STRATEGIE KONKURENCJI JUTRA
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Date
2001
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Wydział Prawa i Administracji UAM
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COMPETITIVE STRATEGIES FOR THE FUTURE
Abstract
Some rapid and profound changes have been taking place in the contemporary corporate
environment. The most powerful of them is a revolution in the economics of information. It acts as
a catalyst and accelerator for all other industries. These changes are undermining the foundations
of the present analysis of the competitive strategy, its logic and practice. The basic analytical tool
of competitive advantage - i.e. the vertically integrated value chain is coming under attack. Its
effectiveness had been supported by the information asymmetries that held the value chain’s
layers together. Not anymore, though. The rapid development of information technologies enables
an open and virtually cost-free exchange of information of all kinds, and it is now melting this
asymmetry. Its immediate consequence is an unprecedented separation of popular layers of the
vertically integrated value chain into stand-alone, narrowly defined businesses. Therefore, competitive
advantage across the entire value change no longer matters, as it is advantage in each layer
that counts. As a result, the new unit of strategic analysis is the layer. The above deconstruction
of the traditional vertically integrated value chain motivates an emergence of new types of competitive
strategies: the orchestration, seizure, creation and integration of the links.
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Ruch Prawniczy, Ekonomiczny i Socjologiczny 63, 2001, z. 4, s. 143-172