The interplay of strategic and internal green marketing orientation on competitive advantage

This paper seeks to clarify and refine the relationship between strategic and internal green marketing and firm competitiveness. Despite the significance of corporate environmental strategy to firms adopting a triple-bottom line performance evaluation, there is insufficient focus on strategic green marketing and its impact on a firm’s competitiveness. This study fills the gap by providing a comprehensive view of strategic green marketing and its impact on competitive advantage. Findings also reveal the moderating role of internal green marketing actions towards the development of a sustained competitive advantage. Specifically, the findings build on contemporary green marketing literature suggesting that a significant interplay between strategy and people exists which enhances the creation of competitive advantage. This in turn increases financial performance. Finally, this research uses an updated approach to build on current literature concerning the drivers and outcomes of strategic green marketing. This provides managers with nuanced insights about environmentally-driven competitive advantage

Understanding the Key Determinants of Retail Success

Retailers are finding it increasingly difficult to survive and thrive in today’s cut-throat competitive environment. Singh et al. (2006, p. 457) summarize this phenomenon by stating the following: “Rapid growth of alternative retail formats, in the form of mass discounters, wholesale clubs, and supercenters, has transformed not only the competitive structure of the industry, but also the way in which consumers shop.” Despite this increased competitive intensity, few studies have identified the keys to retail success. My dissertation fills this gap by (1) explaining how retail advantage is built and (2) documenting the effects of competitive overlap between retail players. My first essay uses an inductive-based approach to identify the sources of retail advantage. I review pertinent literature, interview qualified retail managers, and use archival records to identify twelve capabilities vital to retail success. I find that durable retail advantage is driven by deploying systems of interdependent capabilities and appreciating capabilities’ differential importance. I synthesize this research into a framework to provide managers with additional insights as they develop company resources. My second essay is an empirical piece which studies the differential effectiveness of emulation and differentiation as competitive strategies. Strategic direction is seen as a continuum, a relationship I capture by introducing the notion of “strategic service orientation (SSO).” I examine how a firm’s SSO impacts its sales after new competitors arrive and the effects of pertinent SSO moderators. Results show that emulation-based services best protect incumbents from both new Wal-Marts and new upscale stores. However, as the number of competitors near the new entrant increases, differentiation-based services become more important. Importantly, the incumbent’s format impacts its ability to compete and how it should compete. Taken together, my dissertation provides unique and valuable insights into retail competition. It is hoped that my research not only has unparalleled pragmatic implications, but theoretical ones as well. These implications will come clearer in the following sections

On Becoming a Strategic Partner: The Role of Human Resources in Gaining Competitive Advantage

Although managers cite human resources as a firm\u27s most important asset, many organizational decisions do not reflect this belief. This paper uses the VRIO (value, rareness, imitability, and organization) framework to examine the role that the Human Resource (HR) function plays in developing a sustainable competitive advantage. We discuss why some popularly cited sources of sustainable competitive advantage are not, and what aspects of a firm\u27s human resources can provide a source of sustainable competitive advantage. We also examine the role of the HR executive as a strategic partner in developing and maintaining competitive advantage within the firm

Up In The Air: How Airlines Can Improve Performance by Engaging Their Employees

[Excerpt] In the chapters that follow, we explore the competitive strategies and employment-relations strategies found in the United States (chapter 2) and in a range of other countries (chapter 3), before and after deregulation. In chapter 4 we analyze recent trends in quality, productivity, and costs, as well as employee outcomes. In chapter 5 we look more closely at selected new-entrant airlines and find a wide range of competitive and employment-relations strategies being used in this segment of the industry. In chapter 6, we examine several legacy airlines and identify the distinct strategies they have adopted to respond to competitive pressures from new-entrant airlines. These chapters each focus on selected U.S. airlines and those based in some other countries. In chapter 7, we summarize the strategies of new-entrant and legacy airlines, and offer lessons about how airlines can and do change their strategies over time in their efforts to compete more effectively. We offer recommendations, using our historical and comparative analyses to discuss whether a path forward can be identified that can provide a better balance in stakeholder outcomes. We end on a positive note, arguing that if the parties learn from their experiences and from each other, in the United States and other countries, there is a path that deals with the pressures building up in the airline industry, offering hope for a better balance between investor, employee, customer, and societal interests. Key questions are whether and from where the leadership will come to get the industry moving down this path or whether the main parties might not take such action before there is a perfect storm

