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LUISS Guido Carli

Markets and strategies

Programma

ProfessorGiovanni Zazzerini
Course codeAB2
General Discipline (SSD)SECS-P/08
Course Year3
SemesterII Semestre
Course0
Teaching LanguageEnglish
Credits8
Total Workload200
Total Lesson Hours72
Course ContentsThe course will focus on trying to flesh out a set of complicated answers to a very simple question: “what allows certain firms to persistently earn positive economic profits, while others deliver negative returns and ultimately are forced to exit the market?” The answers will involve analysing the basic competitive structure of different types of markets, and trying to understand the ultimate determinants of a firm's profitability and of persistence of differentials in firms' profits industry-wide.

Topics covered will include:
• Market structure and competition
• Resource based view of the firm
• Sources of competitive advantage
• Technological change and innovation
• Business strategies in global markets
• Socially oriented companies and CSR
Reference BooksSelected chapters from:

Grant, R. (2016), Contemporary Strategy Analysis, 9th edition, John Wiley & Sons, Inc.

Tidd, J. and Bessant, J. (2014) Strategic Innovation Management, John Wiley & Sons, Inc.

Articles and cases listed in the Extended Program
Course Formative ObjectivesThe goals of the course are:
• To introduce participants to market analysis and strategic management
• To show how to apply a set of tools that are useful in strategic analysis
• To enhance participants’ creativity and problem solving abilities
• To present companies’ best practices across a broad range of industries and settings
• To improve familiarity with current challenges and issues in strategy development
PrerequisitesKnowledge of English, basic knowledge of economics and general and management principles.
Teaching Method- Lectures
- In-class exercices
- Team works
- Cases studies
- Simulations
Assessment Method- Written exam 33%
- Oral final exam 33%
- Team work executed during the course 34%
Criteria For Deciding On Subject Of Final PaperThe thesis must be requested by email gzazzerini (at) luiss (dot) it.

Then in case of acceptance of the thesis we will schedule an appointment to agree on a topic and to organize future steps.
Extended Program And Reference Reading Material
Week 1Introduction to strategic management and definition of strategy

References:
Ch. n. 2 from Grant, R. (2016), Contemporary Strategy Analysis, 9th edition, John Wiley & Sons, Inc.
Week 2Industry analysis and Porter’s Five forces model

References:
Ch. n. 3 from Grant, R. (2016), Contemporary Strategy Analysis, 9th edition, John Wiley & Sons, Inc.
Week 3Corporate Social Responsibility and social business

References:
Porter, Michael E.; Kramer, Mark R. (2011) “Shared Value: How to reinvent capitalism”, Harvard Business Review. Jan/Feb2011, Vol. 89 Issue 1/2, p62-77

Yunus M., Moingeon B. and Lehmann-Ortega L. (2010) “Building Social Business Models: Lessons from the Grameen Experience”, Long Range Planning, 43
Week 4Sources of competitive advantage

References:
Ch. n. 5 from Grant, R. (2016), Contemporary Strategy Analysis, 9th edition, John Wiley & Sons, Inc.

Prahalad, C.K., Hamel, G. (1990), “The core competence of the corporation”, Harvard Business Review
Week 5Blue Ocean Strategy

References:
Kim W.C. and Mauborgne R (2004) Blue Ocean Strategy, HBR.
Week 6Innovation dimensions

References:
Sawhney, M., Wolcott R.C. and Arroniz I. (2006) The 12 Different Ways for Companies to Innovate, MIT Sloan Management Review, Vol. 47 n.3
Week 7Innovation diffusion and network externalities

References:
Ch. n. 12 from Tidd, J. and Bessant, J. (2014) Strategic Innovation Management, John Wiley & Sons, Inc.

David, P. (1985), “Clio and the Economics of QWERTY”, American Economic Review, 332-337
Week 8Business Model innovation

References:
Teece, D. J. 2010. Business models, business strategy and innovation. Long Range Planning, 43: 172-194
Week 9E-commerce and web marketing

References:
Wulf, J. (2010) “Alibaba Group.” Harvard Business School, 9-710-436.
Week 10Strategies in global markets

References:
Ch. n. 14 from Grant, R. (2016), Contemporary Strategy Analysis, 9th edition, John Wiley & Sons, Inc
Week 11Coss-cultural issues in international business

References:
Ch. n. 4, 5 from De Mooij M. (2013) Global Marketing and Advertising, Understanding Cultural Paradoxes 4th edition Sage Publications, Inc, USA.
Week 12Currernt markets' trends

References:
Sebastiani, R., Montagnini, F. and Dalli D. (2013) “Ethical Consumption and New Business Models in the Food Industry. Evidence from the Eataly Case”, J. Bus Ethics

Hsieh, T. (2010) Zappos's CEO on Going to Extremes for Customers, Harvard business review, 2010