Global Gamesmanship  

Oleh:

McGrath, Rita Gunther ; MacMilan, Ian C. ; Putten, Alexander B. van

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 81 no. 5 (2003), page 62-73.
Topik: global; competitive advantage; competitive decision making; globalization; market analysis; market positioning; market share; multinational corporations

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.22 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Competition among multinationals these days is likely to be a three - dimensional game of global chess : The moves an organization makes in one market are designed to achieve goals in another in ways that aren't immediately apparent to its rivals. The authors - all management professors - call this approach "competing under strategic interdependence," or CSI. And where this interdependence exists, the complexity of the situation can quickly overwhelm ordinary analysis. Indeed, most business strategists are terrible at anticipating the consequences of interdependent choices, and they're even worse at using interdependency to their advantage. In this article, the authors offer a process for mapping the competitive landscape and anticipating how your company's moves in one market can influence its competitive interactions in others. They outline the six types of CSI campaigns -onslaughts, contests, guerrilla campaigns, feints, gambits, and harvesting - available to any multiproduct or multimarket corporation that wants to compete skillfully. Using data they collected from their studies of consumer - products companies Procter & Gamble and Unilever, the authors describe how to create CSI tables and bubble charts that present a graphical look at the competitive landscape and that may uncover previously hidden opportunities. Smaller organizations that compete with a portfolio of products in just one national or regional market may find the CSI mapping process just as useful for planning their next business moves.

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