Competing in a Global Environment
BA 530
Winter 2000
Section 001: M W 5:40 – 9:20 PM, BA 160
Section 002: T TH 5:40 – 9:20 PM, BA 140
Instructional Team:
Thomas Gillpatrick, Ph.D.
Candace Petersen, Ph.D.
Tim McNichol
Juan Young Professor of Marketing
Assistant Professor of Marketing
SBA 260D (725 – 3775)
e-mail: tomg@sba.pdx.edu
Office hoursT 4:30-5:30 (class
days) & by appointment
SBA 463 (725 – 8338)
e-mail: candacep@sba.pdx.edu
Office hours: M,W 8:30 to 9:00,
F 11:00 a.m. to Noon
fax: (503) 650 - 0500
Integrated Development
Consulting
(503) 249 - 7917
e-mail: tim@integrate.org
Office hours: Call for appointment
School of Business Administration, Portland State University
Portland, OR 97207-0751
FAX: 725-5850
Course Catalog Description and Prerequisites:
BA 530, Marketing Systems and Competitiveness (8 credit hours), is the inaugural course to the
MBA program and provides students with a an understanding of key themes related to successful
global competition, and the interpersonal and intellectual skills required for individuals to contribute
in a highly competitive and globalized business environment. There are no prerequisites to BA 530.
Course Learning Objectives:






Develop an understanding of the key characteristics of a firm’s competitive advantage and the
generic strategies for achieving competitive advantage for the 21st century. In particular, be able
to define and apply concepts of core competency, competitive fit, process of environmental
analysis and sources of competitive advantage.
Be able to systematically analyze – evaluate an industry with regard to its competitive structure
and dynamics. Be able to identify what are the key competitive dimensions. Understand the
relationship between changes in the market environment and new organization forms (learning
organization, virtual corporation, alliances, etc.)
Understand the concept of a sustainable competitive advantage, and the role it plays in
generating and determining a firm’s strategic choices.
Increase effectiveness of communication and conflict management skills in team settings, and
the ability to maximize creativity and productivity of a group.
Establish norms for giving effective feedback and reflecting on learning in team projects.
Understand the concepts and models related to group development and dynamics and their
application in team settings.
BA 530 Competing in a Global Environment
Winter ‘00
Page 1
Required Texts and Materials:
Please note that text books (SMM, PUM) are available at the PSU Book Store
1. (SMM) Strategic Market Management, by David Aaker, 1998, Wiley and Sons.
2. (PUM) Please Understand Me, by Keirsey and Bates, 1984, Prometheus.
3. (Readings) Required Reading Packet: To be purchased at Clean Copy, 1704 SW Broadway.
Note: All packet material, including additional assigned readings and class handouts during the term
should be three-hole punched. Purchase of a large three-ring binder to organize all your course
materials and notes for quick reference is highly recommended.
You are expected to have read all assignments thoroughly before the class for which they are
assigned (see Course Schedule).
Grading Procedures:
First, we assume you are a “B” student, or better. Otherwise, you would not be eligible for graduate
work. Your task, then, is to provide performance evidence that merits the exceptional “A” grade, or
that merits a grade of “B-” or lower. Second, given the nature of the course, it is our hope that you
will focus more on open self-reflection, personal risk taking, being an effective team member, and
learning than on preoccupation over your grade. Grades for written assignments will be given as
letter grades (A, A-, A-/B+, B+, B, B-, B-/C+, C+, C)
A single grade will be assigned for the eight hour credits of BA530. The grade will reflect a
composite of various assignments where either a team or individual grade will be given (40% team
grades, 60% individual grades). Your team assignment for BA 530 team activities and projects will
be assigned in the first class session, and not change throughout the BA 530 course. The final grade
for BA 530 will be determined by:
BA 530 TEAM Grade Assignments
Weight
1. Industry Analysis Team Project

Responsible Instructor
%
Tom or Candace
Tom or Candace
Tom or Candace
Tom or Candace
25%
Required – no grade
5%
20%
Tom or Candace
5%
4. Graphical Models (indiv. grade)
5. Participation / Reflection
Write-ups (indiv. grade)
6. Personal Learning Plan and
Evaluation (indiv. grade)
7. Team Operating Analysis
(indiv.)
Candace
Tim
5%
10%
Tim
15%
Tim
15%
BA 530 Competing in a Global Environment
Winter ‘00
Final Paper (team grade)

