Inleiding in de Bedrijfskunde 2
Inhoudsopgave
Hoorcolleges .................................................................................................................................................... 4
Hoorcollege 1 ..................................................................................................................................................... 4
Hoorcollege 2 ..................................................................................................................................................... 5
Hoorcollege 3 ..................................................................................................................................................... 8
Hoorcollege 4 ................................................................................................................................................... 10
Hoorcollege 5 ................................................................................................................................................... 11
Hoorcollege 6 ................................................................................................................................................... 19
Hoorcollege 7 ................................................................................................................................................... 23
Hoorcollege 8 ................................................................................................................................................... 28
Hoorcollege 9 ................................................................................................................................................... 35
Hoorcollege 10 ................................................................................................................................................. 39
Hoorcollege 11 ................................................................................................................................................. 42
Hoorcollege 12 ................................................................................................................................................. 43
Hoorcollege 13 ................................................................................................................................................. 48
Hoorcollege 14 ................................................................................................................................................. 54
Hoorcollege 15 (gastcollege Supply Value) ..................................................................................................... 60
Hoorcollege 16 ................................................................................................................................................. 61
Hoorcollege 17 (gastcollege samen op reis) ................................................................................................... 64
Tentamen informatie ....................................................................................................................................... 64
SW: Inleiding in de Bedrijfskunde 2 ................................................................................................................ 66
Boek 1 ............................................................................................................................................................... 66
Hoofdstuk 1 (pagina 1-19) .......................................................................................................................... 66
Hoofdstuk 2 (pagina 30-54) ........................................................................................................................ 68
Hoofdstuk 3 (pagina 60-66) ........................................................................................................................ 72
Hoofdstuk 4 (p.108-146) ............................................................................................................................. 77
Hoofdstuk 9 (p. 154-194) ............................................................................................................................ 80
Boek 2 ............................................................................................................................................................... 81
Hoofdstuk 1 (p. 194-211) ............................................................................................................................ 81
Hoofdstuk 3 (p.222-250) ............................................................................................................................. 82
Hoofdstuk 5 (p. 256-274) ............................................................................................................................ 86
Hoofdstuk 6 (p.287-294) ............................................................................................................................. 88
Hoofdstuk 7 (p.319 - 340) ........................................................................................................................... 91
Artikelen ........................................................................................................................................................ 94
Artikel Parker .................................................................................................................................................... 94
Artikel Leonard-Barton ..................................................................................................................................... 95
Artikel Ammon Salter and Oliver Alexy............................................................................................................. 96
Artikel Friedman ............................................................................................................................................... 97
1
,Kennisclips ..................................................................................................................................................... 98
Kennisclip 1 Open vragen ................................................................................................................................. 98
Kennisclip 2 Concurrentievoordeel startups ..................................................................................................... 98
Kennisclip 3 Businessmodel .............................................................................................................................. 98
Kennisclip 4 Rol van visie .................................................................................................................................. 98
Kennisclip 5 Externe analyse............................................................................................................................. 98
Kennisclip 6 Scenario analyse ........................................................................................................................... 99
Kennisclip 7 Individualisering ........................................................................................................................... 99
Kennisclip 8 Customer Value .......................................................................................................................... 100
Kennisclip 9 Service met een glimlach ............................................................................................................ 100
Kennisclip 10 Net promotor ............................................................................................................................ 101
Kennisclip 11 B2B marketing .......................................................................................................................... 101
Kennisclip 12 Product Adopter Categorie ....................................................................................................... 102
Kennisclip 13 Core rigidities ............................................................................................................................ 102
Kennisclip 14 Waardeketen ............................................................................................................................ 102
Kennisclip 15 Innovatie platform .................................................................................................................... 103
Kennisclip 16 Stakeholders ............................................................................................................................. 103
Kennisclip 17 Merkbewustzijn ........................................................................................................................ 104
Collegeclips .................................................................................................................................................. 105
Collegeclip 1 Missie vergelijken ...................................................................................................................... 105
