1.
Qualita've
analysis
of
differen*a*on
compe**ve
advantages
directed
towards
the
recogni*on
of
key
success
factors.
The
project
includes
a
theore'cal
analysis
based
on
secondary
data,
and
an
empirical
analysis
based
on
primary
data;
the
study
of
Hotel
Duque
de
Nájera’s
case.
Objec&ves:
ü Study
of
compe--ve
advantages
in
differen-a-on.
ü Iden-fica-on
of
key
success
factors
in
differen-a-on
compe--ve
advantages.
ü Assessment
of
the
applicability
of
the
recognized
success
drivers
in
real
life.
Corpora*ve
strategy
Compe''ve
strategy
Func*onal
strategy
1.
Strategic
analysis
2.
Strategy
formula*on:
3.
Strategy
evalua*on
Compe''ve
Advantage
Cost
leadership
Differen'a'on
Focus
KSFs?
ü KSF:
Any
variable
posi*vely
contribu*ng
to
the
achievement
of
a
differenita*on
compe**ve
advantage
Main
concepts:
HOTEL
DUQUE
DE
NÁJERA
TUI
Holly
2004:
most
beloved
hotel
in
the
world
Ø Compe''ve
advantage:
Personel
service
quality
Ø Soruce
of
differen'a'on:
Firm
own
resources
(Firm
differen*a*on)
Hotel
KSFs
1. Crea*vity
2. Customers
understanding
3. Chain
of
value
&
right
linkage
between
demand
and
supply
4. Team
spirit
5. Complex
interrela*ons
of
resources
6. Low
differen*a*on
costs
ü Correspondance
with
all
General
&
Specific
KSFs
(Firm
diff.)
ü Variable
Intensity
of
correspondance:
§ Low
efforts
towards
credibility
and
brand
pres*ge
ü 6
th
KSF
associated
to
a
another
diff.
source
(Product
diff.):
§ Low
differen*a*on
costs
ü Factors
regarding
other
diff.
sources
also
contributed
to
the
Hotel
overall
success
ü Customers
understanding
ü High
imita*on
barriers
ü Credibility
ü Crea*vity
&
innova*on
ü Right
linkages
between
resources
&
needs
q
The
KSFs
of
diff.
Compe**ve
advantages
are:
q
Their
intensity
is
uneven
and
varies
q
Strong
correla*on
with
consonant
source
specific
KSFs
q
Overall
firm
success
also
driven
by
factors
related
to
other
differen*a*on
sources
Ø Product
differen*a*on
Ø Firm
differen'a'on
Ø Market
differen*a*on
Specific
KSFs
General
KSFs
ü Customers
understanding
ü Credibility
ü High
imita*on
barriers
ü Crea*vity
&
innova*on
ü Right
linkages
between
resources
&
needs
ü Psychological
factors
ü Chain
of
value
ü Strong
&
mo*va*ng
culture
ü Brand
pres*ge
ü Complex
interrela*ons
of
resources
Iden*fica*on
of
key
success
factors
within
the
nature,
demand-­‐
and
supply-­‐side
of
differen*a*on.