A critical evaluation on the paradox of markets and resources of Gary Hamel
Gary Hamel is the leader of the theory of core competitiveness. Core competitiveness provides the enterprise a potential way to enter the market of multiple products (Hamel, 2007). With the development of global economy, competition is becoming more intensified. The life circle of the product has been shortened. The short term of incidental develop of products or marketing strategy can no longer keep the enterprise immortal. Therefore, it needs the enterprise to keep continuously creating and recreating, which is the core competitiveness. It can dramatically lower cost, improve quality of products and effectiveness and attract more customers, so as to bring more competitive advantage to the enterprise. From a strategic view, competitiveness is the theme of a company’s strategy and it is of the highest level and lasts longest. It has the ability to open multiple potential markets, expand new industry, help the enterprise to maintain long competitive edge and keep their unique characters; to the customers, competitiveness is beneficial to realize the basic and essential benefits which are valued by them, rather than the general and short benefits (Hamel, 2007).
Contents of core competitiveness include employees’ competitiveness, process competitiveness, culture competitiveness, brand competitiveness and price competitiveness. Core competitiveness is decided by external (government policy and external competitive environment, etc.) and internal (technology, human resource, management structure, enterprise culture, etc.) factors (Toyne & George & Walters 2005).