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The focus of this project was to capture success of one of the most worldwide know company - Apple and track down its way to overcome its competitors. With the use of RBV Theory, Dynamic Capabilities Framework and Business Model Canvas.
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What is Appleacutes sustainable competitive advantage
Kristine Bezbaile Korinna Ringendahl Mara Munk Jensen Magdalena Zając
Overview
bull Business Model Canvas Analysis for Apple
bull Resource Based View Analysis for Apple
bull Resource Based View and Business Model Canvas
=gt Sustainable Competitive Advantage
2
Source Business Model Canvas 1
3
ldquoSteve Jobs famously said that market research is useless because customers did not know what they wanted until he showed it to them ldquo
(Hixon 2012)1
Value Proposition
Source 1Hixon(2012)
bull How to satisfy customer needs bull What bundles of products and services does Apple offer to its customers
4
Value Proposition
Sources 1Burrows amp Satariano (2012) 2Osterwalder amp Pigneuer (2009) 3Apple Inc (2014) 4Apple Inc (2014)
Value Proposition
Minimalist Design1
Product Performance3
Unique User Experience2
Service at Apple Stores4
5
Definition 1
Resources are all assets (tangible and intangible) firm attributes (reputation and innovation) information know-how controlled by a firm that enables to implement strategies that improve its effectiveness and efficiency
Key Resources
Source 1Barney (1991)
bull Which Assets does Apple require to create Value Proposition for its customers
6
Tangible Intangible
Physical Resources
Foxconn manufacturing plant in Huaian China (employees 35800)1
Apple Stores - sales locations - advertisement strategy =gt 2013 Worldwide Sales approx 171$ mil2
Human Resources
bull Software development teams3
- Highly skilled workers with experience knowledge and creative problem solution skills
- Including creativity capability to develop easy use products with great design of software
Intellectual Resources Brand (Product quality) Value 983 $ billion4
Patents (touch sensing architecture)5
Partnerships (strategic partnership with the Microsoft)
=gt It produces Microsoft Office for the Macintosh)6
Sources 1Cheng (2012) 2Annual Report (2013) 3Denning (2012) 4Mourdoukoutas (2013) 5Purcher (2014) 6Businessinsider Inc 2013
7
Key Resources
Key Activities
bull Most important actions a company must take to operate successfully
bull To create and offer a Value Proposition reach markets maintain Customer Relationships and earn revenues
Source 1Osterwalder amp Pigneuer (2009)
Definition1
bull What Key Activities does Apple require to create Value Proposition for its customers
8
Key Activities
bull Apple store (Tim Cook ldquoThey are the face of Applehelliprdquo)1
bull Retail sales concept characterized by exclusive design
bull Enabling customers the interaction testing of products2
bull ca 395 million visitors in 2012
Graph 4 The iPhone Stores ndash Asymco (2013)
Source 1 Elmer-DeWitt (2013) 2 Moritz (2011)
=gt Creation of unique user experience =gt Key components of Apples marketing strategy
9
Key Partners
bull Which Key resources does Apple acquire from partners
bull Which Key Activities do partners perform
bull Describing the network of suppliers and partners that make the business model work
bull Companies create alliances to optimize their business models reduce risk or acquire resources
Definition1
Source 1Osterwalder amp Pigneuer (2009) 10
Key Partners
bull Strategic alliance bull Enabling extension of own capabilities
bull Obtaining knowledge or even access to customers1
bull ATampT - wireless provider bull Carrier of the iPhone in the USA
bull Qacute4 - 2011 =gt over 76 million activations
=gt ATampTacutes performed Key Activity Distribution of the iPhoneacutes
=gt Appleacutes acquired Key resource Voice and data network access2
Source 1Osterwalder amp Pigneuer (2009) 2Cohan (2013)
Graph 5 Souppouris (2013)
11
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Overview
bull Business Model Canvas Analysis for Apple
bull Resource Based View Analysis for Apple
bull Resource Based View and Business Model Canvas
=gt Sustainable Competitive Advantage
2
Source Business Model Canvas 1
3
ldquoSteve Jobs famously said that market research is useless because customers did not know what they wanted until he showed it to them ldquo
(Hixon 2012)1
Value Proposition
Source 1Hixon(2012)
