Value chain and IT strategy
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2014 ???????. Value chain and IT Strategy
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Value chain and IT strategy
- 1. Value Chain and IT Strategy Strategic Use of IT ????????? ????? ?????
- 2. 1. Strategic View and Value Chain 2
- 3. POTENTIAL ENTERANTS ????? Threats of New Entrants INDUSTRY COMPETITORS ??? BUYERS ??? SUPPLIERS ??? SUBSTITUTES ??? Threats of substitute products or services Bargaining Power of Suppliers Bargaining Power of Buyers Porters Extended Rivalry Model Strategic Views and Value Chain C Extended Rivalry Analysis
- 4. ???? ?? ?? ? BUYERS - Bargaining Power of Buyers : ????? - ??? ? ??? ??? ??, ???? ??? ?? ????? ??? ???? ??? - ???? ?? ???? ???? ??, ???? ???? ???? ??, ???? ?????? ? SUPPLIERS - Bargaining Power of Suppliers : ???? ????? ?? INDUSTRY COMPETITORS ??? BUYERS ??? SUPPLIERS ??? Bargaining Power of Suppliers Bargaining Power of Buyers Strategic Views and Value Chain C Extended Rivalry Analysis
- 5. ???? ?? ?? ? INDUSTRY COMPETITORS : ??? ???, ?????, ??????, ????? ??? ? ???? ??, ??? ????, ???? ? POTENTIAL ENTERANTS - Threats of New Entrants : ??? ??, ??????, ?????, ????? ???? ?? ??, ??? ?? ??, ?? ??? ?? ? SUBSTITUTES - Threats of substitute products or services : ???? ?? ???? ??, ???? ???? POTENTIAL ENTERANTS ????? Threats of New Entrants INDUSTRY COMPETITORS ??? SUBSTITUTES ??? Threats of substitute products or services Strategic Views and Value Chain C Extended Rivalry Analysis
- 6. Porter? Generic Strategies Cost Advantage ?? ?? Differentiation Advantage ??? ?? Focus ??? ????? ?? ?? ?? ????? ?? ?? ?? ? ? ? ? ? Strategic Views and Value Chain C Generic Strategies ? ????? ????? ??? ????? ?????? ????.
- 7. ???? : Cost Advantage ???? ?? ?? ? ??? ?? : ??? ??? ???? ??? ???? ???? ???? ? ??? ??(ex. Natural monopoly), ????? ???? ???? ?? ? ???? : ??? ??? ??? ????? ?????? ???? ?? ?? ???? ?? ???? ???? ?? ?? ? ???? ?? : ????, ?????? ??? ??, ????? ??? ? ???? ??? : ???? ? ????? ??, ???? ??? ???? ? ???? : ???? ?? ??? ??, ???? ??? ??, ??? ?? ? ???? : ???? ??? ??? ??? ??? ???? ? ?? ? ?? ??? : ??? ???, X-???? ? ??? ??? ?? ??? ??? ???? ?? Strategic Views and Value Chain C Generic Strategies
- 8. ??? ?? : Differentiation Advantage ??? ??? ? ??/???? ?? ??? ?? ? ???? ?? & ????? ?? : ??, ??, ??, ??? ? ???/??? ?? ? ??/???? ???, ???, ??, ??, ???, ??? ??? ??? ? ??/???? ?? ??? ?? ? ??/???? ???, ???, ???, ??? ?? ?? ???? ? ?????? ??? ? ??? ???? ???? ??? ???? ??? ?? ??? ?? ????? ?? ? Strategic Views and Value Chain C Generic Strategies
- 9. ??? : Focus ? ?? ?? ????(niche market)? ???? ?? ? ?? ??? ??? ???? ??? ????, ??? ??? ??? ????? ??? ????. Strategic Views and Value Chain C Generic Strategies ? ??? ? ? ??? ?? ??? ???? ??? ??? ??? ? ????
- 10. ??? ??? ??? ?? Strategic Views and Value Chain C Generic Strategies ? ? ? ? ?? ????? ???? ?? ? ??? ????? ? ?? ??? ????? ?? ?? ???? ???? ??? ??? ?????? ???? ???? ? ?? ????? ?? ?? ?? ??? ??? ?? ?? ?? ? ???? ????? ?? ?? ????? ???? ?? 1. ??/????? ?? 2. ?? ??? ?? 3. ?? ?? ??? ??? ??? ?? 1. ??? ????? 2. ?? ??? ? ?? ?? 3. ????? ?? 4. ?????? ????? ???? ??? ?? 1. ??? ??? ?? ??? ?? 2. ?? ???? ???? ?? ???? ?? ??? ?? ?? ??? ??
