246723429.

doc Revision Date August 4, 2003

No Topics Case Readings Assignment /
Discussion uestions
Teac!ing Comments "o#e$point/%ectu$e
Topics
&NTR'D(CT&'N T'
)TRAT*+&C
"%ANN&N+
)ee a,so -&T ..46, )t$ategic
-anagement,
!ttp///#e0.mit.edu/..46/###/
. "u$pose o1 Cou$se
'02ectives o1 )t$ategic
",anning
None -acom0e$, 3o!n, 45
)t$ategic ",anning
1o$ Cont$acto$s/ 5
)teps to )uccess6
Construction
Business Review
3an/7e0 .99.
%ea$ning 08 t!e
Case -et!od
9:) 9;376;24.
<Notes/
; Recommend
!aving 9:) p$epa$e
a compi,ed = 0ound
$eade$ 1o$ t!e
students
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
'02ective/ )et up t!e intent,
1,o#, and met!odo,og8 o1 t!e
cou$se. Te,, students #!at is
e?pected.
Tape . @$eco$ded 6/30A B0 mins
C!8 st$ateg8D
C,ass comments/ se,1
int$oductions, o02ectives in taEing
t!e cou$se
)teps in ",anning
've$vie# o1 1,o# and topics in t!e
ca,enda$
've$vie# o1 Ee8 concepts to 0e
int$oduced
A0out t!e case met!od F !o# to
$ead, teac!, discuss, #$ite a0out
*?pectations 1o$ t!e Cou$se
2 T!e Rea, *state and
Const$uction Ga,ue
)8stem
None "o$te$, -ic!ae, */
Competitive
Advantage @7$ee
"$ess, .95BA,
C!apte$ ./
4Competitive
)t$ateg8/ T!e Co$e
Concepts6
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
&nt$oduce t!e idea o1 mapping
t!e 7i$m Ga,ue C!ain. )!o# at
a !ig! ,eve, !o# t!e pa$ties taEe
on $isEs and $e#a$ds. &nt$oduce
t!inEing a0out !o# t!e va$ious
entities mig!t t!inE a0out
0usiness st$ateg8.
Tape 2 @$eco$ded 6/27A 70 mins
Revie# o1 p,anning concepts
&,,ust$ation o1 t!e indust$8 va,ue
s8stem
Discussion o1 st$ategic am0ition/
#!o a$e 8ou and #!at a$e 8ou
t$8ing to doD
3 RisE, Re#a$d, and
Capa0i,it8
Polands A2
Motorway
HBS Case
#9-202-030
'ptiona,/ An
've$vie# o1 t!e
"$o2ect 7inance
-a$Eet
9:) Case
H200025
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
&,,ust$ate t!e st$ategic ana,8sis
o1 a 0usiness situation.
"$actice/
"$epa$ing a case stud8 1o$
discussion
Case Discussion and &,,ust$ation/
"o,andIs A2 -oto$#a8
@Tape 3 to $eco$ded 3u,8 ., 3
$d
sessionA
Goca0u,a$8
"age . o1 9 "$inted .0/7/20.4 7/.. "-
246723429.doc Revision Date August 4, 2003
uestions/ )teps in p,anning
-apping t!e &ndust$8 Ga,ue
)8stem
&denti18ing some o1 t!e
a$eas o1 $isE and $e#a$d
T!e 0asics o1 s!o#ing !o#
t!e mone8 1,o#s
-issions o1 t!e Ee8 entities
*?te$na,/*nvi$onmenta, scan
&nte$na, sc$utin8
&ndust$8 Ga,ue )8stem/ T!e
",a8e$s
RisEs
Re#a$ds
Ro,es
)ensitivit8 to *conomic 7acto$s
@47o,,o# t!e -one8.6
4 -a$Eet )egmentation
Del Webb
HBS Case
# 9-497-016
Competitive
Advantage
C!apte$ 7/ 4&ndust$8
)egmentation and
Competitive
Advantage6
&nt$oduce t!e idea o1 ma$Eet
segmentation 08 using a $ea,
@and di11icu,tA e?amp,e. )!o#
!o# p,anning can 0e made
easie$ #it! t!oug!t1u, ma$Eet
segmentation. )o,icit
comments on t!e De, Ce00
st$ategic options.
