Resursni pristup oblikovanju strategije poduzeća

master's thesis

• Title (english): Resource based view of strategy design
• Author: Azra Begulić
• Mentor: Đurđica Gudac Fučkan (mentor)
• Committee member: Andrija Sabol (predsjednik povjerenstva)
• Committee member: Denis Dolinar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U uvodnom dijelu rada upoznajemo se sa poimanjem strategije, te su predstavljeni koraci i metodologije u korištenju uobičajenog procesa strateškog planiranja. Fokus ovog rada je na predstavljanju resursnog pristupa oblikovanju strategije poduzeća, koji je proizašao iz jedne od škola strateškog menadžmenta, Škole učenja. Kako bi se dobio uvid u značaj resursnog pristupa u razvoju poimanja strategije, predstavljena je i Škola pozicioniranja kao njemu oprečna. Škola pozicioniranja, kao i škola učenja zagovaraju konkurentnost poduzeća kao temelju odrednicu njena uspjeha, odnosno neuspjeha. No, njihov pristup je drugačiji. Kroz ostatak rada će se predstaviti modeli koji su oblikovali formuliranje strateškog procesa koristeći internu analizu poduzeća kao polaznu točku, te iskorištavanjem snaga kako bi ostvarili konkurentske prednosti u industriji u kojoj se natječu. Resursni pristup oblikovanju strategije koji ukazuje na važnost resursa i kompetencija koje poduzeće posjeduje, implicitnih znanja koji posjeduje razvojnu sposobnost transformacije opipljivih resursa, te razvoj jezgrenih kompetencija kao izvore održivih konkurentskih prednosti, i VRIO model koji je proizašao kao analitički okvir kvalitativne analize kompetencija poduzeća, glavna su okosnica ovog rada. Također doprinos najznačajnijih predstavnika Škole učenja i resursnog pristupa strategiji, Jay Barney, Gary Hamel i C. K. Prahalad, njihovi modeli i metode u funkciji stvaranja konkurentskih prednosti, te održivih konkurentskih prednosti biti će objašnjeni u ovom radu. Na samom kraju spomenuti modeli i resursni pristup oblikovanja strategije biti će prikazani na primjerima izabranih poduzeća.

Abstract (english)

The beginning of this paper starst with introduction of the concept of strategy, as well as phases used in ususal strategic process. The main focus is on representing the resource based view as part of the strategy formulation process. Resource based view has been developed under the theories of one school of strategic management, known as The Learning School.in order to get insight into the full significance of the resource based view, it has been introduced along with the Positionig School, that is contrastive in its approach to strategy formulation process. Even though approaches are opposite, both schools, agree that competitiveness is of a certain company is main determinant of its success, or failure. The rest of this paper indroduces models that have shaped the process of strategy formulation by using internal analysis approach as a starting point, and exploiting company's strengths to achieve competitive advantage in the
industry in which they compete. The backbone of this paper are the imposrtance of resourses and competences of a company, implicit knowledge that has an evolving power to upsurce the tangible resources, and the notion of the core competences as sources of long term and sustainable competitie advantages, which all have been developed under the resource based view. Moreover, in order to assess the qualitative saspect of core competences, VRIO framework is introduced. The papaer stresses the importance of the contribution to the development of this approach of strategy formulation that has been brought by methods and models developed by its most appreciated representatives Jaay Barney, Gary Hamel, and C.K. Prahala. Their methods and models have helped in explaining the main aspects of resource based view in function of generating competitive advantage, and also sustainable competitive advantage. The end of the paper demonstartes the use of the resource based view and its models into the process of strategy formulation on the examples of selected companies.

• Keywords: strategijsko planiranje; konkurentska prednost; Škola učenja; resursni pristup; jezgrene kompetencije; VRIO model
• Keywords (english): strategy planinng; competitive advantage; The Learning School; resource based view; core competences; VRIO framework
• Language: croatian
• URN:NBN: urn:nbn:hr:148:819884
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-07 10:20:11