1) The document discusses strategic management concepts including core competencies, distinctive competences, dynamic capabilities, and knowledge-based management. 2) It references experts in the field such as Ikujiro Nonaka who developed the SECI model of knowledge creation and transfer between tacit and explicit knowledge. 3) Key concepts discussed include the need for organizations to continuously learn, adapt, and reconfigure their resources and capabilities in order to gain and maintain competitive advantages in changing environments.

1. Strategic Management @ 2013
Wai Chamornmarn
08 ความสามารถเชิงกลยุทธ์

2. Strategic Management @ 2013
Strategy is a Creation of Stories

3. Strategic Management @ 2013
Why Do Firms Differ ?

4. Strategic Management @ 2013
ความสามารถเชิงกลยุทธ์

5. Strategic Management @ 2013

6. Strategic Management @ 2013
แนวคิดสําคัญ: ความสามารถเชิงกลยุทธ์
ความสามารถในการเชิงกลยุทธ์หมายถึงทรัพยากรและ competences ขององค์กรที่
จําเป็นสําหรับจะอยู่รอดและประสบความสําเร็จ

7. Strategic Management @ 2013
Strategic Resources
• Strategic resources: ทรัพยากรที่ บริษัทใช้งานเพื่อให้บรรลุเปรียบในการแข่งขัน
• ทรัพยากร:
– Physical (manufacturing facilities, service centres, location)
– Intellectual (patents, proprietary technology, expertise)
– Organizational (employee relationships, customer relationships, supplier
relationships, community relationships, reputation)
– Financial (cash, borrowing capacity, equity financing capacity)
• ทรัพยากรเชิงกลยุทธ์โดยทั่วไปมักจะยากที่จะได้มาและยากที่จะคัดลอก -สร้างเอกลักษณ์ /
uniqueness ของ บริษัท

8. Strategic Management @ 2013
n Competitive advantage;/เปรียบในการแข่งขัน: ความจุในการสร้างสูงกว่าค่าเฉลี่ย
ประสิทธิภาพที่เหนือกว่าเมื่อเทียบกับคู่แข่ง
n ทรัพยากรและความสามารถเป็นที่มาของการสร้างมูลค่าใน บริษัท เช่นแหล่งที่มาของ
ความได้เปรียบ
n Resources and capabilities give competitive advantage are (VRIN):
n มีคุณค่า/Valuable - someone willing to pay
n หายาก/Rare - unique
n เลียนแบบไม่ได้ /Inimitable - hard to copy due to complexity, ambiguity
n ทดแทนไม่ได้ /Non-substitutable - resources and/or capabilities
n Superior performance /ประสิทธิภาพที่เหนือกว่าเป็นผลมาจากหายาก/scarcity และ
นวัตกรรม/innovation.
Internal Factors Competitive Advantage

9. Strategic Management @ 2013
Core Competence
Core Competences
ความรู้โดยรวม/Collective
knowledge ของวิธีการ
ประสานทักษะและ
เทคโนโลยี
Prahalad & Hamel
(1990)
Distinctive Capabilities
กระบวนการทางธุรกิจที่
เชื่อมต่อกับความต้องการ
ของลูกค้า
Stalk, Evans & Shulman
(1992)
Strategic Assets
ความสามารถในการปรับใช้
ทรัพยากรเพื่อให้เกิดเป้าหมาย
ที่พึงประสงค์
Amit & Shoemaker
(1993)
=
=

10. Strategic Management @ 2013
Distinctive Competence
Strategic resources + dynamic capabilities
แหล่งสําคัญของsustainable competitive advantage
Core competences คือทักษะและความสามารถที่จะนําไปใช้
ในการจัดกิจกรรมขององค์กรและกระบวนการเช่นเพื่อให้เกิดการ
เปรียบในการแข่งขันในรูปแบบที่คนอื่นไม่สามารถเลียนแบบหรือได้
รับ

11. Takahiro Fujimoto, a professor and the
executive director of the Manufacturing
Management Research Center at the
University of Tokyo, also stressed the
importance of retaining manufacturing
capabilities at home, especially as
Japan, unlike economies such as the
U.S., has no strong agriculture or
service sector that it can sell in
overseas markets but has to rely on
manufacturing.
Prof. Takahiro Fujimoto is a Professor of Graduate School of Economics,
Department pf Business and Market Studies, the University of Tokyo.

