Flevy Management Insights Q&A
How should companies balance the investment between developing new core competencies and enhancing existing ones?


This article provides a detailed response to: How should companies balance the investment between developing new core competencies and enhancing existing ones? For a comprehensive understanding of Core Competencies, we also include relevant case studies for further reading and links to Core Competencies best practice resources.

TLDR Organizations must strategically balance enhancing existing core competencies with developing new ones, guided by Strategic Planning, market analysis, and employing frameworks like the Ansoff Matrix and Core Competence Management for sustained competitive advantage and growth.

Reading time: 5 minutes

Before we begin, let's review some important management concepts, as they related to this question.

What does Core Competencies mean?
What does Strategic Planning mean?
What does Dynamic Capabilities mean?
What does Decision-Making Frameworks mean?


Balancing the investment between developing new core competencies and enhancing existing ones is a critical strategic decision that organizations face in today’s rapidly changing business environment. This balance is essential for sustaining competitive advantage, driving growth, and ensuring long-term survival. The decision on where to allocate resources should be guided by a thorough understanding of the organization's strategic goals, market dynamics, and the potential return on investment of each option.

Understanding the Strategic Importance of Core Competencies

Core competencies are the unique strengths and abilities that an organization possesses, which differentiate it from competitors. These can include technical expertise, proprietary technologies, customer relationships, or efficient processes. A report by McKinsey highlights the significance of core competencies in driving competitive advantage and how they can be leveraged for growth and expansion. Enhancing existing core competencies allows an organization to strengthen its market position, improve efficiency, and deliver greater value to customers. However, relying solely on existing competencies may expose the organization to risks if the market evolves or new technologies emerge that render those competencies obsolete.

On the other hand, developing new core competencies is essential for innovation, entering new markets, and responding to shifts in consumer demand and technological advancements. This requires investment in research and development, acquisition of new skills, and sometimes, strategic partnerships. While this approach carries higher risk and requires significant resources, it can lead to the discovery of new growth avenues and the creation of additional competitive barriers.

Therefore, organizations must carefully assess their strategic priorities, market position, and the competitive landscape to determine the right mix of investing in existing versus new core competencies. This involves a continuous process of Strategic Planning, market analysis, and forecasting to identify opportunities and threats in the external environment.

Are you familiar with Flevy? We are you shortcut to immediate value.
Flevy provides business best practices—the same as those produced by top-tier consulting firms and used by Fortune 100 companies. Our best practice business frameworks, financial models, and templates are of the same caliber as those produced by top-tier management consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture. Most were developed by seasoned executives and consultants with 20+ years of experience.

Trusted by over 10,000+ Client Organizations
Since 2012, we have provided best practices to over 10,000 businesses and organizations of all sizes, from startups and small businesses to the Fortune 100, in over 130 countries.
AT&T GE Cisco Intel IBM Coke Dell Toyota HP Nike Samsung Microsoft Astrazeneca JP Morgan KPMG Walgreens Walmart 3M Kaiser Oracle SAP Google E&Y Volvo Bosch Merck Fedex Shell Amgen Eli Lilly Roche AIG Abbott Amazon PwC T-Mobile Broadcom Bayer Pearson Titleist ConEd Pfizer NTT Data Schwab

Frameworks for Decision-Making

To aid in this decision-making process, organizations can employ various strategic frameworks. One such framework is the Ansoff Matrix, which helps organizations decide on growth strategies by considering new vs. existing markets and products. According to a study by Boston Consulting Group (BCG), companies that strategically manage their portfolio of businesses with a balance between core and new growth areas tend to outperform their peers in terms of shareholder returns. This implies that a deliberate approach to enhancing and developing core competencies, aligned with market and product strategies, can lead to superior financial performance.

Another useful tool is the Core Competence Management (CCM) framework, which provides a structured approach for identifying, developing, and leveraging core competencies. The CCM framework suggests that organizations should continuously evaluate their core competencies for relevance and competitiveness, invest in areas that offer the most strategic value, and divest from areas that are no longer aligned with the strategic direction. Accenture's research supports this approach, showing that companies that actively manage their core competencies through investment and divestiture decisions are more agile and better positioned to capitalize on market opportunities.

Additionally, the concept of Dynamic Capabilities, which emphasizes the organization's ability to integrate, build, and reconfigure internal and external competencies to address rapidly changing environments, is critical. This suggests that the balance between enhancing existing competencies and developing new ones is not static but should evolve as the organization and its environment change. Leveraging dynamic capabilities enables organizations to be more responsive and innovative, thereby maintaining a competitive edge.

Real-World Examples

Apple Inc. is a prime example of an organization that has successfully balanced enhancing its existing core competencies in design and user experience with developing new ones in services and wearable technology. This strategic balance has allowed Apple to maintain its leadership position in the technology industry while expanding into new markets and product categories. Apple's investment in its ecosystem, through services like Apple Music, Apple Pay, and the App Store, has created new revenue streams and strengthened its competitive position.

