Pedro Pérez is Senior Lecturer of Applied Economics and Management at the Charles H. Dyson School of Applied Economics and Management. He has taught large-format introductory courses to business management and entrepreneurship at Cornell since 2001. Dr. Pérez has degrees in chemical and industrial engineering, as well as an MBA and a Ph.D. in management.
As the saying goes, "A goal without a plan is just a wish." It's not enough to simply have a product or service worth buying; there are many factors you need to consider, such as: How many choices do customers have for a similar product? How many competitors do you have, and what are their strategies for competing with you? If you suddenly need a new supplier, will it interrupt production or force you to raise prices? How likely is it that new competitors enter your market? Answering these questions requires careful planning as well as a thorough understanding of your competition, your suppliers, and your customers.
In this course, you will identify the three major strategies that your company can select as it competes in the marketplace, and you will examine the characteristics of companies that pursue each strategy. You will also identify the various activities involved in supporting your chosen strategy alongside the complexity of acquiring raw materials and converting them into products for the end customer. Additionally, you will conduct an analysis to help assess your company's strengths, weaknesses, opportunities, and threats. Finally, you will balance your planning against the often conflicting needs of a company's stakeholders, its shareholders, and the society in which it operates.
You are required to have completed the following courses or have equivalent experience before taking this course:
- Finance and Accounting Principles
- Marketing Fundamentals
Key Course Takeaways
- Define generic business strategies and position firms in their competitive environments
- Identify and describe the activities of the value chain
- Create a SWOT diagram for a firm
- Prioritize stakeholder and shareholder expectations
How It Works
David Taylor, Ph.D., is an Associate Professor of Business Management/Marketing Communications at Kyoto University of Foreign Studies. His research focuses on consumer behavior and the marketing-leadership interface across cultures and has appeared in the Journal of Consumer Marketing and the Cornell Quarterly. He is a graduate of the Cornell Hotel School.
As a visiting professor, Dr. Taylor taught business management at Cornell University’s School of Continuing Education/Dyson School of Applied Economics and Management from 2000 to 2019 during the summer session. From 2015 to 2019, he also held a dual appointment as Director of Graduate Programs for the Hotel School and then Director of External Relations for the Cornell SC Johnson College of Business based at Cornell Tech in New York City.
Prior to becoming a professor, Taylor spent 15 years in industry working in or on over 25 markets in North America, Europe, Asia, and the Caribbean. While working for Hyatt International in Japan as the Director of Business Development/International Marketing, he and his marketing team were recipients of the Gold Key award as well as recognized by the prestigious Nikkei Business Weekly and the City of Osaka for success and creativity in advertising. He has also provided advisory and management search services to multinational companies operating in Japan.
Who Should Enroll
- Individual contributors interested in transitioning to leadership
- New managers
- Professionals who need to fill gaps in business fundamentals
- Professionals with work experience but no formal business training
- Professionals transitioning into roles within a corporate environment
- Small business owners and entrepreneurs