PART II: ASSESSING THE EXTERNAL MARKETING SITUATION. Part I: Video case study: Tata Nano - competitiveness of the world's cheapest car.Ģ.2 Roots of competitive advantage.Ģ.3 The resource-based view (RBV).Įxhibit 2.1: Honda's competences in small engines.Ģ.4 Market orientation view (MOV) compared to the resource-based view.Ģ.5 The value chain-based view (VBV).Įxhibit 2.2: Nike's value chain.Įxhibit 2.3: The value chain of Acme Axles, Inc.Ģ.6 Value shop and the 'service value chain'.Ģ.7 Internationalising the value chain.Įxhibit 2.4: IKEA's use of AR.Ĭase study 2.1: Zalando: how can the online apparel retailer turn financial losses into positive profits?.ģ.2 General sources of competitive advantage.ģ.3 Introduction of a holistic model of competitiveness: from macro to micro level.ģ.4 Analysis of national competitiveness (the Porter diamond).ģ.5 Competition analysis in an industry.ģ.7 Blue ocean strategy and value innovation.Įxhibit 3.1: Value innovation at hotel chain Formule 1.ģ.8 Outsourcing – a strategic decision framework based on customers' evaluation.Įxhibit 3.2: Sony, an outsourcing company.Ĭase study 3.1: Nintendo Wii: Nintendo's Wii took first place on the world market – but it didn't last.
PART I: ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL).
Publisher's acknowledgements.ġ.2 The marketing management process.ġ.3 The traditional (transactional) marketing (TM) concept versus the relationship marketing (RM) concept.ġ.5 How the RM concept influences the traditional marketing concept.ġ.6 Different organisational forms of RM.Ĭase study 1.1: Hunter Boot Ltd: the iconic British brand is moving into exclusive fashions.