ECCO A/S (ECCO) had been very successful in the footwear industry by focusing on production technology and assuring quality by maintaining full control of the entire value chain from cow to shoe. As ECCO grew and faced increased international competition, various value chain activities, primarily production and tanning, were offshored to low-cost countries. The fully integrated value chain tied up significant capital and management attention in tanneries and production facilities, which could have been used to strengthen the branding and marketing of ECCO's shoes. Moreover, an increasingly complex and dispersed global value chain configuration posed organizational and managerial challenges regarding coordination, communication and logistics. This case examines the financial, organizational and managerial challenges of maintaining a highly integrated global value chain and asks students to determine the appropriateness of this set-up in the context of an increasingly market-oriented industry. It is suitable for use in both undergraduate and graduate courses in international corporate strategy, international management, international marketing, supply-chain management, cross-border strategic management and international business studies in general.
ECCO A/S 爱步公司：全球价值链管理 ECCO A/S - Global Value Chain Management (Simplified Chinese version)
Bo Bernhard Nielsen, Torben Pedersen, Jacob Pyndt
Product #:W33771
Supplier:Ivey
Discipline:Entrepreneurship
Setting:Denmark, Global, 2005
Subjects:
Industries:
Your Price:$10.54
Purchase this material with a free Educator Account and enjoy more benefits:
- Free Educator Copy
- Free Teaching Notes
- Build your coursepack
- Discounted academic price
Learning Objectives
- 全球价值链分析。本案例可供学生研究跨国公司如何配置其全球价值链活动，以利用特定位置优势，并获得全球规模和范围优势。ECCO 拥有完全整合的价值链，因此可以讨论该方法的利弊。
- 外包与内部(离岸)生产。该案例的定位适合详细讨论外包与内部（但离岸）生产（和其他活动）的利弊。对于高年级学生，可以加上理论讨论，这有助于评估何时以及如何外包与离岸。
- 国际企业级战略。该案例可用于讨论企业国际战略的可持续性，重点是动态市场中的核心竞争力和竞争优势的驱动因素。ECCO遵循的是由内而外的策略，而所有的竞争对手似乎都采用由外向内的策略。该案例可用于讨论战略重点变化的相关性，以及与之相关的驱动因素和问题/成本。
- 行业分析和竞争战略。该案例有足够的信息来分析波特五力，可以通过PEST分析与宏观环境趋势的一些指示相结合。关于主要竞争对手的信息可以用于竞争对手分析，可以与Barney的VRIO分析一起使用，以评估ECCO在这种动态环境中优势的可持续性。
The objectives of this case are:
- Global value chain analysis. This case can be used as a starting point for students to investigate how a multinational corporation (MNC) configures its global value chain activities in order to exploit location-specific advantages and gain global scale and scope advantages. ECCO has a fully integrated value chain and this allows for a discussion of the pros and cons of such an approach.
- Outsourcing versus in-house (offshore) production. The case is well positioned to allow for an elaborate discussion of pros and cons of outsourcing versus in-house (yet offshored) production (and other activities). For advanced students, this can be accompanied by a discussion of the theories that can be helpful in assessing when and how to outsource versus offshore.
- International corporate level strategy. This case can be used to discuss the sustainability of corporate international strategy with emphasis on core competencies and drivers of competitive advantage in a dynamic market. ECCO is following an inside-out strategy, whereas all the competitors seem to follow an outside-in strategy. The case can be used to discuss the relevance of changing strategic focus as well as the drivers and problems/cost associated with this.
- Industry analysis and competitive strategy. The case has enough information to allow for a Porter's 5 Forces that could be combined with some indication of macro-environmental trends via a PEST analysis. Information about main competitors allows for a competitor analysis, which can be used together with Barney's VRIO analysis to assess the sustainability of ECCO's advantages over time in this dynamic environment.