BU111 Lecture Notes - Lecture 1: Viral Marketing, Ikea, Outsourcing
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BU111 Full Course Notes
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Internal organization-organizes and supports the arrow: environment-pushes arrow off of target (pest, five forces) Should be: memorable and engaging, aligned with organizational values and culture. Why: guides strategy by keeping focus on desired future where do we aim to be? , future-oriented. Principal logic consistency or alignment (all ideas of diamond-e are aligned: consistency internally leads to performance, alignment externally ensures strategy right for the given environment, warning: environment always changing. Sept 15 2015: examples, p&g strategy in 2000 (inconsistency, ikea strategy (consistency) Diamond-e how: first task: deal with strategy-environment linkage, assess forces at work and their implications, adjust internal or adjust strategy, example: digital camera market: canon vs. kodak. How to do an external analysis: general environment, pest model, identifies general trends and changes, specific environment, porter"s five forces - analyzes competitive pressure; predicts industry profitability. Look for data, statistics, trends, forecasts, expert opinions, etc.
