Core competency

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Sunanda K. Chavan
Core competency

A core competency is a concept in management theory originally advocated by CK Prahalad, and Gary Hamel, two business book writers. In their view a core competency is a specific factor that a business sees as being central to the way it, or its employees, works. It fulfills three key criteria:

It is not easy for competitors to imitate.

It can be leveraged widely to many products and markets.

It must contribute to the end consumer's experienced benefits.

A core competency can take various forms, including technical/subject matter know-how, a reliable process and/or close relationships with customers and suppliers.

It may also include product development or culture, such as employee dedication.

Core competencies are particular strengths relative to other organizations in the industry which provide the fundamental basis for the provision of added value. Core competencies are the collective learning in organizations, and involve how to coordinate diverse production skills and integrate multiple streams of technologies.

It is communication, an involvement and a deep commitment to working across organizational boundaries. Few companies are likely to build world leadership in more than five or six fundamental competencies.

For an example of core competencies, when studying Walt Disney World - Parks and Resorts, there are three main core competencies:
Animatronics and Show Design
Storytelling, Story Creation and Themed Atmospheric Attractions
Efficient operation of theme parks

The value chain is a systematic approach to examining the development of competitive advantage. It was created by M. E. Porter in his book, Competitive Advantage (1980). The chain consists of a series of activities that create and build value. They culminate in the total value delivered by an organization. The 'margin' depicted in the diagram is the same as added value. The organization is split into 'primary activities' and 'support activities'.
 
Fore example, Apple%u2019s core competence lies in %u2018innovtive design and technology%u2019. This is something which is lies at the very heart of the organization. Apples technology is not very easy for its competitors to imitate. It has aced the term %u2018nanotechnology%u2019.

The same innovativeness has been leveraged to many products. It began with the macintosh, and since then the innovative design and technology could be found in Apple%u2019s products like the iPod, iMac, MacBook, iPhone, and iOS.
The benefits of such innovativeness in design and technology has been embraced by its end customers. The benefits are so striking and hard hitting, that every Apple product, has been a roaring success.

More on Core competence at What is Core Competence? | marketingfaq.net
 
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