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Learning objectives
Explain the manner in which strategic and competitive
advantage is developed
Describe and exemplify six factors of organisational
capability
Explain the process of conducting organisational
appraisal
Describe the major methods and techniques used for
organisational appraisal
Prepare Strategic Advantages Profile (SAP) for an
organisation
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Framework for the development of
strategic advantage by an organisation
STRATEGIC
ADVANTAGE
ORGANISATIONAL
CAPABILITY
COMPETENCIES
SYNERGISTIC
EFFECTS
STRENGTHSAND
WEAKNESSES
ORGANISATIONAL ORGANISATIONAL
RESOURCES BEHAVIOUR
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Organisational capability
factors
Finance capability
Marketing capability
Operations capability
Personnel capability
Information capability
General management capability
4
Finance capability
It relates to the availability, usages and management of funds and all
allied aspects that have a bearing on an organization's capacity and
ability to implement its strategies.
5
Marketing capability
6
Operations capability
7
Personnel capability
It relates to the existence and use of human resources and skills, and
all allied aspects that have a bearing on an organization's capacity and
ability to implement its strategies.
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Information capability
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Methods and techniques for organisational
appraisal: Internal analysis
VRIO framework
Value chain analysis
Quantitative analysis
Financial analysis (Ratio Analysis)
Non‐financial analysis (Employee turnover, absenteeism, market
ranking, service call rate, no. of patents registered per period, etc.)
Qualitative analysis
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How organisational capabilities contribute to
strengths and weaknesses
Are the Are the Are the capabilities Are the capabilities Are the capabilities strengths
capabilities capabilities costly to imitate? organised for usage? or weaknesses?
valuable? rare?
No - - No Weakness
Adapted from J.B. Barney Gaining and Sustaining Competitive Advantage, (Reading, MA: Addison–
Wesley Publishing Company, 1997) Tables 5.2 and 5.3, p. 163.
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Porter’s generic value
chain
Firm infrastructure
Technology development
Profit
Procurement margin
Primary activities
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Methods and techniques for organisational
appraisal: Comparative analysis
Historical analysis
Industry norms
Benchmarking
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Methods and techniques for organisational
appraisal: Comprehensive analysis
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Key factor rating:-
4 performance measures
Customer perspective
Internal business perspective
Innovation & learning perspective
Financial perspective
Balanced Scorecard
Balanced Scorecard – A model integrating financial
and non financial measures. (Kaplan & Norton 1996)
Financial Perspective
How do we look to
our Shareholders?
Strategy
Customer Financial
Internal Process
Learning
Linking BSC and Strategy
Customer Perspective
Drivers Outcomes
Balanced Scorecard: An Experience of ICICI Bank
(source: icici website)
Key challenges
New challenges
Scorecards for operations in new geographies outside India
Lessons from ICICI Bank
experience
Marketing capability
Operations capability
Personnel capability
Information capability
General management
capability
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