Paper Outline Draft (team grade)

Project Presentation (team grade)
2. Case 2 and 3 Write-ups
(two @ 10% each, one team (Case 2)
and one individual grade (Case 3))
3. Case 1 Write-up
(5%, individual grade)
Page 2
TOTAL
100%
Late work will receive a one-third grade reduction (e.g., B+ to a B) for each day late. A grade of
incomplete is only given if there is a documented medical emergency.
All written assignments should be typed, single-spaced, with 1 inch margins on all sides and in font
size no smaller than 12. Please include all team members names on group assignments.
A requirement for passing all courses is academic honesty and integrity. Failing to demonstrate
honesty and integrity will result in a grade of “F”. If an individual assignment, it is to be your own
work only. If a team assignment, it is to be the result of your team’s effort only.
Requirements for Written Work (Tom and Candace):
(1.) Integrative Industry Project (team grade, total of 30%)
Please refer to class meeting date January 10-11 – “Industry Project Discussion”, for more details
on the content of the report. Industry analysis team assignments will be made in the first class
meeting of BA 530, January 5-6. Samples of industry analysis projects completed in previous
classes are available from Dr. Gillpatrick, and several samples will be distributed during selected
class meetings. The following are due dates and deliverables to be handed as part of the term
project:
 January 26,27: your team will turn in a single (one per team) detailed project report “table of
contents” that also includes targeted data sources and references you will use for industry
information . This should be one to two typed pages in length. (required – no grade given)
 March 6-9: each team will make a 15 minute oral presentation followed by questions from the
class and instructors. Emphasis will be on executive summary (industry – firm assessment and
strategic recommendations) and not on an in-depth presentation describing the industry-firm.
You should use visual aids (PowerPoint highly recommended) and provide two printouts (6
slides to a page) of your visuals to the instructor on March 6,7(no matter when you will
present). Team presentations will be randomly assigned. (5% of final grade)
 March 13-14: The industry project write-up is due at the beginning of your last class meeting.
You will need to hand in one complete copy of your term project. Both the oral presentation and
write-up grade evaluation forms are attached to the industry project guidelines for your
reference. (25% of final grade)
(2.) Case 1 Write-Up (individual grade, 5%)
Tom / Candace will provide specific instructions on January 10-11 on the purpose and format of
your first case write-up. The case write-up is due on January 19/20, and is an individual
assignment worth 5% of your total grade.
(3.) Case 2 and 3 Write-Ups (Case 2 team grade, Case 3 individual grade, 10% each for total of
20%)
The next two cases are worth 10% each. Case 2 (Starbuck’s), due on February 2-3 is a team
assignment. The final case, Case 3 (Dell), is an individual assignment and due on February 16-17.
Grading criteria and other case-specific instructions will be given for each write-up, when assigned.
BA 530 Competing in a Global Environment
Winter ‘00
Page 3
In addition, there is a reference on how to prepare and write a case that is available on the course
website (sba.pdx.edu) There are several purposes behind these written assignments, not the least of
which is to assess your ability to write a well-reasoned analysis in preparation for your term project
write-up.
In addition to content grades, cases will also be graded separately on grammar and format. Writing
skills are a critical success factor in both the MBA program and a business person’s career.
Rebecca Green will be providing the writing skills assessment on the first case. Subsequent cases
will be reviewed by Rebecca on a “as needed” basis. Those students with significant difficulties in
composition and grammar will be referred to PSU’s Writing Center for additional help in
developing acceptable writing skills.
(4) Graphical Models (individual grade, 5%):
The focus of this assignment is to develop graphical models for industry analysis. These models
(tables or graphs) will be shared and discussed in class as a means for learning various techniques of
packaging data for industry analysis and understanding. PowerPoint or Excel will be the preferred
software package for preparing the graphs / slides. The graphical models will be shared and