12. Strategic Management @ 2013
Monotsukuri
THE FUTURE OF THE JAPANESE
INDUSTRIES: AN APPROACH IN
TERM OF DESIGN-BASED
COMPARATIVE ADVANTAGE
Takahiro FUJIMOTO
Professor, Faculty of Economics,
MMRC, University of Tokyo

13. Strategic Management @ 2013

14. Strategic Management @ 2013
Organizational Routines

15. Strategic Management @ 2013
Process of Routinization

16. Strategic Management @ 2013
Routine as programing principle

17. Strategic Management @ 2013
The principle of independence and the routine in action (Ra)

18. Strategic Management @ 2013
Routine Structure and Knowledge Management:
Impacts on Routine Attributes, Value and Imitability

19. Strategic Management @ 2013
Practice- Dialectic in Action -

20. Strategic Management @ 2013
Creative Routines of Practical Reasoning

21. Strategic Management @ 2013
Practical Reasoning

22. Strategic Management @ 2013
Dynamic Capabilities

23. Strategic Management @ 2013
Dynamic capabilities
“the ability to integrate, build, and reconfigure
internal and external competencies to address
rapidly changing environments”.
Teece's concept of dynamic capabilities is a
theory about the source of corporate agility:
"the capacity (1) to sense and shape
opportunities and threats, (2) to seize
opportunities, and (3) to maintain
competitiveness through enhancing,
combining, protecting, and, when necessary,
reconfiguring the business enterprise's
intangible and tangible assets.”
Prof. David Teece, the Thomas W. Tusher Professor in Global Business and
faculty director of the Institute for Business Innovation

25. Strategic Management @ 2013
SIDNEY G. WINTER
Deloitte and Touche Professor
Emeritus of Management
Giovanni Dosi is Professor at the
Sant'Anna School of Advanced
Studies in Pisa
Richard R. Nelson is an American
professor of economics at
Columbia University.

26. Strategic Management @ 2013
What are Microfoundations? David J. Teece
Microfoundations are “elements” of Dynamic Capabilities. They consist of
discrete process/methodologies/structures that undergird clusters of dynamic
capabilities
I. Routines/Methodologies
• Organizational Routines
– Ex: product development along a known trajectory
• Analytical Methodologies
– Ex: investment choices
II. Individual Acts and Action
• Creative managerial and entrepreneurial acts
– Ex: pioneering a new market

27. Strategic Management @ 2013
Three Clusters of Microfoundations*
• Sensing
– Identification and assessment of an opportunity
– Easiest to embed in the organization
• Seizing
– Mobilization of resources to address an opportunity and to capture value
• Transforming
– Continued renewal
– Inherently difficult to routinize
• Each cluster is supported by organizational process; but also by the
entrepreneurial and leadership capabilities of the top management team
27
*“Explicating Dynamic Capabilities: The Nature and Microfoundations of (Sustainable) Enterprise Performance”, Strategic
Management Journal, 28:13 (December 2007), 1319-1350.

28. What might faster and more effective look like in practice?
That is to say that an individual does not necessarily need to be sensing and responding every
hour, instead they need to do it faster and more effectively than competitors

29. Strategic Management @ 2013
Dynamic Capabilities Framework

31. Strategic Management @ 2013
“A corporation is a living organism;
it has to continue to shed its skin.
Methods have to change. Focus has
to change. Values have to change.
The sum total of those changes is
transformation.”
Andrew Stephen Grove
“For his important contributions to the computing industry and profession as an entrepreneurial
leader, advisor, and mentor”

