COMM 210 Lecture 1: Comm 210 - Final recap
1 Dec 2016
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Document Summary
The word that we should remember is competitive advantage. Claim: its not enough to consider the competitive environment in which the company operates to understand why a firm is successful, you also need to give a close look to the organizations. His own theory is not the swot analysis, but he does talk about it. He focusses on the s and w of the swot analysis. Each organization is a collection of unique resources. He classifies the resources into tangible (financial, physical, equipment, technological, and organizational) and intangible (human, innovation/creativity, reputation). The (cid:373)ost i(cid:373)po(cid:396)ta(cid:374)t (cid:272)(cid:396)ite(cid:396)ia"s is the (cid:374)otio(cid:374) of i(cid:373)ita(cid:271)ilit(cid:455), the e(cid:454)te(cid:374)t to (cid:449)hi(cid:272)h a(cid:374)other firm will be able to copy what you do. Resources that are intangible are often the ones harder to imitate. The importance of history: each organization has its own history, and this cannot be copied.