Tape 4 $eco$ded 3u,8 2, 4
t!
session, .
st

!a,1
C!at is ma$Eet segmentationD
To i,,ust$ate, #!at a$e t!e issues
1aced 08 De, Ce00 CoD
9o# mig!t 8ou segment De,
Ce00D
9o# to segment De, Ce00.
"$e,imina$8 comments on
att$activeness, siJe
"ause toda8Is tape.
Continue tape 1o$ second da8 o1 De,
Ce00.
B )egment
Att$activeness and
+ene$ic )t$ategies
Del Webb
(same case as
prior class)
Competitive
Advantage
C!apte$ 2/ 4T!e
Ga,ue C!ain and
Competitive
Advantage6
'ptiona,/
Competitive
Assignment/
To !and in/ p$epa$e a
ma$Eet segmentation
ana,8sis 1o$ De,
Ce00. :ased on
8ou$ ana,8sis, on
#!at ma$Eet
segments #ou,d 8ou
1ocus t!e 1i$mIs
e11o$tsD C!8D And
Continue #it! t!e De, Ce00
case, no# ,ooEing at t!e
att$activeness o1 t!e va$ious
segments. C!at a$e t!e
measu$es o1 att$activenessD
9o# do t!e8 app,8 !e$eD C!at
gene$ic st$ategies #ou,d 8ou
1o,,o# in eac! segmentD C!at
#ou,d students $ecommendD
Continue on tape 4, 4
t!
taping session,
2
nd
!a,1
)egment Att$activeness. *?p,ain
dete$minants o1 siJe, g$o#t!,
e?pe$ience
*?p,ain B 1o$ces, i,,ust$ate 1o$
some segments
*?p,ain !o# to 1o,,o# gene$ic
st$ategies 1o$ some segments
9ave some pauses 1o$ students to
"age 2 o1 9 "$inted .0/7/20.4 7/.. "-
246723429.doc Revision Date August 4, 2003
Advantage
C!apte$ 6/
4Competito$
)e,ection6
#!at gene$ic st$ateg8
#ou,d 8ou 1o,,o# in
t!ose segmentsD
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
disuss
6 7i$m Ga,ue C!ain ./
C!at D$ives a Cost
;Advantage )t$ateg8
Arborite
HBS Case
# 9 -796 - 146
Competitive
Advantage
C!apte$ 3/ 4Cost
Advantage6
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
Dig deepe$ into st$ategic
imp,ementation 08 discussing a
potentia, cost;advantage
st$ateg8 and !o# A$0o$ite
competes. "$actice using t!e
7i$m Ga,ue C!ain to i,,ust$ate.
Tape B, B
t!
taping session, 3u,8 .Bt!
.!ou$ .5 mins
7 7i$m Ga,ue C!ain 2/
C!at D$ives a
Di11e$entiation
)t$ateg8
KONE: The
Monospace
Launch in
Germany
HBS Case
# 9-501-070
Competitive
Advantage
C!apte$ 4/
4Di11e$entiation6
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
Dig deepe$ into st$ategic
imp,ementation, t!is time
investigating !o# K'N* mig!t
command a p$emium p$ice 1o$
t!ei$ ne# and nomina,,8
di11e$entiated ne# p$oduct.
Tape 6, 6
t!
taping session, 3u,8 .6
t!
; 4B
mins
5 &ssues in Ge$tica,
&nteg$ation
Savannah West
HBS Case
#9 381 081
"o$te$, -ic!ae, *,
Competitive
)t$ateg8 @7$ee "$ess,
.950A/ C!apte$ .4/
4T!e )t$ategic
Ana,8sis o1 Ge$tica,
&nteg$ation6
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
Conside$ t!e st$ategic options
1o$ an integ$ated
cont$acto$/deve,ope$ and #!at
$isEs, $e#a$ds, and management
issues t!e$e a$e in 0eing
ve$tica,,8 integ$ated as a
0usiness.
Tape 7, 6
t!
taping session, 3u,8 .6
t!
F
4B mins
9 )t$ateg8 in
7$agmented &ndust$ies
George B.H.
