Business 482. Senior Seminar
Competitive Rivalry
Dr. Curtis W. Roney
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Meeting time/room
Instructor’s Office:
Office telephone:
E-mail:
W, F 11:30AM-1:00PM PC276
Horne Bldg. Room 119
(252) 985-5584
cwroney@ncwc.edu
Office hours:
T
W
4:20 – 5:20 pm
1:15 – 2:15 pm
Th
4:20 – 5:50 pm
F
1:15 – 2:15 pm
Other: by appointment
COURSE DESCRIPTION
This course is a continuation of BUS 481 (Business Strategy & Policy), which
emphasizes the study of strategic management theory. Like BUS 481, this “big picture”
course sharpens the student’s ability to think strategically by applying strategic
management and planning principles in actual cases. Whereas BUS 481 emphasizes
theory and principles, this course emphasizes methodology and practice. The course's
focus is on the role and nature of rivalry in industrial competition.
COURSE CONTENT: SCOPE
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Review of strategic management principles’ application to competitive rivalry
Methods and procedures for the study of rivalry cases
Industry structure analysis
Industry evolution and the formation of groups
Competitive ecosystems
Inter-firm rivalry dynamics
Military (and other) models
Strategic alliances
Studies of several competitive rivalries in major industries
COURSE OBJECTIVES & APPROACH
The objective of this “laboratory” course is to provide students with an opportunity to
appreciate, as realistically as possible, how strategic management principles apply to
firms on the competitive battlefield. Thus, the course’s theme is Competitive Rivalry.
The course begins with an introduction to the study of competitive rivalry and the
possibility that rivalry can be understood by anticipating its occurrence, analyzing its
dynamics after onset, and predicting its outcome. After reviewing principles of strategic
management that apply to industry-wide rivalry, the Seminar will proceed to assessment
of competition between industry groups and industry evolution; analysis of competitive
ecosystems; inter-firm rivalry; competitive moves (offensive and defensive); strategic
initiative; military models and other analogies; and, finally, alternatives to direct
confrontation such as alliances and joint ventures.
During the entire course, teams of class members will conduct in-depth rivalry case
analyses, guided by the instructor. The scope of these analyses will include the strategic
situation; the external environment; rivals’ performance trends and capabilities, their
goals, strategies, and motives to attack or retaliate; their competitive moves and strategic
initiatives; considerations for strategy implementation; and rivalry outcomes to date.
Team members will present their findings and conclusions to the class. Conclusions will
address the impacts of rivalry on each competitor. Alternative actions that might have
been taken by each rival to improve its outcome also will be considered, and
recommendations will be formed for maximizing the competitive advantage of each rival.
Each student then will prepare and submit a complete report of the team's analysis.
EXPECTATIONS AND ASSESSMENT OF THE STUDENT
Students are required to have completed BUS 481 (Strategic Management) before taking
BUS 482. Thus, this syllabus assumes that students already are able to apply general
strategic management principles to the cases that they study in this course. Students
should review relevant text chapters from their Business 481 courses as required to
refresh their recollections of strategic management principles. Quizzes will be given
throughout the course and there will be three tests on principles of competitive rivalry
covered by text materials and class lectures. A final examination will be based on the
cases discussed in class and the strategic rivalry principles that they demonstrate.
As a matter of respect to their colleagues, all students are expected to attend each seminar
meeting. Absences from these classes normally will not be excused and more than two
absences (three class hours) may result in dismissal of the absent student from this
course.
TEXT
Roney, Curtis (ed). Competitive Rivalry: A Collection Of Reading & Study Materials.
August, 2006. North Carolina Wesleyan College
ASSESSMENT OF LEARNING
Quizzes
Tests on rivalry principles
Team project
Presentation
Report
Final exam
Max. Points
15
30
35
15
20
20
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Total
100