Hypercompetitive Trends as a Premise to Create Co-opetitive Relations

• Autorzy: Joanna Cygler
• Języki publikacji: EN

Abstrakty

EN

For a few dozensof years we have observed growing and unpredictable changes ,both, of the environment and rules of the competitors' market game which have created hypercompetition. It is stimulated along with globalisation of sectors and advances in technology, which intensifies competition not only internationally but also in home countries. Profound changes of the environment force companies to constantly redefine their competitive positions and strategies. R.A.D'Aveni indicates the necessity to change competition in four basic areas: price-quality , time and know-how, strongholds and deep-pockets strategies. In the price-cost area companies are forced to run price wars which, eventually, lead to destruction and extinction of the parties of the conflict. In case of time-based strategy speed and originality of the first mover are the key to success. Stronghold strategies are based on setting up barriers to entry in particular sectors and geographical markets. Deep-pockets strategies are founded on developing co-opetitive relationships to outperform bigger and stronger rivals. In the hypercompetitive environment competitive advantages are temporary. The existing concepts related to the development of competitive advantages (e.g.E.M.Porter) are losing their relevance and there is a need to come up with new ideas and instruments. .R.A.D'Aveni puts forward a concept of new 7S taking into account specific aspects of the hypercompetitive environment as a response to a decreasingly relevant McKinsey 7S. New instruments include superior stakeholder satisfaction, strategic soothsaying, speed, surprise, shifting competition rules, signalling strategic intent, and simultaneous and sequential thrusts. Their task is to disrupt the current rules of the game, take over the initiative and implement new rules. Rivalry in the hypercompetitive environment coerces corporations to meet very strict organzational requirements. More and more frequently they decide to cooperate with their rivals by establishing co-opetitive relationships. The latest survey by the EIU shows that the overwhelming majority of companies find such relationships an inevitable necessity of the development in hypercompetitive environments. (original abstract)

Słowa kluczowe

EN

Market competition

PL

Konkurencja rynkowa

• Czasopismo: Studia i Prace Kolegium Zarządzania i Finansów / Szkoła Główna Handlowa
• Rocznik: 2007
• Numer: z. 83
• Strony: 35--48

Twórcy

autor

Joanna Cygler

• Szkoła Główna Handlowa w Warszawie

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