bull How to satisfy customer needs bull What bundles of products and services does Apple offer to its customers
4
Value Proposition
Sources 1Burrows amp Satariano (2012) 2Osterwalder amp Pigneuer (2009) 3Apple Inc (2014) 4Apple Inc (2014)
Value Proposition
Minimalist Design1
Product Performance3
Unique User Experience2
Service at Apple Stores4
5
Definition 1
Resources are all assets (tangible and intangible) firm attributes (reputation and innovation) information know-how controlled by a firm that enables to implement strategies that improve its effectiveness and efficiency
Key Resources
Source 1Barney (1991)
bull Which Assets does Apple require to create Value Proposition for its customers
6
Tangible Intangible
Physical Resources
Foxconn manufacturing plant in Huaian China (employees 35800)1
Apple Stores - sales locations - advertisement strategy =gt 2013 Worldwide Sales approx 171$ mil2
Human Resources
bull Software development teams3
- Highly skilled workers with experience knowledge and creative problem solution skills
- Including creativity capability to develop easy use products with great design of software
Intellectual Resources Brand (Product quality) Value 983 $ billion4
Patents (touch sensing architecture)5
Partnerships (strategic partnership with the Microsoft)
=gt It produces Microsoft Office for the Macintosh)6
Sources 1Cheng (2012) 2Annual Report (2013) 3Denning (2012) 4Mourdoukoutas (2013) 5Purcher (2014) 6Businessinsider Inc 2013
7
Key Resources
Key Activities
bull Most important actions a company must take to operate successfully
bull To create and offer a Value Proposition reach markets maintain Customer Relationships and earn revenues
Source 1Osterwalder amp Pigneuer (2009)
Definition1
bull What Key Activities does Apple require to create Value Proposition for its customers
8
Key Activities
bull Apple store (Tim Cook ldquoThey are the face of Applehelliprdquo)1
bull Retail sales concept characterized by exclusive design
bull Enabling customers the interaction testing of products2
bull ca 395 million visitors in 2012
Graph 4 The iPhone Stores ndash Asymco (2013)
Source 1 Elmer-DeWitt (2013) 2 Moritz (2011)
=gt Creation of unique user experience =gt Key components of Apples marketing strategy
9
Key Partners
bull Which Key resources does Apple acquire from partners
bull Which Key Activities do partners perform
bull Describing the network of suppliers and partners that make the business model work
bull Companies create alliances to optimize their business models reduce risk or acquire resources
Definition1
Source 1Osterwalder amp Pigneuer (2009) 10
Key Partners
bull Strategic alliance bull Enabling extension of own capabilities
bull Obtaining knowledge or even access to customers1
bull ATampT - wireless provider bull Carrier of the iPhone in the USA
bull Qacute4 - 2011 =gt over 76 million activations
=gt ATampTacutes performed Key Activity Distribution of the iPhoneacutes
=gt Appleacutes acquired Key resource Voice and data network access2
Source 1Osterwalder amp Pigneuer (2009) 2Cohan (2013)
Graph 5 Souppouris (2013)
11
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Source Business Model Canvas 1
3
ldquoSteve Jobs famously said that market research is useless because customers did not know what they wanted until he showed it to them ldquo
(Hixon 2012)1
Value Proposition
Source 1Hixon(2012)
bull How to satisfy customer needs bull What bundles of products and services does Apple offer to its customers
4
Value Proposition
Sources 1Burrows amp Satariano (2012) 2Osterwalder amp Pigneuer (2009) 3Apple Inc (2014) 4Apple Inc (2014)
Value Proposition
Minimalist Design1
Product Performance3
Unique User Experience2
Service at Apple Stores4
5
Definition 1
Resources are all assets (tangible and intangible) firm attributes (reputation and innovation) information know-how controlled by a firm that enables to implement strategies that improve its effectiveness and efficiency
Key Resources
Source 1Barney (1991)
bull Which Assets does Apple require to create Value Proposition for its customers
6
Tangible Intangible
Physical Resources
Foxconn manufacturing plant in Huaian China (employees 35800)1
Apple Stores - sales locations - advertisement strategy =gt 2013 Worldwide Sales approx 171$ mil2
Human Resources
bull Software development teams3
- Highly skilled workers with experience knowledge and creative problem solution skills
- Including creativity capability to develop easy use products with great design of software
