Competitive Analysis

The course provides students with methods and research findings on strategic analysis referred to some crucial managerial challenges embedded in the relationship between the company, its competitive environment and the broader business ecosystem. The course leads students: a) to gain awareness of the process through which changes in the macroeconomic and global framework are reflected in business activities, including impacts at the local level, b )to learn the basics approaches for the analysis of such phenomena. Finally, the students will be able to submit a research proposal / early stage paper concept, on which he/she will be evaluated.

The course aims at providing a theoretical framework and illustrative models for the competitive (or strategic) analysis at the industry and the business level.
Specific learning objectives are:
a) knowledge of basic principles and concepts of strategic analysis;
b) capability to develop a theoretical framework and a plan for the development of a research project;
c) capability to develop a systematic analysis of the competitive ecosystem
e) capability to outline a credible research project on a specific issue
The final test includes the preparation of a research project, in order to try to create the conditions so that students are able to develop (and hopefully publish) an actual article.

Students must have degree-level knowledge of management, marketing and statistics

1. Introduction to Competitive Analysis
History of competitive analysis; perspectives and evolution
2. Basic concepts
Dealing with complexity: a recall of research methods
Key factors describing a competitive situation
Example of how to describe a real competition
3. Tools for competitive analysis
Mapping interactions and competitive dynamics
Examples of how to describe a competitive dynamic
The positioning concept and competitive maps
4. Mainstream issues and methods in the competitive analysis
A critical review of recent articles published in academic journals
Setting a research project in competitive analysis

A list of readings will be provided in electronic version during the course.

The final grade will depend on the joint evaluation (33% - 33% - 33%) of homework, discussion, and final research project.
As for the first part of the evaluation: during the course students will have to read and review academic articles related to the topics and/or methods discussed. Students will be asked to discuss in class their own review of one or more articles among those provided. 66% of the final evaluation will depend on the capabilities shown in homework development and class discussion.
As for the second part of the evaluation: at the end of the course, students will have to prepare a research project, i.e. a proposal for a possible paper, structured according to guidelines that will be provided during the course.

Part of the lectures will present the theoretical topics of the course and the related tools. Another part of the lectures will be held in the form of discussion/workshop in which the students will have to present and/or discuss the assignment. If possible, some of the topics will be presented in collaboration with other scholars.

English

written and oral

This subject deals with topics related to the macro-area "Climate change and energy" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development