any
mistakes the first mover made Also avoids the huge
product/market development spending of the first-movers
May develop more efficient processes and technologies
First MoverFirst Mover
Second Second MoverMover
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Factors Affecting Likelihood of Attack (cont’d)
• Late mover responds to a competitive action only after considerable time has elapsed
• Any success achieved will be slow in coming and much less than that achieved by first and second movers
• Late mover’s competitive action allows it to earn only average returns and delays its understanding of how to create value for customers
First MoverFirst Mover
Second Second MoverMover
Late MoverLate Mover
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Factors Affecting Likelihood of Attack (cont’d)
• Small firms are more likely: To launch offensive competitive
actions
To be quicker in doing so
• Small firms are perceived as: Nimble and flexible competitors
Relying on speed and surprise
Having the flexibility needed to launch a greater variety of competitive actions
First MoverFirst Mover
Second Second MoverMover
Late MoverLate Mover
OrganizationOrganizational Sizeal Size
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Factors Affecting Likelihood of Attack (cont’d)
• Large organizations commonly have the slack resources required to launch a larger number of total competitive actions
• “Think and act big and we’ll get smaller. Think and act small and we’ll get bigger.”
Herb KelleherFormer CEO, Southwest
Airlines
First MoverFirst Mover
Second Second MoverMover
Late MoverLate Mover
OrganizationOrganizational Sizeal Size
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Factors Affecting Likelihood of Attack (cont’d)
• Firms with higher quality are more likely to attack
• Product quality can involve performance, features, durability, consistency,image, etc.
• Service quality can involve timeliness, courtesy, convenience, accuracy, completeness, etc.
First MoverFirst Mover
Second Second MoverMover
QualityQuality(Product)(Product)
Late MoverLate Mover
OrganizationOrganizational Sizeal Size
Copyright © 2004 South-Western. All rights reserved. 5–29
Summary – Factors that Increase the Likelihood of Competitive Attack
• first mover incentives
• active first movers
• small firms
• firms with high “quality”
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A Model of Competitive Rivalry
SOURCE: Adapted from M.-J. Chen, 1996, Competitor analysis and interfirm rivalry:Toward a theoretical integration, Academy of Management Review, 21: 100–134. Figure 5.2Figure 5.2
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Strategic and Tactical Actions
• Strategic action or a strategic response =
• Tactical action or a tactical response =
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Likelihood of Response
• Strategic actions generally require strategic responses The time and resources needed
to assess and implement a strategic action delays or even reduces potential response
• Tactical responses are taken to counter the effects of tactical actions Competitor likely will respond
quickly to a tactical actions
Type of Type of Competitive Competitive
ActionAction
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Factors Affecting Strategic Response (cont’d)
• An actor is the firm taking an action or response
• Reputable firms are more likely to elicit a response
• Market leaders are more likely to be copied
• Firms that are not well regarded, or price-predators, are less likely to be copied or elicit a response
Type of Type of Competitive Competitive
ActionAction
Actor’s Actor’s ReputationReputation
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Factors Affecting Strategic Response (cont’d)
• Market dependence is the extent to which a firm’s revenues or profits are derived from a particular market
• In general, firms can predict that competitors with high market dependence are likely to respond strongly to attacks threatening their market position
Type of Type of Competitive Competitive
ActionAction
Actor’s Actor’s ReputationReputation
Dependence Dependence on the on the marketmarket
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Summary – Factors that Increase the Likelihood of Competitive Response
• Actions that are tactical rather than strategic
• The organization initiating the original competitive action is reputable
• High dependency on the market involved
Copyright © 2004 South-Western. All rights reserved. 5–36
A Model of Competitive Rivalry
SOURCE: Adapted from M.-J. Chen, 1996, Competitor analysis and interfirm rivalry:Toward a theoretical integration, Academy of Management Review, 21: 100–134. Figure 5.2Figure 5.2
Copyright © 2004 South-Western. All rights reserved. 5–37
Competitive Dynamics
• Competitive advantages are shielded from imitation for long periods of time and imitation is costly
• Competitive advantages are sustainable in slow-cycle markets
• Firms concentrate on competitive actions and responses to protect, maintain and extend proprietary competitive advantage
Slow-Cycle Slow-Cycle MarketsMarkets
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Gradual Erosion of a Sustained Competitive Advantage
Figure 5.4Figure 5.4SOURCE: Adapted from I. C. MacMillan, 1988, Controlling competitive dynamics by taking strategic initiative, Academy of Management Executive, 11(2): 111–118.
Copyright © 2004 South-Western. All rights reserved. 5–39
Competitive Dynamics (cont’d)
“Hypercompetition”
• The firm’s competitive advantages are not sustainable
• Non-proprietary technology is diffused rapidly, reverse engineering is used to duplicate proprietary technology
• Competitive “one-upsmanship” is rampant
• Firms may need to practice product cannibalism in self-defense
Slow-Cycle Slow-Cycle MarketsMarkets
Fast-Cycle Fast-Cycle MarketsMarkets
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Obtaining Temporary Advantages to Create Sustained Advantage
SOURCE: Adapted from I. C. MacMillan, 1988, Controlling competitive dynamics by taking strategic initiative, Academy of Management Executive, 11(2): 111–118. Figure 5.5Figure 5.5
Copyright © 2004 South-Western. All rights reserved. 5–41
Competitive Dynamics (cont’d)
• Moderate cost of imitation may shield competitive advantages.
• Competitive advantages are partially sustainable if their quality is continuously upgraded
• Firms Seek large market shares
Gain customer loyalty through brand names
Carefully control operations
Slow-Cycle Slow-Cycle MarketsMarkets
Fast-Cycle Fast-Cycle MarketsMarkets
Standard-Standard-Cycle Cycle
MarketsMarkets
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Competitive Rivalry = continuous “play” of offensive and defensive
movesOffensive Moves• To establish a position• To reposition
• Less frequent than defensive moves
• Attacking rivals’ weaknesses is usually more successful
• Attacking rival’s strengths – especially head-on – carries more risk and takes more resources and capabilities
Defensive Moves• To protect an existing
position
Common approaches =• Increase structural barriers
(fill positioning gaps, increase switching costs, increase scale economies, block supplies or channel . .)
• Increase expected retaliation• Lower inducements for
attack