Intellectual Resources Brand (Product quality) Value 983 $ billion4
Patents (touch sensing architecture)5
Partnerships (strategic partnership with the Microsoft)
=gt It produces Microsoft Office for the Macintosh)6
Sources 1Cheng (2012) 2Annual Report (2013) 3Denning (2012) 4Mourdoukoutas (2013) 5Purcher (2014) 6Businessinsider Inc 2013
7
Key Resources
Key Activities
bull Most important actions a company must take to operate successfully
bull To create and offer a Value Proposition reach markets maintain Customer Relationships and earn revenues
Source 1Osterwalder amp Pigneuer (2009)
Definition1
bull What Key Activities does Apple require to create Value Proposition for its customers
8
Key Activities
bull Apple store (Tim Cook ldquoThey are the face of Applehelliprdquo)1
bull Retail sales concept characterized by exclusive design
bull Enabling customers the interaction testing of products2
bull ca 395 million visitors in 2012
Graph 4 The iPhone Stores ndash Asymco (2013)
Source 1 Elmer-DeWitt (2013) 2 Moritz (2011)
=gt Creation of unique user experience =gt Key components of Apples marketing strategy
9
Key Partners
bull Which Key resources does Apple acquire from partners
bull Which Key Activities do partners perform
bull Describing the network of suppliers and partners that make the business model work
bull Companies create alliances to optimize their business models reduce risk or acquire resources
Definition1
Source 1Osterwalder amp Pigneuer (2009) 10
Key Partners
bull Strategic alliance bull Enabling extension of own capabilities
bull Obtaining knowledge or even access to customers1
bull ATampT - wireless provider bull Carrier of the iPhone in the USA
bull Qacute4 - 2011 =gt over 76 million activations
=gt ATampTacutes performed Key Activity Distribution of the iPhoneacutes
=gt Appleacutes acquired Key resource Voice and data network access2
Source 1Osterwalder amp Pigneuer (2009) 2Cohan (2013)
Graph 5 Souppouris (2013)
11
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
ldquoSteve Jobs famously said that market research is useless because customers did not know what they wanted until he showed it to them ldquo
(Hixon 2012)1
Value Proposition
Source 1Hixon(2012)
bull How to satisfy customer needs bull What bundles of products and services does Apple offer to its customers
4
Value Proposition
Sources 1Burrows amp Satariano (2012) 2Osterwalder amp Pigneuer (2009) 3Apple Inc (2014) 4Apple Inc (2014)
Value Proposition
Minimalist Design1
Product Performance3
Unique User Experience2
Service at Apple Stores4
5
Definition 1
Resources are all assets (tangible and intangible) firm attributes (reputation and innovation) information know-how controlled by a firm that enables to implement strategies that improve its effectiveness and efficiency
Key Resources
Source 1Barney (1991)
bull Which Assets does Apple require to create Value Proposition for its customers
6
Tangible Intangible
Physical Resources
Foxconn manufacturing plant in Huaian China (employees 35800)1
Apple Stores - sales locations - advertisement strategy =gt 2013 Worldwide Sales approx 171$ mil2
Human Resources
bull Software development teams3
- Highly skilled workers with experience knowledge and creative problem solution skills
- Including creativity capability to develop easy use products with great design of software
Intellectual Resources Brand (Product quality) Value 983 $ billion4
Patents (touch sensing architecture)5
Partnerships (strategic partnership with the Microsoft)
=gt It produces Microsoft Office for the Macintosh)6
Sources 1Cheng (2012) 2Annual Report (2013) 3Denning (2012) 4Mourdoukoutas (2013) 5Purcher (2014) 6Businessinsider Inc 2013
7
Key Resources
Key Activities
bull Most important actions a company must take to operate successfully
bull To create and offer a Value Proposition reach markets maintain Customer Relationships and earn revenues
Source 1Osterwalder amp Pigneuer (2009)
Definition1
bull What Key Activities does Apple require to create Value Proposition for its customers
8
Key Activities
bull Apple store (Tim Cook ldquoThey are the face of Applehelliprdquo)1
bull Retail sales concept characterized by exclusive design
bull Enabling customers the interaction testing of products2
bull ca 395 million visitors in 2012
Graph 4 The iPhone Stores ndash Asymco (2013)
Source 1 Elmer-DeWitt (2013) 2 Moritz (2011)
=gt Creation of unique user experience =gt Key components of Apples marketing strategy
9
Key Partners