- 11. Value Chain Concept Strategic Views and Value Chain C Value Chain Concept ? Porter? ???? ? ??? ?? ??? ?? ???? ???? ???? ???? ???? ????? ???? ?? ?? ???. ? ??? ???, ??, ??, ??, ?? ?? ??? ?? ??? ???? ???? ? ??? ?? ??? ????? ??? ???. ? ???? ?? ??? ???? ?? ???? ???? ??? ???? ??? ??. ? Porter? ????? ?? ? ???? ? ?? ??? ??? ???? ???? ??? ?? ???? ????? ?? ???? ??? ??? ??? ? ??. ?? ?? ???? ? ???? ???? ? ?? ??? ???? ??? ????? ??? ? ?? .
- 12. FIRM INFRASTRUCTURE ???? HUMAN RESOURCE MANAGEMENT ???? TECHNOLOGY DEVELOPMENT ???? PROCUREMENT ???? INBOUND LOGISTICS ?? OPERATIONS ?? OUTBOUND LOGISTICS ?? MARKETING AND SALES ??, ?? SERVICE ??? ???? ??? Strategic Views and Value Chain C Value Chain Concept Value Chain Concept ? Porter? ???? ? ?
- 13. FIRM INFRASTRUCTURE ???? HUMAN RESOURCE MANAGEMENT ???? TECHNOLOGY DEVELOPMENT ???? PROCUREMENT ???? INBOUND LOGISTICS ?? OPERATIONS ?? OUTBOUND LOGISTICS ?? MARKETING AND SALES ??, ?? SERVICE ??? OTHER INDUSTRY PARTNERS AND COMPETITORS SUPPLIERS BUYERS ? ????? ?? ? IOS? ???? ?? ???? ???? ????? ??? ???? ? ??. Strategic Views and Value Chain C Extended Value Chain Extended Value Chain
- 14. Industrial Value System ???? ???? ???? Strategic Views and Value Chain C Extended Value Chain ??? ?? ?? ?? ???? ?? ???? ??? ???? ? ??? ?????(IOS : Inter-Organizational System) ???? ?????? ?? ??? ??? ????? ???? ?? ?????? ??? ???? ?????? ??? ????. ex) Just C In C Time, Quick Response IOS IOS IOS
- 15. Strategic Views and Value Chain C Extended Value Chain ? ??? ????? ??? ??? ?? ????? ?? ? ??? ??? ?? ????? ? ??? ???? ??? ?? Extended Value Chain
- 16. Value Proposition Cost leadership ?????? Differentiation ????? Focus ????? ??? ?? (Michael Eugene Porter) ? ?????? ??? ??? ?? ? ?????? ???? ?? ?? ? ??? ??(Monitor Group) ???? Customer needs Strategic Views and Value Chain C Extended Value Chain
- 17. 2. Case Study 17
- 18. American Airlines SABRE? ?? Case: American Airline America Airline ???? ? ???? ??? ????? ?? ?? ??? Host-based System Distributed System Strategic Alliance Strategic AllianceInternet-based System
- 19. Continental AA Delta North West United Airlines ??? 1 ??? 3 ??? 2 ??? 2 ? $ 2~3? ? Case: American Airline ? ??? ????(Before SABRE) ? ? $ by mail
- 20. ??? 1 ??? 3 ??? 2 ??? 2 ? $ Continental SABREAA Delta NorthWest United Airlines SABRE ???? ? ? Case: American Airline Bank $$ $
- 21. ??? 1 ??? 3 ??? 2 ??? 2 ? $ Continental SABREAA Delta NorthWest United Airlines SABRE ?? ? ? Case: American Airline Bank $ $ $
- 22. American Airlines ??? ??? ???? ???? ?? ???? ???? Boston Chicago 12:30 3:50 $275 34A Y Boston Chicago 12:30 3:50 $275 34B N Boston Chicago 12:30 3:50 $200 34C Y Boston Chicago 12:30 3:50 $200 34D Y Boston Chicago 1:50 5:10 $230 58C N Boston Chicago 1:50 5:10 $230 58D N Boston Chicago 1:50 5:10 $230 59A N Boston Chicago 1:50 5:10 $230 59D N Boston Chicago 1:50 5:10 $230 61E N ? ? ? Boston ???? 2000. 12. 24 ? ? ? Chicago ???? * : * ?? SABRE?? (???) Case: American Airline
- 23. ??? ??? ??? ???? ???? ?? ???? ???? AA Boston Chicago 12:30 3:50 $275 34A Y AA Boston Chicago 12:30 3:50 $275 34B N AA Boston Chicago 12:30 3:50 $200 34C Y AA Boston Chicago 12:30 3:50 $200 34D Y AA Boston Chicago 1:50 6:10 $230 58C N AA Boston Chicago 1:50 6:10 $230 58D N AA Boston Chicago 1:50 6:10 $230 59D N ? ? ? Boston ???? 2000. 12. 24 ? ? ? Chicago ???? * : * ??? SABRE?? (???) Case: American Airline