32. Strategic Management @ 2013
• Grove describes business transformation and resource
reconfiguration as ‘the valley of death’ because “you
need to tear things apart before you can put together
the new” (Puffer, 1999, p. 18).
• That move was essentially Grove’s decision to commit
to the microprocessor as the company’s new direction.
Transforming Intel from a ‘memory’ company (Intel’s
primary focus since its foundation in 1968) to a
‘microcomputer’ company in 1985 has been described
as the most monumental act in Intel’s history
(Burgelman, 1991)
“Success breeds complacency, complacency breeds
failure...only the paranoid survive” (Grove, 1996)

33. Strategic Management @ 2013
Professor Robert Burgelman
Executive Director of the Stanford Executive Program
Robert Burgelman is Edmund W. Littlefield Professor of Management at the
Stanford School of Business
Interview with Professor Robert
Burgelman
"Leaders are people who make
organizations do things that
don't come naturally"
The Role of the Strategy-Making Process for Corporate Longevity

34. Strategic Management @ 2013
Basis of
Competitive
Advantage in
the Industry
Internal
Selection
Environment
Distinctive
Competence
of the Firm
Official
Corporate
Strategy
Strategic
Action
Intel skills in circuit design and
process technology, but not
manufacturing
INERTIA NEW OPPORTUNITIES
DRAM products become a commodity.
Winning requires low cost and high
quality which depends on manufacturing skills.
• MarketINDUSTRY FORCES • Non-Market
I. Dynamic Forces in Firm Evolution: “The Rubber Band Model”

35. Strategic Management @ 2013
Basis of
Competitive
Advantage in
the Industry
Internal
Selection
Environment
Distinctive
Competence
of the Firm
Official
Corporate
Strategy
Strategic
Action
Official
STRATEGY is
ahead of
ACTION
Apple
“Newton”:
handheld
product
strategy
ACTION is
ahead of
STRATEGY
Fab
capacity
allocation
diverges
from
strategy
I. Dynamic Forces in Firm Evolution: “The Rubber Band Model”

36. Strategic Management @ 2013
Learning Mechanism

37. http://www.druid.dk/conferences/nw/paper1/zollo_winter.pdf

40. Strategic Management @ 2013
Creative Space: Autonomy , Creative Chaos, Energizing Ba.

41. Strategic Management @ 2013
41
”spaces of flows” :People flows /Idea and Information flows
“Waigaya” at Honda

42. Strategic Management @ 2013
Small World Networking

43. Strategic Management @ 2013
Scrum Approach
“The New New Product Development Game”

44. Strategic Management @ 2013
Ability to grasp the essence of particular situations/things.

45. Strategic Management @ 2013
Knowledge-Based Management

46. Strategic Management @ 2013
Ikujiro Nonaka
Professor,
The Graduate School of International Corporate
Strategy Hitotsubashi University
Xerox Distinguished Faculty Scholar
UC Berkeley
Not “Managing Knowledge”
But “Knowledge-based Management.”

47. Strategic Management @ 2013
Knowledge is

48. Strategic Management @ 2013
Three Types of Knowledge

49. Strategic Management @ 2013
Six Abilities that Constitute Phronesis

50. Strategic Management @ 2013
Philosophy system
• ■Corporate Philosophy
Living and prospering together with
people, society, and the globe, we aim to
be a value-generating corporation that
contributes to creation of a prosperous
society.
• ■Behavioral Guidelines
As a good corporate citizen, we will:
• implement open and fair corporate
activities
• fulfill our social responsibilities, and
conserve the global environment.
• offer creativity, and provide added value
• respect people, and create an active
workplace worth working in.

51. Strategic Management @ 2013
Characteristics of Knowledge
• 1. Increasing Return
2. Unlimited Usage
3. Production and
Consumption Unseparated
• 4. Difficulties in Market
Transaction
5. New Value by Re-
categorization
6. Quickly Outdated
7. Created by Human in
Relationship

52. Strategic Management @ 2013
Basic Components of Knowledge-based Organization

54. Strategic Management @ 2013
SECI Process

56. Strategic Management @ 2013
Four Categories of Knowledge Assets

58. Strategic Management @ 2013
A Knowledge-Creating Organization is

59. Strategic Management @ 2013