bull Which Key resources does Apple acquire from partners
bull Which Key Activities do partners perform
bull Describing the network of suppliers and partners that make the business model work
bull Companies create alliances to optimize their business models reduce risk or acquire resources
Definition1
Source 1Osterwalder amp Pigneuer (2009) 10
Key Partners
bull Strategic alliance bull Enabling extension of own capabilities
bull Obtaining knowledge or even access to customers1
bull ATampT - wireless provider bull Carrier of the iPhone in the USA
bull Qacute4 - 2011 =gt over 76 million activations
=gt ATampTacutes performed Key Activity Distribution of the iPhoneacutes
=gt Appleacutes acquired Key resource Voice and data network access2
Source 1Osterwalder amp Pigneuer (2009) 2Cohan (2013)
Graph 5 Souppouris (2013)
11
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Value Proposition
Sources 1Burrows amp Satariano (2012) 2Osterwalder amp Pigneuer (2009) 3Apple Inc (2014) 4Apple Inc (2014)
Value Proposition
Minimalist Design1
Product Performance3
Unique User Experience2
Service at Apple Stores4
5
Definition 1
Resources are all assets (tangible and intangible) firm attributes (reputation and innovation) information know-how controlled by a firm that enables to implement strategies that improve its effectiveness and efficiency
Key Resources
Source 1Barney (1991)
bull Which Assets does Apple require to create Value Proposition for its customers
6
Tangible Intangible
Physical Resources
Foxconn manufacturing plant in Huaian China (employees 35800)1
Apple Stores - sales locations - advertisement strategy =gt 2013 Worldwide Sales approx 171$ mil2
Human Resources
bull Software development teams3
- Highly skilled workers with experience knowledge and creative problem solution skills
- Including creativity capability to develop easy use products with great design of software
Intellectual Resources Brand (Product quality) Value 983 $ billion4
Patents (touch sensing architecture)5
Partnerships (strategic partnership with the Microsoft)
=gt It produces Microsoft Office for the Macintosh)6
Sources 1Cheng (2012) 2Annual Report (2013) 3Denning (2012) 4Mourdoukoutas (2013) 5Purcher (2014) 6Businessinsider Inc 2013
7
Key Resources
Key Activities
bull Most important actions a company must take to operate successfully
bull To create and offer a Value Proposition reach markets maintain Customer Relationships and earn revenues
Source 1Osterwalder amp Pigneuer (2009)
Definition1
bull What Key Activities does Apple require to create Value Proposition for its customers
8
Key Activities
bull Apple store (Tim Cook ldquoThey are the face of Applehelliprdquo)1
bull Retail sales concept characterized by exclusive design
bull Enabling customers the interaction testing of products2
bull ca 395 million visitors in 2012
Graph 4 The iPhone Stores ndash Asymco (2013)
Source 1 Elmer-DeWitt (2013) 2 Moritz (2011)
=gt Creation of unique user experience =gt Key components of Apples marketing strategy
9
Key Partners
bull Which Key resources does Apple acquire from partners
bull Which Key Activities do partners perform
bull Describing the network of suppliers and partners that make the business model work
bull Companies create alliances to optimize their business models reduce risk or acquire resources
Definition1
Source 1Osterwalder amp Pigneuer (2009) 10
Key Partners
bull Strategic alliance bull Enabling extension of own capabilities
bull Obtaining knowledge or even access to customers1
bull ATampT - wireless provider bull Carrier of the iPhone in the USA
bull Qacute4 - 2011 =gt over 76 million activations
=gt ATampTacutes performed Key Activity Distribution of the iPhoneacutes
=gt Appleacutes acquired Key resource Voice and data network access2
Source 1Osterwalder amp Pigneuer (2009) 2Cohan (2013)
Graph 5 Souppouris (2013)
11
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Definition 1
Resources are all assets (tangible and intangible) firm attributes (reputation and innovation) information know-how controlled by a firm that enables to implement strategies that improve its effectiveness and efficiency
Key Resources
Source 1Barney (1991)
bull Which Assets does Apple require to create Value Proposition for its customers
6
Tangible Intangible
Physical Resources
Foxconn manufacturing plant in Huaian China (employees 35800)1
Apple Stores - sales locations - advertisement strategy =gt 2013 Worldwide Sales approx 171$ mil2
Human Resources
