Strategic Management Book

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STRATEGIC MANAGEMENT
M.Com. (Final)
Directorate of Distance Education
Maharshi Dayanand University

ROHTAK 124 001
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Copyright 2004, Maharshi Dayanand University, ROHTAK

All Rights Reserved. No part of this publication may be reproduced or stored in a retrieval system
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Maharshi Dayanand University
ROHTAK 124 001
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Contents
Chapter 1
Strategic Management An Introduction
Chapter 2
Levels and Approaches to Strategic Decision Making
29
Chapter 3
Process of Strategic Management
42
Chapter 4
Roles of Strategists, Mission and Objectives
47
Chapter 5
Strategic Business Unit
69
Chapter 6
Environment-Concept, Components and Appraisal
74
Chapter 7
Organisational Dynamics and Structuring Organisational Appraisal
120
Chapter 8
SWOT Analysis
159
Chapter 9
Strategy Formulation
175
Chapter 10
Strategy Analysis and Choice
204
Chapter 11
Strategy Implementation Aspects, Structures, Design and Change
231
Chapter 12
Behavioural Implementation Leadership, Culture, Politics, Power, Values and Ethics
284
Chapter 13
Functional Implementation Plans and Policies
338
Chapter 14
Strategic Evaluation and Control
373
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Strategic Management
Paper-7
Note:
Max. Marks.: 100

Time: 3 Hrs
There will be three sections of the question paper. In section A there will be 10 short answer questions of 2
markseach.Allquestionsofthissectionarecompulsory.SectionBwillcompriseof10questionsof5markseach
out of which candidates are required to attempt any seven questions. Section C will be having 5 questions of
15 marks each out of which candidates are required to attempt any three questions. The examiner will set the
questionsinallthethreesectionsbycoveringtheentiresyllabusoftheconcernedsubject.
Course Inputs
Unit-1
Strategic Management Process: Defining Strategy, Levels at which Strategy operates, Approaches to
Strategic Decision making, Process of Strategic Management, Roles of Strategists in Strategic Management;
Mission and purpose, Objectives and goals, Strategic Business Unit.
Unit-2
Environment and Organisational Appraisal: Concept of Environment and its components. Environmental
Scanning and Appraisal; Organisational appraisal-its Dynamics, Considerations, Methods and Techniques.
Structuring Organisational Appraisal, SWOT Analysis.
Unit-3
StrategyFormulation:CorporatelevelStrategies;GrandStrategies,StabilityStrategies,ExpansionStrategies,
Retrenchment Strategies, Combination Strategies, Corporate Restructuring; Business level Strategies
andTactics.
Strategic Analysis and Choice: The Process of Strategic Choice, Corporate Level Strategic Analysis,
Business Level Strategic Analysis, Subjective Factors in Strategic Choice, Contingency Strategy, Strategic
Plan.
Unit-4
Strategy Implementation: Inter relationship between formulation and Implementation. Aspects of Strategic
Implementation, Project Implementation, Procedural Implementation, Resource Allocation.
Strategy and Structures: Structural Considerations, Structures for Strategies; Organisational Design and
Change.
Behavioural Implementation: Leadership Implementation, Corporate Culture, Corporate Politics and
Use of Power, Personal values and Business Ethics.
Unit-5
Functional Implementation: Functional Strategies, Functional Plans and Policies, Marketing Plans and
Policies, Financial Plans and Policies, Personnel Plans and Policies, Operations Plans and Policies.
Strategic Evaluation and Control: An Overview of Strategic Evaluation and Control, Techniques of
Strategic Evaluation and Control.
Chapter 1
An Introduction
Strategic management is the process by which an organisation formulates its objectives
and manages to achieve them. Strategy is the means to achieve the organisational
ends.
A strategy is a route to the destination viz., the objectives of the firm. Picking a
destination means choosing an objective. Objectives and strategies evolve as problems
and opportunities are identified, resolved and exploited.
The interlocking of objectives and strategies characterise the effective management of
an organisation. The process binds, coordinates and integrates the parts into a whole.
Effective organisations are tied by means-ends chains into a purposeful whole. The
strategies to achieve corporate goals at higher levels often provides strategies for
managers at lower levels.
Managers must have strategic vision to become strategic managers and thereby to
manage the organisation strategically. Strategic vision is a pre -requisite of the strategic
managers. Strategic vision implies a profound scanning ability of the environment in
which the company is in i.e., knowing the objectives and values of the organisation
stakeholders and bringing that knowledge into future projections and plans of the
organisation. The managers strategic vision involves:
l
The ability to solve complex and more complex problems;
The knowledge to be more anticipatory in perspective and approach, and
The willingness to develop options for the future.
Strategic management can be defined as the art and science of formulating, implementing,
and evaluating cross-functional decisions that enable an organisation to achieve its
objectives. As this definition implies, strategic management focuses on integrating
management, marketing, finance/accounting, production/operations, research and
development, and information systems aspects of a business to achieve organisational
success. The term strategic management is used at many colleges and universities as
the title to the capstone course in business administration, business policy, which
integrates material from all business courses.
The strategic-management process consists of three stages: strategy formulation, strategy
evaluation. Strategy formulation includes developing a business mission, identifying an
organisations external opportunities and threats, determining internal strengths and
weaknesses, establishing long-term objectives, generating alternative strategies, and
choosing particular strategies to pursue. Strategy-formulation issues include deciding
what new businesses to enter, what businesses to abandon, how to allocate resources,
whether to expand operations or diversify, whether to enter international markets, whether
to merge or form a joint venture, and how to avoid a hostile takeover.
Strategy implementation requires a firm to establish annual objectives, devise policies,

motivate employees, and allocate resources so that formulated strategies can he
executed; strategy implementation includes developing a strategy-supportive culture,
creating an effective organisational structure, redirecting marketing efforts, preparing
budgets, developing and utilizing information systems, and motivating individuals to action.
Strategy evaluation monitors the results of formulation and implementation activities
and includes measuring individual and organisational performance and taking corrective
actions when necessary. Although making good strategic decisions is the major
responsibility of an organisations owner or chief executive officer, managers and
employees both must also be involved in strategy formulation, implementation, and
evaluation activities. Participation is a key to gaining commitment for needed changes.
Peter Drucker says the prime task of strategic management is thinking through the
overall mission of a business:
. . . that is, of asking the question What is our Business? This leads to the
setting of objectives, the development of strategies, and the making of todays
decisions for tomorrows results. This clearly must be done by a part of the
organisation that can see the entire business; that can balance objectives and
the needs of today against the needs of tomorrow; and that can allocate
resources of men and money to key results.
The strategic-management process must be a people process to be successful! People,

including all managers and employees, make the difference! The chief executive officer
of Rock Well International explains, We believe that fundamental to effective strategic
management is fully informed employees at all organisational levels. We expect every
business segment to inform every employee about the business objectives, the direction
of the business, progress towards achieving objectives, and customers, competitors and
product plans.
The strategic-management process can be described as an objective, logical, systematic
approach for making major decisions in an organisation. It attempts to organise qualitative
and quantitative information in a way that allows effective decisions to be made under
conditions of uncertainty. Yet, strategic management is not a pure science that lends
itself to a nice, neat, one-two-three approach.
Based on past experiences, judgment, and feelings, intuition is essential to making good
strategic decisions. Intuition is particularly useful for making decisions in situations of
great uncertainty or little precedent, or when highly interrelated variables exist, there is
immense pressure to he right, or it is necessary to choose from several plausible
alternatives. These situations describe the very nature and heart of strategic management.
Some managers and owners of businesses profess to have extraordinary abilities for
using intuition alone in devising brilliant strategies. For example, Will Durant, who organised
General Motors Corporation, was described by Alfred Sloan as a man who would
proceed on a course of action guided solely, as far as I could tell, by some intuitive flash
of brilliance. He never felt obliged to make an engineering hunt for the facts. Yet at
times he was astoundingly correct in his judgment. Albert Einstein acknowledged the
importance of intuition when he said, I believe in intuition and inspiration. At times I
feel certain that I am right while not knowing the reason. Imagination is more important
than knowledge, because knowledge is limited, whereas imagination embraces the entire
world.
Although some organisations today may survive and prosper because they have intuitive
geniuses managing them, most are not so fortunate. Most organisations can benefit
from strategic management, which is based upon integrating intuition and analysis in
decision making. Choosing an intuitive or analytical approach to decision making is not
an either-or proposition. Managers at all levels in an organisation should inject their
intuition and judgment into strategic-management analyses. Analytical thinking and
intuitive thinking complement each other.
Operating from the Ive already made up my mind, dont bother me with the facts
mode is not management by intuition; it is management by ignorance. Drucker says, I
believe in intuition only if you discipline it. Hunch artists, who make a diagnosis but
dont check it out with the facts, are the ones in medicine who kill people, and in
management kill businesses. In a sense, the strategic-management process is an attempt
to duplicate what goes on in the mind of a brilliant intuitive person who knows the
business. Successful strategic management hinges upon effective integration of intuition
and analysis, as Henderson notes below:
The accelerating rate of change today is producing a business world in
which customary managerial habits in organisations are increasingly
inadequate. Experience alone was an adequate guide when changes could
be made in small increments. But intuitive and experience-based
management philosophies are grossly inadequate when decisions are
strategic and have major, irreversible consequences.
The strategic-management process is based on the belief that organisations should

continually monitor internal and external events and trends so that timely changes can
be made as needed. The rate and magnitude of changes that affect organisations are
increasing dramatically. Consider, for example, merger/acquisition mania, hostile
takeovers, cellular phones, monoclonal antibodies, fiber optics, the aging population,
taxes on services, computer technology, and the unification of Western Europe in
1992. To survive, all organisations must be capable of astutely identifying and adapting
to change. The strategic-management process is aimed at allowing organisations to
effectively adapt to change over the long run.
In todays business environment, more than any preceding era, the only
constant is change. Successful organisations effectively manage change,
continuously adapting their bureaucracies, strategies, systems, products, and
cultures to survive the shocks and prosper from the forces that decimate the
competition.
Information technology and globalisation are environmental changes that are transforming
business and society today. On a political map, the boundaries between countries are
as clear as ever, but on a competitive map showing the real flows of financial and
industrial activity, the boundaries have largely disappeared. Speedy flow of information
has eaten away at national boundaries so that people worldwide readily see for
themselves how other people live. People are traveling abroad more; ten million Japanese
travel abroad annually. People are emigrating more; East Germans to West Germany
and Mexicans to the United Stares are examples. We are becoming a borderless world
with global citizens, global competitors, global customers, global suppliers, and global
distributors!
The world is changing, and businesses must adapt to these changes or face
extinction. The need to adapt to change leads organisations to key strategic-management
questions, such as: What kind of business should we become? Are we in the right
fields? Should we reshape our business? What new competitors are entering our
industry? What strategies should we pursue? How are our customers changing? Are
new technologies being developed that could put us out of business?
The history of business and industrial management is one of decision-making
under ever increasing environmental turbulence. At each phase of such turbulence,
management practices have been developed to successfully meet the impacts of the
environment. The evolution of management from budget-based management to strategic
management through corporate planning, long-range planning, strategic long-range
planning, and strategic planning is a continuous picture of this development process.
Environmental Turbulences Management Strategy

Interaction
The discussion of evolution of the planning process from budgetary and financial control
through corporate planning to strategic management can best be initiated by referring
to an article by three members of McKinsey & Company (1) which is diagrammatically
depicted in Exhibit. 1.1.
Effectiveness
of strategic
decision-making
Increasing
* Multi-year budgets
* Gap analysis
* Static allocation of
resourees
Annual budgets
* Functional focus
* Thorough situation
analysis and competitive assessment
* Evaluation of strategic
alternatives
* Dynamic allocation of
resources
* Well-defined strategic
framework
* Strategically focused
organisation
* Widespread strategic
thinking capability
* Coherent reinforcing
management processes
* Negotiation of objectives
* Review of progress
* Incentives
* Supportive value system
and climate
TIME
Phase 1
Financial planning
Value system
* Meet budget
Phase 2
Forecast based
planning
* Predict the future
Phase 3
Externally oriented
Planning
* Think strategically
Phase 4
* Create the future
Exhibit1.1:PhasesintheEvolutionofStrategicPlanning
The phases shown in the Exhibit. 1.1 can be separated into two parts. In the first phase,
a target, usually a financial one, is set out for the year and limits are placed on what a
divisional manager and his/her people are expected to achieve and to spend in the form
of expenses or in capital expenditure to achieve the desired bottom line. Reviews of
how closely the performance is keeping to the programme are made quarterly or
sometimes even monthly. Such efforts are often tied to corporate targets relating to
annual capital budgets, desired rates of return to shareholders equity or investment.
Likewise, activities such as employment, training, appraisals, and compensation of
management are closely tied to this annual cycle. Operationally this is termed budgeting
or budgetary control, practised during the earlier days of managerial evolution.
The implications of interaction between tempos in environmental change and the intensity
of management control systems would be clear from Exhibit 1.2. Budgeting and financial
control on an annual basis were created during phase 1: the stable environment. Soon,
however, it was found that environmental change was registering an accelerating rates,
and by and large the environment entered the transitional stage. While all segments of
environment go through the same cycle: stable transitional turbulent unstable,
the rates of change for the segments are however different. For instance consumer
behaviour or market may change at a rate quite different than technology, or competition,
or employee attitude.
Man and his creation, society, abhor uncertainty. But change creates uncertainties,
often great uncertainties. Historically, during the post-budget phase, depicted in Exhibit
1.1 by phase 2, while the technological segment continued to be fairly stable, other
segments depicted a fairly unstable environment. Many managers, unable to face this
uncertainty preferred to go back to the old rules of budgeting, even if there was a
feeling that the system was fast becoming obsolete. Others opted for formal schedules
of goal definition, environmental scanning, strategy formulation, in short, for formalised
corporate planning, with the entire strategy of planning being based on forecast with the
assumption of a fairly stable technology base.
Slow
Transitional
Stable
Environmental
Changes
Turbulent
Unstable
Fast
High
Management Control System
Low
Exhibit 1.2 Accelerating Environmental Change
Budgeting
Budgeting is best understood in the context of time of development and use. In its early
manifestation, a budget can be regarded as primarily a plan to reach a goal or objective
and is perhaps best defined as a basic planning and control system.
In its later manifestation, budgeting forms a part of the strategic planning process,
unlike the earlier manifestation when budgeting and budgetary management constituted
a stand alone planning and control system.
Budgeting is, in fact, a tool for running the activities of a firm systematically. It carefully
looks at the resources available or within reach, decides upon the allocation of these
10
resources (within the constraints of availability) to the various activities in order that the
desired objectives may be fulfilled. In consequence, comparison of the actuals against
the budget also provides a basis of managerial control. Thus, a sales budget will indicate
the volume of sales the company expects to achieve. This clearly leads to the allocation
of resources to production and purchasing and, therefore, budgets for these activities.
Simultaneously, the summation of the resources allocated to various component activities
should indicate whether or not the total resources allocated obey the constraints of
availability. For ease in operation and control, budgets are mainly formulated in financial
terms.
Budgets are basically of two types:
i.
Static budget, based on a single estimate of sales and production, i.e., a single
performance estimate.
ii.
Flexible budgets reflecting different production and sales volumes. The following
sets of information form the building blocks for a flexible budget.
a.
Revenues, expenses and income for a number of levels of sales volumes.
b.
Manufacturing costs for a corresponding number of production volumes.
c.
Manufacturing costs adjusted to what they should have been for a recent
actual production volume.
The major budget concerning all the significant activities of the firm, and usually for a
period of one year, is the master budget. The following is a schematic listing of all the
supplementary budgets.
Operational
Capital
Production budget
Capital expenditure
Inventory budget
Allocation of funds
Direct labour budget
Management of funds
Direct materials budget
Manufacturing overhead budget
Procurement budget
Sales budget (by products and departments)
Selling and distribution expense budget
Administrative expense budget
Other incomes and expenses budget
Simultaneously, cash flow is budgeted through a cash flow budget showing budgeted
receipts, outgoings, and balances on a short-term basis. Similarly, investment decisions
and the expenses they entail tend to be monitored and controlled by a capital expenditure
budget, showing project, yearly expense, and total capital expense budgeted, so that the
actual outlays may be monitored project by project.
The master budget is summarised in two forms:

i.
The budgeted income and expenditure statement: showing total revenues, cost
of goods sold, other costs broken down under major heads, and the budgeted
profits.
ii.
The budgeted balance sheet showing annual assets and liabilities.
Budgetary Control
Since the objective of budgeting is to monitor and control the performance of the firm,
the first step is to determine budget figures. Efficiency standards with regard to all the
activities enumerated above are implicit in the budgetary projections. The estimated
productivity figures are commonly based on standards of performance either derived
from historical observations or computations from the firms internal data, or from
figures obtained based on financial statements of competitors (inter-firm comparisons).
Other approaches are to base these on predetermined performance standards or from
negotiations conducted within the management by objectives (MBO) framework.
For control purposes, it is not enough to evaluate the budget figures carefully. As Ackoff
puts it, control is the evaluation of decisions after they have been implemented. It
involves predicting the outcome of the decisions, comparing of it with the actual outcome,
and taking corrective actions when the match is poor. In a budgetary control system,
the budgets are the predictions of the outcome of the contemplated decisions. The
actuals are plotted against the budget. The differences are the variances, and corrective
actions are taken when the variances are large and significant.
Financial Control
Like budgets and budgetary control, financial control operates using monetary figures.
Initially designed to manage and control cash, it now provides the basis for control of
many other functions. To enable financial control to be better utilised, any economic
entity/corporation is usually subdivided into well-defined segments with clearly defined
scope of activities entrusted to responsible individual managers. These become
responsibility centres, and depending on the nature of the functions, are called costs
centres, expense centres, activity centres, revenue centres, profit centres, investment
centres, and the like.
The financial control system is built around a rather small number of key variables
which, when carefully monitored, allow managers to track over a stipulated period the
performance of the various functional activities and business units of the firm. These
indicators are derived from the basic information compiled for assembling the budget.
A valuable tool in exercising financial control is the use of financial ratios both for
assessment of the companys own financial performance and status, as also to compare
them with similar companies. These ratios are divided into the following major groups:
l
Liquidity ratios
Leverage/capital structure ratios
Profitability ratios
Turnover ratios
11
12
The major weakness of budget and budgetary control is their short time horizon. In the
scenario in which it was originally initiated, the environment was comparatively less
turbulent, and competition was less intense. It seemed adequate to look after a particular
years business and performance. References to a possible change in direction in future,
capital investment spreading over successive years, easing out of weakening activities
etc. were comparatively less important, if not considered entirely irrelevant in the context
of Budgetary Control. Refixing budgetary figures ab initio each year was also considered
unnecessary. It was enough to build on previous years figures, suitably adjusting and
updating these.
With years, both environmental turbulence and competitive pressures have increased
significantly. Short time-span budgetary control was no longer considered adequate. A
much longer horizon began to be considered necessary not only for a firms well-being,
but even for its survival. As a logical corollary, corporate planning supplanted budget
and budgetary control as a basic tool for planning and monitoring a firms performance.
Budgeting did not, however, lose all its relevance. With corporate planning and strategic
planning as a later development, budgeting and budgetary control became the principal
arm of action plans at the implementation and control stages. A new approach to budgeting
required the use not only of historic data but, for the establishment or emergence of
commitments arising out of the strategic or corporate plan, it also called for negotiations
conducted within the framework of management by objectives (MBO).
Meanwhile, the very process of budget preparation has gone through stages of refinement.
New concepts have been introduced. These include the concept of flexible budgeting
which permits the original standards used to measure performance to be modified with
changes in the actual level of operations. Similarly Zero-Base Budgeting (ZBB)
establishes a set of very comprehensive rules to force managers to justify their budgetary
allocations from base zero, rather than defining the new budget incrementally.
Resort to financial measures and a total preoccupation with budgetary control for a
particular year has left managers overly preoccupied with profitability as the key criterion
for measurement of the firms and hence their own performances. This trend has,
however, continued into the corporate planning phase, when ROI has tended to become
the all important preoccupation of management. The result has been that too many
firms have, in their preoccupation with ROI, inadvertently weakened their asset base
and discouraged necessary investments by compromising the long-term competitive
standing of the firm in exchange for a hefty ROI for the following year. The peculiar
standing of executive management with shareholders in many countries, together with
the behaviour of the share market where immediate profit-taking becomes the all
engrossing consideration as also taxation policies of many governments discouraging
capital gains, has only encouraged this tendency. Indeed, an immediate sure return
versus long-term risk of increased return and growth tended to dichotomize management
attitude and policy, as also the government attitude in many companies and states.
Firms which depend entirely on budgetary and financial control measurements for
planning purposes are exceedingly vulnerable to falling into the near-sighted ROI traps.
Unless these are clear articulations of the businesss competitive spirit and strategy,
properly understood at all organisational levels, a pure budgeting and financial control
system will prove inadequate in warding off undesirable consequences.
13
Corporate Planning
To assist a sharp definition and consideration of the Corporate Planning Process, we
refer to Exhibit 1.3. The explanation of the steps follows.
Objectives
Before discussing the planning process and the objective setting, a few factors perhaps
justify early consideration and emphasis:
Objectives
Internal appraisal
External appraisal
Exhibit 1.3: The Total Corporate Plan Development Process
i.
The process is being undertaken in the context of changing environment, based

on forecast.Momentum
Hence thestrategy
plan is being drawn up in the context of partial ignorance.
ii.
As the planning horizon elongates and extends into the future, the uncertainty
and ignorance
impinging
upon the forecasting process increases, thereby putting
Development
objectives
the reliability and credibility of results of the forecasting process increasingly at
Synergy
structure horizon if the plan is to
risk. This puts an effective upper limit on
the planning
Expansion
plan
function as an effective instrument of control. On the other hand, the weaknesses
of annual planning or budgeting are manifest and have already been discussed,
indeed, the practice is overwhelmingly in support of a five year planning horizon.
Diversification plan
However, the horizon is partially dependent on the investment horizon, a time
= Comparator
period necessary for investment toKey
start yielding
a reasonable revenue. With a
short investment horizon, therefore, a three year planning horizon is also in practice.
iii.
A corporation is a purposive organisation, and it is evident, therefore, that efficient

utilization of the resources at its disposal towards fulfilment of its objective(s)
should be its purpose.
Diversification
objectives
This brings us squarely into the arena of objective setting,. The setting up of objective(s)
is not however, an ad hoc decision, but the culmination of a process. It would perhaps
be useful at this stage to consider this entire process.
14
The concept of a corporation being a purposive organisation, and the efficient utilisation
of resources as the path to achieving its objectives, invariably brings forward the concept
of strategy.
It is perhaps useful to subdivide objectives into a few basic divisions, e.g.
l
The primary, or profit objective of the business, set in advance of strategy.
The secondary objectives, largely narrative, again set in advance of strategy.

