Qualita've   analysis   of   differen*a*on   compe**ve   advantages  directed   towards   the   recogni*on   of   key   success   factors.   The  project  includes  a  theore'cal  analysis  based  on  secondary  data,  and   an   empirical   analysis   based   on   primary   data;   the   study   of  Hotel  Duque  de  Nájera’s  case.    

Objec&ves:  ü  Study  of  compe--ve  advantages  in  differen-a-on.  

ü  Iden-fica-on   of   key   success   factors   in   differen-a-on  compe--ve  advantages.    

ü  Assessment   of   the   applicability   of   the   recognized   success  drivers  in  real  life.  

Corpora*ve  strategy  

Compe''ve  strategy  

Func*onal  strategy  

1.  Strategic  analysis  

2.  Strategy  formula*on:  

3.  Strategy  evalua*on  

Compe''ve  Advantage  

Cost  leadership    Differen'a'on  

Focus  

KSFs?  

ü  KSF:  Any  variable  posi*vely  contribu*ng  to  the  achievement  of  a  differenita*on  compe**ve  advantage    

Main  concepts:    

HOTEL  DUQUE  DE  NÁJERA    

TUI  Holly  2004:  most  beloved  hotel  in  the  world    

Ø  Compe''ve  advantage:  Personel  service  quality  

Ø  Soruce  of  differen'a'on:  Firm  own  resources    (Firm  differen*a*on)  

Hotel  KSFs  

1.  Crea*vity  2.  Customers  understanding  3.  Chain  of  value  &  right  

linkage  between  demand  and  supply  

 

4.  Team  spirit  5.  Complex  interrela*ons  of  

resources  6.  Low  differen*a*on  costs      

ü  Correspondance  with  all  General  &  Specific  KSFs  (Firm  diff.)  

ü  Variable  Intensity  of  correspondance:  

§  Low  efforts  towards  credibility  and  brand  pres*ge  

ü  6  th  KSF  associated  to  a  another  diff.  source  (Product  diff.):  

§  Low  differen*a*on  costs    

ü  Factors  regarding  other  diff.  sources  also  contributed  to  the  Hotel  overall  success      

         

ü  Customers  understanding  

ü  High  imita*on    barriers  

ü  Credibility  ü  Crea*vity  &  

innova*on  

 

ü  Right  linkages  between  resources  &  needs  

q   The  KSFs  of  diff.  Compe**ve  advantages  are:  

q   Their  intensity  is  uneven  and  varies  q   Strong  correla*on  with  consonant  source  specific  KSFs  q   Overall  firm  success  also  driven  by  factors  related  to  other  differen*a*on  sources  

Ø  Product  differen*a*on  Ø  Firm  differen'a'on  

Ø Market  differen*a*on  

Specific  KSFs  

General  KSFs  

ü  Customers  understanding  ü  Credibility  ü  High  imita*on  barriers          

ü  Crea*vity  &  innova*on  ü  Right  linkages  between  

resources  &  needs      ü  Psychological  factors  ü  Chain  of  value  ü  Strong  &  mo*va*ng  culture  ü  Brand  pres*ge  ü  Complex  interrela*ons  of  

resources  

Iden*fica*on  of  key  success  factors  within  the  nature,  demand-­‐  and  supply-­‐side  of  differen*a*on.