bull Software development teams3
- Highly skilled workers with experience knowledge and creative problem solution skills
- Including creativity capability to develop easy use products with great design of software
Intellectual Resources Brand (Product quality) Value 983 $ billion4
Patents (touch sensing architecture)5
Partnerships (strategic partnership with the Microsoft)
=gt It produces Microsoft Office for the Macintosh)6
Sources 1Cheng (2012) 2Annual Report (2013) 3Denning (2012) 4Mourdoukoutas (2013) 5Purcher (2014) 6Businessinsider Inc 2013
7
Key Resources
Key Activities
bull Most important actions a company must take to operate successfully
bull To create and offer a Value Proposition reach markets maintain Customer Relationships and earn revenues
Source 1Osterwalder amp Pigneuer (2009)
Definition1
bull What Key Activities does Apple require to create Value Proposition for its customers
8
Key Activities
bull Apple store (Tim Cook ldquoThey are the face of Applehelliprdquo)1
bull Retail sales concept characterized by exclusive design
bull Enabling customers the interaction testing of products2
bull ca 395 million visitors in 2012
Graph 4 The iPhone Stores ndash Asymco (2013)
Source 1 Elmer-DeWitt (2013) 2 Moritz (2011)
=gt Creation of unique user experience =gt Key components of Apples marketing strategy
9
Key Partners
bull Which Key resources does Apple acquire from partners
bull Which Key Activities do partners perform
bull Describing the network of suppliers and partners that make the business model work
bull Companies create alliances to optimize their business models reduce risk or acquire resources
Definition1
Source 1Osterwalder amp Pigneuer (2009) 10
Key Partners
bull Strategic alliance bull Enabling extension of own capabilities
bull Obtaining knowledge or even access to customers1
bull ATampT - wireless provider bull Carrier of the iPhone in the USA
bull Qacute4 - 2011 =gt over 76 million activations
=gt ATampTacutes performed Key Activity Distribution of the iPhoneacutes
=gt Appleacutes acquired Key resource Voice and data network access2
Source 1Osterwalder amp Pigneuer (2009) 2Cohan (2013)
Graph 5 Souppouris (2013)
11
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Tangible Intangible
Physical Resources
Foxconn manufacturing plant in Huaian China (employees 35800)1
Apple Stores - sales locations - advertisement strategy =gt 2013 Worldwide Sales approx 171$ mil2
Human Resources
bull Software development teams3
- Highly skilled workers with experience knowledge and creative problem solution skills
- Including creativity capability to develop easy use products with great design of software
Intellectual Resources Brand (Product quality) Value 983 $ billion4
Patents (touch sensing architecture)5
Partnerships (strategic partnership with the Microsoft)
=gt It produces Microsoft Office for the Macintosh)6
Sources 1Cheng (2012) 2Annual Report (2013) 3Denning (2012) 4Mourdoukoutas (2013) 5Purcher (2014) 6Businessinsider Inc 2013
7
Key Resources
Key Activities
bull Most important actions a company must take to operate successfully
bull To create and offer a Value Proposition reach markets maintain Customer Relationships and earn revenues
Source 1Osterwalder amp Pigneuer (2009)
Definition1
bull What Key Activities does Apple require to create Value Proposition for its customers
8
Key Activities
bull Apple store (Tim Cook ldquoThey are the face of Applehelliprdquo)1
bull Retail sales concept characterized by exclusive design
bull Enabling customers the interaction testing of products2
bull ca 395 million visitors in 2012
Graph 4 The iPhone Stores ndash Asymco (2013)
Source 1 Elmer-DeWitt (2013) 2 Moritz (2011)
=gt Creation of unique user experience =gt Key components of Apples marketing strategy
9
Key Partners
bull Which Key resources does Apple acquire from partners
bull Which Key Activities do partners perform
bull Describing the network of suppliers and partners that make the business model work
bull Companies create alliances to optimize their business models reduce risk or acquire resources
Definition1
Source 1Osterwalder amp Pigneuer (2009) 10
Key Partners
bull Strategic alliance bull Enabling extension of own capabilities
bull Obtaining knowledge or even access to customers1
bull ATampT - wireless provider bull Carrier of the iPhone in the USA
bull Qacute4 - 2011 =gt over 76 million activations
=gt ATampTacutes performed Key Activity Distribution of the iPhoneacutes