(This would include economic, social, technological, etc. objectives.)
l
Goals that are time-assigned targets derived from the strategy.
Standards of performance (often coterminous with goals) assigned to particular

individuals.
l
Primary or Profit Objectives

When considering profit objective, two aspects require attention:
a.
The philosophy of profitnamely that it is not simply one of short-term gains but
of long-term profit growth allowing for corporate renewal.
b.
The dimensional aspects of profitquantity and efficiency. An efficiency target

may be return-on capital employed with further qualification on the time period
and the trend. The quantity dimension, qualified for similar time period, linked to
efficiency becomes a good dimensional measure of profit. A similar quantitative
measure of profit target would be earning per share.
A number of factors should be borne in mind when setting the profit target.
l
Trends over previous years.
Progress by other firms of similar size or in the same industry.
Performance of leading companies quoted on the stock exchange.
Opportunities for profitable investments elsewhere.
The ambitions of the chief executive.
The strategic need for growth to reach a size that enables the company to at least
maintain its position of influence in its trade.
Rates of inflation.
Once the profit objectives have been set for the company, it should be followed up with
objectives of the divisions and subsidiaries.
Secondary Objectives
Secondary objectives are descriptive and attempt to set out the key elements of the
business of the future. These examine the nature and scope of the business, the
geographical sphere of operation, and some of the key factors about the company.
These include statement of the way the company intends to conduct its relations with
its employees, customers, and society, as also the concept of moral and ethical standards
it proposes to adopt.
Also part of the secondary objective is that the companys attitude to technology, in the
context of the business it is in, is stated unequivocally.
Goals
If we regard objectives as the map reference, goals may be considered to be the
landmarks and milestones that the firm must pass as it progresses along the chosen
route.
In effect, a network of goals provides a model of the companys strategy over the
whole period of the plan. Some possible definitions or measures of goals would be:
l
Percentage market share (by products and/or country).
A ratio, such as return on sales.
An absolute figure for sales.
A minimum figure for customer complaint.
A maximum figure for hours lost in industrial disputes.
A labour productivity ratio.
Total number of employees.
A maximum employee wastage rate.
A standard cost.
A cost reduction target.
A date by which a particular event must take place (e.g. a new product launch).
Quantified values of some of the financial ratios would also constitute measures
and definitions of goals.
Standards of Performance
Standards of performance are essentially derivations from goals. While a goal is a
corporate, divisional or departmental target, a standard of performance is something
which is individually assigned to a named person. Some times the personal standard
may be something which is coterminous with the corporate goal. For instance, a market
share goal may be assigned to the product manager responsible. Sometimes the standard
may be something derived from the goal: splitting up the corporate target and making
individuals responsible for each segment (for instance the personal sales target assigned
to a representative). Frequently, these are time-assigned tasks. The overall concept
may be visualised as a network of targets, all interlinked in some way to the companys
primary and secondary objectives.
The importance of personal standards is that they provide a tool for ensuring that plans
are converted into tasks people can perform. A direct link is thus established between
the task of the individual persons and the total corporate strategy.
It is also important to realise the relation between the system of personal standards, as
briefly described above, and the technique of management by objectives (MBO)
developed by Humble Personal standards as a system is essentially a simple variant of
MBO, although its aims are narrower.
The Appraisal Process

It has already been briefly mentioned how the comparatively stable technology base
accompanied by an unstable, indeed turbulent, environment in the corporate segments
15
16
gave rise to the felt need for formalized or informal environmental scanning. Also, the
plan is a projection of the companys performance and expectations into the future
based on the planned strategy. Essentially, therefore, the appraisal process consists of
the following major elements:
l
External appraisal
Together comprising
Internal appraisal
environmental analysis
SWOT analysis
Gap analysis
Forecasting
Environment monitoring and analysis can perhaps be depicted in a concentric diagram

(Exhibit 1.4). In Exhibit 1.4, everything except the internal environment is a constituent
of the external environment.
Exhibit 1.4: Environments to be Monitored
External appraisal is carried out to evaluate and judge the external environment both in
regard to existing activities and also new opportunities for new products and activities.
It thus provides the basis for evaluating the scope, opportunities, threats, etc.
Internal Appraisal
It is basically to evaluate the firms own capacities and to meet the requirements of
existing activities efficiently and effectively; and also to meet the challenges or threats
indicated on the basis of external appraisal. It further identifies the strengths, weaknesses,
and resources of the company keeping the objectives, the external environment, and
the forecast in view; the strengths to be utilised, the weaknesses to be corrected.
It is important to realise that although there is interrelationship between internal appraisal
and environment analysis, the two are really different and isolated from each other. In
effect, internal appraisal is best done against the background of environment analysis.
A number of basic concepts should be borne in mind as the appraisal progresses, and
performance rated against then.
l
It should always be assumed that there might be a better way of doing something
until the contrary is proved.

l
It is usually a relatively small amount of effort that produces most of the returns.
Usually, around 80 percent of the profit comes from, say, 20 per cent of effort,
the remaining 20 percent requiring the balance 80 percent effort. Any action that
reduces the amount of less profitable action should lead to corporate improvement.
This, in effect, is an illustration of the Pareto Principle.
Often knowledge of what is being done is not as perfect as managers within a

company believe. One of the tasks of corporate appraisal should be to ascertain
the facts.
When what is being done has been established, the question why should be asked.
The future is more important than the present where the trends and effects on
the aspects studied can be foreseen.
The appraisal should cover all aspects of the company.
The following factors should be considered as part of the internal appraisal:

1.
Trends of results: For example, trends in profits, sales, capital employed, and
the various commonly used ratios. This will show whether the company is improving
or worsening in its performance.
2.
Sources of profit: This analysis should be mostly marketing oriented.
3.
Risk: Arising from such factors as the bulk of profit coming from a single product,
over-dependence on a single market, too few customers for a product, raw
materials difficulty varying from difficulty of supply, duty, shortage, to overdependence on one supplier, other market risks, technological risks not only in
product obsolescence but in production processes, etc.
4.
Manufacturing activity: The purpose being production cost reduction,

consideration of the process should include, apart from the manufacturing process,
plant and equipment appropriateness and efficiency, correct labour deployment
and efficiency, also the raw materials, the standards set for their purchase and
the efficiency of the company as buyer (skills, technology absorption creation).
5.
Rationalisation of resources: This involves rationalisation relocations of facilities,

plants and building, distribution depots, supply and demand patterns, etc.
6.
Organisation and management structure: This involves studying the basic

organisational structure, assessment of managerial capabilities, the companys
labour relations, companys relation with its trade unions, morale of employees,
corporate motivation, etc.
7.
Financial resources: Study of the companys liquid resources and expected

future cash-flow position.
8.
Corporate capability: This is brought out in the analysis of the companys synergy
structure.
9.
Systems: This would involve assessment of the formal and informal systems and
communications, authorities and participation within the company.
10.
Use of resources: This essentially involves a study of allocation of resources

between the products and a comparison of this with their real profit contribution.
Resources here mean not only money, building, and plant, but also what are
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probably the scarce resources of management talent, capability, and technical

skills.
11.
Skills and technology: This refers to the availability of the required technology
in the organisation, as also the specialised skills for the technology absorption,
adaptation, and creation.
Internal appraisal should also include the following:
a.
The organisation climate and culture: Whether this is compatible with

the environment at large. This is an area in particular where a shift in
either the organisational climate or of the environment surrounding it and
the consequent incompatibility may prove disastrous or near disastrous.
b.
A shift in organisational leadership: Such a shift within an unchanged

organisational culture may again produce wasting conflicts, often leading
to a decrease in efficiency which, once identified, requires considerable
effort and internal readjustment tO correct.
External Appraisal
a.
Customer environment: The scanning should include the following:
l
Tracking customer complaints and compliments.
Monitoring return rates.
Listening to customer needs and concerns.
Extent of quality improvement/maintenance/deterioration as reflected in

customer reactions.
l
Extent of competitive pressures from possible substitutes, as reflected in

customer reaction.
l
b.
Competitive environment: Surveillance of competitive environment should include
consideration of:
c.
Competitor profile.
Market segment pattern.
Trend in market shares.
Research and development trends.
Emergence of new competitors.
Threat through possible emergence of new substitutes.
Industry environment: Industry environment monitoring should include the

following:
l
Structure of the industry.
How is the industry financed.
Changes in the degree of government regulations.
Changes in the typical products offered by the industry.
Changes in typical industry marketing strategies and techniques.

l
d.
Trends in the total market for the industry.
Macro environment: Macro environment surveillance should include the

following:
l
Social factors, e.g. demographic changes.
Technological factors.
Economic factors, e.g. prime interest rates; consumer price index, etc.
Political factors, e.g. increases or decreases in government regulations and

control, taxation laws, etc.
Social factors, e.g. awareness about environment, etc.
Forecasting
As corporate planning extends to a firms activities into the quite distant future, perhaps
five years or so, it will be realised that there is need for forecasting of sales into these
years. These forecasts of the product or industry sales and the deductions from these
of the companys expected sales or planned sales would determine the planning of
resources.
These forecasts may be of products already on sale production by the company; products
on the same or similar lines which the company may take up, products currently in the
research and development stage, or products the company may take up for
diversification. Depending on the status of the product vis-a-vis the companys actions,
plans or intentions, the forecasts would extend to or extend over varying time periods
into the future. Also, an exact knowledge of the product attribute will vary accordingly.
All forecasts project into the future and hence are subject to uncertainty. The degree of
uncertainty depends considerably on how far into the future the forecast extends and
the status of knowledge of the product attributes.
Before discussing forecasting methods, however, it is important to emphasise the
difference between forecast and market share. Forecast is directly a projection of
anticipated sales. It is thus independent of how the market itself grows or changes.
Market share is a derivative of the combined effects of sales forecast and change in
the volume of total market. Market share is an important driver for the process of
strategy formulations.
All products usually go through a life cycle with a general shape such as that shown in
Exhibit 1.5.
It is easy to realise that for any sales forecast of any existing product it is important to
find out the phase of the product life cycle that the product is in. There are, however,
three difficulties, namely
a.
Determining the phase the product is in.
b.
Determining the duration of the various time phases which are dependent on
many external factors.
c.
Actions which can be taken by the company to extend and modify the life cycle.
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Increasing sales:
profit starts growing
Take off
Sales
Maturity: fairly static

sales; constant or
slightly declining
profits
Sales still grow

but slowly:
lower profit growth
Introduction :
low sales;
low or no profit
Decline:
decline in sales and
profit, perhaps justifying
the withdrawal of
the product from the
market.
Time
Exhibit1.5:TheProductLifeCycle
Forecasting Methods
1. Statistical Projections
This methodology is based on past data and can assume increasing sophistication as
follows:
Trend Analysis
i.
Simple growth pattern
This is quite useful for short-term forecasts, say for instance, for a few months,
particularly to gain a perspective of the future prospects.
This method is based on the average annual growth rate, calculated over a
period, worked out simply by expressing the latest year as an index of the earliest
and correcting out for the erratic factor.
ii.
Moving averages
In it the seasonal or cyclical pattern is eliminated by obtaining a smooth underlying
trend for twelve months. Then, for each advancing month or quarter, etc. the
data for the same period is added and the data for the corresponding period at the
tail end is eliminated and a fresh trend line is worked out.
iii.
Exponential smoothing
This method is in concept the same as moving averages, except that the average
is exponentially weighted so that the more recent data is given a greater weightage,
and the past forecasting error is taken into account in each successive period.
iv.
Mathematical trends
Mathematical trends are methods in which a mathematical fit is used to express
the past data. Some of the methods of using mathematics with increasing
complexity are as follows:
l
Simple regression model
In this, model, a dependent variable (sale) is expressed as a mathematical

function of a second variable (say year, or GNP), This function may take
any form, e.g.
* linear,
Y = a+bx;
* exponential, Y = ea+bx ; or for computational ease,

logeY = (a+bx)(logee) = a+bx;
* quadratic,
Y = a+bx2;
* cubic,
Y = a+bx+cx2+dx3, etc.
Multiple Regression Model

A multiple regression model is applicable when the dependent variable
(sale) is a function of two or more independent variables (GNP, sale of
steel, etc.).
Thus, for two independent variables, the functional form would be, Y = a
+ b1 x1 + b2 x2
This functional form may also be non-linear, but in most instances,
particularly for computational purposes, these can be transformed into linear
forms.
The advantage of mathematical regressions (both simple and multiple) is
that their fit may be statistically tested.
Auto-regressive Schemes:
An auto-regressive scheme is a method of regression where the dependent
variable is a function of past values of the same variable with increasing
time lags. Thus the general form is,
Yt = a1+ b1 Yt1 + b2 Yt2 .... + bk Ytk+...+ Ut.
2. Econometric Models
In this method, the dependent variable is expressed through a system of equations
involving several independent variables, themselves dependent on one another.
Thus for example, the interdependencies of the dependent and independent variable
may take the following form:
Sales
= f (GNP, Price, Advertising)
Production cost
cost)
= f (Number of units produced, inventories, labour costs, material
Selling expenses
= f (Advertising, other expenses)
Advertising
= f (Sales )
Price
= f (Production cost, selling expenses, administrative overhead,

profit)
In econometric models, we are faced with many tasks similar to those in multiple
regression analysis. These tasks include:
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1.
Determining which variables to include in each equation.
2.
Determining the functional form (e.g., linear, exponential, logarithmic, etc.) of

each of the equations.
3.
Checking the validity of the assumptions involved.
4.
Estimating simultaneously the parameters of the equations.
5.
Testing the statistical significance of the results.
Input-output method
The input-output model is a special type of econometric model, in which a number of
inputs are chosen, and for each relationship the quantities of a number of different
inputs are related to quantities of a number of different outputs through linear
relationships. The inputs being independent variables, the outputs would be the forecasted
dependent variables.
End-use method
In end-use method, the product for which demand is to be forecast is related to the
various end uses to which it is put and the quantitative relationship between units of the
product and corresponding units of the end-use product is established. This relationship
is known as the bridging factor. The projected demand of the end-use product over the
forecasting period is now obtained and worked backwards to obtain the demand forecast
of the product.
An example will make the procedure clear. Suppose it is desired to project the demand
forecast for forging steel over a forecasting interval. It is easy to list the different end
products in which forged steel is used, e.g. automobiles (classified into trucks, LCVs,
passenger cars, etc.), railway engines, 3 wheelers, motorcycles and cycles. It is also
possible to establish the number of kilogrammes of forged steel required per unit of
these end products, giving the bridging factor.
Once bridging factors have been established, demand projection of the different end
products will enable demand forecast of forged steel to be determined.
It will be seen that there is considerable similarity between input-output analysis and
the end-use method. A major obvious difference is that whereas in input-output analysis,
the inputs are the independent variables, in the end-use method, the position is reversed.
Also, in the input-output method, multiple inputs and outputs are considered
simultaneously, any output having one or more inputs, just as any input may be related
to one or more outputs. As against that, in the end use method a single product is
considered and is related to all the end products which have significant requirement of
the product. The forecast derivation of the end-use method is thus more direct and data
requirement is often less.
Both the methods, it may be mentioned, are extremely important and significant, having
extensive use in forecasting.
3. Marketing and Market Research Methods

The forecasting methods discussed till now are all based on projections based on past
data, either of the product itself, or of the industry together with models of their relationship
with one or more independent variables, established statistically or through causal analysis
based on economic logic and tested statistically.

Another source of possible forecast for future sales can, however, be through direct
contact with the existing or prospective market through variations of market analysis
and market research. Some of these are briefly described below:
i.
Analysis of estimates submitted by field salesmen

For an existing product, in a fairly known marketing environment, the estimates
of future sales submitted by field salesmen, properly filtered and analysed, provide
a fairly satisfactory basis for short-term forecasting.
ii.
Comparative studies
A useful forecasting method is to examine the performance of something similar
to the item being forecast. Thus a company launching, say, a new cough mixture,
would find it useful to study the price, promotion, and progress of other cough
mixtures, or similar products introduced during the past five years.
iii.
Leading indicator
The leading indicator is indeed very akin to an econometric method except that it
tends to be qualitative and largely subjective. A leading indicator is an event
which always precedes an event of another type, thus giving prior warning of
change. Thus the fast pace of rural electrification and the creation of a succession
of low and medium capacity TV relay stations, providing extensive rural coverage
for television in India, would be a sure indication of surge in demand for television
sets; particularly black and white TV sets.
iv.
Experimental market research

Under this heading would be included all systematically conducted market research
experiments, based on sample survey and designed to obtain the quantitative
forecast desired. Conducted properly, they usually provide valuable forecast for
the period, within reason considered valid.
The disadvantage of such tests is that while a true experiment eliminates all
variables except those being measured, this is not always possible for such
experiments. Also the source of inaccuracy creeping in through sampling error is
ever present.
v.
Intention-to-buy surveys
These may be used for both consumer and industrial goods. There are two major
uses:
a.
To obtain information about proposed new products, both to assess their

potential as also to verify or obtain information on product attribute
suitability, need for change, product placement, etc.
b.
To obtain an index about their market acceptance vis-a-vis competitive

products which can be related to actual performance and guide both the
forecast and marketing strategy.
A pitfall is that an interviewees reactions during interview may be widely divergent

from his/her behaviour at the time of actual purchase.
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vi.
Marketing judgements
There are many occasions where little or no data exist on which to base a forecast
of a product or environmental event, but where the knowledge of the companys
employees can be called upon, or when common sense can be used to forecast
bands of possible results based on some other data. Indeed, this can be further
refined to quantify judgement by building a subjective demand curve. Its accuracy
may be questioned, but its usefulness, in the absence of any constructive alternatives
is underiable.
4. Technological Forecasting
This is useful for forecasts for the comparatively distant future. Indeed, the term
technological forecasting is rather loosely formulated, since it may be used to forecast
not only a technology but also matters of nontechnical interest.
Since it is a forecast of a comparatively distant future, the uncertainty surrounding it is
consequently greater. A technological forecast should therefore not usually be a prediction
of what will happen, but of what is possible and what can be made to happen. It is thus
a guide to catalyse strategic leadership vision rather than an operating methodology.
When technical, it often provides a guide to action on what can be made to happen and
serves as an invaluable aid to a visionary strategic leader and decision-maker in times
of discontinuity.
Defining Strategy and Other Key Terms

The word strategy is derived from the Greek word Strategtia, which was used first
around 400 B.C. This connotes the art and science of directing military forces. The
strategy, according to a survey conducted in 1974 which asked corporate planners to
define what they meant by strategy, includes the determination and evaluation of
alternative paths to an already established mission or objective and eventually, choice
of the alternative to be adopted. Simply put, a strategy outlines how management
plans to achieve its objectives. Strategy is the product of the strategic management
process. Genenrally, when we talk of organisational strategy, it refers to organisations
top level strategy. However, strategies exist at other levels also.
Chandler made a comprehensive analysis of interrelationships among environment,
strategy, and organisational structure. He analysed the history of organisational change
in 70 manufacturing firms in the US. While doing so, Chandler defined strategy as:
The determination of the basic long-term goals and objectives of an enterprise and the
adoption of the courses of action and the allocation of resources necessary for carrying
out these goals. Chandler refers to three aspects:
l
Determination of basic long-term goals and objectives.
adoption of courses of action to achieve these objectives, and
allocation of resources necessary for adopting the courses of action.
Professor Ansoff is a well-known authority in the field of strategic management and

has been a prolific writer for the last four decades. In one of his earlier books, Corporate
Strategy (1965), he explained the concept of strategy as: The common thread among
the organisations activities and product-markets . . . that defines the essential nature
of business that the organisation was or planned to be in future.
Ansoff has stressed on the commonality of approach that exists in diverse organisational
activities including the products and markets that define the current and planned nature
of business.
Andrews belongs to the group of professors at Harvard Business School who were
responsible for developing the subject of business policy and its dissemination through
the case study method. Andrew defines strategy as: The pattern of objectives, purpose,
goals and the major policies and plans for achieving these goals stated in such a way so
as to define what business the company is in or is to be and the kind of company it is or
is to be. This definition refers to the business definition, which is a way of stating the
current and desired future position of company, and the objectives, purposes, goals,
major policies and plans required to take the company from where it is to where it
wants to be.
Another well-known author in the area of strategic management was Glueck, who was
a Distinguished Professor of Management at the University of Georgia till his death in
1980. He defined strategy precisely as: A unified, comprehensive and integrated plan
designed to assure that the basic objectives of the enterprise are achieved. The three
adjectives which Glueck has used to define a plan make the definition quite adequate.
Unified means that the plan joins all the parts of an enterprise together, comprehensive
means it covers all the major aspects of the enterprise, and integrated means that all
parts of the plan are compatible with each other. Michael Porter of the Harvard Business
School has made invaluable contributions to the development of the concept of strategy.
His ideas on competitive advantage, the five-forces model, generic strategies, and value
chain are quite popular. He opines that the core of general management is strategy,
which he elaborates as: ... developing and communicating the companys unique
position, making trade-offs, and forging fit among activities.
Strategic position is based on customers needs, customers accessibility, or the variety
of a companys products and services. A companys unique position relates to choosing
activities that are different from those of the rivals, or to performing similar activities in
different-ways. However, a sustainable strategic position requires a trade-off when
the activities that a firm performs are incompatible. Creation of fit among the different
activities is done to ensure that they relate to each other.
It must be noted that the different approaches referred to above to define strategy
cover nearly a quarter of a century. This is an indication of what a complex concept
strategy is and how various authors have attempted to define it. To put it in another
way, there are as many definitions as there are experts. The same authors may change
the approach they had earlier adopted. Witness what Ansoff said 19 years later in 1984
(his earlier definition is of 1965): Basically, a strategy is a set of decision making rules
for the guidance of organisational behaviour.
We have tried to give you an assortment of definitions out of the many available.
Rather than an assortment, it may be more appropriate to call this section a bouquet of
definitions and explanations of strategy. Each flower (definition) is resplendent by itself
yet contributes synergistically to the overall beauty of the bouquet. The field of strategy
is indeed fascinating, prompting an author to give the title What is Strategy and
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does it matter?to his thought-provoking book, Druckcr goes to the extent of terming
the strategy of an organisation as its theory of the business.
By means of the deeper insight that the authors have developed through years of
experience and thinking, they have attempted to define the concept of strategy with
greater clarity and precision. This comment is valid for most of the concepts in strategic
management since this discipline is in the process of evolution and a uniform terminology
is still evolving.
By combining the above definitions we do not attempt to define strategy in a novel way
but we shall try to analyse all the elements that we have come across. Strategy may be
summarised as follows:
a plan or course of action or a set of decision rules forming pattern or creating a

common thread,
the pattern or common thread related to the organisations activities which are
derived from its policies, objectives and goals,
related to pursuing those activities which move an organisation from its current
position to a desired future state,
concerned with the resources necessary for implementing a plan or following a

course of action, and
connected to the strategic positioning of a firm, making trade-offs between its

different activities, and creating a fit among these activities.
Strategists are individuals who are most responsible for the success or failure of an
organisation. Strategists have various job titles, such as chief executive officer, president,
chairman of the board, executive director, chancellor, dean or entrepreneur. Strategists
differ as much as organisations themselves, and these differences must considered in
the formulation, implementation, and evaluation of strategies. Strategists differ in their
attitudes, values, ethics, willingness to take risks, concern for social responsibility, concern
for profitability, concern for short-run versus long-run aims, and management style.
Some strategists will not consider some types of strategies due to their personal
philosophy.
Mission Statements
Mission statements are enduring statements of purpose that distinguish one business
from other similar firms. A mission statement identifies the scope of a firms operations
in product and market terms. It addresses the basic question that faces all strategists:
What is our Business? A clear mission statement describes the values and priorities
of an organisation. Developing a business mission compels strategists to think about the
nature and scope of present operations and to assess the potential attractiveness of
future markets and activities. A mission statement broadly charts the future direction
of an organisation.
External Opportunities and Threats
Other key terms in our study of strategic management are external opportunities and
external threats. These terms refer to economic, social, political, technological, and
competitive trends and events that could significantly benefit or harm an organisation in
the future. Opportunities and threats are largely beyond the control of a single organisation,
thus the term external. The computer revolution, biotechnology, population shifts,
changing work values and attitudes, space exploration, and increased competition from
foreign companies are examples of opportunities or threats for companies. These types
of changes are creating a different type of consumer and consequently a need for
different types of products, services, and strategies. Other opportunities and threats
may include the passage of a new law, the introduction of a new product by a competitor,
a national catastrophe, or the declining value of the dollar. A competitors strength
could be a threat. Unrest in Latin America, rising interest rates, or the war against
drugs could represent an opportunity or a threat.
A basic tenet of strategic management is that firms need to formulate strategies to take
advantage of external opportunities and to avoid or reduce the impact of external threats.
For this reason, identifying, monitoring, and evaluating external opportunities and threats
is essential for success.
Internal Strengths and Weaknesses

