: 2004. 12.

( )kckim@catholic.ac.kr

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He is Mr, Yong-Jun Bae ,main actor of Winter Sonata which had broadcasted in NHK.Let me see A coffee in more detail first.By considering the case of coffee, mechanism-based view can be explained. Basically, once water is boiled, we poured the boiled water in the cup and dissolve the coffee.Sugar and milk can be added on our preferece. Here, water is mechanism(is defined by chemical science), while coffee is resources.Among of them, which is more important for quality coffee?Let me introduce 3 kinds of coffee here.

Stage1 (Resource-Based Competition):Instant coffee at the vending machinefor $ 0.20At Stage 1, after we pour hot water into a cup, instant coffee is made by just dissolving coffee mix, which contains coffee, cream, sugar, in hot water. For example, instant coffee at the vending machine is dissolved coffee mix in hot water. It is very simple process, which costs only $ 0.20. What is core competence of instant coffee? Here, core competence is low price based on lower cost materials. In other word, a cup of coffee is determined by resources (additives). , not the mechanism. Stage2 (Mechanism-Based Competition): a cup of coffee at Dunkin Donuts for $ 1.00 Lets go to the Dunkin Donuts. Here, Coffee maker for steaming is needed. Coffee maker and Recipe is the way which combine coffee and bubbles. That is machanism.At Stage 2, once coffee is brewed on the coffee maker, sugar or cream can be added based on preferences. Coffee maker ismechanism. In this case, taste and aroma of coffee depend on the mechanism to make coffee. What is important is what kind of coffee maker they have. The better the coffee maker is, the better quality flavors of coffee could be produced. One of those types of coffee is Dunkin Donuts coffee. A cup of coffee at the Dunkin Donuts costs $ 1.00, compared to $ 0.20 in the vending machine. It is 5 times expensive than coffee at the vending machine. Here, core competence is the mechanism to make coffee, not the resources. However, coffee at Dunkin Donuts could not be consistent and reliable. Even the same mechanism to make coffee may result in different taste of coffee according to the person who makes coffee. Thus, the taste is not fully depend on the same mechanism because mechanism is not routinized yet. Stage 3 (Capability based on the Routinized Mechanism): Starbucks coffee for $ 3.00 At this stage, what is important is people(Barista) who brew quality coffee with tacit knowledge as well as Recipe.Companies in this stage compete with organizational capability which is derived from the routinized mechanism. Once the mechanism to make coffee is routinized with, the taste of coffee may be quite consistent over time and reliable even if the person who makes coffee is changed.

The competitive sources of Starbucks coffee is based on the organizational capability derived from the routinized mechanism which can bring competitive advantage by making coffee with reliable and inimitable taste at any place. Thus, the taste become fully reliable. As a results of the Starbucks' organizational capability building efforts, the brand value of Starbucks is getting higher. Starbucks coffee cost $ 3.00, while Dunkin Donut coffee cost$ 1.00 or Vending machine does $ 0.20.