Στρατηγική ανάλυση και διατήρηση ανταγωνιστικού πλεονεκτήματος στον κλάδο της τεχνολογίας. Μελέτη περίπτωσης
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Στρατηγικό μάνατζμεντ ; Καινοτομία ; Κλάδος της τεχνολογίας ; Στρατηγικές αποφάσεις ; Apple Inc.Abstract
Strategy may not be the most dynamic word in the business dictionary, but if discipline is at its core, then the results in business will be obvious. The analytical approach to strategy was first introduced in 1980 by Professor Michael E. Porter of the Harvard Business School and was a focal point in business analysis. A formal strategy provides a coherent model for all business units and ensures that all those involved in strategic planning and implementation pursue common goals.
Porter (1980) argues that traditional approaches to these questions are one-dimensional because they focus on the business - itself - and ignore the operating environment, targeting an industry aspect such as cost-effectiveness, etc. The Competitive Strategy identifies the industry as the core unit of analysis, and the product as the core business unit.
Innovation initiatives often fail, but even when successful, innovative people find it difficult to maintain their performance. Why is it so difficult to build and maintain the capacity for innovation? The reasons go much deeper than the commonly reported cause: execution failure. The problem with improving innovation is due to the lack of innovation strategy.
A strategy is nothing more than a commitment to a set of coherent, mutually supportive policies or behaviors aimed at achieving a specific competitive goal. Good strategies promote alignment between different teams within an organization, clarify goals and priorities, and help focus efforts around them. Companies regularly describe their overall business strategy (scope and position) and determine how to base it on various functions - such as marketing, research and development, financial activities, etc. After a study conducted in a wide range of industries for over two decades, it was found that companies rarely formulate strategies to align their innovation, which favors their business strategies.
The problem is that an organization's ability to innovate stems from an innovation system, a coherent set of interdependent processes and structures that dictates how the company seeks problems and solutions, synthesizes ideas and transforms them into business ideas and product designs and chooses which projects are funded.
In the present thesis, terms such as strategy, competitive advantage, the contribution of innovation to them will be studied and analyzed, and finally the case study in one of the most important innovative companies, that of Apple Inc. Through this work, the importance of the strategy in combination with its innovation in order to achieve a competitive advantage in the technology market, which is developing and evolving rapidly, is realized.