Internal strengths and internal weaknesses are controllable activities within an
organisation that are performed especially well or poorly. Management, marketing,
finance/ accounting, production/operations, research and development, and information
systems activities of a business are areas where internal strengths or weaknesses
arise. The process of identifying and evaluating organisational strengths and weaknesses
in the functional areas of a business is an essential strategic-management activity.
Organisations strive to pursue strategies that capitalise on internal strengths and improve
on internal weaknesses.
Strengths and weaknesses are determined relative to competitors. Relative deficiency
or superiority is important information. Also, strengths and weaknesses can be
determined by elements of being rather than performance. For example, a strength
may involve ownership of natural resources or a historic reputation for quality. Strengths
and weaknesses may be determined relative to a firms own objectives. For example,
high levels of inventory turnover may not be a strength to a firm that seeks never to
stock-out.
Long-term Objectives
Objectives can be defined as specific results that an organisation seeks to achieve in
pursuing its basic mission. Long-term means more than one year. Objectives are essential
for organisational success because they provide direction, aid in evaluation, create
synergy, reveal priorities, allow coordination, and provide a basis for effective planning,
organising, motivating, and controlling activities. Objectives should be challenging,
measurable, consistent, reasonable, and clear. In a multidivisional firm, objectives should
be established for the overall company and for each division.
Annual Objectives
Annual objectives are short-term milestones that organisations must achieve to reach
long-term objectives. Like long-term objectives, annual objectives should be measurable,
quantitative, challenging, realistic, consistent, and prioritised. They should be established
at the corporate, divisional, and functional level in a large organisation. Annual objectives
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should be stated in terms of management, marketing, finance/accounting, production/

operations, research and development, and information systems accomplishments. A
set of annual objectives is needed for each long-term objective. Annual objectives are
especially important in strategy implementation, whereas long -term objectives are
particularly important in strategy formulation. Annual objectives represent the basis for
allocating resources.
Policies
The final key term to be highlighted here is policiesthe means by which annual
objectives will be achieved. Policies include guidelines, rules, and procedures established
to support efforts to achieve stated objectives. Policies are guides to decision making
and address repetitive or recurring situations.
Policies are most often stated in terms of management, marketing, finance/accounting,
production/operations, research and development, and information systems activities.
Policies can be established at the corporate level and apply to an entire organisation, at
the divisional level and apply to a single division, or at the functional level and apply to
particular operational activities or departments. Policies, like annual objectifies, are
especially important in strategy implementation because they outline an organisations
expectations of its employees and managers. Policies allow consistency and coordination
within and between organisational departments.
Chapter 2
Levels and Approaches to Strategic
Decision Making
The definitions of strategy, varied in nature, depth and coverage, offer us a glimpse of
the complexity involved in understanding this daunting, yet interesting and challenging,
concept. In this section, we shall learn about the different levels at which strategy can
be formulated.
Levels of Strategies
The strategic planning process culminates into formulation of strategies for the
organisation. A business strategy must contain well-coordinated action programs aimed
at securing a long-term competitive edge and which should be sustained by the company
(Refer Exhibit 2.1)
Exhibit2.1:LevelsofStrategies
Corporate Level
In an organisation, there are basically three levels. The top level of the organisation
consists of chief executive officer of the company, the board of directors, and
administrative officers. The responsibility of the top management is to keep the
organisation healthy. This implies that their responsibility is to achieve the planned financial
performance of the company in addition to meeting the nonfinancial goals viz. social
responsibility and the organisational image. The issues pertaining to business ethics,
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30
integrity, and social commitment are dealt with, at this level of strategic decisions. The
corporate level strategies translates the orientation of the stakeholders and the society
into the forms of strategies for functional or business levels (Refer Exhibit 2.2).
Corporate Level
of Strategies
Marketing
Strategies
System
Strategies
Reward
System
Strategies
Financial
Strategies
R&D
Strategies
Exhibit2.2:CorporateLevelStrategies
By using portfolio approach, a set of natural and generic strategies are generated that
must be considered by each business group, depending on their position in the industry
attractiveness and competitive strength dimensions. This is the level where vision
statement of the companies emerges. Exhibit 2.3 shows typical levels of strategy-making
in an organisation.
Corporate Level
Sub Business Unit-1

Level
Sub Business Unit-2

Level
Sub Business Unit-3

Level
Operational Level
Exhibit2.3:LevelsofStrategy-Making
Business Level
This level consists of primarily the business managers or managers of Strategic Business
units. Here strategies are about how to meet the competitions in a particular product
market and strategies have to be related to a unit within an organisation. The managers
at this level translate the general statements of direction and intent churned out at
31
corporate level. They identify the most profitable market segment, where they can
excel, keeping in focus the vision of the company. The corporate values, managerial
capabilities, organisational responsibilities, and administrative systems that link strategic
and operational decision-making level at all the levels of hierarchy, encompassing all
business and functional lines of authority in a company are dealt with at this level of
strategy formulation. The managerial style, beliefs, values, ethics, and accepted forms
of behaviour must be congruent with the organisational culture and at this level, these
aspects are diligently taken care of by strategic managers.
Operational Level
Planning alone cannot create massive mobilisation of resources and people and can
never generate high quality of strategic thinking required in complex organisational
context. For this to happen, the planning should be carefully dovetailed and integrated
with significant administrative systems viz. management control, communication,
information management, motivation, rewards etc. It is also vital that all these systems
are supported by organisational structure that define various authority and responsibility
relationships, among various members of the company and specifically at operational
level. The culture of the organisation should be accounted for, and these systems should
find adaptability with the culture of the organisation.
Strategies at
Operational
Level
Strategies at
Operational
Level
Strategies at
Operational
Level
Strategies at
Operational
Level
Strategies at
Operational
Level
Strategies at
Operational
Level
Exhibit2.4: InteractionofVariousFunctions
The managers at this level of product, geographic, and functional areas develop annual
objective and short-term strategies. The strategies are designed in each area of research
and development, finance and accounting, marketing and human relations etc. The
responsibilities also include integrating among administrative systems and organisational
structure and strategic and operational modes and seek for congruency between
managerial infrastructure and the corporate culture. Exhibit 2.4 shows the interaction
of various functions for deciding strategies at the operational level.
Characteristics of Strategic Decisions

The three levels of strategic decision have varying characteristics due to the varying
responsibility and authority at different levels of management functioning (Refer Exhibit
2.5).
32
Characteristic
Corporate Level
Business Unit Level
Nature
Conceptual
Conceptual but
business unit
related
Functional Level
to
Totally operational
Measurability
Non-measurable
Measurable to some extent
Quantifiable
Frequency
Large spans 5-10 years
Periodic
Annually
Adaptability
Poor
Average
High
Character
Innovative and Creative
Action-oriented
Totally action oriented
Risk
High
Moderate
Low
Profit
Large
Moderate
Low
Flexibility
High
Moderate
Low
Time
Long range
Medium range
Short range
Costs Involved
High
Medium
Low
Cooperation needed
High
Medium
Low
Exhibit2.5:CharacteristicsofCorporate,BusinessandFunctionalLevelStrategies
The nature of decisions taken at corporate level give a vision to the organisation. The
decisions taken are visionary in nature and hence are highly subjective. The vision of a
company evolves after a lot of deliberations among the directors who decide that how
their company would be known after a long period of time, say after ten to fifteen
years. The decisions at this level are therefore vital for selecting the directions of growth
of a company. Since it is very difficult to foresee what would happen to a company
after a long period of time, the decision essentially should have built-in flexibility as
these would have far-reaching consequences on the operations of the company. The
decisions at this level also involve greater risks, costs, potential profits etc. The
characteristic strategies at this level may include the following in a typical organisation.
l
Business scope and an expression of competitive leadership.
Identification of product market segments.
Corporate strategic thrusts and planning challenges relevant to the business unit.
Internal security at the business level that includes identification and evaluation
of critical success factors and assessment of competitive position.
Environmental scan at business level and identification of product markets and

industry attractiveness.
Formulation of business strategy is a set of multi-year broad action programmes.
At the functional level, the decisions involve action-oriented operational issues. Essentially
these are short-term type and hence periodically made. They reflect some or all part of
the strategy at corporate level. These decisions are also comparatively of low risk and
involve lower costs as the resources to be used by them are from the organisation
itself. The company as a whole is rarely involved in these decisions. They are more
concrete, clear, simple to implement and do not disturb the ongoing processes of the
company. The decisions at this level are more critically examined, in spite of being less
profitable.
Approaches to Strategic Decision Making

Strategic planning tools have developed enormously over the past 20 years. Such
techniques as the growth/share matrix and the experience curve are in widespread
use, and other planning techniques allow the manager to evaluate the impact of alternative
strategies on the stock price of the corporation. Management consulting firms offer
strategic planning on a commodity basis, and any new M.B.A. comes equipped with at
least one method for developing such plans.
Unfortunately, the tools for implementing strategies have not developed as quickly as
the tools we use for planning. The result of this discrepancyfailed plans and abandoned
planning effortsis all too visible:
A major diversified manufacturer concluded that a steady stream of new products was
the most important factor in improving the stock price, yet the performance measures
and management reports imposed on the division heads stress quarterly profit. As a
result, division managers dont make the long-term investment required for successful
new product development.
A leading consumer goods company committed itself to strategic planning and built a
staff of over 30 planners, many with M.B.A.s, and experience in consulting firms.
Unfortunately, the expected benefits of planning failed to materialise; in less than two
years, the department was disbanded and planning responsibility returned to the operating
units.
Recently, business writers have begun to pay more attention to the problems of strategy
implementation. Corporate culture is now widely acknowledged as an important force
in the success or failure of business ventures; studies of Japanese management practices
point out the effectiveness of participative methods in securing wholehearted
commitment to new strategies at all levels of the organisation.
Despite this interest, three critical questions remain unanswered:
l
How can executives be more effective in putting chosen strategies into action?
How can the planning process be managed so that the strategies which emerge
are realistic/ not only in terms of the market place, but also in terms of the
politics, culture, and competence of the organisation?
Research shows that managers do not analyse opportunities exhaustively before

taking action; rather, they shape strategy through a continuing stream of individual
decisions and actions. How can we reconcile the static academic dogma, First
formulate strategy, then implement it, with the dynamic reality of managerial
work?
To shed some light on these questions, we studied management practice at a number of

companies. We have found that their approaches to strategy implementation can be
categorised into one of five basic descriptions. In each one, the chief executive officer
plays a somewhat different role and uses distinctive methods for developing and
implementing strategies. The approaches differ in a number of other dimensions as
well (see Exhibit 2.6). We have given each description a title to distinguish its main
characteristics.
The first two descriptions represent traditional approaches to implementation.
Here the CEO formulates strategy first, and then thinks about implementation later.
1.
The commander approachThe CEO concentrates on formulating the strategy,

applying rigorous logic and analysis. He either develops the strategy himself or
supervises a team of planners. Once hes satisfied that he has the best strategy,
he passes it along to those who are instructed to make it happen.
33
34
2.
The organisational change approachOnce a strategy has been developed,

the executive puts it into effect by taking such steps as reorganising the company
structure, changing incentive compensation schemes, or hiring personnel.
The next two approaches involve more recent attempts to enhance implementation
by broadening the bases of participation in the planning process:
3.
The collaborative approachRather than develop the strategy in a vacuum,

the CEO enlists the help of his senior managers during the planning process in
order to assure that all the key players will back the final plan.
Fa
Exhibit 2.6: Comparison of Five Approaches
4.
The cultural approachThis is an extension of the collaborative model to involve

people at middle and sometimes lower levels of the organisation. It seeks to
implement strategy through the development of a corporate culture throughout
the organisation.
The final approach begins to answer some of the questions posed above by taking
advantage of managers natural inclination to develop opportunities as they are
encountered. While it has not been widely recognised or studied up to now, we
think it may represent the next major advancement in the art of strategic
management.
5.
The crescive approachIn this approach, the CEO addresses strategy planning
and implementation simultaneously. He is not interested in strategising alone, or
even in leading others through a protracted planning processs. Rather, he tries,
through his statements and actions, to guide his managers into coming forward as
W
or
H
pl
ap
champions of sound strategies. (Since this involves growing strategies from

within the firm, the label comes from the Latin crescere, to grow.)
In these five approaches we see a trend toward the CEO playing an increasingly
indirect and more subtle role in strategy development. We question the recentralisation
of strategy making at headquarters, a trend documented (and encouraged) by some
recent writers. We think, at least for some firms, that this might be a mistake.
Various theories have been suggested about how decisions are made. Let us examine,
these first. Most writers focus on three approaches: rational-analytical, intuitiveemotional, and behavioral-political.
Rational-Analytical Decision Maker

In this model, the decision maker is a unique actor whose behavior is intelligent and
rational. The decision is the choice this actor makes, in full awareness of all available
feasible alternatives, to maximise advantages. The decision maker there to considers
all the alternatives as well as the consequences of all the possible choices, orders these
consequences in the light of a fixed scale of preferences, and chooses the alternative
that procures the maximum gain.
This is the oldest decision theory. It prescribes a rational, conscious, systematic, and
analytical approach. It has been criticised because
1.
The decision maker is often not a unique actor but part of a multiparty decision
situation.
2.
Decision makers are not rational enough or informed enough to consider all
alternatives or know all the consequences. And information is costly.
3.
Decision makers make decisions with more than a maximisation of objectives in

mind. They tend to satisfice, that is, make a decision expected to yield a
satisfactory, as opposed to an optimal, outcome. Besides, the objectives may
change.
So descriptions of actual decision making question the validity of rational

processes.
Intuitive-Emotional Decision Maker

The opposite of the rational decision maker is the intuitive decision maker. This decision
maker prefers habit or experience, gut feeling, reflective thinking, and in-stinct, using
the unconscious mental processes. Intuitive decision makers consider a number of
alternatives and options, simultaneously jumping from one step in analysis or search to
another and back again.
Some who prescribe intuition or judgment as the preferred approach point out that in
many, cases, judgment may lead to better decisions than optimizing tech-niques.
For example, consider sensitivity analysis on a tool such as the economic order quantity
(EOQ). EOQ models suggest that there is an optimal order quantity considering tradeoffs of ordering and holding costs. Yet you can stray far from optimal in most cases
without a very significant impact on total cost differentials. Here, then, judgment
concerning other factors in the decision situation could lead to a better overall decision
about order quantities, rather than holding fast to deciding what the rational model
35
36
prescribes. In fact, the timing of when to implement a decision based on the analysis
may require an intuitive feel for what the data are telling you. In many cases, judgment
such as this might be preferable to relying on the analysis. Recognize, then, that analytical
models are tools to help the decision maker refine judgment.
Those opposed to this approach argue that
1.
It does not effectively use all the tools available to modern decision makers.
2.
The rational approach ensures that adequate attention is given to consequences

of decisions before big mistakes are made.
Political-Behavioral Decision Making

A third point of view suggests that real decision makers must consider a variety of
pressures from other people affected by their decisions. An organisation interacts with
a variety of stakeholders in a series of interdependent exchange relationships. Unions
exchange labor for decent wages and job security. Customers exchange money for
products and services. Owners exchange capital for expected returns on invest-ment.
Suppliers exchange inputs for money and continued business. Government exchanges
protection and economic security for taxes. Even competitors exchange information
with one another through trade associations or other contacts. The list of, agents and
expectations goes on. A stakeholder is any group or individual who can affect or is
affected by the achievement of an organisations purpose.
Each stakeholder gives the organisation something and expects something in return.
To the extent an organisation has a favorable exchange relationship (gets a bit mod
than given) compared with other organisations and stakeholders, it has more power.
More powerful stakeholders have more influence over decisions because the
organisation is more dependent on these stakeholders. A majority stockholder can
have a greater influence on decisions about reinvestment versus dividend payout
than if stock is widely held by many small owners. If the firm is labor-intensive,
more attention may be paid to union leaders demands for better wages than to the
desires of stock-holders for more profit, because the union might shut the firm
down.
Given these realities, decision makers do a juggling act to meet the demands of the
various stakeholders. Through political compromise, they attempt to merge competing
demands so that a coalition of interests emerges that will support the decision.
This mode of decision making is a descriptive theory suggesting that the organisation in
which the decision maker works limits the choices available. Decisions are made when
the several people involved in the process agree that they have found a solution. They
do this by mutual adjustment and negotiation following the rules of the gamethe way
decisions have been made in the organisation in the past. The decision maker must
consider whether the decision outcome can be implemented politically.
A Synthesis on Decision Making

The human being is a mix of the rational and the emotional. The environment is a
mixture of the analysable and of chaotic change and pressures. Strategic
management decisions therefore are made in a typically human way: using the
rational, conscious analysis and intuitive, unconscious gut, in light of political

realities.
As stated earlier, some prescribe that one component or another should be larger.
However, because of individual differences and differences in the stability of the
environment, the amount of the rational versus the intuitive versus the political varies
by the decision maker and the decision situation. In some cases the analytical component
is very large; in others, the emotional set may dominate. For example, Bil Ziff, the
magnate behind the billion dollar Ziff-Davis Publishing Company, sold of much of his
empire because he became more and more bored. He put TV station up for sale
because, he says, they were not a turn on. But as Exhibit. 1.12 suggest the interaction
of the three approaches (shaded area) defines where we think much decision making
probably occurs. We would prefer that the analytical component be larger than the
others. In fact, we prescribe an analytical-rational approach, tempered by realities in
the situation. Thus when you set about to make decisions, you should apply the tools
you learn. But truly rational analysis will also incorporate analysis of the politicalbehavioral and intuitive dimensions in the decision situation. Indeed various techniques
such as dialectic inquiry, devils advocacy, hierarchical analysis, and influence diagrams
have evolved to help managers with these complex and messy problems. These systems
allow managers to recognise and rationally structure the judgmental and political factors
which will undoubtedly influence them.
Analyticalrational
Politicalbehavioral
Intuitiveemotional
Exhibit 2.7: Components of Strategic Decision Processes
Thus a blending of these prescriptive and descriptive approaches helps to better

understand how decision makers operate. And as you assess cases or business problems,
attempt to diagnose the political or emotional realities of the situation in addition to using
the analytical tools at your disposal. The recommendations you make are likely to be
much more meaningful if you do this.
As strategic decision-making is a complex process, it is difficult to perform. It is
incomprehensible; it cannot be analysed and explained easily. Decision-makers are
unable to describe the exact manner in which strategic decisions are made. Like the
working of the human mind, strategic decision-making is fathomless. And rightly so, for
it is based on complex mental processes which are not exposed to the view. While
commenting on the nature of strategic decision-making Henry Mintzberg says that the
key managerial processes are enormously complex and mysterious, drawing on the
vaguest of information and using the least articulated of mental processes. These
37
38
processes seem to be more relational and holistic than ordered and sequential, and
more intuitive than intellectual....
For these reasons, no theoretical model, however painstakingly formulated, can adequately
represent the different dimensions of the process of strategic decision-making. Despite
these limitations, we can still attempt to understand strategic decision-making by
considering some important issues related to it. Six such issues are:
1.
Criteria for decision-making. The process of decision-making requires objectivesetting. These objectives serve as yardsticks to measure the efficiency and
effectiveness of the decision-making process. In this way, objectives serve as
the criteria for decision-making. There are three major viewpoints regarding setting
criteria for decision-making.
(a)
The first is the concept of maximisation. It is based on the thinking of

economists who consider objectives as those attributes which are set at
the highest point. The behaviour of the firm is oriented towards achieving
these objectives and, in the process, maximising its returns.
(b)
The second view is based on the concept of satisficing. This envisages

setting objectives in such a manner that the firm can achieve them realistically
through a process of optimisation.
(c)
The third viewpoint is that of the concept of incrementalism. According to

this view, the behaviour of a firm is complex and the process of decisionmaking, which includes objective-setting, is essentially a continually-evolving
political consensus-building. Through such an approach, the firm moves
towards its objectives in small, logical and incremental steps.
2.
Rationality in decision-making. In the context of strategic decision-making,

rationality means exercising a choice from among various alternative courses of
action in such a way that it may lead to the achievement of the objectives in the
best possible manner. Those economists who support the maximizing criterion
consider a decision to be rational if it leads to profit maximisation. Behaviourists,
who are proponents of the satisfying concept, believe that ratio-nality takes into
account the constraints under which a decision-maker oper-ates. Incrementalists
are of the opinion that the achievement of objectives depends on the bargaining
process between different interested coalition groups existing in an organisation,
and therefore a rational decision-making process should take all these interests
into consideration.
3.
Creativity in decision-making. To be creative, a decision must be original and

different. A creative strategic decision-making process may considerably affect
the search for alternatives where novel and untried means may be looked for and
adopted to achieve objectives in an exceptional manner. Creativity as a trait is
normally associated with individuals and is sought to be developed through
techniques such as brainstorming. One of the attitudinal objectives of a business
policy course it to develop the ability to go beyond and think, which, in other
words, is using creativity in strategic decision-making.
4.
Variability in decision-making. It is a common observation that given an identical

set of conditions two decision-makers may reach totally different conclusions.
This often happens during case discussions too. A case may be analysed differently
by individuals in a group of learners, and, depending on the differing perceptions
of the problem and its solutions, they may arrive at different conclusions. This
happens due to variability in decision-making. It also suggests that every situation
is unique and there are no set formulas that can be applied in strategic decisionmaking.
5.
Person-related factors in decision-making. There are a host of person-related

factors that play a role in decision-making. Some of these are age, education,
intelligence, personal values, cognitive styles, risk-taking ability, and creativity.
Attributes like age, knowledge, intelligence, risk-taking ability, and creativity are
generally supposed to play a positive role in strategic decision-making. A cognitive
style which enables a person to assimilate a lot of information, interrelate complex
variables, and develop an integrated view of the situation is specially helpful in
strategic decision-making. Values, as enduring prescriptive beliefs, are culturespecific and important in matters of social responsibility and business ethics
issues that are important to strategic management.
6.
Individual versus group decision-making. Owing to person-related factors,

there are individual differences among decision-makers. These differences matter
in strategic decision-making. An organisation, as it possesses special
characteristics, operates in a unique environment. Decision-makers who understand an organisation s characteristics and its environment are in advantage
position to undertake strategic decision-making. Individuals such as chief executives
or entrepreneurs play the most important role as strategic decision-makers. But
as organisations become bigger and more complex, and face an increasingly
turbulent environment, individuals come together in groups for the purpose of
strategic decision-making.
Schools of Thought on Strategy Formation

