BUS331StrategicManagement
Professor:
Office: OfficeHours: Phone: Email: RequiredTexts:
Syllabus‐Fall2015
Section000:T/Th11:30am‐12:45pm,GBS304
Section001:T/Th2:30‐3:45pm,GBS304
Section002:T/Th4:00‐5:15pm,GBS304
TrexlerProffitt
GBS557
Wednesdays2‐5pm,andbyappointment
404.727.4198
[email protected]
EssentialsofStrategicManagement:TheQuestforCompetitiveAdvantage,(2014)4th
edition,byGamble,Thompson,andPeteraf,McGraw‐Hill/Irwin.Abbreviatedinthe
lessonplanas“ESM.”
BuilttoLast:SuccessfulHabitsofVisionaryCompanies(1994),anyedition,byCollins
andPorras,HarperCollins.Abbreviatedinlessonplanas“B2L.”
Coursereadingsandcasesfromonlinesite(study.net)—gainaccessbyweek3.
Additionalmaterialsinclass,email,orBlackboard.
CourseWebSite:
Blackboard(http://classes.emory.edu)
CourseOverview
Whydosomeorganizationsdobetterthanothers?Thiscourseaimstoanswerthissimplequestion.Asan
introductiontostrategicmanagement,itexplorestheories,frameworks,tools,andperspectivesfor
understandingbothplannedandemergentorganizationalbehaviorandperformance.Ourgoalisto
understandstrategicmanagementprocessesandbecomeproficientatidentifyingandevaluatingthewell‐
knownstrategiesorganizationsfollow.Yourlearninginthiscoursewillincludeaworkingmasteryof:
conceptsfromthetextsandlectures,yourownresearchonorganizations,andfamiliaritywithandopinions
aboutcaseswewillreadanddiscussinclass.Youwillworkbothindividuallyandinteams,justasinalmost
everyorganization.Thegroupleadershipandmanagementissueswillchallengeyoubothconceptuallyand
personally,butareessentialtoyourfuturesuccessasaleaderandmanager.
Strategyisahelpfulapproachtounderstandingsuccessbecauseitemphasizescompetitionforsurvival
amongorganizations.Italsorequiresembracinganalyticproblemsintheircomplexity.Thestrategy
vocabularywewilldeveloptogetherwillalloweveryonetoengageindebatesaboutorganizationalsurvival
andperformance.Whatworkedlastweekforoneorganizationmaynotworkthenext.Butwecanresearch
mostideassufficientlytodecideiftheyarepromising.Givenacompany’scontextanditsabilities,some
strategiesshouldworkbetterthanothers.Forthisclass,wewillpracticeapplyingsomegeneralstrategy
frameworkstorealorganizationstoseehowtheyperformed.Thiswillmakeyouamoreeffectiveleaderand
contributorinyourfutureworkenvironments.
LearningObjectives
Theaimofthiscourseistoempoweryoutothinkandactasastrategicleaderandorganizationalcitizen.Not
onlythat,thegoalistomakeyoufeelmorecomfortableenactingstrategysoonerandwithgreater
effectiveness.Thiscapabilitywilltranslateintobetterresultsstarting,workingin,andrunningorganizations
downtheroad.Moststudentsreflectthatstrategywasoneofthemostimportantcoursestheytookinthe
businessprogram,butthattheydidn’trealizeituntilseveralyearslater.Afterthiscourseisover,youshould
beableto:
1. Understandtheimportantfactorsaffectingorganizationalsurvivalandsuccess,particularlythe
manager’spursuitofsustainablecompetitiveadvantage.
2. Appreciatethechallengesandrewardsofaddingvalueinorganizationsusingavarietyofdefinitions
ofvalueandavarietyofstakeholderperspectives.
3. Recognize,understand,andapplythemostcommonandusefultheories,concepts,andframeworks
instrategy.
4. Understandstrategyasacomplexrelationshipamongorganizationsandtheirenvironments,
includingcorporatesocialresponsibilityandsustainability.
5. Analyzeanorganization’scompetitivesituationinacomprehensivemannerandrecommend
meaningfulsolutionstoitschallengesandopportunities.
6. Workin,manage,andleadteamsbetter.
CourseFormat
Thiscourseinvolveslectures,casediscussionsinclass,andoutsideresearchresultingingrouppresentations.