Macomber
Company
Competitive
)t$ateg8, C!apte$ 9/
LCompetitive
)t$ateg8 in
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
TaEing t!e conve$sations 1$om
t!e situations in p$io$ c,asses,
discuss !o# t!is gene$a,
cont$acto$ is coping #it!
"age 3 o1 9 "$inted .0/7/20.4 7/.. "-
246723429.doc Revision Date August 4, 2003
HBS Case
# 191120
7$agmented
&ndust$iesL Discussion
uestions/
competing in a 1$agmented
indust$8. App,8 t!e set o1 too,s.
.0 &mp,ementation/ T!e
7i$m Ga,ue C!ain
Cood )t$uctu$es
9:) Case
H9;490;06.
None Assignment/
To 9and &n/ C$ite a
B page pape$ #it! a
st$ategic ana,8sis o1
!o# 8ou #ou,d
p$oceed as C*' o1
Cood )t$uctu$es.
)!o# t!e steps in
p,anning> use t!e
too,s> use t!e 7i$m
Ga,ue C!ain to
indicate #!e$e 8ou
#ou,d 1ocus
$esou$ces.
Discussion
uestions/
"$actice using a,, t!e too,s, 1$om
t!e steps in p,anning t!$oug! t!e
seve$a, mode,s. Recommend
!o# Cood )t$uctu$es s!ou,d
p$oceed 1$om t!is point in time.
D&)R("T&G*
T*C9N'%'+&*),
&NN'GAT&'N, AND
T*C9N'%'+M
)TRAT*+M
)ee a,so -&T *;:usiness, ..464,
!ttp///#e0.mit.edu/..464/###/
.. 9o# &n1o$mation
+ives Mou
Competitive
Advantage
Otisline
HBS Case
# 9 -186-304
L9o# &n1o$mation
+ives Mou
Competitive
Advantage,L 9:R
Rep$int H5B4.B
ca c! B
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
)tud8 !o# 'T&)%&N* caused
t!e $est$uctu$ing o1 t!e e,evato$
se$vice indust$8/ 1$om ,o#
economies o1 sca,e, ,o# 0a$$ie$s
to ent$8, and !ig! 1$agmentation>
to !ig! conso,idation, !ig!
0a$$ie$s to ent$8, g$eate$
economies o1 sca,e F and g$eate$
ma$gins.
Teac!ing Note avai,a0,e.
"age 4 o1 9 "$inted .0/7/20.4 7/.. "-
246723429.doc Revision Date August 4, 2003
.2 've$vie# o1 *;
Comme$ce Concepts/
Kno#ing a Cinning
:usiness &dea
eBricks.com
HBS Case
# 800327
LKno#ing a
Cinning :usiness
&dea #!en 8ou )ee
'neL 9:) Case
HR00B.0
Assignment/
To !and in/ C$ite a
t!$ee page pape$
discussing 8ou$
imp$ession o1
#!et!e$ *;:$icEs !as
a #inning 0usiness
idea 1$om t!e
vie#point o1 t!e
a$tic,e. &1 so, !o#
#ou,d 8ou imp,ement
t!e st$ateg8D &1 not,
!o# #ou,d 8ou 1i?
t!e st$ateg8D Cou,d
8ou invest in *;
:$icEs given t!e
ci$cumstances at t!e
time o1 t!e caseD
Discussion
uestions/
)tud8 t!is inte$net dot.com 1$om
t!e !eig!t o1 t!e stocE ma$Eet
0u00,e. C!at did t!e8 intend to
0$ing to t!e custome$D (sing
t!e 4Cinning :usiness &dea6
const$uct, do students t!inE t!e
idea made senseD
.3 -a$Eetp,aces,
Disinte$mediation, and
)ca,e
Quicken
Insurance: The
Race to Click and
Close
HBS Case
#800408
L've$vie# o1 *;
:usiness -ode,sL
9:) Case H50..72
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
)tud8 t!is ve$8 success1u,
e?tension o1 a so,id so1t#a$e
and inte$net 0$and name
compan8. 9o# a$e t!e8
c!anging !o# peop,e 0u8 a
se$vice ,iEe insu$anceD C!at
a$e t!e st$ategic 0ene1itsD 9o#
#ou,d 8ou see t!is app,8ing in
t!e $ea, estate and const$uction
indust$8D
.4 Auctions, Consu,ting
and )e$vices
Freemarkets
Online
HBS Case
#9 598 109
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
)tud8 anot!e$ success1u,
&nte$net compan8, t!is one
p$oviding in1$ast$uctu$e 1o$
auctions. C!at a$e t!e Ee8
va,ue added activities ot!e$ t!an
t!e actua, auction too,D 9o#
"age B o1 9 "$inted .0/7/20.4 7/.. "-
246723429.doc Revision Date August 4, 2003
uestions/ mig!t t!e ot!e$ consu,ting and
cont$act management activities
impact t!e $o,es o1 t$aditiona,
const$uction p$ocu$ement
o11ice$sD
.B )upp,8 C!ain
-anagement
)upp,8 C!ain
-anagement at
Co$,dCo %td.