The subject of strategic management is in the midst of an evolutionary process. In the
course of its development, several strands of thinking are emerging which are gradually
leading to a convergence of views. This is a subtle indication of the maturing of this
subject. We now have a wealth of insight into the complexities of strategic behaviour
the observable characteristics of the manner in which, an organisation performs decisionmaking and planning functions with regard to the issues that are of strategic importance
to its survival, growth and profitability. Strategic decision-making is the core of managerial
activity, strategic behaviour is its manifestation, while the outcome is the formation of
strategy.
Here, in this section, we dwell upon the compendium of various perspectives to strategy
formation that have evolved over a period of time. Several persons, among whom are
the doyens in the field of strategy, have contributed to the formulation of these
perspectives. These offer the reader, a meaningful insight into the development of the
concept of strategy. Indeed, Mintzberg and his associates, from whose writings these
perspectives have been adopted here, call them the 10 schools of thought on strategy
formation.
The schools of thought can be classified under three groups as below.
39
40
The Prescriptive Schools

1.
Design school where strategy formation is a process of conception
2.
Planning school where strategy formation is a formal process
3.
Positioning school where strategy formation is an analytical process
The Descriptive Schools

4.
Entrepreneurial school where strategy formation is a visionary process
5.
Cognitive school where strategy formation is a mental process
6.
Learning school where strategy formation is an emergent process
7.
Power school where strategy formation is a negotiation process
8.
Cultural school where strategy formation is a collective process
9.
Environmental school where strategy formation is a reactive process
10.
Configuration school where strategy formation is a process of transformation.
The Integrative School

Given below is a description and explanation of each school of thought.
1.
The design school, which perceives strategy formation as a process of conception

developed mainly in the late 1950s and 60s. Under this school, strategy is seen as
something unique which is in the form of a planned perspective. The CEO as the
main architect guides the process of strategy formation. The process of strategy
formation is simple and informal and based on judgement and thinking. The major
contributors to the design school are Selznick (1957) and Andrews (1965).
2.
The planning school, which perceives strategy formation as a formal process

developed mainly in the 1960s. Under this school, strategy is seen as a plan
divided into substrategies and programmes. The planners play the lead role in
strategy formation. The process of strategy formation is formal and deliberate.
The major contributor to the planning school is Ansoff (1965).
3.
The positioning school, which perceives strategy formation as an analytical

process developed mainly in the 1970s and 80s. Under this school, strategy is
seen as a set of planned generic positions chosen by a firm on the basis of an
analysis of the competition and the industry in which they operate. The lead role
in strategy formation is played by the analysts. The process of strategy formation
is analytical, systematic and deliberate. The major contributors to the positioning
school are Schendel and Hatten (1970s), and Porter (1980s).
4.
The entrepreneurial school, which perceives strategy formation as a visionary

process developed mainly in the 1950s. Under this school, strategy is seen as the
outcome of a personal and unique perspective often aimed at the creation of a
niche. The lead role in strategy formation is played by the entrepreneur/ leader.
The process of strategy formation is intuitive, visionary, and largely deliberate.
The major contributors to the entrepreneurial school are Schumpeter (1950s),
Cole(1959) and several others, most of whom are economists.
5.
The cognitive school, which perceives strategy formation as a mental process,

developed mainly in the 1940s and 50s. Under this school, strategy is seen as an
individual concept that is the outcome of a mental perspective. The lead role in
strategy formation is played by the thinker-philosopher. The process of strategy
formation is mental and emergent. The major contributors to the cog-nitive school
are Simon (1947 and 1957), and March and Simon (1958).
6.
The learning school which perceives strategy formation as an emergent process

has had a legacy from the 1950s through the 1990s. Under this school, strategy
is seen as a pattern that is unique. The lead role is played by the learner within
the organisation whoever that might he. The process of strategy formation is
emergent, informal and messy. The major contributors to the learning school are
Lindblom (1959, 1960), Cyert and March (1963), Weick (1969), Quinn (1980),
Senge (1990), and Prahalad and Hamel (early 1990s).
7.
The power school, which perceives strategy formation as a negotiation process,

developed mainly during the 1970s and 80s. Under this school, strategy is seen
as a political and cooperative process or pattern. The lead role in strategy formation
is played by any person in power (at the micro level) and the whole organisation
(at the macro level). The process of strategy formation is messy. consisting of
conflict, aggression and cooperation. At the micro level the process of strategy
formation is emergent while at the macro level it is deliberate. The major
contributors to the power school are Allison (1971), Pfeffer and Salancik (1978),
and Astley (1984).
8.
The cultural school, which perceives strategy formation as a collective process

developed Mainly in the 1960s. Under this school, strategy is seen as a unique
and collective perspective. The lead role in strategy formation is played by the
collectivity displayed within the organisation. The process of strategy formation
is ideological, constrained, collective and deliberate. The major contributors to
the cultural school are Rhenman and Normann (late 1960s).
9.
The environmental .school, which perceives strategy formation as a reactive

process, developed mainly in the late 1960s and 70s. Under this school, strategy
is seen as something generic occupying a specific position or niche in relation to
the environment. The lead role in strategy formation is played by the environment
as an entity. The process of strategy formation is passive and imposed, and
hence, emergent. The major contributions to the environmental school are Hannan
and Freeman (1977) and contingency theorists like Pugh el. al. (late 1970s).
10.
The configuration school, which perceives strategy formation as a

transformation process developed during the 1960s and 70s. Under this school,
strategy is viewed in relation to a specific context and thus could be in a form
that corresponds to any process visualised under any of the other nine schools.
The lead role may be played by any actor identified in the other nine schools. The
process of strategy formation is inlegrative, episodic and sequential. In addition,
the process could incorporate the elements pointed out under the other nine schools
of thought. The major contributors to the configuration school are Chandler (1962),
Mintzbcrg and Miller (late 1970s), and Miles and Snow (1978).
41
42
Chapter 3
Business policy is a term traditionally associated with the course in business schools
devoted to integrating the educational program of these schools and under-standing
what today is called strategic management. In most businesses in earlier times (and in
many smaller firms today), the focus of the managers job was on todays decisions for
todays world in todays business. That may have been satisfactory then instead of
focusing all their time on today, managers began to see the value of trying to anticipate
the future and to prepare for it. They did this in several ways.
l
They prepared systems and procedures manuals for decisions that must be made
repeatedly. This allowed time for more important decisions and ensured more or
less consistent decisions.
They prepared budgets. They tried to anticipate future sales and flows of funds.
In sum, they created a planning and control system.
Budgeting and control systems helped, but they tended to be based on the status quo
the present business and conditionsand did not by themselves deal well with change.
These systems did provide better financial controls and are still in use. Later variations
included capital budgeting and management-by-objectives systems.
Because of the lack of emphasis on the future in budgeting, long-range planning appeared.
This movement focused on forecasting the future by using economic and technological
tools. Long-range planning tended to be performed primarily by corporate staff groups,
whose reports were forwarded to top management. Sometimes their reports and advice
were heeded (when they were understood and were credible); otherwise, they were
ignored. Since the corporate planners were not the decision makers, long-range planning
had some impact, but not as much as would be expected if top management were
involved. Then, too, they were producing first-generation plans.
First-generation planning means that the firm chooses the most probable appraisal
and diagnosis of the future environment and of its own strengths and weak-nesses.
From this, it evolves the best strategy for a match of the environment and the firma
single plan for the most likely future.
Todays approach is called strategic planning or, more frequently, strategic
management. The board of directors and corporate planners have parts to play in
strategic management. But the starring roles are for the general managers of the
corporation and its major operating divisions. Strategic management focuses on secondgeneration planning, that is, analysis of the business and the preparation of several
scenarios for the future. Contingency strategies are then prepared for each of these
likely future scenarios.
Strategy formulation is the process of establishing a business mission, conducting research
to determine critical external and internal factors, establishing long-term objectives, and
choosing among alternative strategies. Sometimes the strategy formula stage of strategic
43
management is called strategic planning. The difference between strategic planning

and strategic management is that the latter includes strategy implementation and strategy
evaluation.
As illustrated below three basic strategy-formulation activities are conducting research,
integrating intuition with analysis, and making decisions. Conducting research involves
gathering and assimilating information about a given Arms industry and markets. This
process is sometimes called environmental scanning. Internally, research is conducted
to identify key strengths and weaknesses in the functional areas of business. Internal
factors can be determined in a number of ways that include computing ratios, measuring
performance, and comparing to past periods and industry averages. Various types of
surveys can also be developed and administered to examine internal factors such as
employee morale, production efficiency, advertising effectiveness, and customer loyalty.
There are numerous strategic-management techniques that allow strategists to integrate
intuition with analysis in generating and choosing among feasible alternative strategies
Some of these tools are the External Factor Evaluation (EFE) Matrix, the Internal
Factor Evaluation (IFE) Matrix, the Strategic Position and Action Evaluation (SPACE)
Matrix, the Boston Consulting Group (BCG) Matrix, and the Quantitative Strategic
Planning Matrix (QSPM).
Since no organisation has unlimited resources, strategists must make decisions regarding
which alternative strategies will benefit the firm most. Strategy-formulation decisions
commit an organisation to specific products, markets, resources, and technologies over
an extended period of time. Strategies determine long-term competitive advantages.
For better or worse, strategic decisions have enduring effects on an organisation and
major multifunctional consequences. Strategists have the best perspective to fully
understand the ramifications of formulation decisions; they have the authority to commit
the resources necessary for implementation.
STAGES
ACTIVITIES
Strategy
formulation
Conduct
research
Integrate
intuition
with analysis
Make
decisions
Strategy
Implementation
Estabish
annual
objectives
Devise
policies
Allocate
resources
Strategy
evaluation
Review internal and

external factors
Measure
performance
Take
corrective
actions
Exhibit 3.1: Stages and Activities in the Strategic-Management Process
44
Strategy Implementation
Strategy implementation is often called the action stage of strategic management.
Implementing means mobilising employees and managers to put formulated strategies
into action. Three basic strategy-implementation activities are establishing annual
objectives, devising policies, and allocating resources. Often considered to be the most
difficult stage in strategic management, strategy implementation requires personal
discipline, commitment, and sacrifice. Successful strategy implementation hinges upon
managers ability to motivate employees, which is more an art than a science. Strategies
formulated but not implemented serve no useful purpose.
Interpersonal skills are especially critical for successful strategy implementation.
Strategy implementation includes developing strategysupportive budgets, programs,
and cultures, and linking motivation and reward systems to both long-term and annual
objectives. Strategy-implementation activities affect all employees and managers in an
organisation. Every division and department must decide on answers to questions such
as What must we do to implement our part of the organizations strategy? and How
best can we get the job done? The challenge of implementation is to stimulate managers
and employees throughout an organisation to work with pride and enthusiasm toward
achieving stated objectives.
Strategy Evaluation
The final stage in strategic management is strategy evaluation. All strategies are subject
to future modification because external and internal factors are constantly changing.
Three fundamental strategy-evaluation activities are (I) reviewing external and internal
factors that are the bases for current strategies, (2) measuring performance, and (3)
taking corrective actions. Strategy evaluation is needed because success today is no
guarantee of success tomorrow! Success always creates new and different problems;
complacent organisations experience demise.
Strategy formulation, implementation, and evaluation activities occur at three hierarchical
levels in a large diversified organisation: corporate, divisional or strategic business unit,
and functional. By fostering communication and interaction among managers
and employees across hierarchical levels, strategic management helps a firm function
as a competitive team. Most small businesses and some large businesses do not have
divisions or strategic business units, so these organisations have only two hierarchical
levels.
The strategic-management process can best be studied and applied using a model.
Every model represents some kind of process. The framework illustrated below is a
widely accepted, comprehensive model of the strategic-management process. This
model does not guarantee success, but it does represent a clear and practical approach
for formulating, implementing, and evaluating strategies. Relationships among major
components of the strategic-management process are shown in the model. (Exhibit
3.2)
45
"
"$ $ % &
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"$ $ % &
, *) $( +
Exhibit 3.2: A Comprehensive Strategic Management Model
Identifying an organisations existing mission, objectives, and strategies is the logical

starting point for strategic management because a firms present situation and
condition may preclude certain strategies and may even dictate a particular course
of action? Every organisation has a mission, objectives, and strategy, even if
these elements are not consciously designed, written, or communicated. The answer to
where an organisation is going can be determined largely by where an organisation has
been.
The strategic-management process is dynamic and continuous. A change in any one of
the major components in the model can necessitate a change in any or all of the other
components. For instance, a shift in the economy could represent a major opportunity
and require a change in long-term objectives and strategies; or a failure to obtain annual
objectives could require a change in policies; or a major competitor could announce a
change in strategy that requires a change in the firms mission. Therefore,strategy
formulation, implementation, and evaluation activities should be performed on a continual
basis, not just at the end of the year. The strategic-management process never really
ends.
46
Toward
more
formality
and
more
details
Organisation
Toward
less
Fermality
Formality
y and
Fewer
details
Small one-plant compaines

Large compaines
Management styles
Policy maker
Democratic-permissive
Authoratic
Day-to-day operational thinker
Intuitive thinker
Experienced in planning
Inexperienced in planning
Complexity of environment
Stable environment
Turbulent environment
Little competition
Many markets and customers
Single market and customer
Competition severe
Complexity of production processes
Long production lead times
Short production lead times
Capital intensive
Labor intensive
Integrated manufacturing processes
Simple manufacturing processes
High technology
Low technology
Market reaction time for new
Production is short
Market reaction time is long
Nature of problems
Facing new complex, tough problems
having long-range aspects
Facing tough short-range problems
Purpose of planning system
Coordinate division activities
Train managers
Exhibit 3.3: Forces Influencing Design of Strategic Management Systems
The strategic-management process is not as cleanly divided and neatly performed in

practice as the strategic-management model suggests. Strategists do not go through
the process in lockstep fashion. Generally, there is give-and-take among hierarchical
levels of an organisation. Many organisations conduct formal meetings semiannually to
discuss and update the firms mission, opportunities/threats, strengths/weaknesses,
strategies, objectives, policies, and performance. These meetings are commonly held
off-premises and called retreats. The rationale for periodically conducting strategicmanagement meetings away from the work site is to encourage more creativity and
candor among participants. Multidirectional arrows in Exhibit 3.3 illustrate the importance
of good communication and feedback throughout the strategic-management process.
As shown in Exhibit 3.3 a number of different forces affect the formality of strategic
management in organisations. Size of organisation is a key factor: smaller firms are
less formal in performing strategic-management tasks. Other variables that affect
formality are management styles, complexity of environment, complexity of production
processes, nature of problems, and purpose of planning system.
Chapter 4
Roles of Strategists, Mission and
Objectives
Strategists are individuals or groups who are primarily involved in the formulation
implementation, and evaluation of strategy. In a limited sense, all managers are strategists.
There are persons outside the organisation who are also involved in various aspects of
strategic management. They too are referred to as strategists.
The top management function is usually performed by the Chief Executive Officer
(CEO) of the organisation, by whatever name called, in coordination with the Chief
Operating Officer (COO) or President, Vice-Presidents, and divisional and departmental
heads. The top managers are also known as general manager.
Top management especially the CEO is responsible to the board of directors for overall
management of the organisation. The job of the top management is multi-dimensional
and oriented towards the welfare of the total organisation. Though the specific top
management functions may vary from organisation to organisation, one could have a
good idea about it from an analysis of an organisations mission, objectives, strategies
and key activities.
The Chief Executive in most of the companies is called the Managing Director
(Chairman-cum-Managing Director) or President. Where the executive head of the
organisation is the Managing Director or Chairman-cum-Managing Director, the
President is usually in the position of the Chief Operating Officer (COO). The Executive
leader, of a major segment of the organisation such as a division, department or unit is
typically called a general manager.
The Chief Executive Officer (CEO) is a strategist, organisational builder and leader.
The CEO is the principal strategist of his organisation. Although the BODs and other
members of the top management play an important role, the CEO cannot really delegate
all his strategic responsibilities to anyone else. He is in fact a strategic thinker. He is the
person who links the internal world of the corporation with the external world. This role
can be described as the gate keeping role of the CEO; it is both flag flying and
transmitting to and receiving signals from the external environment. It is he who has
both the corporate understanding and the vantage joint perspective which is required to
translate the signals from the outside world. These signals may often be subtle, and not
very perceptible. He has to sow seeds for new thoughts within the organisation and has
to nurture and sustain those which come from outside.
Many CEOs are so involved in the day-to-day operations that they hardly have any
time left for strategic matters, it has been rightly said that routine drives out creativity.
The CEO has to see to it that he is left with sufficient time for strategic responsibilities.
An American Survey indicated that the executives who reached to the top allocated the
largest part of their time to long range planning and policy setting. They even wished
that they had more time for long range planning and human resource management.
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48
While operating within the environment and the resources at hand, the CEO has to build
the organisation. Organisation building is a continuous process involving organisational
change. Some of organisational building responsibility can certainly be delegated but
the CEO, being at the helm of the affairs, has to remain the initiator for experimenting
with new ideas, approaches and systems. He is the key person in the organisation. The
organisational changes should be made gradually and regularly, and not suddenly or
sporadically. It is a human tendency to resist change for a variety of reasons, the main
being uncertainty. It is therefore important to recognise resistance to change prior to
attempting to make organisational changes.
The common reasons for people resisting change are: vested interests, differing
perceptions, misunderstanding and lack of trust, and low tolerance for change. Some
useful ways to deal with resistance are: education and communication, participation
and involvement, and facilitation and support. All these ultimately lead to the creation of
a climate of better confidence.
The CEO is the first among leaders of his organisation. He must have the will to manage.
To manage well a person has to want to manage; he has to really love it. How a Chief
Executive can turn around a company is amply revealed in a case history. An expatriate
was called to India to boost the performance of an Indian subsidiary in the processingmarketing, industry. The company had tremendous goodwill in the market but its
performance was wholly out of alignment with its image. In spite of good products, the
company was not able to do well because of traditional management which was
characterised by lethargy and lack of articulation. The new CEO, who was gentle in his
speech, sensitive to human relations and had charming social manners, was often
perceived by company executives as an academic who had somehow strayed into the
world of business. However, soon after joining his new position, the new CEO started
questioning the current assumptions relating to product strategies, marketing and
distribution. He started the system of target setting and performance appraisal.
It soon became clear that the velvet glove concealed an iron fist. He left nobody in
doubt about his conviction that if the company had to move forward it had to be sensitive
to the environment and regulatory policies, and pull itself up by the organisational boot
straps. He redefined product-market posture and reconstituted product groups into
divisions with profit responsibility, after taking into consideration the technological,
marketing and managerial dimensions which have an impact on performance. He selected
the heads of the new divisions carefully. Planning systems were st:eamlined, targets
regarding sales, cost, profit, product development etc. were developed on the basis of
open discussion and information sharing. Considerable autonomy was devolved upon
the divisional heads with regard to staffing, resource allocation, and marketing strategies.
Many eyebrows were raised about his style of tough-minded behaviour, quite unknown
in the history of the organisation. Within a period of less than two years the organisation
turned the corner and was found attempting for market leadership in the industry.
Mentoring and helping others along the road to success is an important activity of
managers and more so of CEO. The higher a manager gets in an organisation, the more
responsibility he has for such helping activities. It is a characteristic of a really genuine
leader at any level to lift others up, even beyond his own level at every legitimate
opportunity.
Thus, a CEO is simultaneously a strategic thinker, an organisational builder, and a leader.

