You Make the Call
Google’s Strategy for Dominance
1.
Explain how each of its strategic
components
—
distinctive competence, scope
, and
resource deploy-
ment
—plays a role in Google’s success.
2.
In what ways is Google prepared to respond to
both
organizational opportunities
and
organiza-
tional threats
in the U.S. market?
3.
How can
Porter
’
s generic strategies
approach help
to explain Google’s U.S. strategy?
4.
Identify situations in which Google might use tac-
tical, operational, and contingency planning.
ENDNOTES
1
Google, “Corporate Information,” April 11, 2013, at http://www
.google.com, accessed on September 1, 2013; “The Secret to
Google’s Success,”
BusinessWeek
, March 6, 2008, http://www
.businessweek.com, accessed on September 1, 2013; “In Search of
the Real Google,”
Time
, February 20, 2007, http://time.com/,
accessed on September 1, 2013; www.google.com, accessed on
September 1, 2013.
2
See Peter J. Brews and Michelle R. Hunt, “Learning to Plan and
Planning to Learn: Resolving the Planning School/Learning
School Debate,”
Strategic Management Journal
, 1999, Vol. 20,
pp. 889–913.
3
Max D. Richards,
Setting Strategic Goals and Objectives
, 2nd ed.
(St. Paul, MN: West, 1986).
4
Jim Collins, “Turning Goals into Results: The Power of Catalytic
Mechanisms,”
Harvard Business Review
, July–August 1999,
pp. 71–81.
5
“Set a Goal First, Says CEO of Zynga,”
USA Today
, April 23,
2012, pp. 1B, 2B.
6
“IBM Execs Tout Success of Roadmap, Reiterate 2015 Targets,”
Wall Street Journal
, March 8, 2011.
7
Hoover’s Handbook of American Business 2013
(Austin, TX:
Mergent, 2013), pp. 232–233; and “GE, No. 2 in Appliances, Is
Agitating to Grab Share from Whirlpool,”
Wall Street Journal
,
July 2, 1997, pp. A1, A6. See also “A Talk with Jeff Immelt,”
BusinessWeek
, January 28, 2002, pp. 102–104.
8
Kenneth R. Thompson, Wayne A. Hochwarter, and Nicholas J.
Mathys, “Stretch Targets: What Makes Them Effective?”
Academy of Management Executive
, August 1997, pp. 48–58.
9
“A Methodical Man,”
Forbes
, August 11, 1997, pp. 70–72.
10
John A. Pearce II and Fred David, “Corporate Mission
Statements: The Bottom Line,”
Academy of Management
Executive
, May 1987, p. 109.
11
For early discussions of strategic management, see Kenneth
Andrews,
The Concept of Corporate Strategy
, rev. ed. (Home-
wood, IL: Dow Jones–Irwin, 1980); and Igor Ansoff,
Corporate
Strategy
(New York: McGraw-Hill, 1965). For more recent
perspectives, see Michael E. Porter, “What Is Strategy?”
Harvard
Business Review
, November–December 1996, pp. 61–78;
Kathleen M. Eisenhardt, “Strategy as Strategic Decision Making,”
Sloan Management Review
, Spring 1999, pp. 65–74; and Sarah
Kaplan and Eric Beinhocker, “The Real Value of Strategic
Planning,”
Sloan Management Review
, Winter 2003, pp. 71–80.
12
Hoover’s Handbook of American Business 2013
, pp. 28–29.
13
T. R. Holcomb, R. M. Holmes Jr., and B. L. Connelly, “Making
the Most of What You Have: Managerial Ability as a Source of
Resource Value Creation,”
Strategic Management Journal
, 2009,
Vol. 30, No. 5, pp. 457–486.
14
Jay Barney, “Firm Resources and Sustained Competitive
Advantage,”
Journal of Management
, June 1991, pp. 99–120.
See also T. Russell Crook, David J. Ketchen Jr., James G. Combs,
and Samuel Y. Todd, “Strategic Resources and Performance: A
Meta-Analysis,”
Strategic Management Journal
, 2008, Vol. 29,
pp. 1141–1154.
15
Michael Porter,
Competitive Strategy
(New York: Free Press,
1980). See also Colin Campbell-Hunt, “What Have We Learned
about Generic Competitive Strategy? A Meta-Analysis,”
Strategic
Management Journal
, 2000, Vol. 21, pp. 127–154. See also
Michael E. Porter, “The Five Competitive Forces That Shape
Strategy,”
Harvard Business Review
, January 2008, pp. 79–90, for
a recent update.
16
Ian C. MacMillan and Rita Gunther McGrath, “Discovering New
Points of Differentiation,”
Harvard Business Review
, July–August
1997, pp. 133–136.
17
“In a Water Fight, Coke and Pepsi Try Opposite Tacks,”
Wall
Street Journal
, April 18, 2002, pp. A1, A8.
18
“Abercrombie Fights Discount Tide,”
Wall Street Journal
,
December 8, 2008, p. B1.
19
“When Service Means Survival,”
BusinessWeek
, March 2, 2009,
pp. 26–40.
20
“Recession Puts Hershey in Sweet Spot,”
Wall Street Journal
,
January 28, 2009, p. B1.
21
“P&G, Colgate Hit by Consumer Thrift,”
Wall Street Journal
,
May 1, 2009, pp. B1, B8.
22
“It Ain’t the Bellagio …”
BusinessWeek
, June 20–26, 2011,
pp. 84–85.
23
Alfred Chandler,
Strategy and Structure: Chapters in the History of the
American Industrial Enterprise
(Cambridge, MA: MIT Press, 1962);
Richard Rumelt,
Strategy, Structure, and Economic Performance
(Cambridge, MA: Division of Research, Graduate School of Business
Administration, Harvard University, 1974); and Oliver Williamson,
Markets and Hierarchies
(New York: Free Press, 1975).
24
“Mars’s Takeover of Wrigley Creates a Global Powerhouse,”
Wall
Street Journal
, April 29, 2009, p. 1A.
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