Ingeneral,expecttobecomefamiliarwiththekeyconceptsfromthereadingsandbeabletoapplythemto
therealorganizationswediscussindetailinclass.Ourplaninvolveslookingintoanewcaseeveryweekor
two.Bytheendofthesemester,youwillknowthestoriesofalargenumberofinterestingandmemorable
organizations.Youareexpectedtoreadandthinkaboutthecasesinassociationwiththeassignedreadings,
andthencometoclasspreparedtodiscussthem.Expecttobecalledoninmostclasssessions.
CourseExpectationsandPolicies
1. Giveitsometime!Thiscourseshouldaverageupto10hoursperweek,includingin‐classtime.Plan
accordingly.
2. Showup!On‐timeattendanceinyoursectionisapriority.Ifabsent/lateyoumaymissopportunities
toparticipateordemonstrateyourpreparationforclass.Ifyoumissaclass,planongettingmissed
informationfromaclassmateorBlackboard.Itisbettertocometopartofaclassthantomissit,but
repeatedorexcessivetardinesswillbenotedandcouldaffectyourparticipationgrade.Doyourbest
toemailaboutanyabsencesbeforeyouareabsent.Thesewillbetrackedandwillfigureintothe
participationgrade.Asapracticalmatter,giventhescoringsystem,youcanmissafewclasssessions
atyourdiscretion.Personalissuesdocomeup.
3. Showupwhereyoucount!Attendingothersectionsofthesamecourseisdiscouragedformany
reasons.Itisdifficulttoaccuratelyandfairlytrackyouractivitiesacrossdifferentsections,sotryto
attendthesectioninwhichyouareenrolled.
4. Trytocutthecordduringclass!Usingpersonalelectronicsduringclassisnotrecommended.Studies
showthatengagingindiscussionandgeneratingyourownwrittennotesproducethebestlearning
outcomes.Anyuseoflaptops,tablets,orotherdevicescouldbeviewedasdisruptive,alackof
interest,andcouldaffectyourparticipationgrade.Therearetwoexceptionswherecheckingyour
electronicsmightbeneededinclass:itismedicallynecessary,oryouareawaitingnewsthatrequires
youtomonitoryourphone(e.g.,youareawaitingthebirthofyourchild).
5. Assignmentsarebydefaultdueatthebeginningofclassandprintedinhardcopy.Lateassignments
canonlybeacceptedwithauniversity‐approvedexcuse.
6. Planforthetestandexamdates!Testdatesandtimesarefixedunlessyoucanprovideadocumented
universityexception,suchasfamilyleave,illness,andsoon.Travelarrangedforvacation,job
interviews,andotherdiscretionarypurposescannotchangeyourtestdate.Pleaseadjustyour
schedulesoyoucancompletetestsontheplanneddayandtime.Finalexamschedulesareposted
laterinthesemester,sorefrainfromarranginganyconflictingengagementsuntilwehavethefinal
examdateandtime.
7.
Useyourteam!Teamworkposesspecialchallengesandextratimemayberequiredtoworkonteam
processissues,butitisabsolutelyessential.Groupswillbeassignedandeachgroupprojectwillbe
describedingreatdetail.Yourfinalgradewillincorporateyourteammemberfeedbackaboutyour
contributions.
8. TheGBSBBAHonorCodeisquitespecificandprovidesanexcellentguidetothehighestlevelof
conduct.Ifafterreadingthecodeat
http://goizueta.emory.edu/degree/undergraduate/documents/bba_honor_code.pdfyouhaveany
questions,pleaseask.Forthiscourse,thefundamentalprinciplesaresimple.Inindividualwork,this
meansproperlyattributingsourcesformajorconceptsandquotes,doingyourownworkon
assignments,andencouragingothersdothesame.Ifyoudidthework,youandonlyyoushouldget
credit.Ifothersdidthework,theyandonlytheyshouldgetcredit.Forgroupworkitadditionally
meansbeingveryaccurateaboutwhocontributedwhattogradedteamoutputs.
