Learning objectives
On the one hand, the course intend to provide a methodology to define and study the competitive environment and the business market, in a context made more complex by technological innovation and by changes in the patterns consumption and purchase. On the other hand, we illustrate the strategic decisions that companies must make to be successful in the new competitive areas.
Course unit content
In an economic and social context in evolution, firms need all the analytical tools in order to understand the competitive environment in which they operate and to make a proper management of the business.
The course is divided into two parts.
The first part aims to explain the basic conceptual elements and the main analysis models used by companies manufacturing and services to locate and characterize the structural and competitive areas of competition in which they operate, in order to choose an effective strategy and positioning.
The second part focuses on the business system, aimed at the achievement of competitive advantage in an attempt to create a value for the upper market, and to that developed by competitors and the cost incurred.
Bibliography
Volpato G. (2008), Concorrenza, impresa e strategia, Il Mulino
Capitoli 3, 4, 5, 6, 7, 8, 9 e 12
Fontana F., Caroli M. (2009), Economia e Gestione delle imprese, McGraw-Hill
Capitoli 1, 2, 3, 4 (4.3), 6, 7, 8 e 9.
Teaching methods
Lecturers, casi histories