9:) Case
H 60. 072
'ptiona,/
L7ast, +,o0a,, and
*nt$ep$eneu$ia,/
)upp,8 C!ain
-anagement, 9ong
Kong )t8,e/ An
&nte$vie#
#it! Gicto$ 7ungL
9:R H 95B07
LT!e -anage$Ns
+uide to )upp,8
C!ain -anagementL
9:) Case
H :9044
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
)upp,8 C!ain -anagement is
t!e standa$d in t!e $etai, and
consume$ e,ect$onics indust$ies.
9uge amounts o1 time and
#aste a$e $emoved 1$om t!e
s8stem F and t!e p,a8e$s #!o
succeed in t!e end ma8 not 0e
t!ose #!o #e$e p$ominent in
t!e 0eginning. C!at does it
taEe to succeed in t!is spaceD
Can 8ou see an ana,og to t!e
const$uction indust$8D
.6 3D -ode,ing 4:-C A+/ T!e
Digita, Ca$ "$o2ect6
9:) Case
H9;699;044
LDis$uptive
Tec!no,ogies/
Catc!ing t!e CaveL
9:R Rep$int
H 9B.03
Assignment/
To !and in/
C$ite a B page pape$
discussion !o# t!e
advent o1 3D design
!as c!anged t!e $u,es
o1 competition in t!e
auto 0usiness.
Discuss impact on t!e
1ive 1o$ces 1o$
automaEe$s. No#
discuss !o# t!ese
st$ategic 0ene1its @o$
d$a#0acEsA mig!t 0e
t$ans,ated into a 1e#
se,ect ma$Eet
3D design is t!e standa$d 1o$
autos, p,anes, and indust$ia, and
consume$ p$oducts. &t is not 8et
t!e standa$d 1o$ 0ui,dings. C!8
notD Cou,d one e?pect t!e
same cu,tu$a, dis$uption as at
:-C in adopting t!ese too,sD
&n some #a8s t!e ana,og to
const$uction is in getting to t!e
1ina, design 1o$ t!is auto F t!atIs
a one o11, mu,timi,,ion do,,a$
tasE ,iEe 0ui,ding a 0ui,ding.
T!e unit manu1actu$ing a1te$ t!e
design is set is a sepa$ate issue.
"age 6 o1 9 "$inted .0/7/20.4 7/.. "-
246723429.doc Revision Date August 4, 2003
segments in t!e $ea,
estate and
const$uction
0usiness.
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
.7 Kno#,edge
-anagement/
)t$ateg8 in
7$agmented &ndust$ies
:ucEman
%a0o$ato$ies
9:) Case
H 9 500 .60
LA Note on
Kno#,edge
-anagementL
9:) Case
H9;395;03.
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
T!is compan8 #o$Es
inte$nationa,,8 and !as a 0ig
investment in s!a$ing
Eno#,edge among 0$anc!es and
sa,espeop,e. 9o# does t!is
c!ange t!e 1ive 1o$ces 1o$ t!emD
9o# does it a,te$ t!e 0a$gaining
po#e$ o1 emp,o8ees #!o mig!t
,eave to 1ound ne# 1i$msD
C!at did it taEe to imp,ement
t!ese too,sD
.5 Ne# *conomies o1
)ca,e/ &nte$nationa,
App$oac!es
4Kno#,edge
-anagement at
Ande$sen
Consu,ting6
9:) Case
H9;499;032
LC!atNs Mou$
)t$ateg8 1o$
-anaging
Kno#,edgeDL
9:) 99 206
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
+o deepe$ into t!e !o#s and
#!8s o1 0ui,ding a sop!isticated
mu,tinationa, se$vice 0usiness.