9. Gradesareimportantandsogradeappealsforanyassignmentarefine,butshouldnotbedone
casuallyandmustfollowaspecialproceduretoensurefairness.Sinceyourworkwillbecompletely
re‐evaluated,yourgradecouldgoupordownbasedoncloserscrutiny.Anyappealmustbewritten
andsentinbyemail,notdiscussedfirstinpersonanddefinitelynotdiscussedinclass.Makeaclear,
succinctargumentabouttheworkononepageoftextandemailtheappealandreturntheworkto
theprofessorforreview.Submitanyappealwithinaweekofreceivingtheworkback,andthen
expectadecisionquickly,withinaweek.Frivolousappealsmayleadtoagradeof0onthe
assignment.
10. Studentswithdisabilitiesorotherchallengesrequestingclassroomorcourseaccommodationswill
beenthusiasticallyassisted.Butstudentsbeartheresponsibilityofleadingtheprocessforany
modifications,includingfollowinguniversityprocedures.Anyaccommodationmustbedocumented
withtheprofessoratleastoneweekinadvanceofanyassignmentforwhichitisrequestedtoensure
accommodation.
SchoolResources
Emailisthepreferredmethodofcommunicatingoutsideofclass,andyouraccesstoandfamiliaritywith
Emory’semailsystemisnecessary.Inaddition,wewillusetheBlackboardlearningmanagementsystemfor
announcements,postingmaterials,discussionboard,andmanagingthegradebook.Ifitisnotalready,adjust
yourBlackboardsettingstonotifyyouofanynewannouncementsinourcoursesite.Ifyouhaveanytechnical
questions,thecampusprovidesexcellentemailandBlackboardsupport.
IstronglyencourageyoutouseyourGoizuetaBusinessLibrarytocompleteyourworkinthiscourse.The
BusinessLibraryTeamisavailabletohelpyouusetheresources–setupanappointmentoremailyour
questiontoGBSAskALibrarianinOutlook.LeePasackow,theBBALibrarian,hascreatedaResearchGuideto
helpyouwiththeassignmentsforthisclass.IrecommendtheBusinessEssentialsclassesofferedbythe
library.Beingabletodeterminewhatkindofinformationisneeded,accessingtheinformationefficiently,
evaluatingtheinformationandthenapplyingittotheissueathandempowersyoutothinkandactasa
strategicleaderandorganizationalcitizen.BusinessEssentialsclassesearnyouJr.Seminarcredit–register
ontheBBAPortal.
GradingandEvaluation
FinalcoursegradesgenerallywillfollowtheGoizuetaBusinessSchool’sgradedistributionforBBAcore
courses.Thismeansnomorethan35%AandA‐andatleast20%C+andbelow.Studentswillaccruepoints
throughtheirworkinthecourse,andthenberankorderedwithinsectiontoproduceadistributionthatfits
theseparameters.SinceBBAstudentstendtobehighperformers,therecanbeverysmalldifferences
betweenthescoresofstudentsearningonelettergradeversusanother.Basedonhistoricalperformance,the
gradeofBislikelytobethemodeandmeangrade,indicating“verygood”performance.
Studentswhoearntopmarksinthiscoursegenerallywillexhibitgoodattendanceandpreparation,express
curiosityanddedication,exertefforttolearnconceptsandcases,engageresponsiblyandactivelyinclass,
contributeeffusivelytoteamgoals,dowellonexams,andmakethecourseapriority.
Hereisasummaryofassignmenttypesthatwillcompriseyourevaluationforthesemester.Detailed
guidelinesanddeadlineswillbedistributedforeachmajorassignment.
GradedWork
Weighting
AttendanceandActiveParticipationinClass
20
OnlineDiscussionBoardInvolvement
10
3testsduringsemester
10 pointseach
FinalExam
25
TeamEmoryUniversityPresentationandNotes
10
TeamPosterSessionPresentationandNotes
10
TeamMemberPeerReview
10
TotalPointsPossible
115
AttendanceandActiveParticipation
Plantoparticipateasfeasibleineachclasssession.Exceptwhenyouareengagedinastudentpresentation,
classsessionsgenerallywillinvolvethreecomponents:(1)anintroduction,possiblyinvolvingaquiz,
overvieworlogistics,(2)lectureorformalcommentsonthematerial,and(3)classdiscussionofthematerial.