discussed on February 9,10 and 14,15.
Requirements for Written Work (Tim):
(5.) Participation and Reflection Write-ups (individual grade, 10%)
Learning about how we function in groups requires active engagement and reflection. At the
beginning of the following class meeting (see course schedule for details), each student will turn in a
single page paper reflecting on their experience and learning from the previous class session. These
papers are also intended to help students prepare for the two final papers (Personal Learning Plan
and Evaluation, Team Operating Analysis).
(6.) Personal Learning Plan and Evaluation (individual grade, 15%)
Each student will hand in a outline of their personal learning plan on February 7-8. This paper will
highlight specific behavior changes the student is working on regarding their function in groups.
The final evaluation of progress on your learning goals should include feedback from your team
members as well as your own observations and reflections. This paper should be approximately 4-5
pages in length and integrate concepts and models discussed in class. The final paper is due on
March 13,14.
(7.) Team Operating Analysis (individual grade, 15%)
Each student will submit an analysis of their team’s process and functioning throughout the quarter,
including their team project presentations. This assignment is to be done on an individual basis, not
as team. The analysis should focus on the process and relationship aspects and issues of the team’s
functioning. It will be graded on its effectiveness in demonstrating your understanding of teaming
concepts and their application to your team experience, as well as ideas for future application. The
analysis should be approximately 4-5 pages in length. The paper is due on March 13-14.
Other Grading Considerations:
BA 530 Competing in a Global Environment
Winter ‘00
Page 4
Class Participation: As a graduate class, participation in class discussion and exercises is expected.
Next to your instructors and assigned readings, your fellow classmates offer the next best
opportunity for increasing your understanding of the material. Comments and discussion are
particularly valued that suggest you have not only read the assigned material, but have also reflected
on what you have read.
Constructive participation in class discussion and exercises can raise your final course grade, but it
will never be used to lower your final grade. On the other hand, if you are someone who tends to
dominate class discussion time, we encourage you to try and draw others into the discussion. Please
note, however, that excessive absenteeism (i.e., missing more than two classes, being habitually late
or leaving early) will result in a lower final grade.
Again, welcome to BA 530! We hope that this course will help give you some of the skills, insights,
and vision that is needed to function effectively in the competitive firm of the 21st century. We also
hope that you enjoy this course as much as we anticipate we will!
READING ASSIGNMENT REFERENCE (Readings):
(all readings are in Clean Copy Packet)
1. Harvard Business School, “Competition and Business Strategy in Historical Perspective”, #9798-010, December 1997, Ghemawat.
2. Harvard Business School, “Building a Logic of Competition”, #9-798-072, February 1999,
McGahan.
3. Dominion Motor Case.
4. In Focus Case.
5. Richard Ivey School of Business: Starbucks, #98M006, by Crossan & Kachra..
BA 530 Competing in a Global Environment
Winter ‘00
Page 5
COURSE SCHEDULE
BA 530: Competing in a Global Environment – Winter Term 2000
BA 530 Sections:
001 MW 5:40 to 9:20 p.m. BA 160 (Tim McNichol, Candace Petersen)
002 TTh 5:40 to 9:20 p.m. BA 140 (Tim McNichol, Tom Gillpatrick)
Text(s):
SMM “Strategic Market Management”, Fifth Edition, David A. Aaker
PUM “Please Understand Me, Second Edition, David Keirsey and Marilyn Bates
CLASS DATE
INSTRUCTOR
TOPIC(s)
READING
ASSIGNMENTS DUE
WRITTEN
ASSIGNMENTS DUE
Week 1
B: January 5/6 (W, Th)
001 – Tim, Candace
002 – Tim, Candace
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Course Overview and Expectations
Introductions
Learning and Teaming Overview
001 – Candace
002 - Tom
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
Overview of Business Strategy
External Analysis Overview
Industry Project: discussion and
review of deliverables
Instructions on Case 1 Assignment
Personal Work Styles
Stages of Team Development
Week 2
A: January 10/11 (M, Tu)
B: January 12/13 (W, Th)