=gt Appleacutes acquired Key resource Voice and data network access2
Source 1Osterwalder amp Pigneuer (2009) 2Cohan (2013)
Graph 5 Souppouris (2013)
11
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Key Activities
bull Most important actions a company must take to operate successfully
bull To create and offer a Value Proposition reach markets maintain Customer Relationships and earn revenues
Source 1Osterwalder amp Pigneuer (2009)
Definition1
bull What Key Activities does Apple require to create Value Proposition for its customers
8
Key Activities
bull Apple store (Tim Cook ldquoThey are the face of Applehelliprdquo)1
bull Retail sales concept characterized by exclusive design
bull Enabling customers the interaction testing of products2
bull ca 395 million visitors in 2012
Graph 4 The iPhone Stores ndash Asymco (2013)
Source 1 Elmer-DeWitt (2013) 2 Moritz (2011)
=gt Creation of unique user experience =gt Key components of Apples marketing strategy
9
Key Partners
bull Which Key resources does Apple acquire from partners
bull Which Key Activities do partners perform
bull Describing the network of suppliers and partners that make the business model work
bull Companies create alliances to optimize their business models reduce risk or acquire resources
Definition1
Source 1Osterwalder amp Pigneuer (2009) 10
Key Partners
bull Strategic alliance bull Enabling extension of own capabilities
bull Obtaining knowledge or even access to customers1
bull ATampT - wireless provider bull Carrier of the iPhone in the USA
bull Qacute4 - 2011 =gt over 76 million activations
=gt ATampTacutes performed Key Activity Distribution of the iPhoneacutes
=gt Appleacutes acquired Key resource Voice and data network access2
Source 1Osterwalder amp Pigneuer (2009) 2Cohan (2013)
Graph 5 Souppouris (2013)
11
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Key Activities
bull Apple store (Tim Cook ldquoThey are the face of Applehelliprdquo)1
bull Retail sales concept characterized by exclusive design
bull Enabling customers the interaction testing of products2
bull ca 395 million visitors in 2012
Graph 4 The iPhone Stores ndash Asymco (2013)
Source 1 Elmer-DeWitt (2013) 2 Moritz (2011)
=gt Creation of unique user experience =gt Key components of Apples marketing strategy
9
Key Partners
bull Which Key resources does Apple acquire from partners
bull Which Key Activities do partners perform
bull Describing the network of suppliers and partners that make the business model work
bull Companies create alliances to optimize their business models reduce risk or acquire resources
Definition1
Source 1Osterwalder amp Pigneuer (2009) 10
Key Partners
bull Strategic alliance bull Enabling extension of own capabilities
bull Obtaining knowledge or even access to customers1
bull ATampT - wireless provider bull Carrier of the iPhone in the USA
bull Qacute4 - 2011 =gt over 76 million activations
=gt ATampTacutes performed Key Activity Distribution of the iPhoneacutes
=gt Appleacutes acquired Key resource Voice and data network access2
Source 1Osterwalder amp Pigneuer (2009) 2Cohan (2013)
Graph 5 Souppouris (2013)
11
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Key Partners
bull Which Key resources does Apple acquire from partners
bull Which Key Activities do partners perform
bull Describing the network of suppliers and partners that make the business model work
bull Companies create alliances to optimize their business models reduce risk or acquire resources
Definition1
Source 1Osterwalder amp Pigneuer (2009) 10
Key Partners
bull Strategic alliance bull Enabling extension of own capabilities
bull Obtaining knowledge or even access to customers1
bull ATampT - wireless provider bull Carrier of the iPhone in the USA
bull Qacute4 - 2011 =gt over 76 million activations
=gt ATampTacutes performed Key Activity Distribution of the iPhoneacutes
=gt Appleacutes acquired Key resource Voice and data network access2
Source 1Osterwalder amp Pigneuer (2009) 2Cohan (2013)
Graph 5 Souppouris (2013)
11
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Key Partners
bull Strategic alliance bull Enabling extension of own capabilities
bull Obtaining knowledge or even access to customers1
bull ATampT - wireless provider bull Carrier of the iPhone in the USA
bull Qacute4 - 2011 =gt over 76 million activations
=gt ATampTacutes performed Key Activity Distribution of the iPhoneacutes
=gt Appleacutes acquired Key resource Voice and data network access2
