Capabilities and competencies.The scope of capabilities is not only Essay

Capabilities and competencies.The scope of capabilities is not only specific but its horizon is also quite vast - Essay Example SWOT Analysis 12 5.1 Strengths 13 5.2 Weaknesses 13 5.3 Opportunities 13 5.4 Threats 13 6. The Balanced Scorecard 14 6.1 Balanced Scorecard as a Measure of Strategic Capabilities 14 6.1.1 Translating the Vision 15 6.1.2 Communicating and Linking   15 6.1.3 Business Planning 15 6.1.4 Feedback and Learning 15 7. Resource Based View (RBV) 15 Appendices 17 Appendix-I: Tour Operator Market Share in Europe 17 Appendix-II: Four Perspectives of Balanced Scorecard 18 Bibliography 19 1. Capabilities and its Importance Generally capabilities and competencies are used interchangeably in literature, however in terms of business and organizational culture, the scope of capabilities is not only specific but its horizon is also quite vast. A capability is a fairly large scale unit of analysis which makes the organization and individual to recognize its purpose with respect to substantial outcomes (Dosi et al, 2000). According to Leonard (1992), â€Å"capability is the knowledge set that distingui shes and provides competitive advantage†. ... Therefore, organizational capabilities play a key role between human resource and the business strategy, thus making it a proactive source of competitive advantage (Ulrick and Lake 1991). (b) Organizational capabilities raise the competency level of individuals and reinforce positive values in the organization. (c) Organizational capabilities help the managing staff to formulate the business strategies basing on the strengths and weaknesses of the available manpower (Barney 1991). (d) These capabilities derive the required consequences like satisfaction of both the stakeholders and customers (Ulrich and Lake 1991; Yeung and Berman 1997). 2. Resources and Capabilities of TUI 2.1 Background TUI, abbreviated for Touristik Union International, was established in 1968 with headquarters located at Berlin, Germany. TUI is the largest integrated tourism group in Europe, lagging far behind its competitors with a turnover of about â‚ ¬ 21,866 million in 2008. Initially, it worked as Preussa g AG and gained a renowned fame in the field of transportation and industrial sector till 2001. This year, it became a 100% subsidiary of Preussag AG. In next year, Preussag AG was transformed into TUI AG (http://www.tui.com). During next few years, TUI developed and changed its production from industrial segment to a modern tourism and shipping company. The general credibility of the TUI is quite excellent and strategically today TUI is the largest and leading tourism and shipping organization of the world, operationally active mainly in Central, Northern and Western Europe while it has the networks across the Europe as well. The inventory of TUI