Portale di Ateneo - Unibs.it Portale di Ateneo - Unibs.it

MAIN TOPICS
The course can be splitted into three parts.
The first has a typically macro perspective and the aim is to define the most likely scenarios for the next future. In order to get the point there is a broad analysis of the dynamic specific of Technology (Abernathy Utterback model) Market and product (Dean-Levitt and Rogers models) and Business (Business Life Cycle). Matching and crossing the main evidences of those models we figure out the main aspects of some policies which are the backbone of the corporate strategy, namely: Pricing, segmentation, outsourcing and Integration.
In the second part the corporate strategy is the main focus and its settling process is analyzed step-by-step, starting from the risk accepted by the Firm and going down analyzing Focus, vision and mission, seen somehow as the corporate DNA.
The third part is actually the most relevant one; geared around the Innovation process and the R&D activity, it is somehow the characterizing attention of the whole course: we assume in facts that main goal of R&D is to settle a monopolistic position, thanks to which the c=r of classic perspective can be overcome, according with the Schumpeterian perspective. Being this the real long-term goal of the Firm the Innovation process is always taken into consideration both at macro and micro level.