9o# is t!is di11e$ent 1$om a
,a$ge const$uction and design
compan8D -ig!t Ande$sen
@no# Accentu$eA decide to ente$
t!e const$uction management
segmentD 7o$ #!ic! Einds o1
p$o2ects, #!ic! Einds o1 c,ientsD
.9 A,igning *conomic
&ncentives to 'ptimiJe
t!e )8stem
4Tu$ning T!e
)upp,8 C!ain &nto a
Revenue C!ain6
9:) Case
H70.03:
LA,igning &ncentives
1o$ )upp,8 C!ain
*11icienc8L
9:) Case
H600 ..0
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
-an8 o1 t!e too,s desc$i0ed in
t!e ,ast seve$a, cases $e,8 on t!e
open s!a$ing o1 in1o$mation.
Met i1 t!e pa$ticipants !ave
0usiness incentives against
"age 7 o1 9 "$inted .0/7/20.4 7/.. "-
246723429.doc Revision Date August 4, 2003
Discussion
uestions/
s!a$ing, t!en t!e innovation is
di11icu,t to accomp,is!. 9e$e is
a simp,e e?amp,e o1 a
t!oug!t1u, #a8 to s!a$e an
economic 0ene1it F and g$o#
t!e $evenues and p$o1its 1o$ a,,
pa$ties.
20 *?e$cise in A,igning
&ncentives
Regency Plaza
HBS Case
# 391 021
Assignment/
To 9and &n/ C$ite a
t!$ee page pape$
p$oposing a $e#a$d
s8stem t!at p$ovides
incentives 1o$ a,, t!e
p,a8e$s to #o$E in
eac! ot!e$s se,1
inte$est. Conside$
t!at t!e$e a$e man8
condos to 0e 0ui,t.
Conside$ t!at some o1
t!e motivations a$e
not economic.
Discussion
uestions/
)tudents can p$actice on t!is
$ea, ,i1e const$uction situation,
to t!inE !o# to st$uctu$e a
$e#a$d s8stem t!at #ou,d a,ign
t!e incentives 1o$ t!e
pa$ticipants. T!is mig!t
,eve$age ot!e$ att$i0utes 0e8ond
2ust cost F 1o$ e?amp,e time o$
pe$ception o1 se$vice ,eve,s.
2. Conso$tia,
7ede$ations,
Autonom8, and )ca,e
Colliers and the
Technology
Solution
9:) Case
H 396 05.
L+$oup vs +$oup/
9o# A,,iance
Net#o$Es Compete.L
9:R H 94402
'ptiona,/
4A Note on
7$anc!ising6
9:) Case
H 9;297;.05
Assignment/
)tud8 t!e $eadings>
p$epa$e to discuss
t!em in c,ass.
Discussion
uestions/
-an8 o1 t!e too,s desc$i0ed
a0ove cannot 0e imp,emented
#it! impact 08 2ust one 1i$m.
)ome o1 t!em $e,8 on sca,e t!at
mig!t 0e accomp,is!ed 08 man8
1i$ms #o$Eing in conce$t.
Co,,ie$s is an e?amp,e o1 suc!
an a,,iance. &gno$ing t!e o,d
tec!no,og8 in t!e case, discuss
#!8 t!e a,,iance e?ists> #!o
0ene1its> !o# mig!t t!is 0e
e?tended to ot!e$ a$eas o1 t!e
design and const$uction va,ue
"age 5 o1 9 "$inted .0/7/20.4 7/.. "-
246723429.doc Revision Date August 4, 2003
s8stemD
22 )umma$8 and
*va,uations
Assignment/
None
Recap t!e concepts and Ee8
items o1 ,ea$ning 1$om t!e
cou$se. Discuss student
Ouestions and conce$ns. "onde$
!o# t!e ,ea$ning #i,, impact
companies and ca$ee$s as t!e
students go 1o$#a$d in ,i1e.
"age 9 o1 9 "$inted .0/7/20.4 7/.. "-