Linking competitive positions, success requirements and capabilities

Sandra Burke

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

To choose a competitive position, firms must have a clear understanding of 1) the specific market deliverables required to meet consumer expectations of the position, and 2) the corresponding assets and capabilities required. Only then can the firm assess the fit of the position relative to their ability to achieve it in the market. This paper proposes a tool to aid organisations’ abilities to make these strategic assessments. It incorporates choice modelling to identify specific market drivers to achieve a position and systems dynamics to identify specific assets necessary to deliver the drivers. It also links market needs and required assets to identify interactions, and simulate the effects of investments in specific assets on achieving market positions. It enables firms to systematically assess the overall fit of positions to the firm's capabilities, and determine their likelihood and costs of success.
Original languageEnglish
Title of host publicationANZMAC 2006 Abstracts & programme
Subtitle of host publicationBrisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance
EditorsYunus Ali, Maria van Dessel
Place of PublicationBrisbane
PublisherQueensland University of Technology
Pages1-6
Number of pages6
ISBN (Print)1741071593
Publication statusPublished - 2006
EventAustralian and New Zealand Marketing Academy Conference (2006) - Brisbane
Duration: 4 Dec 20066 Dec 2006

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2006)
CityBrisbane
Period4/12/066/12/06

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  • Cite this

    Burke, S. (2006). Linking competitive positions, success requirements and capabilities. In Y. Ali, & M. van Dessel (Eds.), ANZMAC 2006 Abstracts & programme: Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance (pp. 1-6). Brisbane: Queensland University of Technology.