Collegeclip 2 Segmentatie .............................................................................................................................. 105
Collegeclip 3 Doelgroepstrategieën ................................................................................................................ 105
Collegeclip 4 Basis van marketing .................................................................................................................. 105
Collegeclip 5 Onttastbaarhied van diensten ................................................................................................... 106
Collegeclip 6 Co-creatie .................................................................................................................................. 106
Collegeclip 7 Definitie consumentengedrag ................................................................................................... 106
Collegeclip 8 Rol van betrokkenheid ............................................................................................................... 107
Collegeclip 9 Het koopcentrum/DMU ............................................................................................................. 108
Collegeclip 10 Inkadering van variatie............................................................................................................ 108
Collegeclip 11 Evaluatie van alternatieven ..................................................................................................... 108
Collegeclip 12 Attitude ................................................................................................................................... 109
Collegeclip 13 Referentiegroepen ................................................................................................................... 109
Collegeclip 14 Opinieleiders ............................................................................................................................ 110
Collegeclip 15 Sociale klasse ........................................................................................................................... 110
Collegeclip 16 Customer journey .................................................................................................................... 110
Collegeclip 17 Productinteractie ..................................................................................................................... 110
Collegeclip 18 Portfoliobenadering en BCG matrix......................................................................................... 111
Collegeclip 19 BCG matrix .............................................................................................................................. 111
2
, Collegeclip 20 PLC ........................................................................................................................................... 111
Collegeclip 21 Merk ........................................................................................................................................ 112
Collegeclip 22 Rol van een merk ..................................................................................................................... 112
Collegeclip 23 Merkassociaties ....................................................................................................................... 112
Collegeclip 24 Positionering ........................................................................................................................... 113
Collegeclip 25 Hoe maak je een perceptuele kaart? ....................................................................................... 113
Collegeclip 26 Onderscheidende positionering ............................................................................................... 113
Collegeclip 27 Positionering supermarkten .................................................................................................... 114
Voorbeeld tentamenvragen ......................................................................................................................... 115
3
, Hoorcolleges
Hoorcollege 1
Drie sturingsrollen:
o Leider
o Manager
o Ondernemer
Ze hebben elk een andere vorm van sturing:
- Leider
o Charisma
o Karakter + stijl/gedrag + situatie
- Manager
o Effectieve executive
o Problemen oplossen, besluiten nemen en routines verbeteren, geen grote
veranderingen in een keer, maar stapsgewijs.
- Ondernemer
o Mogelijkheden en kansen
o Persoonlijke interpretatie van de wereld
o Sociale bevestiging
4
Inhoudsopgave
Hoorcolleges .................................................................................................................................................... 4
Hoorcollege 1 ..................................................................................................................................................... 4
Hoorcollege 2 ..................................................................................................................................................... 5
Hoorcollege 3 ..................................................................................................................................................... 8
Hoorcollege 4 ................................................................................................................................................... 10
Hoorcollege 5 ................................................................................................................................................... 11
Hoorcollege 6 ................................................................................................................................................... 19
Hoorcollege 7 ................................................................................................................................................... 23
Hoorcollege 8 ................................................................................................................................................... 28
Hoorcollege 9 ................................................................................................................................................... 35
Hoorcollege 10 ................................................................................................................................................. 39
Hoorcollege 11 ................................................................................................................................................. 42
Hoorcollege 12 ................................................................................................................................................. 43
Hoorcollege 13 ................................................................................................................................................. 48
Hoorcollege 14 ................................................................................................................................................. 54
Hoorcollege 15 (gastcollege Supply Value) ..................................................................................................... 60
Hoorcollege 16 ................................................................................................................................................. 61
Hoorcollege 17 (gastcollege samen op reis) ................................................................................................... 64
Tentamen informatie ....................................................................................................................................... 64
SW: Inleiding in de Bedrijfskunde 2 ................................................................................................................ 66
Boek 1 ............................................................................................................................................................... 66
Hoofdstuk 1 (pagina 1-19) .......................................................................................................................... 66
Hoofdstuk 2 (pagina 30-54) ........................................................................................................................ 68
Hoofdstuk 3 (pagina 60-66) ........................................................................................................................ 72
Hoofdstuk 4 (p.108-146) ............................................................................................................................. 77
Hoofdstuk 9 (p. 154-194) ............................................................................................................................ 80
Boek 2 ............................................................................................................................................................... 81
Hoofdstuk 1 (p. 194-211) ............................................................................................................................ 81
