Marketing Strategy week #1 Porter (1996): What is strategy? Summary: What is strategy? The article examines this question on different levels. First of all, operational effectiveness (OE) is clearly seperated from strategy. While OE is about achieving excellence in individual activities or functions, a competitve strategy is about combining activities and being different. There are 3 sources of strategic positioning 1) variety-based positioning, 2) needs-based positioning & 3) access-based
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How did the deregulation of air transportation in Europe foster entrepreneurial behavior and innovation in the European airline industry over the last twenty years? Case studies: SAS Airline & Ryanair Master Thesis in Entrepreneurship and Dynamic Business Contexts Spring 2007 Supervisor: Håkan Bohman Entrepreneurship Master Program Authors: Gilles Helterlin and Nuno Ramalho Acknowledgements We would like to express our gratitude to all who have contributed to the realization of this
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Dynamic Oligopoly Game of the US Airline Industry: Estimation and Policy Experiments Victor Aguirregabiria∗ University of Toronto Chun-Yu Ho∗ Boston University This version: November 19, 2007 PRELIMINARY AND INCOMPLETE VERSION Abstract This paper estimates the contribution of demand, cost and strategic factors to explain why most companies in the US airline industry operate using a hub-spoke network. We postulate and estimate a dynamic oligopoly model where airline companies decide, every quarter
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exist, and this often provides a basis for geographic specialization. For example, a company might choose to market its redeye gravy only in the southeastern U.S. Likewise, a picante sauce might concentrate its distribution and advertising in the southwest. A chain saw company might only market its products in areas with forests. Geographic segmentation can take many forms (urban versus rural, north versus south, seacoasts versus interior, warm areas versus cold, high-humidity areas versus dry areas
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Global Human Resource Management Learning Objectives After studying this chapter, you should be able to: Describe the drivers behind globalization in the early 21st century. Discuss the role that culture plays in determining the effective use of human resource management practices in a global organization. Identify critical HRM issues faced by multinational and global organizations when they conduct business in the international marketplace. Internet/Web Resources General Sites www.expatexchange
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CHAPTER 8 Market Segmentation, Targeting, and Positioning CHAPTER OVERVIEW Chapter 8 shows different approaches that companies can take to a market in order to best serve customer and company needs. It begins with a brief overview of three marketing approaches that companies can take: mass marketing, product-variety marketing, and target marketing. A fuller discussion details the three steps of target marketing, beginning with market segmentation: dividing a market into groups that
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CHAPTER 8 Market Segmentation, Targeting, and Positioning CHAPTER OVERVIEW Chapter 8 shows different approaches that companies can take to a market in order to best serve customer and company needs. It begins with a brief overview of three marketing approaches that companies can take: mass marketing, product-variety marketing, and target marketing. A fuller discussion details the three steps of target marketing, beginning with market segmentation: dividing a market into groups that
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I. The Environment of Business 1. What Is Business? © The McGraw−Hill Companies, 2007 C H A P T E R 1 What Is Business? Learning Objectives After studying this chapter you should be able to: 1. Differentiate between the three meanings of business as commerce, business as an occupation, and business as an organization, and identify the four main kinds of productive resources. 2. Understand how the forces of supply and demand determine fair, or market, prices. 3. Appreciate how
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JEFFREY PFEFFER pays an average C average of $21.^2hourly wage of $18.07. ^^^^ second pays an an hour. Assuming that other directemployment costs, such as benefits, are the same for the two groups, which group has the higher labor eosts^ • • • • An airline is seeking to compete in the low-cost, low-frills segment of the U.S. market where, for obvious reasons, labor productivity and efficiency are crucial for competitive success. The company pays virtually no one on the basis of individual merit or performance
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dealings with employees • fairness of a decision’s result 3. The Enron debacle, “It’s not the rules but what employees feel they should do that determinesethical behavior,” is a description of ________. • national culture • organizational culture • organizational climate • organizational ethics 4. The CEO of Southwest Airlines can sometimes be seen helping out at a gate, handling luggage,and assisting cabin attendants while in flight. This is an example of ________ to create andsustain the
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