He is also a spokesman, an innovator, a father figure and a prime decision maker, as
will be borne out in our later discussion.
Top management comprises a team of people, including the CEO, who perform certain
vital tasks. Although there may be differences among writers as to whether people
holding certain positions in a body corporate can be regarded as members of top
management or not, yet there is a good deal of agreement on tasks performed by them.
The tasks performed by the team or group of people who can be regarded as constituting
top management are:
l
Providing direction
Setting vision
Setting standards.
Direction
Top management, undoubtedly, is expected to give direction to the organisation. Should
the organisation continue to produce goods and services provided hitherto?
Should there be a change in products supplied? What are the areas, from which the
organisation should withdraw? What are the new areas into which it should enter?
In a reasonably stable environment these questions are not that relevant. But in a
changing environment there is a need to keep a close watch. Some products/ businesses
which were doing well in recent years may not continue to do so. What should the
organisation do? Disinvest, but what are the new areas into which it could go? Most big
industrial houses have gradually withdrawn from textiles or are in the process of doing
so. These include Birlas, Tatas, Shri Ram Group, Modis. They have entered into new
areas such as chemicals, automobiles, tyres, electronics, reprographics. Who decided
about these? Of course the top management or more specifically top management
team.
Vision Setting
Having given the direction to the organisation, top management team is expected to set
standards for the short run and the long run. What is to be achieved, say 5 to 10 years
from now? What are the targets for the given years?
Can you guess which task is more importantsetting standards for the short run or the
long run? Of course, both are equally important and are interconnected. An overemphasis on the achievement in the short run may mean that the organisation is not
able to initiate action in time for moving into more promising areas in the long run.
Similarly, an overly concern for achievements in the long run may put the organisation,
in difficulty for meeting the short term requirements of cash and other facilities. Evolving
a balanced perspective of the short term and long term interests has been emphasised
in the literature. It is argued that the top management needs to have bifocal glasses
which help it in managing the short term as well as long term interests of the organisation
simultaneously.
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50
Standard Setting
Top management not only sets standards but evaluates the performance of various
units or groups of businesses. Setting standards has no meaning without some system
of control. Developing a system of control is one of the tasks of top management. The
frequency of such exercise on evaluation differs from situation to situation. However,
the evaluation should provide scope for initiating corrective action.
One of the formal ways of having a system of evaluation is provided by Management
by Objectives. In this approach an attempt is made to arrive at an agreement on what
is to be achieved. These targets, then constitute the basis on which evaluation is attempted.
The dimension relating to the managerially derived expectations of the Board of
Directors role seems to be of relatively recent origin. In the last two decades or so,
industrial development has been marked by far-reaching technological changes, leading
to equally fundamental competitive reorientation at the global level. As a result, many
erstwhile great names in industry have been humbled. With such rapidly mounting
changes and uncertainties, the role of BODs has begun to be viewed from much wider
and long-term perspectivebeyond the minimum requirements of law. Probably, upto
the 1970s, the duty of BODs to superintend, control and direct had gone by default.
Stable environment had helped this key role to remain dormant. What arc then the
renewed ramifications of this role at present? These are meant to ensure that:
l
the enterprise continues to remain effective on the standpoint of technology

parameters.
the enterprise continues to achieve healthy market growth in competitive

conditions,
divestment and diversification take place on sound lines.
long-term productivity and quality are never sacrificed at the altar of short-term
profitability.
judicious earnings retention policy is adopted for financing growth, modernisation

etc.
serious and sustained attention is devoted towards building a sound system of

human values and exalted corporate culture.
It is a common observation that BODs function rather passively. Often the members
are selected not because of their knowledge of the specific functioning of the company
which they are supposed to oversee but because of their compatibility, prestige or
esteem in the community. Traditionally, as it happens, the board members arc expected
(or requested) to approve the proposals put forward to them by top management.
Usually, the Chief Executive Officer (CEO) or the group of promoters have a free
reign in choosing the directors and in having them elected by the shareholders. The
CEO or the promoter group may select board members who in their opinion, will not
disturb the companys policies and functioning . The directors so selected often feel
that they should go along with any proposals made by the CEO and his group. Thus, a
strange or somewhat paradoxical situation arises. The board members find themselves
accountable to the very management they are expected to oversee.
Even today, the boards in India, especially in family owned or closely held companies,
are mere figureheads. Over the recent past, however, lending institutions, financial
media and corporate analysts have seriously questioned the role of BODs. The investors
and government in general arc now better aware of the role of BODs. In general, it is
felt that there is a critical lack of responsibility on the part of BODs. Though the
Companies Act throws some light on the powers of BODs and the restrictions placed
on those powers, it does not specify to whom they are responsible and what for. However,
there is a broad agreement that BODs appointed or elected by the shareholders are
expected to:
l
oversee the management of the companys assets
establish or approve the companys mission, objectives, strategy and policies
review management actions and financial performance of the company
hire and fire the principal executive and operating officers of the company.
An important issue in this context is : should BODs merely direct or may they manage
also? Many experts and practicing top managers say that BODs should only oversee
and direct, and never get involved with detailed management. There are others who
feel that, for direction to be realistic and sensible, some in-depth involvement with
details is necessary. The majority view, however, is in favour of directors directing the
affairs of the company and not managing them.
Probably, in the majority of cases in India, the real problem is one of non-involvement
of board membersalmost to the extent of callousnessin enterprise affairs. Especially
in those enterprises which are sick, or are near to this state, it should be clearly decided
whether their BODs will merely direct and feel satisfied, for such enterprises often
lack competent managers at all levels. So, whom would BODs direct? Is there a need,
therefore, for the BODs here to spend more time and manage such enterprises too
for a stipulated period of time?
The board is expected to act with due care. That is they must act with that degree
of diligence, care, and skill which ordinarily prudent men would exercise under similar
circumstances in like positions. If a director or the Board as a whole fails to act with
due care and, as a result,, the company in some way is, harmed, the careless director or
directors may be held personally liable for the harm done.
Further, they may be held personally responsible not only for their own actions but also
for the actions of the company as a whole.
In addition, directors must make certain that the company is managed in accordance
with the laws and regulations of the land. They must also be aware of the needs and
demands of the constituent groups so that they can bring about a judicious balance
between the interests of these diverse groups, while ensuring at the same time that the
company continues to function.
According to Bacon and Brown, a BODs, in terms of strategic management, has three
basic tasks.
l
To initiate and determine: A board can delineate an organisations mission and

specify strategic options to its management.
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l
To evaluate and influence: A board can examine management proposals,

decisions and actions; agree or disagree with them; give advice and offer
suggestions; develop alternatives.
To monitor: By acting through its committees, a board can keep abreast of

developments, both inside and outside the organisation. It can thus bring new
developments to the attention of the management which it might have overlooked.
The members of the board may be having varying commitments to the organisation
in terms of their involvement with the above strategic tasks. The degree of involvement
of the board in the organisations strategic affairs can be viewed as a continuum, ranging
from phantom boards, with no real involvement, to catalyst boards, with a very high
degree of involvement. Expectedly, highly involved boards tend to be very active. They
take their task of initiating, evaluating and influencing, and monitoring seriously and
provide advice to management whenever it is felt necessary and keep them alert . As
depicted in Exhibit 4.1, a catalyst board may be deeply involved in the strategic
management process. The BODs of some public enterprises (e.g., BHEL and HMT)
and some private sector companies with multinational links (e.g., Hindustan Lever and
L&T) have a reputation for their active involvement in strategic affairs. You will see
that the degree of involvement lessens as we move further to the left of the continuum.
The three types of boards towards the left of the continuum can be described as passive
boards. Such boards in general do not initiate or determine strategy. The Board members
interest may be aroused only when a crisis overtakes the company. Very few companies
are fortunate to have catalyst boards or even boards with active participation, The
boards of most of the companies in the private sector will fall in any one of the four
categories on the left side of the continuum.
DEGREE OF INVOLVEMENT IN STRATEGIC MANAGEMENT
Low
HIGH
(passive)
(Active)
Phantom
Rubber Stamp
Minimal Review
Never knows what

to do, if anything,
no degree of
involvement.
Permits officers to
make all decisions.
It votes as the
officers
recommend on
action issues.
Formally reviews
selected issues
that officers bring
to its attention
Nominal
Participation
Involved to a
limited degree in
the performance or
review of selected
key decisions,
indicators, or
programs of
management
Active
Participation
Approves,
questions, and
makes final
decisions on
mission, strategy,
policies, and
objectives. Has an
active board
committees.
Performs fiscal and
management
audits.
Catalyst
Takes the leading
role in establishing
and modifying the
mission,
Objectives,
Strategy, and
policies. It may
have a very active
strategy
committee.
Exhibit 4.1: Board of Directors Continum
A great responsibility lies on the chairman of the BODs. It is he who can ensure that
the board functions effectively. The influential shareholders, financial institutions,
managements of holding companies can also play an important role in this regard.
While a BODs is not expected to involve itself in day-to-day operating decisions, they
are nonetheless expected to consider and give their views on all such matters that have
long-term connotations. In fact, such matters by convention are referred to the board.
These relate to issues such as introduction of a new product, new technology,
collaboration agreements, senior management appointments and major decisions
regarding industrial relations.
The directing function of the board has internal and external components. Internal
component relates to various actions taken by the executives and their implications for
the organisation, including R&D, capital budgeting, new projects, new competitive thrusts,
relationships with financial institutions and banks, foreign collaborators, major customers
and suppliers. External component -relates to identifying broad emerging opportunities
and threats in the environment and feeding them to the management so that strategic
mismatches do not occur. The hoard should see that the organisation always remains
in alignment with the social, economic and political milieu.
It is quite likely that many Chief Executive Officers (CEOs) and some board members
may not want the board to be involved in strategic mailers at more than a superficial
level. The reasons are not far to seek. Many companies may not have an explicit or
well articulated strategy. The management of such companies take strategic decisions
intuitively rather than through a rigorous process of search and analysis. Further, the
managements of some companies do not like outside directors to know enough about
the new strategic decisions or postures. They may perceive the involvement of board
members in strategic decision making as a threat to their power.
Role of Entrepreneurs
According to Drucker, the entrepreneur always searches for change, responds to it
and exploits it as an opportunity. The entrepreneur has been usually considered as the
person who starts a new business, is a venture capitalist, has a high level of achievementmotivation, and is naturally endowed with the qualities of enthusiasm, idealism, sense of
purpose, and independence of thought and action. However, not all of these qualities
are present in all entrepreneurs nor are these found uniformly. An entrepreneur may
also demonstrate these qualities in different measures at different stages of life. Contrary
to the generally accepted view of entrepreneurship, entrepreneurs are not to be found
only in small businesses or new ventures. They are also present in established and
large businesses, in service institutions, and also in the bureaucracy and government.
By their very nature, entrepreneurs play a proactive role in strategic management. As
initiators, they provide a sense of direction to the organisation, and set objectives and
formulate strategies to achieve them. They are major implementers and evaluators of
strategies. The strategic management process adopted by entrepreneurs is generally
not based on a formal system, and usually they play all strategic roles simultaneously.
Strategic decision-making is quick and the entrepreneurs generate a sense of purpose
among their subordinates.
Role of SBU-level Executives

The rationale for organising the structure according to SBUs is to be able to manage a
diversified company as a portfolio of businesses, each business having a clearly defined
product-market segment and a unique strategy. The role that the SBU-level executives
play is, therefore, important in strategic management. SBU-level executives, also known
as either profit-center heads or divisional heads, are considered the chief executives of
a defined business unit for the purpose of strategic management. In practice, however,
the concept of an SBU is adapted to suit traditions, shared facilities and distribution
channels, and manpower constraints. Therefore, an SBU-level executive wields
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considerable authority within the SBU while maintaining co-ordination with the other
SBUs in the organisation.
With regard to strategic management, SBU-level strategy formulation and
implementation are the primary responsibilities of the SBU-level executives. Many
public and private sector companies have adopted the SBU concept in some form or
the other. There are several family-managed groups today who boast of their professfsionally-managed organisation structure. Each of their companies has a chief executive
who... has total responsibility.. and authority over the profit center. There are even
separate management boards to review the performance of each profit center. At
Shriram Fibres, the strategic planning system covered the different businesses ranging
from nylon yarn manufacture to the provision of financial services. Strategic plans
were formulated at the level of each SBU as well as at the corporate level. The corporate
planning department at the bead office coordinated the strategic planning exercise at
the SBU level. Each SBU had its own strategic planning cell.
Role of Consultants
Many organisations which do not have a corporate planning department owing to reasons
like small size, infrequent requirements, financial constraints, and so on, take the help of
external consultants in strategic management. These consultants may be individuals,
academicians or consultancy companies specialising in strategic management activities.
According to the Management Consultants Association of India, management
consultancy is a professional service performed by specially trained and experienced
persons to advise and assist managers and administrators to improve their performance
and effectiveness and that of their organisations. Among the many functions that
management consultants perform, corporate strategy and planning is one of the important
services rendered. The main advantages of hiring consultants are: getting an unbiased
and objective opinion from a knowledgeable outsider, cost-effectiveness,
and the availability of specialists skills. According to a senior consultant of a
large consultancy firm, the trend is that family-owned companies and the public sector
are relying more heavily on consultancy services than the multinationals. There are
many consultancy organisations, large and small, that offer consultancy services in the
area of strategic management in India. Instances of companies seeking the help of
consultants in various strategic exercises such as diversification, restructuring, and so
on, are legion.
It should be noted that consultants do not perform strategic management, they only
assist the organisations and their managers in strategic management by working of
specific time-bound consultancy assignments.
Role of Corporate Planning Staff

David Hussey has enlisted the many and varied principal responsibilities of corporate
planers. Essentially, the corporate-planning staff plays a supporting role in strategic
management. It assists the management in all aspects of strategy formulation,
implementation and evaluation. Besides this, they are responsible for the preparation and
communication of strategic plans, and for conducting special studies and research pertaining
to strategic management. It is important to note that the corporate planning department is
not responsible for strategic management and usually does not initiate the process on its
own. By providing administrative support, it fulfills its functions of assisting the introduction,
working, and maintenance of the strategic management system
Role of Middle-level Managers

The major functions of middle-level managers relate to operational matters and, therefore,
they rarely play an active role in strategic management. They may, at best, be involved
as sounding boards for departmental plans, as implementers of the decisions taken
above, followers of policy guidelines, and passive receivers of communication
about functional strategic plans. As they are basically involved in the implementation
of functional strategies, the middle-level managers are rarely employed for any
other purpose in strategic management This does not, however, preclude the possibility
of using their expertise. Many of the examples that we have provided in the previous
sub-sections show that managers and assistant managers can also contribute to the
generation of ideas, the development of strategic alternatives, the refinement of business,
functional and development plans, target-setting at departmental levels, and for
various other purposes. The importance of the middle management cadres lies in the
fact that they form the catchments areas for developing future strategists for the
organisation.
Role of Executive Assistant

The emergence of executive assistants in the managerial hierarchy is a relatively
recent phenomenon. An executive assistant is a person who assists the chief executive
in the performance of his duties in various ways. These could be: to assist the chief
executive in data collection and analysis, suggesting alternatives where decisions
are required, preparing briefs of various proposals, projects and reports, helping in
public relations and liaison functions, coordinating activities with the internal staff
and outsiders, and acting as a filter for the information coming from different sources.
Among these the most important and what one manager labels the bread and butter
role of EA (executive assistant) could be that of corporate planner. The reason
being that the increasing complexity of business and strategic decision-making has
led to a situation where it is the function of the executive assistant to monitor the
changing context and evolve strutcgics in tundcin with senior management. But in
companies where a corporate planning department exists, this function not assigned
to the executive assistants. Since executive assistants assist the chief executive they
help to optimise their time utilisation. In terms of skills and attitudes, the requirements
for an executive assistant include a generalists orientation, a few years line
experience, exposure to different functional areas, excellent written and oral
communication ability, and a pleasing personality. Generally the qualification required
is an MBA or a CA. The position of an executive assistant offers a unique advantage
to young managers as nowhere else can he or she gain a comprehensive view of the
organisation, which can help in career planning and development, and rapid
advancement to the senior levels of management. We end this chapter on this
encouraging note.
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Mission and Objectives

The two most basic questions faced by corporate-level strategists are, (1) What business
are we in? and (2) Why are we in business?
An answer to the first question requires a consideration of the mission definition, or the
scope of the business activities the firm pursues. The second question involves
establishing objectives to be accomplished. Both questions help define the nature of the
business and provide a framework for analysis, choice, implementation, and evaluation
processes.
Mission and Business

For long-term survival (often viewed as the ultimate objective), most organisations
must legitimise themselves. This is normally done by performing some function which
is valued by society. Of course, some functions are valued more highly than others, and
priorities can change over time. In the United States, professional sports teams are
valued for their entertainment function, and they have become big business.
Organisations which make a net contribution to society are likely to be called Legitimate.
These organisations are likely to be allowed to survive over the long term. Challenges
to legitimacy are not frequent, but once made they can damage survival potential or
limit the scope of action and increase the cost of doing business. For example, over a
dozen of the largest U.S. defense contractors were under investigation in 1985 for cost
and labor mischarges, bribery and kickbacks, defective pricing, and so on. Congress
acted to stop payments on some contracts and made it harder to acquire the more
lucrative contracts because the legitimacy of the action of these firms was called into
question.
Many organisations define the basic reason for their existence in terms of a mission
statement. Such a definition can provide the basic philosophy of what the firm is all
about. It usually emanates from the entrepreneur who founded the firm or from major
strategists in the firms development over time. The mission can be seen as a link
between performing some social function and more specific targets or objectives of the
organization. Thus the mission can be used to legitimize the organisation.
When the mission of a business is carefully defined, it provides a statement to insiders
and outsiders of what the company stands forits purpose, image, and character.
Mission definitions can be so broad as to be meaningless, or they can merely be public
pronouncements of ideals, which few could ever reach. The specificity and breadth of
goal or mission statements are important considerations for strategists. But a good
mission statement focuses around customer needs and utilities. For example, AT&T is
in communications, not telephones; Tenneco is in energy, not just oil and gas; MGM
provides entertainment, not just movies. The customer needs for communication, energy,
or entertainment are not product-specificnor are mission statements. Avon defines
itself as being in the beauty business. The mission of most public universities is to
provide teaching, research, and public service-but many also provide entertainment
(sports teams).
The mission must be clear enough so that it leads to action. Organisations must at some
point establish specific targets to shoot for which will be used as guides for evaluating
progress. NASAs mission in the 1960s was to begin space exploration and land a man
on the moon. Without establishing specific goals to get to along the way, we might be
still waiting for that first small step. So firms also must express their mission and
philosophy by establishing statements about the grand design, quality orientation,
atmosphere of the enterprise, and the firms role in society.
After Roger Smith took over as chairman of General Motors, he moved quickly to
solve some problems at GM and altered its strategy. As part of the process, he distributed
culture cards to be carried in the pockets of executives to remind them of their new
mission. The card reads
The fundamental purpose of General Motors is to provide products and services of
such quality that our customers will receive superior value, our employees and business
partners will share in our success, and our stockholders will receive a sustained, superior
return on their investment.
Other firms consciously (or subconsciously) develop core principles, or norms, which
guide decision making or behavior. These principles serve as mechanisms for selfcontrol to guide managers at all levels of the organisation. Hence, if quick decisions are
needed at lower levels of an organisation, such core principles serve as guides to making
decisions or taking action consistent with the overriding mission and strategy of the
business. These are different from policies in that they are frequently part of the culture,
or ways of doing things, that emerge in the informal organisation.
In practical, everyday decision making, most organisations are not immediately concerned
with questions of continued existence. Survival for most is relatively assured within the
time frame of thinking of those in charge. And the mission tends to become an ideological
position statement which is only occasionally referred to in support of legitimisation. So
what tends to occupy the minds of the molders of organisation purpose are various
objectives to improve performance. However, prescriptively, a mission statement and
core principles ought to serve as guidelines for strategic decisions rather than as a set
of platitudes. Otherwise, short-term thinking can get in the way of the long-term best
interests of the organisation in society.
Business
Part of the mission statement is the definition of the business itself. By this we mean a
description of the products, activities, or functions and markets that the firm presently
pursues. Products (or services) are the outputs of value created by the system to be
sold to customers. Markets can refer to classes or types of customers or geographic
regions where the product and/or service is sold. When we refer to functions, we mean
the technologies or processes used to create and add value. For example, in agriculture
one might plant and grow seeds, harvest crops, mill grain, process grain into various
food products, and distribute or retail the finished product. Each stage adds value and
represents a separate function. Some firms do all the functions while others do a limited
number or only one. Consider a full-service airline versus a no-frills carrier. One operates
full-service ticket counters in airports and downtown locations; the other may ticket on
the plane, offer no interline ticketing, offer few fare options, and so on. The no-frills
airline may use first come-first-serve seating versus ticketing at gates. On board, the
no-frills carrier may not serve food or drink or charge extra for the service. The full-
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line carrier may provide free baggage checking while the no-frill firm charges or provides
no interline baggage connection. Each of these options represents a service or function
configuration. Functions of ticketing, gate operations, on-board service, and baggage
handling can provide options for adding value to services provided.
A good business definition will include a statement of products, markets, and functions.
For example, a business definition for Apple might state the following: We design,
develop, produce, market, and service microprocessor-based personal computers
in United States and foreign countries. In contrast, Tandy might be defined as a
U.S. manufacturer and retailer of consumer electronic equipment. Note that Tandy
performs fewer functions than Apple and is a bit more restricted geographically, but it
has a wider product definition. Westinghouse manufactures, sells, and services
equipment and components which generate, transmit, distribute, utilize, and control
electricity. Note that this definition includes a very broad line: it specifies a locus around
which the products are related but ignores market issues (except for the notion that its
markets involve electricity). In its 1985 Annual Report, Schulumberger asks, What are
our businesses? The answer:
First, we are an oilfield services company, bringing technology to the oil industry anywhere,
anytime. [We are] also an electronics company. We are ready to expand in the
international markets through leadership in electricity, . . electronic payments, . . .
instruments, bringing technology to the utilities, to the aerospace industry, to the banking
community . . .
A good statement of the business definition of the firm should meet certain criteria: it
should be as precise as possible and indicate major components of strategy (products,
markets, and functions). Some go a bit further than this by also indicating how the
mission is to be accomplished.
Defining the mission and business definition is the starting point of strategy analysis. It
answers the question, What business are we in? When performing the initial gap analysis
we find that such a statement indicates where the firms current strategy has been
going up to this point is time and what results might be expected if it continues. From
there, once objectives have been specified and other analyses have been performed,
determinations can be made about whether such a definition can continue successfully,
or must be altered to close gaps. In other words, the strategic management process
starts with the current business definition but proceeds with other questions: What
business should we be in? Who are our customers? How do we serve them? That is,
some conditions might call for a strategic change in products, markets, or functions, or
changes in the way in which that business definition is going to be accomplished
(competitive strategy and policies). For example, long after cars, interstate highways,
and airplanes sent many railroad companies into bankruptcy court, some railroad
companies are reemerging with new corporate identities. The Reading Company, a major
regional railroad established in 1833, now owns only 16 miles of track. Like many former
railroad firms, Reading is now a major real estate operator (even though the Monopoly
game board earns it immortality as a railroad).
A problem many firms find themselves with is that through acquiring a series of
businesses unrelated to their mission or business definition, they become conglomerates,
with little to tie them together other than financial objectives. Many firms have found a
need to return to basic business definitions because they cannot effectively manage the
diversity. It took General Mills longer than most, but after 17 years of trying they finally
sold off their toy division and nonfood lines to get back to the kitchen, which they
knew best about.
Changing the business definition is one of the basic strategy alternatives. But before
strategy determination is made, the other major aspect of strategic gap analysis is a
determination of whether desired objectives will be attained. Analysts must determine
if continuation with the mission and adherence to the business definition will lead to
expected outcomes close to those desired.
What Objectives and Goals Are Pursued?