- 24. ???? Delta Airlines ??? ??? ??? ???? ???? ?? ???? ???? DA Boston Chicago 1:00 5:10 $275 50A Y DA Boston Chicago 1:00 5:10 $275 50B N DA Boston Chicago 1:00 5:10 $200 50C Y DA Boston Chicago 1:00 5:10 $200 50D Y DA Boston Chicago 1:00 5:10 $180 50E N DA Boston Chicago 2:00 6:10 $180 13A Y ? ? ? Boston ???? 2000. 12. 24 ? ? ? Chicago ???? * : * ??? SABRE?? (???) Case: American Airline
- 25. IOS Interaction & Control - SABRE System 1968 to 1990s Data sharing Other airlines Travel agents On-line information providers AA Business/ Pleasure travelers Corporate business units Process control Network control Minimal process control Minimal process control Process control AA Process control Large travel agencies Data sharing AA Process control Data sharing Other airlines Travel agents 1968 to 1978 Late 1980s to 1990s 1978 to 1988 Minimal process control SABRE System 1968 to 1990s Case: American Airline
- 26. AHP and Baxter?? ASAP??? ?? Case: AHP and Baxter AHP and Baxter ???? ?? ???? ?????? ??????? Strategic Alliance Strategic AllianceInternet-based System
- 27. ? ? 1 ? ? 3 ? ? 2 ??? 1 ??? 4 ??? 2 ??? 3 AHS ?? ASAP???: ???? Case: AHP and Baxter EDI
- 28. ? ? 1 ? ? 3 ? ? 2 ??? 1 ??? 2 ??? 3 AHS ?1 : 50 ?2 : 30 ?3 : 70 ?1 : 20 ?2 : 50 ?3 : 10 ?1 : 70 ?2 : 20 ?3 : 20 ?3 : 100 ?2 : 100 ?1 : 140 AHS ASAP? ??: ??????? Case: AHP and Baxter
- 29. ?? ?? ???? R ?? ?? 3? ? ? ? ASAP? ?????? Case: AHP and Baxter
- 30. Data sharing Data sharing AHSC Hospitals ASAP System 1964 to 1983 Case: AHP and Baxter ASAP System 1964 to 1990s Hospital Suppliers ASAP System 1983 to 1987 Process Control Minimal Process control AHSC Hospitals Data sharing Minimal Process control HospitalsData sharing Hospital Suppliers ASAP System 1980s to 1990s Network Control GEIS Process Control AHSC
- 31. ???? Otis Elevator ?? ???? ?? Case: OTIS Case: OTIS and Others
- 32. ???? ?? ?? ??? ???? ?? Otis Elevator ????? ???? Case: OTIS (continued) Case: OTIS and Others
- 33. 1) Joint Marketing Partnerships ? ??? ?? ??? ?? ? ????? ??, ??, ???? ??, ??? ????, ???? ?? 2) Intraindustry Partnerships ? ??? ????? ?????? ?????? ????? ??? ??? ?? ? ????? ?3?? ???? ?? ???? : ?) IVANS ? ??? ????? ?? ?? ???? : ?) ???? TradeNet 3) Buyer-Seller Partnerships ? ???? ???? ????, ????? ?? ???? ???? ???? ???? 4) IT Vendor-Driven Partnerships ? GEIS, ADP? ?? IT ???? ????? ???? ???? ?? ?? ???? Information Partnership Case: OTIS and Others
- 34. City Bank MCI American Airline Bonus Mileage Bonus Mileage MCI phone ServiceMCI phone Service Credit Card Service Case: OTIS and Others Information Partnership Case
- 35. 3. Strategic Use of IT 35
- 36. ?????? ??? ??? ???? ? ???? ?????? ??? ????? ?? ? ???? ?????? ???? ????? ??? ???? ?????? ????? ??? ? ???? ?????? ???? ??? ? ???? ????? ??? ?? Strategic Use of IT
- 37. E-Biz Evolution ?? ????? (??,?? ?) Internet ??? ??? ??? ?? Electronic Commerce Outsourcing ? SI ???? ERP SI / SCM E-Biz ???? ?? Strategic Use of IT ????? ??
- 38. Strategic Use of IT AI Big Data Cloud 3D Printer Social Media Internet of Things ???? Strategic Use of IT ????? ??? ??? ?? ???? ??
- 39. Strategic Use of IT ???? R&D ???? ???? ???? ???? ???? ??? ???? Strategic Use of IT ????? ??? ????
- 40. IT ??? E-Biz ??? ?? ??? ???? ???? Shift (?? ???) Strategic Use of IT ????? ??? e-Biz
- 41. ?? ? ??? ? ??? ? ???? 41