Delivering ‘Effortless Experience’ Across Borders: Managing Internal Consistency in Professional Service Firms

This article explores how professional service firms manage across borders. When clients require consistent services delivered across multiple locations, especially across borders, then firms need to develop an organization that is sufficiently flexible to be able to support such consistent service delivery. Our discussion is illustrated by the globalization process of law firms. We argue that the globalization of large corporate law firms primarily takes place in terms of investments in the development of protocols, processes and practices that enhance internal consistency such that clients receive an ‘effortless experience’ of the service across multiple locations worldwide. Over the longer term the ability to deliver such effortless experience is dependent upon meaningful integration within and across the firm. Firms that achieve this are building a source of sustainable competitive advantage

The strategic value of the balanced scorecard in the networked economy

Thesis (D. Tech.) -- Central University of Technology, Free State, 2007Success in today’s competitive business environment demands innovative approaches. Organisations must be able to react effectively and make informed decisions in order to be in the best position to take advantage of collaborated business opportunities in the organisation’s external network. The results of strategic decisions are affected by the strategic choices that are made and how successfully those objectives are implemented. In many cases the strategies have mediocre success or fail to achieve what they set out to do due to the failure to formulate and implement strategies that enhance the development of a sustainable competitive advantage in the long term. The case study organisation, MultiChoice Africa (Pty) Limited, serves as an example in understanding the knowledge base imperative in utilising strategic management instruments such as Kaplan and Norton’s (1996a: 8-18, 224-292) Balanced Scorecard to guide leadership in creating real-time value, thereby creating a sustainable competitive advantage. Balanced Scorecards have largely been developed and applied to internal managerial purposes, though they are seldom used for external marketing. The purpose of this research was to evaluate the strategic value of the Balanced Scorecard in the networked economy, utilising a case study design by following a phenomenological paradigm approach. The outcome was based on a pre- and postanalysis of the implementation of the Balanced Scorecard within the case study organisation, focusing on the perceived value towards overcoming the barriers to strategy implementation, developing a competitive advantage and sustaining this advantage. Sustainability was specifically defined and tested against the environment and ethical behaviour as the results indicated that a link exists between sustainable competitive advantage and the appropriate utilisation of the Balanced Scorecard. Research results suggest that respondents appear to be enthusiastic and have started the process of transforming the organisation into a ‘Balanced Scorecard organisation’. The main advantages included an increased awareness of vision, linking operational tasks to strategic employees’ participation and flexibility. Shortcomings, on the other hand, included the perceived lack of contribution of the Balanced Scorecard to the final outcome as well as to the transformation process. A number of limitations were evident in the design, deployment and utilisation of the Balanced Scorecard in overcoming the barriers to strategy implementation and how to gain a sustainable competitive advantage in the networked economy. Important aspects surrounding employees and stakeholders were also highlighted as the design of the case study organisation’s original Balanced Scorecard is based on its value chain. However, due to the networked economy and its implications for the organisation, the Balanced Scorecard architecture should be modified to make provision for a networked design. These modifications should incorporate additional constructs that need to be taken into consideration when creating larger networks and establishing collaborative communities of practice. Key to the organisation’s future strategic value and intent is the successful implementation of change management (transformation) as a driver into the application of the Balanced Scorecard in the networked economy. Insight gained was used to propose a theoretical model based on global business landscape demands, utilising new and innovative strategies and business model architectures that require the convergence of aggregated metrics of all role players in the borderless network, as outlined in the ‘Networked Balanced Scorecard’ theoretical model. The theoretical model outlines how organisations can reform and integrate their Balanced Scorecards to support strategy formulation, implementation and control. It therefore supports sustainable competitive advantage and is based on embracing components of competitive intelligence and collaboration in the networked economy. It is thus suggested that organisations can no longer implement sustainable competitive advantage strategies in isolation, but need to focus on organisational development strategies that encapsulate the network concomitance structure and architecture, thereby attaining the new value proposition for strategic intent