Tim
SMM: Chapter 1, 2 and 3
Reflection Write-up #1
PUM: Chapters 1, 2,
Appendix.
Week 3
A: January 17/18 (M, Tu)
B: January 19/20 (W, Th)
MARTIN LUTHER KING’S
BIRTHDAY
NO CLASS
001 – Candace
002 - Tom
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
BA 530 Competing in a Global Environment
Competitor, Market and
Environmental analysis
Value Chain, Porter’s Models
Winter ‘00
(PSU closed on Monday,
BA530 cancelled Monday,
Tuesday)
SMM: Chapter 4, 5 and 6
Reading Packet:
“Competition and Strategy
Page 6
Individual Case Write-Up #1
(5%, Candace-Tom)
Reflection Write-up #2
Week 4
A: January 24/25 (M,Tu)
B: January 26,27 (W,Th)
Tim
001 – Candace
002 - Tom
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PUM: Chapter 5
Interpersonal Communications
Meeting Management
Internal Analysis, Industry Analysis SMM: Chapter 7, 8
Sustainable Competitive Advantage
How to do a case evaluation
Review Case #1 Assignment
Team Project Outlines due
Reflection Write-up #3

Conflict Management
Group Agreements
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
Differentiation
Obtaining a “SCA”
Week 5
A: Jan. 31, Feb. 1 (M, Tu)
B: February 2,3 (W, Th)
Tim
001 – Tom
002 – Candace
(note switch of
profs)
SMM: Chapters 9, 10
Team Case Write-Up #2
CASE #2 Starbucks
Starbuck’s
(10%, Candace-Tom)
Reflection Write-up #4
Week 6

A: February 7,8 (M, Tu)
Tim
B: February 9,10 (W, Th)
Candace
 Charts/graphics presentations
(Customer, Environmental Analysis
including demand enablers, drivers)
A: February 14, 15 (M, Tu)
Candace
B: February 16, 17 (W, Th)
001 – Candace
002 - Tom
 “Charts/Graphics” Presentations
(Competitor, Industry Positioning
Themes including Product
Differentiation)
 IT as Strategy and Strategy Enabler Case #3: Dell
 Guest Speaker
 Review Case #3 Assignment – Dell
Individual Learning Plan
(Outline)
Individual Chart Presentations
(5%, Candace)
(Note – all hardcopies turned in on
February 9,10)
Reflection Write-up #5
Creative Problem Solving
Week 7
BA 530 Competing in a Global Environment
Winter ‘00
Page 7
Individual Chart Presentations
(5%, Candace)
(Note – all hardcopies turned in on
February 9,10
Individual Written Case on Dell
(10%, Candace - Tom)
Week 8
A: February 21, 22 (M, Tu)
B: February 23, 24 (W, Th)
Tim
Tom



Coaching
Strategies for growing & declining
markets
Role of marketing in strategy
none
Learning Plan Revisions
No Written Assignment, work
SMM: Chapter 11, 13
Reading Packet: “Building on team projects
Logic of Competition”
Week 9
A: February 28, 29 (M, Tu)
B: March 1, 2 (W, Th)
Tom
001 – Candace
002 - Tom
Week 10



Diversification
Globalization
Implementing Strategy and
Planning Systems
 Corporate Metrics and Scorecards
 Q/A on Project deliverables,
outlines
 Strategies for Growth or Declining
Industries
Role of Marketing in Strategy
 Team Project Presentations
SMM: Chapters 12, 14
SMM: 15, 16
A: March 6, 7 (M, Tu)
001 – Candace
002 - Tom
B: March 8, 9 (W, Th)
001 – Candace
002 - Tom

Team Project Presentations
NONE
001 – Tim, Tom
002 – Tim, Candace


Complete Course Evaluation Forms
Debrief (Tim)
NONE
NONE
No Written Assignment, work
on team projects
No Written Assignment, work
on team projects
Team Presentation Handout and
Presentation (5%, CandaceTom)
Presentations Continued….
Week 11
March 13,14 (M, Tu)
(2 hour class length,
regular class starting time)
BA 530 Competing in a Global Environment
Winter ‘00
Page 8
Team Industry Project
(25%, Candace-Tom)
Ind. Team Operating Analysis
(15%, Tim)
Ind. Personal Learning Plan
Evaluation (15%, Tim)