Another example is Amazon, which has continuously invested in its core competency of logistics and customer service while developing new competencies in cloud computing, artificial intelligence, and media production. Amazon's ability to balance these investments has enabled it to dominate e-commerce, become a leader in cloud services through AWS, and make significant inroads into entertainment and other industries.

These examples illustrate the importance of maintaining a strategic balance between enhancing existing core competencies and developing new ones. Organizations that successfully manage this balance can achieve sustained growth, adapt to changes in the business environment, and maintain a competitive advantage over time.

In conclusion, the decision to invest in enhancing existing core competencies versus developing new ones is complex and requires a strategic approach. Organizations must consider their strategic objectives, market dynamics, and the competitive landscape. Employing strategic frameworks and learning from real-world examples can guide organizations in making informed decisions that support long-term success. Balancing the investment between existing and new core competencies is not a one-time decision but a continuous strategic process that requires ongoing assessment and adjustment.

Best Practices in Core Competencies

Here are best practices relevant to Core Competencies from the Flevy Marketplace. View all our Core Competencies materials here.

Did you know?
The average daily rate of a McKinsey consultant is $6,625 (not including expenses). The average price of a Flevy document is $65.

Explore all of our best practices in: Core Competencies

Core Competencies Case Studies

For a practical understanding of Core Competencies, take a look at these case studies.

Core Competency Framework for Luxury Retailer in High-End Fashion

Scenario: A high-end fashion retailer is facing stagnation in a competitive luxury market.

Read Full Case Study

Core Competence Refinement for Construction Firm in Sustainable Building

Scenario: The organization specializes in sustainable building practices within the construction industry.

Read Full Case Study

Cosmetic Brand Core Competency Revitalization in Specialty Retail

Scenario: A firm in the specialty cosmetics sector is grappling with stagnation in a highly competitive market.

Read Full Case Study

Core Competencies Analysis for a Rapidly Growing Tech Company

Scenario: A technology firm, experiencing rapid growth and expansion, is struggling to maintain its competitive edge due to a lack of clarity on its core competencies.

Read Full Case Study

Core Competencies Analysis in Semiconductor Industry

Scenario: A firm in the semiconductor industry is struggling to maintain its competitive edge due to a lack of clarity on its core competencies.

Read Full Case Study

Core Competencies Revitalization for a Global Telecom Leader

Scenario: A multinational telecommunications firm is grappling with market saturation and rapidly evolving technological demands.

Read Full Case Study

Explore all Flevy Management Case Studies

Related Questions

Here are our additional questions you may be interested in.

What strategies can organizations employ to protect their core competencies from being replicated by competitors?
Protecting core competencies involves Innovation, Strategic Human Resource Management, Intellectual Property Protection, and Strategic Alliances to create sustainable competitive advantages that are hard for competitors to replicate. [Read full explanation]
In what ways can mergers and acquisitions impact an organization's core competencies, and how should companies navigate these changes?
Mergers and acquisitions impact an organization's core competencies by necessitating Cultural Integration, Operational Excellence, and Strategic Reorientation, requiring careful management to preserve and enhance competitive advantages. [Read full explanation]
Can core competencies be outsourced effectively, and if so, under what circumstances?
Outsourcing core competencies can enhance competitive advantage when strategic elements are retained in-house, aligned with external expertise, and risks are managed. [Read full explanation]
How can companies measure the effectiveness of their core competencies in driving competitive advantage?
Companies can measure the effectiveness of their core competencies in driving competitive advantage through Performance Metrics, Benchmarking, Investment in Innovation and Continuous Improvement, and ensuring Strategic Alignment and Employee Engagement, fostering sustainable growth and market leadership. [Read full explanation]
What are the implications of remote work trends on the development and sustainability of core competencies related to organizational culture and collaboration?
The rise of remote work necessitates innovative strategies in Organizational Culture and Collaboration, focusing on technology, leadership, and continuous learning to sustain core competencies. [Read full explanation]
How can businesses leverage blockchain technology to enhance their core competencies in supply chain management?
Blockchain technology enhances Supply Chain Management by improving Transparency and Traceability, reducing Costs and increasing Efficiency, and facilitating Regulatory Compliance and Sustainability, offering a competitive advantage. [Read full explanation]

Source: Executive Q&A: Core Competencies Questions, Flevy Management Insights, 2024


Flevy is the world's largest knowledge base of best practices.


Leverage the Experience of Experts.

Find documents of the same caliber as those used by top-tier consulting firms, like McKinsey, BCG, Bain, Deloitte, Accenture.

Download Immediately and Use.

Our PowerPoint presentations, Excel workbooks, and Word documents are completely customizable, including rebrandable.

Save Time, Effort, and Money.

Save yourself and your employees countless hours. Use that time to work on more value-added and fulfilling activities.




Read Customer Testimonials



Download our FREE Strategy & Transformation Framework Templates

Download our free compilation of 50+ Strategy & Transformation slides and templates. Frameworks include McKinsey 7-S Strategy Model, Balanced Scorecard, Disruptive Innovation, BCG Experience Curve, and many more.