Objectives are the ends which the organisation seeks to achieve through its existence
and operations. A variety of different objectives are pursued by business organisations.
Some examples include continuity of profits; efficiency (for example, lowes costs);
employee satisfaction and development; quality products or services for customers or
clients; good corporate citizenship and social responsibility; market leadership (for
example, to be first to market with innovations); maximization of dividends or share
prices for stockholders; control over assets; adaptability and flexibility; service to society.
It is important that several points be made about objectives so that you understand their
nature fully. These are as follows:
l
The list just given contains 10 objectives, which is not to suggest that most
organisations pursue 10 objectives or these exact 10. But research clearly
demonstrates that firms have many objectives. All but the simplest organisations
pursue multiple objectives.
Many organisations pursue some objectives in the short run and others in long
run. For example, with respect to the list of 10 objectives, many firms would
view efficiency and employee satisfaction as short-run objectives. They would
probably view profit continuity, service to society, and good corporate citizenship
as long-run objectives. Some other objectives such as adaptability or asset control
may be medium-range objectives. In sum, the objectives pursued are given a
time weighting by strategists.
One of the major dilemmas of corporate-level strategists is the short-term-longterm trade-off decision. With the logic of net present value and the importance of
return on investment, combined with pressures from Wall Street and corporate
rained for good quick profits and cash flows, modern managers have been
pressured town short-term thinking. This kind of thinking also fillers down to the
business level where a desire for quick returns may influence SBU managers.
There appears to be less patience to invest in the future in the United States than
there is in other countries (such as Japan). This lack of patience can have a
severe impact on strategic decision making; and the timing of goal accomplishment
needs careful analysis in this regard
Since there are multiple objectives in the short run at any one time, normally
some of the objectives are weighted more highly than others. The strategists are
responsible for establishing the priorities of the objectives. Priorities are crucial
when resources and time are limited. At such times, trade-offs between profitability
and market share, etc., must be known so that the major objective of the particular
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time is achieved. Thus strategists should establish priorities for each objective
among all the objectives at corporate and SBU levels.
l
There are many ways to measure and define the achievement of each objective.
For example, some objectives can be measured through the use of an efficiency
criterion; others may be measured in terms of effectiveness. Efficiency is the
ratio of inputs to outputs. Effectiveness refers to the degree of achievement of a
goal in relation to some ideal. At times, trade-offs between efficiency and
effectiveness are required. For example, installing pollution-control equipment
may be effective in achieving clean-air goals, but these goals may be achieved at
the expense of a goal of efficient plant operation. At other times, trade-offs of
efficiency goals within units of an organisation are required. This is a basic factor
in suboptimisation. As each subsystem seeks efficiency, the entire system may
lose effectiveness. For example, a credit manager is charged with establishing a
policy to minimise credit losses; a sales manager is asked to maximise sales. If
they both maximise in their own way, conflict is likely. Sales to some classes of
customers will increase credit risk. Trade-offs in the goals of each unit may be
called for. Here, goal priorities of the whole organisation need to take precedence.
In each part of the organisation such goal conflicts are likely and require
resolution. The guidance should come from mission definitions. The
implementation phase of strategic management involves clarifying the
measurement of achievement, of objectives.
There is a difference between official objectives and operative objectives.
Cooperative objectives are ends actually sought by the organisation. They can
be determined by analysing the behavior of the executives in allocating resources.
Official objectives are ends which firms say they seek on official occasions
such as public statements to general audiences. The objectives that count are
those the strategists put their money and time behind. For instance, executives
official goals may focus on providing employees with a quality work environment;
whether operative goals are the same depends on how much money is spent to
improve actual working conditions.
An official goal may be to contribute to social responsibility; yet a firm may fail to
spend money on pollution-control equipment or even fight regulations designed to
prevent acid rain because of the costs involved. Or a firm may state that it
wishes to integrate activities of SBUs to achieve synergy while its organisation
structure grants decentralised autonomy to divisions which prevent this from
happening. Anderson, Clayton & Co. has searched for an acquisition in the food
business for a decade; but analysis suggest its refusal to take on a debt to clinch
a big acquisition really suggests that its operative goal is to not discourage potential
buyers of the firm itself. According to one former officer, they are managing
the company to be sold.
There may be limits to the attainment of some goals. Some firms may try to
maximise shareholder wealth but find that they are constrained by the need for
funds to achieve lower-cost operations to meet competition. Excessive increases
in market share might come at the cost of unpleasant antitrust consequences,
which, in effect, could be counterproductive from a survival perspective. Again,
there are trade-offs among goals which managers must make.

l
Finally, objectives are not strategies. Strategies are means to an end. Note that
expansion was not among the objectives listed. Expansion is one type of strategy
but not an end in itself. In itself, expansion of sales or assets may not improve
performance. But cutting back (retrenchment) in certain areas of the operation
could also be a way to increase efficiency and improve performance. So expansion
and retrenchment are ways in which goals can be achieved, and both can lead to
performance increases (e.g., growth in returns). Not all managers agree with
this distinction, but we believe it is an important one. (This is a problem with
strategic management terminology in general.)
One other issue regarding objectives which has become important to strategists is the
priority attached to objectives relating to social responsibility. Social responsibility is an
ill-defined term, but the basic idea is that the economic functions provided by business
ought to be performed in such a way that other social functions are, at worst, unharmed
and, at best, promoted. Thus businesses are urged to be as concerned with human
rights, environmental protection, equality of opportunity, and the like, as they are with
providing outcomes such as economic efficiency.
Several dilemmas arise. A major problem is how to define socially responsive behavior.
Value systems are so diverse that achieving consensus on this issue is difficult. Equally
problematic is the fact that economic organisations automatically take resources from
organisations in other sectors and often detract from performing other societal functions.
Businesses werent designed to promote public health, safety and welfare (though some
use charitable giving as a marketing ploy). A common example is detrimental health
effects from pollution created by the production of goods. Do we stop producing goods?
Do we increase costs to the extent that other societal goals are adversely affected? For
instance, a completely safe automobile might be so expensive that possible cost increases
to protect human safety become detrimental to economic well-being. Cost-benefit tradeoffs are extremely difficult to make.
In some cases, external threats can be so severe as to call into question the legitimacy
of the mission of the organisation, as in the case of utilities which generate power with
nuclear plants. Policies to deal with these concerns include ignoring the issue, using
public relations campaigns to try to mitigate unfavorable publicity, and altering goal
priorities and changing strategies. Some creative strategists try to turn these kinds of
threats into opportunities. For instance, some coal companies have increased the value
of land originally used for strip-mining by converting the strip mines into recreation
complexes. But these options are not always available. In any case, decision makers
are being urged to increase the priority given to these concerns by some.
On the other hand, businesses are also criticised if they stray too far from their economic
function. For instance, business firms are chastised for creating political action
committees as a means to influence their environment.
While research evidence is mixed, the predominant view is that social responsibility
bears little (positive or negative) relationship to financial performance objectives Clearly,
then, establishing goal priorities and resource allocation requires a consideration of
issues beyond simple economic efficiencies.
Objectives
Why do firms have objectives, and why are they important to strategic management?
There are four reasons.
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Objectives help define the organisation in its environment. Most organisations

need to justify their existence, to legitimise themselves in the eyes of the
government, customers, and society at large. And by stating objectives, they also
attract people who identify with the objectives to work for them. Thus objectives
define the enterprise.
Objectives help in coordinating decisions and decision makers. Stated

objectives direct the attention of employees to desirable standards of behavior. It
may reduce conflict in decision making if all employees know what the objectives
are. Objectives become constraints on decisions.
Objectives provide standards for assessing organisational performance.

Objectives provide the ultimate standard by which the organisation judges itself.
Without objectives, the organisation has no clear basis for evaluating its success.
Objectives are more tangible targets than mission statements. The products
of an organisation or the services it performs (outputs) are probably the most
familiar terms in which people tend to think of objectives or goals. (Its easier to
see Hallmark as a producer of cards and gifts than to imagine the company as
being in the social-expression business.) Output goals may also be thought of
in terms of quality, variety, and the types of customers or clients who are the
intended target. Nonetheless, it may be deceptively easy to link output goals with
mission definitions. For instance, Henry Fords original mission of providing
transportation for the common man was easily seen through the production of
the Model A. But the private hospital offering a large range of services with the
best doctors and equipment may be available to only a few rich clients; it may be
profitable with these services and judged effective by some, but others will argue
that it fails to satisfy a larger mission of equal health care treatment (note the
social responsibility clement here).
Mission and objectives ought to be considered at each stage of the strategic management
process. In the assessment of environmental conditions, expected changes may force
rethinking about goal priorities (e.g., changing government tax regulations may suggest
a different treatment of dividend payout or retained earnings). In an analysis of internal
conditions, a goal of employee welfare might alter perceptions about unionisation. In
choosing alternative strategies, a change in business definition could lead to decisions
to get out of some businesses in favor of others. If a goal of flexibility is desired, the
implementation of a strategy could lead to a new form of organisation structure. So at
each stage of the process, mission, business definition, and objectives should guide
decision-making.
To carry this a bit further and illustrate how objectives relate to the process as a whole,
we consider the gap analysis as outlined in Exhibit 4.2. Point A is the current level of
attainment an enterprise has reached at this time (t1). Point B is the ideal point at which
management would like to see itself at some point in the future (t2). If, as a result of
following the strategic management process, the firm sees itself pursuing the same
strategy with a given set of assumptions about its environment management may believe
it will arrive at point C at t2. The gap of interest which could trigger either strategic
change or goal change is that between B and C. Note that the gap between the
existing state and the desired state is not as important as the gap between the expected
state and the desired state.
Exhibit4.2:GapAnalysisforObjectives
The perception of this gap is important in terms of significance, importance, and

reducibility. With these conditions in mind, note that several basic choices are available,
if the gap is significant, important, and reducib an attempt could be made to alter strategy
so that the expected state (point C) will come closer to the desired state (B). If the gap
is significant and important but no reducible, point B might be altered (e.g., expectations
might be lowered). If the gaps is significant and reducible but not important, once again
point B can be altered. The goal that is sought becomes less critical when compared
with other goals. If the gaps is neither significant, important, nor reducible, no change
will occura stability strategy (continuing past approaches in similar ways) is likely to
be followed.
This is a prescriptive way to examine the analysis of objectives as a component the
strategic management process. But other factors influence the nature of the Perceptions
of these gaps as objectives are formulated.
How Are Mission and Objectives Formulated?

We believe that missions and objectives are formulated by the corporate-level strategists.
But these executives do not make choices in a vacuum. Their choices are affected by
several factors: the realities of the external environment and external power relationships,
the realities of the enterprises resources and internal power relationships, the value
systems and goals of the top executives, and past strategy and development of the
enterprise.
The first factor affecting the formulation of mission and objectives is forces in the
environment. The stakeholders with whom the organisation has an exchange relationship
will present demands or claims (expectations). These can be thought of as constraints
on objectives. The stakeholders may vary, the nature of their constraints (expectations
or claims) can change, and their power vis-a-vis the organization and one another may
change. Taken together, they represent one set of forces within which managerial
objectives must be established. The claims of the most powerful stakeholders will be
met, so long as the entire set of objectives falls within the constraints imposed by the
set of stakeholders.
Suppose that managers want to choose maximisation of sales as an objective. They
may have to modify this objective because of governmental regulations regarding excess
profits, antitrust legislation, consumer labeling, and so on. Trade unions may require
higher-than-market wage rates or fringe benefits which lead to higher costs (possibly
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reducing sales). Competitors may sell other products or services at unrealistically low
prices and spend excessive amounts on advertising. Suppliers may become monopolised
and charge outrageous prices. If the organisation is more dependent on suppliers than
on any other stakeholders, the operative objective may very well be limited by the
availibility and cost of supplies.
So the prudent strategist will ask a variety of questions when establishing mission,
objectives, and strategy: Who are the critical stakeholders? What are our critical
assumptions about each stakeholder? How do stakeholders affect each division,
business, or function at various points in time. And what changes can be expected
among the stakeholder groups in the future?
The second factor affecting the formulation of mission and objectives is the realities of
the enterprises resources and internal power relationships. Larger and more
profitable firms have more resources with which to respond to forces in the environment
than do smaller or poorer firms.
In addition to this, the internal political relationships affect mission and objectives. First,
how much support does management have relative to others in the organisation? Does
the management have the full support of the stockholders? For example, Paul Smucker
has the support of the Smucker family stockholders to emphasize quality as an objective
for his jam and preserves firm. If the management has developed the support of
employees and key employee groups like the professional employees lower and middle
management, then it can set higher objectives that employees will help achieve.
Mission and objectives are also influenced by the power relationships among the
strategists either as individuals or as representatives of units within the organisation.
Thus if there is a difference of opinion on which objectives to seek or the trade-offs
among them, power relationships may help settle the difference.
A final internal factor is the potential power of lower-level participants to withhold
information and ideas. To the extent that this occurs, the evaluation of past goal
attainment and expectations about the future can be affected. For instance, consider
the sales manager who tries to hide the fact that a competitors new product is
starting to hurt sales. This might be an attempt to protect the unit, but it could mislead
top managers regarding future goals and strategies. Or lower-level managers might
decide whether or not to forward a proposal which could lead to goal changes on the
basis of what they think top management is (or is not) ready to accept. Thus the
exercise of this type of informal power can play a role in the selection of objectives.
Mintzberg has advanced a theory about formulation of objectives that combines the
stakeholder forces described earlier with the internal power relationships. He believes
that power plays result from interactions of internal and external coalitions.
External coalition
Internal Coalition
Power Configuration
Dominated
Bureaucratic
The Instrument
Passive
Bureaucratic
The Closed System
Passive
Personalised
The Autocracy
Passive
Ideological
The Missionary
Passive
Professional
The Meritocracy
Divided
Politicised
The Political Arena
Exhibit 4.3: Six Pure Power Configuration Affecting Objectives Formulation

l
The external coalition includes owners, suppliers, unions, and the public. These
groups influence the firm through social norms, specific constraints, pressure
campaigns, direct controls, and membership on the board of directors. Mintzberg
specifies three types of external coalitions, noted in Exhibit 4.3.
The internal coalition includes top management, middle-line managers, operators,

analysts, and support staff. These groups influence the firm through the personnel
control system, the bureaucratic control system, the political system, and the
system of ideology. Mintzberg specifies 5 types of internal coalitions, shown in
Exhibit 4.3.
Mintzberg says that there are six basic power configurations, as shown in Exhibit 4.3 In
the instrument power configuration, one external influence with clear objectives, typically
the owner, is able to strongly influence objectives through the top manager. In a closedsystem power configuration, power to set objectives rests with the top manager, who
sets the objectives. This is also true in the autocracy power configuration. In the missionary
power configuration, objectives are strongly influenced by past ideology and a charismatic
leader. Ideology tends to dictate the objectives. In the meritocracy power configuration,
the objectives are set by a consensus of the members, most of whom are professionals.
Thus the formulation of mission and objectives can be a simple process: the top manager
sets them subject to the environment. Or, more frequently, they are set by a complex
interplay of past and present, internal and external role players.
1
2
3
4
5
6
The third factor affecting the formulation of mission and objectives is the value system
of the top executives. Enterprises with strong value systems or ideologies will attract
Very combative
passive
and retain managersVery
whose
values are similar. These values are essentially set of
Very innovative
innovative
attitudes about what isNogood
or bud, desirable or undesirable. These in turn will influence
Risk-oriented
the perception of theRisk-aversive
advantages and disadvantages of strategic action an the choice of
Qualityobjectives. Exhibit 4.4
Quantity
lists the extremes of six selected values. Lets look at each of
Autocratic
Participative
these to see how they might affect objectives.
Personal goals
Shareholder goals
Exhibit 4.4: Values Toward Various Groups In The Strategic Situation
The following list corresponds to the continuum in Exhibit 4.4. Each dimension is explained
below:
1.
Some executives believe that to be successful a firm must attack in the marketplace. Others believe that you go along to get along.
2.
Some executives believe that to succeed a firm must innovate. Others prefer to
let others make the mistakes first.
3.
Some executives know that to win big, you must take big risks. Others comment,
Risk runs both ways.
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4.
Some executives believe that one becomes successful by producing quality. Others
go for volume.
5.
Some executives believe that one should treat employees in a manner that makes
them know who the boss is. Others believe that cooperation comes from a
participative style.
6.
Some executives believe that they should be primary beneficiaries of corporate

success while others think the business is operated for the benefit of stockholders.
You can see that one set of executives with the set of values on the left would be
inclined to emphasize a different set or different level of objectives than those who
accept the set of values on the right in Exhibit 4.4. For instance, risk-oriented innovators
might see significantly larger gaps between where they want to be and where they
expect to be than risk averters. Managers on the left on number 6 will avoid hostile
takeovers to protect their jobs, even if it comes at the expense of shareholder loss.
Corporate raiders often recognize this, and receive greenmail for their effort.
Prescriptively, from a maximizing decision perspective, these and other kinds of values
ought not be considered when goals are being established. Yet some believe that it is
better to recognize the inevitability of their influence on decision makers. That is, even
if they are not explicitly stated, value assumptions will be implicit in decision premises
and the types and forms of data collected. Consequently, stating these values in the
form of assumptions is one technique recommended to force these values explicitly
into the open, if they are included, the bases upon which decisions are made can be
considered more, rational than if decision makers pretended that these factors dont
exist.
The fourth factor affecting the formulation of mission and objectives is the awareness
by management of the past development of the firm. Management does not begin
from scratch each year. It begins with the most recent mission and objectives. These
may have been set by strong leaders in the past. The leaders consider incremental
changes from the present, given the current environment and current demands of the
conflicting groups. The managers have developed aspiration levels of what the objectives
ought to be in a future period. But by muddling through, they set the current set of
objectives to satisfy as many of the demands and their wishes as they can. The
momentum of the large organisation and its strategies and policies are all current designed
to accomplish the existing mission and objectives. Just us it takes time the turn a large
ship around, it usually takes time to make major corporate changes.
Lets summarise what has been said so far on how mission and objectives an established.
The factors are shown in Exhibit 4.5. Mission and objectives are no the result of
managerial power alone. These result from the managers trying to satisfy the needs of
all groups involved with the enterprise. These coalitions of interest (stockholders,
employees, suppliers, customers, and others) sometimes have conflicting interests. As
the strongest coalition group, managers try to reconcile the conflicts Management cannot
settle them once and for all. Management bargains with the various groups and tries
to produce a set of objectives and a mission which can satisfy the groups at that time.
The goals of these groups are considered in relation to pa goals. This is a very complicated,
largely consensus-building process with no precise beginning or end. And at any given
time, only a few specific goals can be graspe and comprehended by any single executive.
Thus there appears to be a need for son grander vision as expressed by a mission
definition.
Note: Each of these factors represents a set of constraints on the establishment of the priorities
among future objectives. The set of mission and objectives considered at any one time is also limited.
Exhibit 4.5: Factors Influencing the Formulation of Objectives and Mission
Mission and objectives will become a meaningful part of the strategic management
process only if corporate strategists formulate them well and communicate them and
reinforce them throughout the enterprise. The strategic management process will be
successful to the extent that general managers participate in formulating the
mission and objectives and to the extent that these reflect the values of management
and the realities of the organisations situation. These factors also play a role in
strategic choice.
Why Do Mission and Objectives Change?

