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Management Information System - Strategy & Technology

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Submitted By mathuratin
Words 490
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Strategy & Technology Pg 69-77

Major sources of competitive advantage
Brand Scale Switching Costs & Data Differentiation Network Effects Distribution Channels

Brand
A firm’s brand is the symbolic embodiment of all the information connected with a product or service. A strong brand proxies quality and inspires trust Viral Marketing (consumer promotes product or service if a firm performs well) Brands
Amazon eBay Google

Viral Marketing
Google Hotmail Skype eBay Facebook YouTube

Scale
Business benefit from economies of scale when the cost of an investment can be spread across increasing units of production or in serving a growing customer base. A growing firm may also gain bargaining power with its suppliers or buyers. Scale of technology of investment can also act as a barrier to entry, discouraging new, smaller competitors. Economies of scale
BlueNile (sold as many diamonds in 1 year with one location as a traditional jeweler would with 116 stores.)

Bargaining power with suppliers or buyers
Dell (make concessions) eBay (raise auction fees)

Scale of technology
Intel (pioneer in cutting edge technologies) Google (runs on an estimated 450,000 to 1 Mio servers)

Switching costs & data
Switching costs exist when consumers incur an expense to move from one product to another. Data can be a particularly strong switching cost for firms leveraging technology. In order to win customers from an established incumbent, a late-entering rival must offer a product or service that not only exceeds the value offered by the incumbent, it must exceed the incumbent’s value and any customer switching costs. Switching costs
Netscape once held 80% market share in web browsers, but when Microsoft began bundling IE with Windows & AOL, Netscape’s market share plummet.

Data
A customer who enters her profile into Facebook may be unwilling to try rivals – even

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