Youarewelcometoparticipateandaskquestionsormakecommentsatanytime.Theproportionsofeach
activitymayvarybutyouwillhaveachancetoparticipateineveryclasssession.Yourdailyparticipation
scoreswillbeusedtocomputeyourfinaloverallparticipationscore.
Inalargegroup,noteveryonecanmakeacontributioneverysession,buthigh‐qualitydiscussionand
commentsareexpectedfromeverystudentthroughoutthesemester.Emphasizequalityoverquantity.
Participationmeansbothverbalparticipationandactiveengagementwithin‐classactivities.Tomakethe
participationcomponentfairandefficient,pleasedisplayyournamecardandsitaccordingtotheseating
chartwewilldevelopfortheclass.Trytomakeshort,relevantcommentsoraskquestionsthatadvance
discussion,ratherthanrepeatingwhatcamebefore,statingtheobvious,ordeliveringlongsermons.Youdo
nothavetoagreewithotherclassmates,ourreadings,ortheprofessor,solongasyoucansubstantiateyour
perspective.Intentionallyantagonistic,disruptive,ordisrespectfulbehaviorcanleadtoanegative
participationscore.Also,realizetherearedegreesofparticipationandthesewillbevisibleinthegradebook.
Showingupandsittingquietlyisworthabout1/4asmuchasactive,responsible,preparedengagement.
“Passive”and“absent”lookverysimilarinorganizationalsettings.
Fromtimetotimewemayhaveashortpopquizonthereadingsandkeyconceptsfortheweek,atthe
beginningofclass.Questionswillfocusonthereadingsforthatclasssession,butrecenttopicsmaybe
includedintoanygivenquiz,asstudiesshowthatthisenhanceslearning.Ifyoumissaquizbecauseof
latenessorabsence,youcannotmakeitup.Thisrewardsyouforreadingbeforeclass,preparingtodiscuss,
andattendingontime.Wewilldiscusstheseinrealtimeaftertheyarecompleted.
Wewillhavein‐classactivitiesthatinviteyourcontribution,andthesealsofigureintoyourparticipation
grade.Atypicalprocessmightinvolveyouthinkingaboutaproblemwithoutanypreparation,discussingthe
problemwithapartnerorteam,andthensharingyourconclusionswiththeclass.
OnlineDiscussionBoard
Throughoutthesemester,seektomakeahighqualitycontributiontotheongoingdiscussionsinBlackboard
usingthediscussionboardtool.Thisisanonlineplaceforyoutoaskquestions,makecomments,andshare
yourfindingsrelevanttothematerialwearestudying.Maintainingahighdegreeofprofessionalismand
civility,thisisaplacetorespectfullydisagreewithoneanother,theprofessororthetext.Itisalsoaplacein
whichtoelaborateorclarifyuncertainties.Somegoodmethodstouseinvolveprovidingadditionalevidence,
examiningthegoodorfaultylogicofaparticularpositionorlineofreasoning,orreframingaquestiontogeta
differentlensonaproblem.Considercheckingthediscussionseachweekandmakingacommentor
respondingtoacomment.Attheendofthesemester,turninyourbest5contributionsasasingledocument
forevaluation.
TestsandFinalExam
Therewillbe3teststhroughoutthesemesterandafinalexam.Eachtestisassociatedwithaparticular
moduleofcontent,exceptthefinal,whichwillcoverthelastmoduleandtherestofthecourse.Theformat
willbemultiple‐choiceandshortanswerformats.Therewillnotbeextensiveessaysbutyoumaybegiven
scenariostoanalyzeanddiscuss.Eachtestisdesignedtotake45minutesandthefinal,90minutes.Test
questionswillemphasizeapplicationandreasoning,notmererecalloffactsorterms.
TeamPresentation—EmoryUniversity
Workinginyourassignedteams,yourfirstteamprojectwillacquaintyoumorewithacaseyoualreadyknow
well‐‐itisanopportunitytostudyEmory’sstrategy.WeareatacriticaltimeinEmory’shistoryinwhich
strategyisbeingformulatedallaroundusinapurposefulandthoughtfulway.Itisagreatcasestudyforthis
course.Theprojectwillalsowillhelpyougettoknowyourgroupbetter,figureouthowtocoordinateyour
work,andexposeyoutothechallengeofdoingresearchinasystematicwayusingateam.Detailedguidelines
willhelpyouattheappropriatetime,butthemainoutputisa5to7minutepresentationinclass.