Hoofdstuk 3 (p.222-250) ............................................................................................................................. 82
Hoofdstuk 5 (p. 256-274) ............................................................................................................................ 86
Hoofdstuk 6 (p.287-294) ............................................................................................................................. 88
Hoofdstuk 7 (p.319 - 340) ........................................................................................................................... 91
Artikelen ........................................................................................................................................................ 94
Artikel Parker .................................................................................................................................................... 94
Artikel Leonard-Barton ..................................................................................................................................... 95
Artikel Ammon Salter and Oliver Alexy............................................................................................................. 96
Artikel Friedman ............................................................................................................................................... 97
1
,Kennisclips ..................................................................................................................................................... 98
Kennisclip 1 Open vragen ................................................................................................................................. 98
Kennisclip 2 Concurrentievoordeel startups ..................................................................................................... 98
Kennisclip 3 Businessmodel .............................................................................................................................. 98
Kennisclip 4 Rol van visie .................................................................................................................................. 98
Kennisclip 5 Externe analyse............................................................................................................................. 98
Kennisclip 6 Scenario analyse ........................................................................................................................... 99
Kennisclip 7 Individualisering ........................................................................................................................... 99
Kennisclip 8 Customer Value .......................................................................................................................... 100
Kennisclip 9 Service met een glimlach ............................................................................................................ 100
Kennisclip 10 Net promotor ............................................................................................................................ 101
Kennisclip 11 B2B marketing .......................................................................................................................... 101
Kennisclip 12 Product Adopter Categorie ....................................................................................................... 102
Kennisclip 13 Core rigidities ............................................................................................................................ 102
Kennisclip 14 Waardeketen ............................................................................................................................ 102
Kennisclip 15 Innovatie platform .................................................................................................................... 103
Kennisclip 16 Stakeholders ............................................................................................................................. 103
Kennisclip 17 Merkbewustzijn ........................................................................................................................ 104
Collegeclips .................................................................................................................................................. 105
Collegeclip 1 Missie vergelijken ...................................................................................................................... 105
Collegeclip 2 Segmentatie .............................................................................................................................. 105
Collegeclip 3 Doelgroepstrategieën ................................................................................................................ 105
Collegeclip 4 Basis van marketing .................................................................................................................. 105
Collegeclip 5 Onttastbaarhied van diensten ................................................................................................... 106
Collegeclip 6 Co-creatie .................................................................................................................................. 106
Collegeclip 7 Definitie consumentengedrag ................................................................................................... 106
Collegeclip 8 Rol van betrokkenheid ............................................................................................................... 107
Collegeclip 9 Het koopcentrum/DMU ............................................................................................................. 108
Collegeclip 10 Inkadering van variatie............................................................................................................ 108
Collegeclip 11 Evaluatie van alternatieven ..................................................................................................... 108
Collegeclip 12 Attitude ................................................................................................................................... 109
Collegeclip 13 Referentiegroepen ................................................................................................................... 109
Collegeclip 14 Opinieleiders ............................................................................................................................ 110
Collegeclip 15 Sociale klasse ........................................................................................................................... 110
Collegeclip 16 Customer journey .................................................................................................................... 110
Collegeclip 17 Productinteractie ..................................................................................................................... 110
Collegeclip 18 Portfoliobenadering en BCG matrix......................................................................................... 111
Collegeclip 19 BCG matrix .............................................................................................................................. 111
2
, Collegeclip 20 PLC ........................................................................................................................................... 111
Collegeclip 21 Merk ........................................................................................................................................ 112
Collegeclip 22 Rol van een merk ..................................................................................................................... 112
Collegeclip 23 Merkassociaties ....................................................................................................................... 112
Collegeclip 24 Positionering ........................................................................................................................... 113
Collegeclip 25 Hoe maak je een perceptuele kaart? ....................................................................................... 113
Collegeclip 26 Onderscheidende positionering ............................................................................................... 113
Collegeclip 27 Positionering supermarkten .................................................................................................... 114
Voorbeeld tentamenvragen ......................................................................................................................... 115
3
, Hoorcolleges
Hoorcollege 1
Drie sturingsrollen:
o Leider
o Manager
o Ondernemer
Ze hebben elk een andere vorm van sturing:
- Leider
o Charisma
o Karakter + stijl/gedrag + situatie
- Manager
o Effectieve executive
o Problemen oplossen, besluiten nemen en routines verbeteren, geen grote
veranderingen in een keer, maar stapsgewijs.
- Ondernemer
o Mogelijkheden en kansen
o Persoonlijke interpretatie van de wereld
o Sociale bevestiging
4
