Honda in America• Honda’s entry into the US Market
– Intended strategy• Large (305cc) motorcycles• Existing distribution channels• Current motorcyclists as target market
– Emergent strategy• Honda Cub (50cc)• New channel (Sears, sporting goods stores)• Non-riders as target market
– The role of luck• Sear’s buyers• Student project
Emergent Strategy
Intended strategy
Deliberate strategy
Emergent strategy
Mintzberg’s model
Examples• Intel’s exit from DRAM
– Intended strategy• “Intel is the memory company” A. Grove, c
1984– Emergent strategy
• Rule – access to ‘fab’ capacity based on profitability of the product line
• Though volumes were small, 8086, 80286 accounted for 60% of Intel’s profits
– Deliberate resource allocation v.s. “Autonomous strategic behavior”
Some words of caution
• “The more I practice, the luckier I get”– Gary Player, professional golfer
• “(In the fields of observation) chance favours only the prepared mind.”– Louis Pasteur, microbiologist, 1845
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