Source 1Osterwalder amp Pigneuer (2009) 2Cohan (2013)
Graph 5 Souppouris (2013)
11
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
If the firm can exploit
opportunities or neutralize
threats through the resources
If the resources
are costly to copy
Competitive advantage2
Resource Based View
bull The resource based view is a relevant model in analysing the sources of a companyrsquos competitive advantage
Source 1Beard amp Sumner (2004) 2Barney (1991)
Definition1
Figure 6 Resource Based View (Own development 2014)
12
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
VRIO Framework
bull Is it rare
bull Is it valuable
bull Is it imitable
bull Is it exploited in the organisation
13
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Is it imitable
bull Causal Ambiguity
bull Path dependency
bull Social Complexity
14
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Causal Ambiguity
Sustainable Competitive Advantage1
Management
Performance
Resources
Figure 7 Sustainable Competitive Adv (Own development 2014)
Source 1 Enders (2004) Barney (1991) King amp Zeithami (2001) Reed amp Defillipini (1990) 15
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Apple
1st mover advantage -gt BLUE OCEAN
Developing resources ndash
historical path1
Competitive advantage ndash
historical path2
Patenting the iPhone in 20073
1Pot (2000) 2Hamalainen (2003) 3Iyiola (2013) Sources
Figure 8 Path Dependency (Own development 2014)
Path Dependency
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Figure 9 CNN Money (2011)
17
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
(Decker 2013)
Resource Valuable Rare Costly to
Imitate
Exploited by
the
organization
Competitive Implications Economic Performance
Innovation Yes Yes No - Temporary competitive advantage Above normal
First mover
advantage Yes Yes Yes Yes Sustained competitive advantage Above normal
iTunes Yes Yes No - Temporary competitive advantage Above normal
Brand reputation Yes Yes Yes Yes Sustained competitive advantage Above normal
User-friendly
design Yes Yes No Temporary competitive advantage Above normal
Top executives Yes Yes No - Temporary competitive advantage Above normal
International
product
distribution
Yes No - - Competitive parity Normal
Simplicity Yes No - - Competitive parity
Normal
Hardware Yes No - - Competitive parity
Normal
Software Yes No - - Competitive parity Normal
Customer loyalty Yes Yes Yes Yes Sustained competitive advantage
Above normal
Location Yes No - - Competitive parity
Normal
Table 10 Decker (2013)
18
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Resource Based View amp Business Model Canvas
Sustainable Competitive Advantage
bull First mover advantage
bull Brand reputation
bull Customer Loyalty
bull Combining software and hardware design into one device
bull Mixture of intellectual resources in a socially complex way
bull But still simple to use
bull Unique user experience
bull Specific resourcesactivities trough partnerships if necessary
Resource Based View Business Model Canvas
19
bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
20
References
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
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bull APPLE INC (2013) FORM 10-K Annual Report [Online] Available from httpinvestorapplecomSECFilingNavcfmFilingID=1193125-13-416534ampCIK=320193[Accessed 15th December 2014]
bull ASYMCO (2013) The iPhone Stores [Online] Available from httpwwwasymcocom20130730the-iphone-stores [Accessed 23rd of January 2014] bull BARNEY J (1991) Competitive advantage Resource Based Theory of a Firm [Online] p170-173 Moodle Economics and the organization of economic activity Session
5 Resource Based Theory of the Firm bull BARNEY JB (1991) Firm resources and sustained competitive advantage Journal of Management Vol17 bull BEARD W J amp SUMNER M (2004) Seeking strategic advantage in the post-net era viewing ERP systems from the resource-based perspective Journal of strategic
information system [Online] (April) p 130-132 Available from httpwwwsciencedirectcomsciencearticlepiiS0963868704000058 [Accessed 8122013] bull BURROWSP amp SATARIANOA (2012) Apples minimalist Ive assumes Jobss role for design[Online] Available from httpwwwbloombergcomnews2012-11-
01apple-s-minimalist-ive-assumes-jobs-s-role-setting-design-visionhtml [Accessed 10 of January 2014] bull Businessinsider Inc (2013) Microsoft And Apple Actually Dont Loathe Each Other And Here Are Examples Of Them Working Together [Online] Available from
