Corporate Strategy Diversification - Prof. Dr. Bernd Venohr

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Focus of corporate strategy: where a firm competes, i.e. the scope of its activities [A] Single Integrated Firm [B] Several Specialized Firms linked by Markets © 2006 Dr. Bernd Venohr Vertical Market - Geographical Scope Scope Scope V 1 V 2 V 3 V 1 V 2 V 3 P 1 P 2 P 3 C 1 C 2 C 3 P 1 P 2 P 3 C 1 C 2 C 3 In situation [A] the business units are integrated within a single firm. In situation [B] the business units are independent firms linked by markets. Are the administrative costs of the integrated firm less than the transaction costs of markets? Source: Robert M. Grant, Contemporary Strategy Analysis: Concepts, Techniques, Applications (5th edition, Blackwell, 2004)
Corporate strategy: diversification into new areas by employing one of the three levers 1 2 3 Markets: Products and Services and Customer segments Vertical: Value Chain Geography © 2006 Dr. Bernd Venohr 9
Page 1 and 2: © 2006 Dr. Bernd Venohr Corporate
Page 3 and 4: Where are we today? External Enviro
Page 5 and 6: Key issues corporate versus busines
Page 7: Goal of Corporate Strategy: create
Page 11 and 12: Two alternative diversification str
Page 13 and 14: Vertical Diversification: Number of
Page 15 and 16: Degree of vertical diversification
Page 17 and 18: Vertical diversification: Some Vert
Page 19 and 20: Vertical diversification: Different
Page 21 and 22: Horizontal diversification: Identif
Page 23 and 24: Horizontal diversification: Transfe
Page 25 and 26: Unrelated Diversification: diversif
Page 27 and 28: Example of unrelated diversificatio
Page 29 and 30: Theory of unrelated diversification
Page 31 and 32: Underrated „good reason“ for un
Page 33 and 34: New Assignment and Outlook next Ses
Page 35 and 36: Remarks-Premises of Corporate Strat
Page 37 and 38: Vertical diversification: The Costs
Page 39 and 40: Remarks-Theory of unrelated diversi
Page 41 and 42: Empirical results diversification a
Page 43 and 44: Core Competencies: What a firm does
Page 45 and 46: Capabilities: What a firm does �
Page 47: Canon: Products and Core Technical

Corporate Strategy Diversification - Prof. Dr. Bernd Venohr

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