COURSE BOOK
International Competitive Analysis and
Strategy
EBC-4044
Academic Year: 2018-2019
Course Period: 1
School of Business and Economics
Master
2018 Maastricht University School of Business and Economics
Nothing in this publication may be reproduced and/or made public by means of printing, offset, photocopy or
microfilm or in any digital, electronic, optical or any other form without the prior written permission of the
owner of the copyright.
,Table of Contents
Page 2 of
30
, Strategy & Innovation Diamond
The Strategy and Innovation track in the International Business master’s programme
introduces you to two of the most important aspects of international business: strategy
and innovation. The track ties together four core elements: the transition from ideas into
impact, and innovation and strategy as the intermediate steps needed to make this
transition possible. We call this the diamond (Figure 1).
Figure 1: The Strategy & Innovation Diamond
Strategy
Ideas Impact
Innovation
Innovation is seen by the business world as a creative force that shapes companies,
markets, lifestyles, and societies. Schumpeter summarized the effects of innovation as
‘creative destruction’. This precisely shows both the positive as well as the potentially
destructive and harmful contributions by innovation to society. Innovations come about
as companies translate ideas and inventions from various sources into marketable
innovations. This implies that the organization turns ideas into final products and
production processes, an important step where strategy comes in.
One common way of seeing strategy is by describing it as the attempt by humans to
achieve desirable ends (goals) with available means (resources). Thus, strategy focuses
on how to bridge the gap between means and ends by setting goals, determining actions
to achieve these goals, and mobilizing resources to execute those actions. Applying this
to the diamond, Strategy is the forward looking planning process needed to develop
ideas into innovations and to make innovations have an impact on the market and on
society.
The individual courses in the track focus on two or three of these four elements. The
ICAS course focuses especially on the two elements of Strategy and Impact, what will be
elaborated on in the next part.
Page 3 of
30
International Competitive Analysis and
Strategy
EBC-4044
Academic Year: 2018-2019
Course Period: 1
School of Business and Economics
Master
2018 Maastricht University School of Business and Economics
Nothing in this publication may be reproduced and/or made public by means of printing, offset, photocopy or
microfilm or in any digital, electronic, optical or any other form without the prior written permission of the
owner of the copyright.
,Table of Contents
Page 2 of
30
, Strategy & Innovation Diamond
The Strategy and Innovation track in the International Business master’s programme
introduces you to two of the most important aspects of international business: strategy
and innovation. The track ties together four core elements: the transition from ideas into
impact, and innovation and strategy as the intermediate steps needed to make this
transition possible. We call this the diamond (Figure 1).
Figure 1: The Strategy & Innovation Diamond
Strategy
Ideas Impact
Innovation
Innovation is seen by the business world as a creative force that shapes companies,
markets, lifestyles, and societies. Schumpeter summarized the effects of innovation as
‘creative destruction’. This precisely shows both the positive as well as the potentially
destructive and harmful contributions by innovation to society. Innovations come about
as companies translate ideas and inventions from various sources into marketable
innovations. This implies that the organization turns ideas into final products and
production processes, an important step where strategy comes in.
One common way of seeing strategy is by describing it as the attempt by humans to
achieve desirable ends (goals) with available means (resources). Thus, strategy focuses
on how to bridge the gap between means and ends by setting goals, determining actions
to achieve these goals, and mobilizing resources to execute those actions. Applying this
to the diamond, Strategy is the forward looking planning process needed to develop
ideas into innovations and to make innovations have an impact on the market and on
society.
The individual courses in the track focus on two or three of these four elements. The
ICAS course focuses especially on the two elements of Strategy and Impact, what will be
elaborated on in the next part.
Page 3 of
30