httpwwwbusinessinsidercomhow-microsoft-and-apple-work-together-2013-62013-iphone-app-running-on-windows-azure-1 [Accessed 20 January 2014] bull Cheng R (2012) Foxconn Spending $210M on New Apple Production Line [Online] 21st of May 2012 Available from httpnewscnetcom8301-13579_3-57438132-
37apple-partner-foxconn-invests-$210m-in-new-plant bull COHAN P (2013) Project Vogue Inside Appleacutes iPhone Deal with ATT [Online] Available from httpwwwforbescomsitespetercohan20130910project-vogue-
inside-apples-iphone-deal-with-att [Accessed 22nd of January 2014] bull DAFT R (1983) Organization theory and design New York West bull DECKER A (2013) Resource Based View [Lecture Notes] Lecture Notes on Resource Based View Economics and the Organization of Economic Activity Aalborg
University International Business Centre Fibigerstraede 2 room 21 September 2013 bull DENNING S (2012) Is Apple truly Agile [Online] Available fromhttpwwwforbescomsitesstevedenning20120203is-apple-truly-agile [Accessed10 January
2014] bull ELMER-DeWitt P (2013) Tim Cookacutes Prozac The Apple Store in three charts [Online] Available from httptechfortunecnncom20130213apple-store-cook-prozac
[Accessed 22nd of January 2014] bull ENDERS A (2004) Management Competence Resource-Based Management and Plant Performance (Contributions to Management Science) Germany Physica-Verlag
Heidelberg
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bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
References
bull HAMALAINEN T (2003) National competitiveness and economic growth [Online] Massachusetts Edward Elgar Publishing Inc Available from httpbooksgoogledkbooksid=iB3AzcWKXDwCamppg=PA29amplpg=PA29ampdq=imperfect+imitability+path+dependenceampsource=blampots=lZwHisAlW8ampsig=9fTnHJ6htQyjHLQNM39uJATXlFQamphl=enampsa=Xampei=9DjhUvWDJ6Px4QSUvYGABQampved=0CEQQ6AEwBAv=onepageampq=imperfect20imitability20path20dependenceampf=false [Accessed 21 January 2014]
bull HIXON T (2012) The all important value prop[Online]Available from httpwwwforbescomsitestoddhixon20120720the-all-important-value-prop [Accessed22nd January 2014]
bull IYIOLA O (2013) Sustainability of competitive advantage a must for every firm College of Business and Social Studies (Marketing) [Online] p 1-6 Available from httpacademiaedu308715SUSTAINABILITY_OF_COMPETITIVE_ADVANTAGE_A_MUST_FOR_EVERY_FIRMS [Accessed20 January 2014]
bull KING AW and ZEITHAMl CP (2001) Competencies and firm performance examining the causal ambiguity paradox Strategic Management Journal bull MORITZ M (2011) Apple ndash Die Geburt eines Kults Kulmbach Boumlrsenmedien AG bull MOURDOUKOUTASP (2013)Apples most important branding lessons for marketers[Online]Available from
httpwwwforbescomsitespanosmourdoukoutas20131005apples-most-important-branding-lesson-for-marketers [Accessed17 of January 2014] bull NAIDU-GHELANI R amp BAGCHEE D (2011) 10 Significant Apple Business Partners CNBC [Online] Available from httpwwwcnbccomid44269115 [Accessed 17th December
2014] bull OSTERWALDER A amp PIGNEUR Y (2009) Business Model Generation [Online] John Wiley and Sons Inc 1st edition Available from
httpwwwbusinessmodelgenerationcomdownloadsbusinessmodelgeneration_previewpdf [Accessed 3rd of January 2014] bull POT F (2000) Employment relations and national culture[Online] Massachusetts Edward Elgar Publishing Inc Available from httpwwwgoogledkbookshl=enamplr=ampid=-
acyy7yNYgUCampoi=fndamppg=PR7ampdq=POT+F+(2000)+Employment+relations+and+national+culture+Massachusetts+Edward+Elgar+Publishing+Incampots=VF9cMtv1nUampsig=ERGi4UZLJOjeGS_bo6QCFKWAzucampredir_esc=yv=onepageampqampf=false [Accessed 20 January 2014]
bull PURCHER J (2014) Apple Granted 36 Patents Today Covering a Touch Sensing Architecture Multitouch Magic Mouse Intelligent Pairing amp More [Online] Available from httpwwwpatentlyapplecompatently-apple201401apple-granted-36-patents-today- covering-a-touch-sensing-architecture-multitouch-magic-mouse-intelligent-pairing- morehtml [Accessed 14th January 2014]
bull REED R amp DEFILLIPINI RJ (1990) Causal Ambiguity barieers to imitation and sustainable competitive advantage Academy of Management Review bull SOUPPOURIS A (2013) Verizon posts $423 billion Q4 loss despite record subscriber growth and smpartphone penetration [Online] Available from
httpwwwthevergecom20131223902712verizon-q4-2012-earnings-iphone-sales [Accessed 23rd of January 2014]
21
Thank you for your
attention
22
Thank you for your
attention
22
