Building a competitive advantage

6 important questions on Building a competitive advantage

What is the productivity gap in the Ryanair formula?

(Pax per employee RN - PPE Compt) / PPE Comp

How to analyze the value chain?


- Estimate the importance of the specific activity for the creation of a competitive advantage
- Identify the scale-scope-learning advantages in the separate activities
- Identify the interdependence or complementarity between activities
- Identify coordination needs across activities

How is the value chain changing?

Relocation and oursourcing.

Sometimes creation of products is moved to region of market. Or high tech centre. Operations moved to low cost locations in east europe or asia. Sales can be distributed. Some outcourse all logistics and operations

3D printing allows for distributed assembly

Also new approach in platforms vs pipelines
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What are cost drivers?

Are the factors that make the cost of an activity
They can allow to estimate competitors cost position , based not on exact costs but the drivers (location, product line, ingredients, etc)

- related to firm size
- cumulative experience
- independent of both ^

How can capabilities be developed?

How:
- by accident
- systemic research
- experiences
- leap frogging investments in resources
- innovative combination of skills tech and res

Sources of ideas
- contact with customers
- conditions at location
- tranfer from related industries and markets
- inhouse experiences

How can you compete in type of capabilities?

Deepening vs broadening
Application specific or general purpose

Results in
- stable competition (application deepening)
- schumpeterin entry (purpose broadening)
- penrosian dynamics (purpose & application deepening)

The question on the page originate from the summary of the following study material:

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