Although organisations tend toward stability, mission and objectives change over time.
As discussed before, objectives could change on the basis of a rational analysis of a
gap between expected and desired states. That is a normative approach. But what
might lead to the determination of the states themselves? Are there some factors which
would lead to different perceptions regarding the gaps between goals and how the
future goal states might be arrived at?
On the basis of the foregoing discussion of how mission and objectives are formulated,
we can present some descriptive reasons why mission or objectives might change.
l
The aspiration levels of managers could alter goal orientations. They may begin
to extrapolate past achievements and say that the enterprise can do more. Or
they may look at what relevant competitors or other enterprises have achieved
and decide to match or exceed these levels. The arrival of a new CEO from
outside the organisation is the most prevalent condition under which mission and
goals are reconsidered. New managers from the outside who are not tied or
committed to past strategy and ideology are more likely to alter the mission,
objectives, and strategies of an organisation than are new CEOs from the inside.
The mission can change in a crisis. When a firms market disappears, for
example, or its reason for being ceases, a crisis exists. Some firms supplying
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equipment to the oil industry discovered this in 1974 and again in 1982 and 1986.
Faced with an uncertain future, their objectives have begun to focus on flexibility.
When the cure for polio was found, the mission of the National Foundation for
Infantile Paralysis changed. So the attainment of objectives can also lead to a
crisis or new opportunities can create an identity crisis if a firm seeks to take
advantage of them.
l
Demands from coalition groups that make up the enterprise can change.
This often occurs as the membership or leadership of groups changes or as
internal power groups change. For instance, new government or labor leaders or
new competitors can alter the way a business sets its goal-priorities. Similarly, if
the comptroller becomes more powerful internally, the firm might begin to stress
shorter-term financial goals.
Normal life-cycle changes may occur which alter goal orientations. Though the
analogy with humans can be taken too far, there may be changes in objectives or
strategies which naturally occur in the aging process. Of course, organisations
may have more control over the sequencing and timing of these stages than
humans. Yet it is often difficult for an organisation to know what stage it is in.
And were not sure what might precipitate organisational aging or movement.
We do know that commitment to the past may hinder change, and new agents in
coalition groups are likely to hasten it.
These four classes of factorsaspirations, crisis, demands, and developmentcan be

used to predict the likelihood that mission and objectives will remain similar to those of
the past or be subject to redefinition. Thus in considering how mission and objectives
are formulated, we must examine various pressures for stability or change before a
gap analysis can be effectively done.
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Chapter 5
A strategic business unit (SBU) is an operating division of firm which
serves a distinct product-market segment or a well-defined set of
customers or a geographic area. The SBU is given the authority to
make its own strategic decisions within corporate guidelines as long as
it meets corporate objectives.
Generally, SBUs are involved in a single line of business. A complementary cept to the
SBU, valid for the external environment of a company, is a strategic business area
(SBA). It is defined as a distinctive segment of the environment in which the firm does
(or may want to do) business.
A number of SBUs, relevant for different SBAs form a cluster of units under a corporate
umbrella. Each one of the SBUs has its own functional departments, or a few major
functional departments, while common functions arc grouped under the corporate level.
These different levels are illustrated in Exhibit 5.1. Two types of levels are depicted in
this exhibit. One relates to the organisational levels and the other to the strategic levels.
The organisational levels are those of the corporate. SBU and functions! levels. The
strategic levels are those of the corporate. SBU and functional level strategies.
Corporate level strategy is an overarching plan of action covering the various functions
performed by different SBUs. The plan deals with the objectives of the company,
allocation of resources and coordination of the SBUs for optimal perform-ance.
SBU level (or business) strategy is a comprehensive plan providing objectives for SBUs,
allocation of resources among functional areas, and coordination between them for
making an optimal contribution to the achievement of corporate level objectives.
Functional strategy deals with a relatively restricted plan providing objectives for a
specific function, allocation of resources among different operations within that functional
area, and coordination between them for optimal contribution to the achievement of
SBU and corporate-level objectives.
Exhibit5.1:DifferentLevelsofSBUs
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Apart from the three levels at which strategic plans are made, occasionally companies
plan at some other levels too. Firms often set strategies at a level higher than the
corporate level. These are called the societal strategies. Based on a mission statement,
a societal strategy is a generalised view of how the corporation relates itself to society
in terms of a particular need or a set of needs that it strives to fulfill. Corporate-level
strategies could then be based on the societal strategy. Suppose a corporation decides
to provide alternative sources of energy for society at an optimum price and based on
the latest available technology. On the basis of its societal strategy, the corporation has
a number of alternatives with regard to the businesses it can take up. It can either be a
manufacturer of nuclear power reactors, a maker of equipments used for tapping solar
energy, or a builder of windmills, among other alternatives. The choice is wide and
being in one of these diverse fields would still keep the corporation within the limits set
by its societal strategy. Corporate- and business-level strategies derive their rationale
from the societal strategy.
Some strategies are also required to be set at lower levels. One step down the functional
level, a company could set its operations-level strategies. Each functional area could
have a number of operational strategies. These would deal with a highly specific and
narrowly-defined area. For instance, a functional strategy at the marketing level could
be subdivided into sales, distribution, pricing, product and advertising strategies. Activities
in each of the operational areas of marketing, whether sales or advertising, could be
performed in such a way that they contribute to the funclional objectives of the marketing
department. The functional strategy of marketing is interlinked with those of the finance,
production and personnel departments. All these functional strategies operate under
the SBU-level. Different SBU-level strategies are put into action under the corporatelevel strategy which, in turn, is derived from the societal-level strategy of a corporation.
Ideally, a perfect match is envisaged among all strategies at different levels so that a
corporation, its constituent companies, their different SBUs, the functions in each SBU,
and various operational areas in every functional area are synchronised. Perceived in
this manner, an organisation moves ahead towards its objectives and mission like a
well-oiled piece of machinery. Such an ideal, though extremely difficultif not impossible
of attainmentis the intent of strategic management.
Societal strategies are manifest in the form of vision and mission statements, while
functional and operational strategies take the shape of functional and operational
implementation, respectively.
Strategic Management in Multiple-SBU Businesses

In small businesses or in businesses which focus on one product or service line, the
corporate-level strategy serves the whole business. This strategy is implemented at
the next lower level by functional plans and policies. This relationship is illustrated in
Exhibit 5.2.
In conglomerates and multiple-industry firms, the business often inserts a level of
management between the corporate and functional levels. In some firms, these units
are called operating divisions or, more commonly, strategic business units (SBUs). In
these firms, the strategies of these units are guided by the corporate strategies, but they
may differ from one another. This situation operates as shown in Exhibit 5.3.
Each SBU sets its own business strategies to make the best use of its resources (its
strategic advantages) given the environment it faces. The overall corporate strategy
sets the long-term objectives of the firm and the broad constraints and resources within
which the SBU operates. The corporate level will help the SBU define its scope of
operations. It also limits or enhances the SBUs operations by means of the resources
it assigns to the SBU. Thus at the corporate level in multiple-SBU firms, the strategy
focuses on the portfolio of SBUs the firm wishes to put together to accomplish its
objectives.
For example, Mobil Corporation hired a new chief executive with the charge of revitalising
Montgomery Ward, one of its poor-performing SBUs. The SBU is being pared down
and turned into a specialty retailer since it has not been able to compete well as a
general merchandiser. Corporate-level management set goals and has its own strategy
(that of divesting Ward if it doesnt perform); but the SBU has determined its own
strategy for how to redefine its business and compete effectively.
Exhibit 5.2: Relationship of Corporate Strategy and Functional Plans and Policies
atSingle-SBUFirms
Exhibit 5.3: Relationship Among Strategies and Policies and Plans in Firms with
MultipleSBUs.
Some writers make distinctions between corporate strategy, business strategy, and
functional-level strategy, maintaining that corporate strategy focuses on the mission of
the firm, the businesses that it enters or exits, and the mix of SBUs and resource
allocations. Business strategy, then, focuses on how to compete in an industry or strategic
subgroup, and how to achieve competitive advantage. At the functional level, plans and
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policies to be carried out (by marketing, manufacturing, personnel, and so on) are
designed to implement corporate and business strategy to make the firm competitive.
Roger Smith, chairman of GM, has stated, Unless we want to play a perpetual game
of catch-up, we ... have to do more than just meet our competition on a day-to-day
basis. We have to beat them in long-term strategy. Choices about how to compete
should be considered in the decision about whether to exit or enter a business, as our
earlier example about Montgomery Ward illustrated. And the implementation of a
strategy will determine how effectively the choice will be carried out. Hence, we believe
that the process described here can assist in the readers thinking about business and
competitive strategy.
As mentioned before, the model in Exhibit 5.2 is for a single-SBU firm. For a multipleSBU firm the model is adjusted so that the process is conducted at corporate and SBU
levels. The results of these processes feed into one another. However, at both levels,
the process involves appraisal, choice, implementation, and evaluation.
Strategic decision making in multiple-SBU firms involves interrelationships between
corporate-level and business-level planning. As can be seen in Exhibit.54 the corporatelevel executives first determine the overall corporate strategy. They do this after
examining the level of achievement of objectives relative to their SBUs and other
businesses they could enter. Next they assess how the SBUs are doing relative to each
other and potential SBUs. Then they allocate funds to the SBUs and establish policies
and objectives with them.
Exhibit 5.4: A Model of the Strategic Management Process for a Firm with Multiple
SBUs using First-Generation Planning
At this point the SBUs analyse, within the guidelines set by the corporate level, how
they can create the most effective strategy to achieve their objectives.
This model is, of course, a simplified representation. Depending on various organisation
designs, the interrelationships among units and planning processes can be quite complex
in a series of iterative interactions across levels and subunits. Moreover, conflicts

between the corporate level and the SBU level can create problems for both. SBU
managers usually seek greater resource allocations in an attempt to expand their units.
Corporate level, however, may wish to stabilize a unit or use cash flows from one unit
to support another SBU. For example, while the head of the tobacco unit at Philip
Morris in the early 1980s wanted growth in cigarette volume and new-product
development, funds were being used to promote sales of the Miller Brewing acquisition. Discussions between SBUs and corporate level must consider overall goals and
resource needs.
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Chapter 6
Environment - Concept, Components and
Appraisal
Understanding the environmental context of a company is of immense significance.
Successful strategies are the where the company adapts to its environment.
Companies that fail to adapt to their environment are unlikely to survive in the long run,
and tend, like dinosaurs, to disappear.
An example of this type of failure is provided by the near demise of the UK motorcycle
industry, which failed because it did not mount an effective strategic reaction to a major
environmental changenamely the emergence of its Japanese counterpart. Japanese
producers planned and managed their motorcycle industry on an international basis. i.e.
they built factories that were designed to serve the world market rather than just their
domestic market, thus having the advantage of economies of scale. Such a development
was a major competitive innovation to which the UK companies, with their much less
automated production and smaller sales targets, were unable to respond effectively.
Environment would be classfied as follows :
l
Macro environment
Industry environment
Competitive environment
Internal environment
We further classified these individual classes or segments. Thus, for instance, the macro
environment was further classified into:
l
Social factors, e.g. demographic changes
Technological factors
Economic factors, e.g. prime interest rates, consumer price index, etc.
Political factors
The process of environmental analysis presents the strategic planner with a dilemma: if
all those environmental elements that could have some influence on a company are
included, then the analysis becomes extremely complex and unwieldy. Alternatively, if.
in the interest of reducing the level of complexity, certain environmental elements are
omitted, then certain crucial environmental forces may be left out of the analysis. In
practice, deciding upon the appropriate balance between the width of environmental
analysis and its depth is frequently a function of the nature of the industry, and requires
knowledge, experience, and judgement on the part of the strategic planner.
In the discussion to follow, we would adopt a three stage approach to analysing the
environment:
Stage I:
Segmenting the environment
Environment - Concept, Components and Appraisal
Stage II:
Analysing the segments
Slaue III:
Attributing weights to each segment.
Above, we have already segmented the environment. In what follows, we provide

some elaboration of each segment and thereafter analyse it, ending with a discussion of
the method of attributing weight to each segment.
Segmenting Environment and Analysing Environmental

Segments
Macro Environment
Social Factors
Demographic Changes
The decade of the eighties has seen the impact of the post War baby boom generation
throughout The world. The age of the prime workforce and prime consumer population
belonged to this generation, and their tastes and habits influenced the habits and purchasing
choices in the market, on the one hand, and motivated the manufacturing sector, on the
other. Some features of this impact are worth listing.
l
A general increase in the educational level.
A distinct shift in the value system, resulting in discernable cultural dissatisfaction

at the workplace, which in turn affected productivity.
Increase in productivity, even if at a less than expected pace, augmented by

automation.
Simultaneously, changes in the value system and education have brought in their wake
increased employee participation and involvement in decision-making activities. The
growth of the service industry has only height-ened the process. Such changes require
changed operating procedures, shared information services, and shared authority.
A Model of Ethics: Perhaps some of these changes in the social environment may be
systematically viewed somewhat differently, we may approach it through a model of
ethics, as shown in Exhibit 6.1. From the figure, it can be seen that ethics consists
principally of two relationships, indicated by arrows in the figure. A person or organisation
is ethical if these relationships are strong.
Exhibit6.1:ModelofEthics
There are a number of sources that could be used to determine what is right or wrong,
good or bad, moral or immoral behaviour. These include, for instance, the holy books,
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the still small voice that many refer to as conscience. Indeed millions believe that
conscience is a strong guiding force. Others simply see conscience as a developed
response based on the intemalization of social mores. Other sources of ethical guidance
are what psychologists call significant othersour parents, friends, role models,
members of our clubs, associations, codes of ethics for organisations, etc.
Whatever the source, there is general agreement that persons have a responsibility to
avail themselves of the sources of ethical guidance, and individuals should care about
right and wrong rather than just be concerned about what is expedient. The strength of
the relationship between what an individual or an organisation believes to be
moral or correct and what available sources of guidance suggest is morally correct
is Type I ethics.
Type II ethics is the strength of the relationship between what an individual believes
in and the way he behaves. Generally, a person is not considered ethical unless
possessed of both types of ethics.
Social Responsibility
Organisational strategists have great influence over what is right or wrong because
they normally establish policies, develop, the companys mission statement, and so forth.
When a corporation behaves as if it had a conscience, it is said to be socially responsible. Social responsibility is the implied, enforced, or felt obligation of managers,
act-ing in their official capacities, to serve or protect the interests of stakeholder
groups other than themselves.
Business ethics is the application of ethical principles to business relationships
and activities.
Changing values towards social responsibility To understand the social responsibility of
a corporation, it is useful to begin by understanding an organisational constituency.
An organisational constituency is an identifiable group towards which
organizational managers either have or acknowledge a responsibility.
Clearly, every business organisation has a large number of stakeholders, some of whom
are recognised as constituencies and some of whom are not. An organisational
stakeholder is an individual or a group whose interests are affected by
organisational activities. Exhibit 6.2 depicts a typical illustration of organizational
stake-holders, those marked with asterisks being likely to be considered constituencies.
Even though no manager can reasonably consider all stakeholder interests at a time,
some strategists claim to try. The great questions a strategist has to face would go like
this, During an economic downtrend, should employees be afforded continuous
employment even when this is not in the long-term best interest of the owners of the
corporation and does not accord with their preferences? Should managers be concerned
about whether suppliers receive a reasonable profit on items purchased from them or
should management simply buy the best inputs at the lowest price possible? Many
corporate strategists cop out on such questions by simply assuming that the long-term
best interest of the common stakeholders should reign supreme. What happens, however,
when stakeholders have interests that are in conflict? That is when the ethical
considerations
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Exhibit 6.2: The Company Stakeholders
of the strategist become the important deciding factor. Before proceeding any further,
we list some accepted ethical principles and stake-holders in Exhibit 6.3 and 6.4.
Wrong, Unethical, Immoral
Murder
Rape
Lying under oath
Theft
Incest
Severely hurting
someone economically,
psychologically
physically
Violating a trust
Anarchy
Violating laws
Sacrificing the future for today
Right, Ethical, Moral

Giving to the poor or
disadvantaged
Working hard
Gathering knowledge
and wisdom
Repaying obligations
Being truthful
Caring for offspring or
Caring for forebears
Considering the long-term
outcomes of behaviour
Exhibit6.3:AcceptedEthicalPrinciples
An open system is an organisation or an assemblage of things that affects and is

affected by external events, it is now more or less universally recognised that a
corporate organisation is an open system. Indeed, most corporate strategists
recognise the existence of the grapevine or the informal communication system
within and outside an organization.
The open system view involves recognising the relationships between organisations
and their environments, and evaluating those relationships in an intelligent, not necessarily
moral, way. It is not an ethical concept. It is,
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Common shareholders
Preferred shareholders
Trade creditors
Holders of secured debt securities
Past employees
Retirees
Competitors
Neighbours
The immediate community
The national society
The world society
Intermediate (Business)
Customers
Final (consumer) customers
Suppliers
Employees
Corporate management
The organizational strategists themselves
The chief executives
The Board of Directors
Government
Special interest groups
Local government agencies
Exhibit6.4:Stakeholders(PotentialConstituents)
however, clear that the organisation has obligations to other elements of society, some
of which are not spelt out in law or in any other formal way. This is termed social
contract.
The Social Contract

In a sense, organisations and society enter into a contract. This social contract is the
set of written or unwritten rules and assumptions about behaviour patterns among
various elements of society.
Thinking of the social contract from the standpoint of the business or non-business
organisation, organisational strategists should contemplate expected or prescribed relationships with individuals, with government, with other organisations and with society at
large. This is illustrated in Exhibit 6.5.
Society
Government
The
Organisation
Other
organisations
Groups
Individuals
Exhibit.6.5TheSocialContract
Obligations to Individuals
It is through joining organisations that individuals find healthy outlets for their energies.
From the church they expect guidance, ministerial services, and fellowship, and they
devote time and money for its sustenance. From their employers they expect a fair
days pay for a fair days workand perhaps much more. Many expect to be given
time off, usually with pay, to vote, perform jury service, and so forth. Clubs and
associations provide opportunities for fellowship and for community service. To the
extent that these expectations are acknowledged as responsibilities by the organisations
involved, they become part of the social contract.
Obligations to Other Organisations

Organisational strategists must be concerned with relationships involving organisations
of similar kindssuch as competitorsand vastly differing organisations. Commercial
businesses are expected to compete wiih one another on an honourable basis, without
subterfuges or reckless lack of concern for their mutual rights. Charities expect support
from businesses, customer organisations expect to be treated as Customers.
Obligations to Government
Government is the most important party to the social contract. Under the auspices of
the government, companies have licence to do business. They have written patent
rights, trade marks, and so forth. Churches are often incorporated under state laws and
given non-profit status. Many quasi-governmental agencies, such as the Federal
Depository Insurance Corporation, Regional Planning Commission, Levy Boards, have
been allocated special missions by the government. In addition, organisations are expected
to recognise the need for order rather than anarchy and to accept some degree of
government intervention in organisational affairs. The inspection rights of Occupational
Safety and Health Administration function-aries are cases in point.
Obligations to Society in General
Businesses are expected to creatively abide by iaws that are passed for the good of
society. That is, as responsible corporate citisens, businesses should follow the spirit as
well as the letter of the law. This has emerged abundantly sharply in recent cases
where defence against charges of dumping of dangerous waste has tended to lake the
line of its being within legal limits. It is now clear that society considers such pleas
simply unacceptable.
Indeed, views now appear to be veering towards the concept that protecting the public
is simply a matter of managerial self-interest. It is the clear consensus among developed
economies today that corporate strategists must protect other stakeholders, even when
doing so coullicts with managerial self-interest or even the interest of stockholders.
Up to now, we have basically considered the organisations obligations to its stakeholders,
government, and society, arising out of moral and ethical considerations. It is also
important to consider the influence government and society may have on the strategic
posture of the company.
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Government and Its Role

It is convenient to divide the role of government into two categories: government acting
as an aid to business and government acting as impediment to business; although the
government may simultaneously be performing both acts.
Government as Aid to Business
Government as Buyer
Government is frequently a major purchaser of goods and services, and is generally
regarded by business as an excellent customer because it will not default on payment and
also because government purchases, as well as being a mark of approval, are also frequently
relatively large.
Government as Sustainer of R&D

In many industries today the cost of engaging in the R&D necessary for successful
development of new products and processes is frequently beyond the financial capacities
of individual companies. In such circumstances, the government may frequently help
out by providing subsidies or even partially bearing the cost of R&D by directly
participating in joint research. MITI of Japan, particularly in the early days, would be a
case in point.
Government as Provider of Protection
This is usually in the form of provision of subsidies to the threatened industry, through
erection of tariff barriers against foreign products; through imposition of quotas against
foreign goods; and through exercise of preferential procurement practices.
Government as Aid to Controlling Wage Cost
This takes the form of government policies introducing income norms that ease the
difficulties of businesses in meeting wage demands they believe to be excessive.
Government Assistance in Training
Independent of trade and industry, many governments have sponsored training
programmes aimed at raising the skill levels of existing and potential workers.
Occasionally there are also tax reliefs and grants given to companies running their own
training schemes.
Government Assistance in Start-up Business
In many regions of high unemployment, government provides special concessions and
assistance to start up new businesses. A similar situation arises m backward or noindustry areas in developing countries, where special facilities or concessions are given
for setting up new industries.
Government as Provider of New Business Opportunities
Since the eighties, in many Western countries and in some developing countries there
has been a general trend favouring privatization of new industries. This automatically
creates new business opportunity for prospective investors.
Government as Impediment to Business

The development of the web of regulations: Frequently government increases its
intervention in society through legislations and regulations. Often these work to the
detriment of industries, increasing not only costs, but procedural impediments; examples
would be regulations controlling inter-state or inter-country movement of goods and
levy of excise duties on goods produced.
Government as controller of prices: Income policies are also frequently complemented
by price policies, which is generally regarded by industry with some hostility. The major
argument is that this conflicts directly with the influence of market forces on prices.
Government as protector of the environment: Nations around the world are increasingly
becoming aware of the long-term eost of industrial pollution. This has resulted in a
spate of legislations curbing activities believed to be causing pollution. Many industries
resent this as being undue intervention.
Government as guarantor of health and safety at work: This concern for health
and safety of workers manifests itself through various acts of legislation, invariably
resulting in increased cost to the company, and is often resented as undue penalty.
Government as guarantor of equal opportunity: Legislation conforming to equal
opportunity, i.e. equal rights to employment and promotion without regard to sex. age.
race, or religion, has been enacted in most countries in the Western world. This is again
often resented by companies as undue interference and cost-enhancing measures.
Government as defender of competition against monopoly: Governments in many
countries seek to restrict monopoly by legislation in the interest of maintaining competition,
from the social point of view and as protection for small firms. This is often considered
by large companies as a negative step, particularly in the context of globalization when
national monopoly (and hence larger size) is often considered as a prerequisite for
global success. (It may be mentioned that contrary cases abound around the world.)
Government as defender of the rights of consumers: Many Western governments
have enacted legislation to protect the consumer against unscrupulous business practices.
It may involve insistence on honest labelling of goods, contents of advertising,
standardisation of contents in pharmaceutical and food products, and price regulation in
the case of utility companies. The more extensive these laws are, the more hostile
business tends to become towards these.
In view of this ambivalence in government attitude to industries (sometimes beneficial,
sometimes creating impediments), instead of generalizing, it would be useful to see the
role of government in terms of changing participation in strategic decisions. In this, a
distinction must be drawn between political influence and strategic leadership. The key
difference is that the former calls primarily for exercise of political skills on behalf of a
constituency, while the latter, in addition to political skills, requires a clear perception of
the common purposes of an organisation, and of ways of attaining them. It is common
to refer to such perceptions as the vision of the organisations future.
Exhibit 6.6 summarises Ansoffs conception of changing participation in strategic
decisions by different management levels in different types of industries.
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Effects of Society and Culture

Like the environmental effect of government, the social/ cultural effects on products
and services should also be considered somewhat more specifically. This is now done
under a few important heads.
Exhibit6.6:ChangingParticipationinStrategicDecisions
Education: The level, availability and participation rate in education can have major
implications for many products and services. Indeed, the impact of education is being
increasingly felt in most industries.
Health and fitness: Peoples concern for health and fitness has become extremely
important in recent times. This social/cultural change has implications not just for sportsrelated business, but also for how other products and services are promoted, and how
potentially unhealthy products overcome their poor image; for example, the tobacco
industry is a major sponsor of sporting events.
Family size: Family size has been decreasing almost all around the world. This has
implications not just for suppliers of childrens goodsbaby food, prams, clothes, etc.
but also for seemingly unrelated products, such as houses and cars, where design and
size is frequently a function of family need.
Family units: Family units have generally become less stable; there has been an
increase in the level of divorce and increasing tendency of young people to leave home
and live apart form their parents. This has implications for promotion, packaging, etc.
Religion: There has been a decrease in the power of churches and their appeal, especially
to young people. This has had a major influence on such issues as how people spend
their leisure, the types of moral attitudes that are socially acceptable, retail opening
hours.
Geographical mobility: The advent of cheap international travel has greatly increased
scope for international travel both for business and pleasure. It has also greatly increased
peoples knowledge of foreign environments and tended to make goods and services more
cosmopolitan.
Domestic mobility: The development of mass motoring has meant a major social change
not just in recreation but also in retailing. This has been helped by a rise in freezer
ownership. Thus many retailers have moved from down-town sites to out-of-town
shopping centres with good parking facilities. Similar increased ownership of freezers
has tended to change daily necessity shopping to the weekly shopping trip.
The role of women in society: With the great increase in proportion of women working
outside the home and the development of equal opportunity legislation, there has also
been a change both in societys attitude to the role of women as also womens personal
attitude about themselves. Thus there has been a diminution in the domestic role of
women and an increase in their broader role in society. This has found reflection in
their purchasing habits and product choices.
Attitude to work: is evident that there has been a distinct change in workers attitude
to work and the consequent need for strategic change to accommodate it.
Economic Environment
The significant indicators of the economic environment would include:
l
Growth rate in productivity
Rate of inflation
Individual savings rate
R&D expenditure as a percentage of GNP
The key domestic social and economic goals would include:

l
Revitalisation of cities
Cleaner environment
Quality education
Old age security
The key economic environmental problems of recent and current times appear to be:
l
Controlling inflation
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l
Modernising industry
Taking care of energy shortages
Growing international interdependence
National economic factors.

