Yamaha Motorcycles Is Innovation the Main Driver for Sustaining Competitive Advantage?

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YAMAHA MOTORCYCLES ­ IS INNOVATION THE MAIN DRIVER FOR SUSTAINING COMPETITIVE ADVANTAGE? TABLE OF CONTENTS 1.0 ABSTRACT 2.0 INTRODUCTION 2.1.0 STUDY CONTEXT AND PURPOSE 2.1.2 RESEARCH OBJECTIVES AND PROCESS 3.0 LITERATURE REVIEW 3.1.0 THE ROLE OF INNOVATION WITHIN A CORPORATION 3.2.0 CREATING SUSTAINED COMPETITIVE ADVANTAGE 3.4.0 BUYER BEHAVIOUR 3.4.1 DIFFUSION OF INNOVATION WITHIN BUYER BEHAVIOUR 3.5.0 PROPOSITIONS 4.0 METHODOLOGY 4.1.0 METHODOLOGICAL APPROACH 4.1.1 QUALITATIVE VS. QUANTITATIVE 4.2.0 DATA COLLECTION METHOD 4.2.1 PRIMARY RESEARCH & INTERVIEW METHOD 4.3.0 SAMPLE AND PARTICIPANTS 4.4.0 DATA ANALYSIS AND ANALYTICAL FRAMEWORK 4.4.1 CODE LIST AND THEMES 5.0 RESEARCH FINDINGS AND DISCUSSIONS 5.1.0 PROPOSITION 1 – BUYER…show more content…
The study will look at the “superbike” segment of Yamaha and focus on the Yamaha R1, a popular sports bike within the superbike market. The term “innovation” is defined as a “change that creates a new dimension of performance” (Drucker & Hesselbein, 2002) and in the context of this study it is both the element of change and the increase in product performance which raises the questions, whether it is this element alone which fuels the success for sustaining competitive advantage? Competitive advantage is defined as “a position that a firm occupies in its competitive landscape” (Porter, 1985). Porter described the “position” as a situation whether sustainable or not as a point whereby earnings exceed costs. This simple calculation suggests, according to Porter that ordinary competitive pressures are not able to drive down the firms earnings to the point where they cover all costs and just provide sufficient additional return to keep capital invested. The notion of “sustainability” is an area which is difficult to achieve here as the

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