TeamCasePosterSession
Laterinthesemesteryourteamwillpresentaposteronacompanyyourteamhaschosentostudy.Yourtask
willbetorecommendthenextbigstrategicmoveforthecompany.Thisteamcaseanalysisbuildsonthe
earlierassignments,andwillhelpeachteambecomemoreexpertonacompanyanditscompetitive
environment.Theprojectwillinvolveresearchusingthelibraryandotherresources.Oneofthebestwaysto
learnsomethingistohavetoteachit.Duringthetwopresentationdays,halfoftheteamswillhaveanentire
classsessiontoexplaintheirpostertotheotherhalfoftheclass.Yourteamwillalsosubmityourwork
productfortheproject.Detailedguidelineswillhelpyouattheappropriatetime.
TeamMemberPeerReview
Itisimportantforteameffectivenesstogiveteammembersresponsibilityandaccountabilityforashared
outcome.Aftereachteamproject,eachteammemberwillbeinvitedtocommentontheperformanceofother
teammembers.Ingeneral,aslongasyouareshowingeffortandmeetingteamexpectations,thisscorewill
remainhigh.Sincetherearetwoteamprojects,itisalsoanopportunitytohelpteammembersshow
improvementovertime.Anyissuesthatsurfaceincompletingthefirstprojectcanbediscussedandimproved
uponforthesecondteamproject.
LessonPlan
Thisistheplanforthesemesterandgivesyouabaselinetofollow.Whenindoubt,followthisplan.Schedules
sometimeschangebasedonourclassprogress,andupdateswillbecommunicatedinclassandvia
Blackboard.Ingeneral,readthetextsandcasespriortocomingtoclassandbereadytodiscuss.Itwouldbe
normaltocontinuediscussingacasefromonesessiontothenext,onceitisinourrepertoire.
Week Date
Topic/Reading
1
8/27
Syllabusandcourseoverview
Module1:OrganizationalPurpose
2
9/1
StrategyandBusinessModels
ESMCh.1andESMCase10RobinHood
9/3
CompetitiveAdvantage
ESMCase1MysticMonks,B2LIntroduction
PreliminaryTeamsandSeatingAssigned
3
9/8
Vision,Missionand Objectives
ESMCh.2,B2LCh.1‐4
9/10
CoreValues
HBSPBen&Jerry’s
4
9/15
TestforModule1
Module2:SituationAnalysis
9/17
5
9/22
9/24
6
9/29
7
10/1
10/6
8
10/8
10/13
10/15
9
10
10/20
10/22
10/27
10/29
11
11/3
11/5
12
11/10
13
14
11/12
11/17
11/19
11/24
15
11/26
12/1
12/3
16
12/8
ExternalAnalysis:ACompany’sCompetitiveEnvironment
ESMCh.3
TeamContractDue
ToolsforExternalAnalysis
ESMCase5ChipotleMexicanGrill
InternalAnalysis:ResourcesandCapabilities
ESMCh.4
FourBuildingBlocksofCompetitiveAdvantage
HBSPStarbucksCase
EmoryPresentations
EmoryPresentations
EmoryPresentations
FallBreak.Noclass.Enjoy!
PracticesatVisionaryCompanies
B2LCh.5‐6
B2LCh.7‐end
TestforModule2
Module3:OrganizationalActions
FiveGenericCompetitiveStrategies
ESMCh.5,ESMCase4Coach
TimingandPositioning
HBSPPeopleExpressAirlines
StrengtheningPositionw/Moves,Timing,Scope
ESMCh.6,ESMCase7Nucor
NicheSelectionandGrowth
HBSPMondavi
CorporateStrategy:Diversification
ESMCh.8,ESMCase9Disney
TestforModule3
TeamCasePosterSession1
TeamCasePosterSession2
Module4:ImplementingStrategy
CorporateSocialResponsibility
ESMCh.9,HBSPRoyalDutchShell
ThanksgivingBreak.Noclass.Enjoy!
SustainabilityStrategy
HBSPPatagonia
StrategyExecution
ESMCh.10,ESMCase11HermanMiller
CultureandSuperiorIntegration
HBSPWholeFoods
FinalExams12/10to12/17—ExactDateandTimeTBA