These are now slightly elaborated.
Controlling Inflation
A major long-term political issue in combating inflation is whether high employment
and non-inflationary economic growth can be achieved simultaneously. The continuation
of economic restraint and unemployment to suppress inflation can only lead to further
development of a welfare state and the trend appears to be exactly the opposite the
world over. The inflationary impact of demand expansion policies, however, will require
greater wage-price flexibility, productivity and advance capital investment to ensure
supply availability. Such growth policies would, therefore, require changes in
environmental and other regulatory provisions.
Modernising Industry
To be internationally competitive, industry must seek economies of scale to sustain
comparative advantages in efficiency and productivity. This requires continued capital
investments and the application of technological innovations from research and
development to reduce unit cost and to lead to the introduction of new and more efficient
products and processes.
Living with Energy Shortages
The world economies at large will be living in a world of gradually depleting oil, gas and,
ultimately, coal reserves. This demands special action and incentives for the development
of renewable energy sources such as solar and fusion energy. Until such alternatives
are able to meet future needs , special attention will be necessary to deal with the
interim supply and demand problems, including national energy policies for the
conservation and development of alternative supplies. The problem has been further
complicated by the changed social value system and newly awakened awareness about
pollution and environmental degradation through extensive use of fossil fuel, on the one
hand, and damage to the ecosystem through large dam- or barrage- based hydroelectric
projects, on the other.
Better Labour-management Relationships
The growing complexity and interrelatedness of todays economic problems are likely
to increase pressure for joint labour-management problem solving. A common concern
is developing for increased productivity that may lead to productivity bargaining.
Growing International Interdependence
The rapid increase in movement of goods, people, money, ideas, and problems across
national boundaries is complicating the ability of nations to manage their own economic
affairs without reference to other nations and national interests. Thus the economic
export policies of Japan, for example, have significantly influenced US and Western
steel, auto, radio, and electronics industries. The transfer of Eurodollars to high interest
paying countries can significantly affect exchange rates and corresponding corporate
currency adjustments (often forcing significant accounting losses or gains). The growth
in world trade also causes inflation to spread rapidly from one economy to another.
Less developed countries that control scarce resources such as oil have increased the
abundance of capital at their disposal. Important exporting nations such as Brazil, Korea,
Taiwan, and now the South East Asian countries like Indonesia, Malaysia, Thailand,
and Singapore are becoming industrialised and thus prospective members of the
developed world. Simultaneously a host of less developed countries mostly in Africa
are near bankruptcy. Intervention by international financial Institutions like the
International Monetary Fund or the World Bank are hardly assisting in countering the
trend. Countries with balance-of-payments surpluses are becoming significant world
bankers. Those with balance-of-payments difficulties are being forced into severe
financial difficulties and basic problems of survival.
In sum, because of the influence of global economic events, it is usually inadequate to
consider national economic policies without taking cognizance of the broader global
economic context in which all national economies must exist. This broader economic
context must include an assessment of such fundamental indices as:
l
Performance of the major industrial countries in their

-
Rates of inflation
Real growth rate of GNP
Current account balances
Levels of employment
Interest rates
Such an appraisal should enable a judgement to be made about the general state of
world economy and its stage in the business cycle.
l
Information on and analysis of other global issues such as

-
The economic development and performance of nations
Global efforts at monetary reforms
The behaviour of currency markets
Commodities
Trade talks
Activities of the International Monetary Fund
Activities of the World Bank
Third World indebtedness
The State of the National Economy

The analysis of the global economy can form the eco-nomic context within which the
national economy can be appraised.
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This can be done on a hierarchical basis, as discussed below:

l
The top economic goals of the government are assessed. Information for this
can be obtained from party manifestos, government statements, budget statements,
etc.
The specific policies advocated and implemented to achieve these goals are
studied. The policies fall under the following principal headings:
Fiscal policies: What is the level of government spending and what are its policies on
taxation? For example, is government, through public expenditure, attempting to raise
the level of demand and hence reduce unemployment? Is the governments tax strategy
designed to increase investment or increase public spending power?
Monetary policies: How tightly are monetary measures such as the money supply and
PSBR being constrained?
Inflation policies: What is the governments attitude towards inflation and what does
it believe are its causes? What steps is it taking to influence the level of inflation?
Foreign exchange and balance-of-payments policies: What is the governments
attitude towards stability in the value of the national currency? How do changes in the
value of national currency affect the economy in general and the organization under
analysis in particular?
Unemployment policies: How committed is the govern-ment to full employment, and
what policies does it use to achieve employment goals?
Privatisation policies: How strongly committed to privatisation of nationalized industries
is the government? What is the objective of privatisation: to increase competitiveness,
to raise revenues for the government, or to underpin an ideological theory?
Regional policies: How committed is the government to strong regional policies to
prevent the concentration of industry and commerce in favored locations?
The operation of most of the above indicators can be quantitatively assessed. Once the
impact of the economic segment has been assessed, it can be weighted.
The rate of inflation that prevails can be a significant environmental influence. It is,
however, not enough only to know the rate of inflation; it is also necessary to understand
and appreciate its impact on the workings of a particular company. This is because
inflation tends to act as a tax on current assets and as a subsidy on fixed assets.
Thus, for example, a banker, a financial company, the assets of which are skewed
towards money and other similar products, must earn a return on equity at least as
large as the rate of inflation, otherwise their net worth would be eroded by inflation. In
contrast, a property company, for instance, would find its fixed assets constantly
understated in its balance sheet during inflation, as the realisation on sale would be that
much higher.
Proposals are often heard of for the use of a world currency to replace all national
currencies. Indeed, this appears to be becoming a reality for EEC countries. This may
seem far-fetched, but it is reflective of the fact that the economic facet of the environment
is influenced by worldwide forces. The US and European auto and electronic industries
have been severely impacted by foreign competition, mostly Japanese. Recently, when
it appeared that the oil producers and exporters cartel (OPEC) was about to fall apart,
there was fear that this would result in a number of developing countries defaulting on
their debts to major US banks, with consequent increase in US interest rates. The
recession which began in 1979 was a worldwide phenomenon, and this was also the
case with the recovery which began in 1983. International travel is more feasible than
it has ever been in the past, and more and more companies engage in international
business. Every organisation is affected by worldwide forces.
In short, the economic facet of the environment is a rapidly changing one, but the more
it changes, the more it remains the same. Organisational strategists must still compete
on an economic basis. As long as prices for goods and services are set in free markets,
it will be on the basis of economic variables that an organisation sets its goals and
measures its performance.
Political Environment
In democratic countries, business excesses generated disenchantment and a growing
demand for more humanist goals to equalise income distribution and end poverty and
suffering. Such pressures had caused the trend towards the welfare states in which
the state (a) diverts resources into various welfare projects, (b) establishes compulsory
insurance schemes, e.g na-tional health care, and (c) affects worker motivations to
contribute. Thus, in the USA, rent subsidy, negative income tax, welfare payments, and
a food stamps programme were established to raise the living standard of the poor.
Continued pressure for welfare states will in all probability grow and affect many
nations, organisations and individuals in the following ways:
i.
Total taxes and government spending will increase drastically,
ii.
Worker penalties for welfare recipients will create dysfunctional worker

motivation,
iii.
Any government administration will find it well nigh impossible to reverse the
trend towards greater welfare benefits,
iv.
Resource allocation decisions will increasingly be made on philosophical or political

grounds rather than on economic criteria,
v.
Increased worker taxation on incremental income will encourage worker

absenteeism.
vi.
Government dependence will decrease worker motivation through lack of care

or worry.
This trend may, however, result in business sales stagnation leading to economic and
industrial decline and depression. In short, carried too far and without compatibility
with economic considerations, the welfare state trend would in all probability conflict
with economic progress and viability. Indeed, in more recent times it has already happened
in many countries and the trend towards the welfare state has been reversed.
Perhaps the political environment needs to be looked at from certain other viewpoints
as well. Corporations today spend hundreds of millions of dollars on political contributions
and lobbying. These contributions are some-times designed to support principles that
corporate executives believe are worthwhile for society. More often, however, they
tend to be self-serving. This is evident from the fact that few political contributions are
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made anonymously. The political facet of environment is also con-cerned with the
organisations relationships with government officials and other individuals and groups
who hold political power.
In recent times there has been fear that political action committees (PACs) are likely to
subvert governmental processes by causing elected officials to serve the interests of
those groups that make contributions. Political action committees are tax-favoured
organisations formed by special interest groups to accept contributions and influence
governmental actions. The growth of PACs has afforded an avenue for corporations to
contribute hundreds of millions of dollars to political candidates. The returns received in
the form of subsidies and price support to various industries are also enormous.
While the general public is justifiably concerned about the influence of PACs and other
private organisations on government, most managers express greater concern for the
pervasive involvement of government in business activities. One prominent law school
dean. Thomas Erlieh of Stanford University, complained that the increasing legal
pollution in America unduly constrains business. Not only have laws become more
numerous, but the propensity of citizens to litigate has become greater. Business and
non-business organizations find themselves in a sea of political forces. The organisational
strategist must take account, if not advantage, of these forces.
The decade of the sixties up to the mid-seventies has seen vast expansion in the scope
and detail of government regulation of business decisions, beyond those of the New
Deal era, beyond regulating public utility industry, and beyond temporary periods of
wage and price controls. This regulation has undoubtedly cost US business heavily.
Indeed, the problem is much more severe in the USA than in European countries.
It is now acknowledged by more balanced people in government that the government
appears to be an opponent rather than friend or even neutral force vis-a-vis business
and industry. The government view is of course different; namely that it has to protect
public interest. Indeed, it is suggested that businessmen can serve their political interests
better by looking beyond the very narrow interests of the individual company and offering
some connection between what businessmen want and the broader public interest.
Certainly, the business-government interface is often an abrasive one. The very recent
trend, however, is towards lessening regulation and reducing government interfer-ence
in business and private activities. Incidentally, it is noteworthy the deregulated industries
themselves tend to be the most vehement opponents of deregulation, it is likely that this
opposition arises from a fear of rapid and unmanageable change.
Technological Environment
Technological change results when new ideas are applied to existing problems for the
purpose of economic and social development. As with all economic and social changes,
the acceptance of technological innovations takes a significant period of time, and it is
also a reflection of rapidly increasing environmental turbulence that this time span is
constantly decreasing.
Recent times have seen the development of new products and processes with increasing
frequency. The uncertainties and slow pace of development of technological innovations
make investments on them high risk. The potential pay-off for winning innovations can,
however, be significant and continues to encourage investment in research and

development.
Looking carefully, the competitive advantage of Japan in many industrial and business
areas would be largely attributable to their emphatic and consistent policy on research
and development. Some of the attributable factors would be:
i.
There is a national policy for setting up research and development facilities for
new technologies,
ii.
There are tax and interest incentives for investors in designated technologies.
ii.
Capital is made available for designated technological investments at preferred

interest rales,
iv.
Investment in new technology is readily accepted by employees.
v.
Growth in new technologies has become part of the culture and economic system.
Future developments have a wide range of technologies to draw upon. Predicting new
developments and innovations will be increasingly important. Consider the problem of
depleting oil resources and their increasing costs. Consider the simultaneous awareness
about issues related to pollution control and environmental protection. We are beginning
to see a new emphasis on energy-related technologies that have yet to become
commercial. Consider the following classes of technology:
i.
Nuclear fission (breeder reactors)
ii.
Nuclear fusion
iii.
Synthetic hydrocarbon fuels
iv.
Solar energy
v.
Wind energy.
vi.
Geothermal energy
vii
Hydrostatic, tidal, and ocean current energy
viii.
Temperature gradient energy
ix.
Advanced energy storage and distribution
Today deciding, which of these technologies research and development funds should
be invested in, is a real gamble.
Let us look at the impact of technology on business and industry a little more closely.
With todays modern computers it is possible to obtain strategic information on a realtime basis for the first time in history. Most major merchandises now have point-ofsale electronic accounting systems. When a customer order is checked out at the cash
register, the inventory is immediately updated. An order for a replacement item is
entered if necessary, and the impact on sales, profitability, and other strategic variables
immediately calculated. In this final analysis, as unsettling as many of the advances is
that most of these result in the production of goods and services at lower cost
both in terms of time and materials. If economic endeavour has a single goal, this has to
be it.
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Organisational strategists who ignore technological changes do so at their peril.

Manufacturers of mechanical adding machines, large propeller driven aircraft, or plasticreinforced automobile safety glass will find almost no market today.
Three possible effects, of technological change are easily discernible:
l
It can change relative competitive positions within a given business.
It can create new markets and new business segments.
It can collapse or merge previously independent businesses by reducing or

eliminating their segment cost barriers.
In any event, when technology advances, all participants in the respective business
segments are affected. To survive today companies must continually innovate. This is
not because of some external force which has imposed upon the world a new and
fearsome order of things, but because technological improvement is possible. When
improvement is possible in a free economy, someone will attempt it. The company or
person who does, and succeeds in producing a better product at the same cost or a
cheaper version of the same product, will be able to dominate the market place.
Companies that do not, will be driven from the economic scene. Even when competitors
make appropriate but delayed technological response, lost market shares may not be
regained.
Although it is difficult to measure, except with hind-sight, the importance of technological
change to an industry, two measures that may give reasonable indication are
suggested:
l
The amount the industry spends on R&D. This could either be an absolute
amount or it could be a relative measure such as R&D expenditure as a
proportion of sales. The latter basis is increasingly becoming the more standard
practice.
The PIMS measure of innovation. This measure defines the level of innovation
as the proportion of revenues that accrue from products that have been introduced
during the past three years. This measure is good indication of the relative
importance to the industry of new products.
When the analysis of the technological environment has been completed, the threats
and opportunities that prevail should be weighed.
Industry Environment
To analyse industrial environment we should begin by understanding its purpuse. The
purpose of studying industrial environment or analysing industry structure is to gain an
understanding of the competitive relationships among groups of firms that compete for
a specific market. The first step is a broad analysis of industry environment. This is
illustrated in Exhibit 6.7.
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Industry trends
Market size/age
Industry
attractiveness
Competition
number/size/
power
Rules of the game

Intensity/strategy/profits
Exhibit6.7:IndustryStructure
A slight elaboration of the factors may be helpful.

Market size/age: Is the market relatively small or large, and can it be broadly
characterised by its stage of development (start-up, emerging, growth, maturing,
declining)?
Number of competitors: What is the level of competition for the market? Are there
many small rivals or a few large, dominant ones? Also, how easy is it for new players
to enter the industry? Some industries are easy to enter, others difficult.
The rules of the game: How do firms compete in this market? Do they compete on
price, quality, technology, service, etc? What is the average level of profitability? Is it a
profitable market or is it a high volume, low margin field? As an industry matures there
is usually a movement towards the cost advantage of economies of scale. When there
is a major change in the cost or profit structure, competition will tend to intensify, as, for
instance, if price cutting strategies are used.
Industry trends/driving forces: What are the industry trends and how rapidly do they
change? Is the industry growing and innovative or stable and slow to change? The rate
of market growth is a critical factor because it influences the equilibrium between
demand and supply. In a slow-growth industry, competition tends to increase because
any growth must be taken from a rivals share.
Industry attractiveness: The overall attractiveness of an industry is determined by
the interaction of these key structural forces. The higher the rate of growth and the
weaker the competition, the more attractive the industry.
Techniques of Industry Structure Analysis

The initial analysis of industry structure provides a map of the competitive environment.
The strategist also needs to anticipate future trends: new developments that may change
the existing structure.
There are several techniques that may be employed to identify the underlying competitive
alignment and the major players. Below, We briefly discuss two such.
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Structural Mapping
One method that may be used to examine industry structure is termed structural group
mapping. The map is developed by plotting competing firms on two industry dimensions;
for example, product quality versus distribution channels. To give an added dimension
of strategic input, the area of each circle representing a company may be made
proportional to its market share. When these two-dimensional plottings are stretched
together, the dominant strategy of each competitor and its effectiveness shows up quite
distinctly.
Competitive Arena Mapping
A second industry analysis technique is termed competitive arena mapping. The total
market segment is diagrammed around customer needs and product offerings. This
map of the information-communication arena allows the strategist to examine all the
likely moves by key players and to anticipate possible changes in competitive forces.
By highlighting the largest markets, it is possible to visually portray the strategy and
direction of key competitors, such mapping of the information-communication arena is
shown in Exhibit 6.8. It will be seen from this illustration that competitors from all
directions are converging on the growing microcomputers and office-automation
markets.
What is more important is the sure indication of increased competition in the future
from giants converging on the attractive markets, and therefore this advance information
enables a choice to be made of the suitable strategic response.
Strategic Group Analysis

The problem that the strategic analyst will face is conceiving of the nature of competition
that the organisation faces. In particular, who are the most direct competitors and on
what basis is competition likely. Given this understanding it is then possible to gauge the
extent to which strategy is appropriate in the competitive circumstances. One problem
here is that the idea of the industry is not particularly helpful. The boundaries of an
industry can be very unclear and may not provide any precise delineation of competition.
In a given industry there may be many companies each with different interests and
competing on different bases. There is a need for some intermediate mapping of the
basis of competition between the individual firm and the industrial level.
Strategic group analysis is one means of providing this intermediate level of analysis.
The idea is to identify more finely defined groupings of organisations so that each
grouping represents those with similar strategic characteristics, following similar strategies
or competing on similar bases. Porter argues that such groups can usually be identified
using two, or perhaps three, sets of key characteristics as a basis of competition. It is
useful to consider the extent to which organisations differ in terms of such characteristics
and also show similarities. Some examples of such characteristics would be:
l
extent of product (or service) diversity;
extent of geographic coverage;
number of market segments served;
distribution channels used;

l
extent (number) of branding;
marketing effort (e.g. advertising spread, size of sales force, etc.);
extent of vertical integration;
product or service quality;
technological leadership (a leader or follower);
Exhibit 6.8: Competitive Arena Map

l
R&D capability (extent of innovation in product or process);
cost position (e.g. extent of investment in cost reduction)
utilisation of capacity;
pricing policy;
level of gearing;
ownership structure (separate company or relationship with parent);
relationship to interest groups (e.g. government, the city);
size of organisation.
This sort of analysis is useful for all organizations that seek to understand competition.
What the analyst is looking for is to establish which characteristics most differentiate
firms or groupings of firms from one another. Moreover, it is likely to yield a better
understanding of the competitive characteristics of competitors. It also allows the analyst
to ask how likely or possible it is for the organization to move from one strategic group
to another. Mobility between groups is of course a matter of considering the extent to
which there are real barriers to entry between one group and another in terms of how
they compete.
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We discuss here two models for strategy formulation in which industry and industrial
environment analysis plays a key role.
The BCG Growth/Share Matrix

One of the most widely used portfolio approaches to corporate strategic analysis has
been the growth/share matrix pioneered by the Boston Consulting Group and illustrated
in Exhibit 6.9.
Question
mark
Low
High
Market growth rate
Stars
Net users
of resources
Net suppliers
of resources
Cash Cows
High
Harvested
or
liquidated
Dogs
Low
Relative competitive position
Exhibit 6.9: BCG Growth/Share Matrix
The BCG matrix facilitates strategic analysis of likely generators and optimum users
of corporate resources. Market growth rate is the projected rate of sales growth for
the market to be served by a particular business. Market growth rate provides an
indicator of the relative attractiveness of the market served by each of the businesses
in the corporations portfolio. The relative competitive position is usually expressed as
the ratio of a business market share divided by the market share of the largest competitor
in the market. Each business unit can also be represented as a circle in the matrix. The
size of the circle represents the proportion of corporate revenue generated by that
business unit. This provides visualisation of the current importance of each business as
a revenue generator.
Market growth rate is frequently separated into high and Mow areas by an arbitrary
10 percent growth line. The relative competitive position is usually divided as a relative
market share between 1.0 and 1.5 so that a high position signifies market leadership.
Once plotted, business units will be in one of the four cells with differing implications
for their role in an overall corporate-level strategy.
The GE-Mckinsey Nine-cell Planning Grid (Directional

Policy Matrix)
General Electric, assisted by McKinsey, developed a strategic planning grid which
attempted to correct some of the limitations of the BCG matrix approach. The grid is
illustrated in Exhibit 6.10.
First the GE grid uses multiple factors to assess industry attractiveness and business
strength, rather than the single measures (market share and market growth, respectively)
employed by the BCG matrix. Second, GE expanded the matrix from four cells to nine,
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replacing the high/low axis with a high/medium/low one to draw finer distinctions
between business portfolio positions.
To determine which axis a business unit falls under, the companys business unit is
rated on multiple sets of strategic factors within each axis of the grid.
Competitive Environment
The best method for carrying out a study of the competitive environment is through a
structural analysis. Exhibit 6.11 provides a model.
Competitive Advantage Analysis

The choice of competitive strategy is determined first by the long-term profitability of
an industry, an essential ingredient in predicting the profitability of the firm, and second,
its relative competitive position within an industry. Hoffer and Schendel have suggested
four steps for analysis of these factors.
Exhibit6.10:GeneralElectric/McKinseyNine-CellPlanningGrid
Potential Entrants
Threat of
entrants
Suppliers
Bargaining
Power
Buyers
Competitive
Rivalry
Bargaining
Power
Threat of
substitutes
Substitutes
Exhibit 6.11: A Model for Structural Analysis of the Competitive Environment
96
i.
Develop an internal analysis profile of the organisations principal resources and

skills in several broad areas such as financial, marketing, organisational, production,
human resources, and technologi-cal.
ii.
Determine the key success requirements of the product/market segments in

which the organisation competes.
iii.
Compare the internal profile to the key success requirements to determine the
major strengths on which an effective strategy can be based, and the major
weaknesses to be overcome.
iv.
Compare the organisations strengths and weaknesses with those of its major
competitors to identify which key policies are sufficient to yield a competitive
advantage in the market place.
Perhaps the idea of competitive advantage requires some elucidation. A competitive

advantage is a position that offers an opportunity for higher profits in relation to
competitors by:
l
Differentiating products from competition.
Concentrating on specific market segments.
Focusing on production or distribution channels.
Using selective price/cost structures.
Whatever the method used, the objective is to establish a distinct, favourable

differentiation from rival firms.
This, however, raises a basic strategic issue: how can we strengthen our competitive
position in relation to competitors?
Four basic managerial issues have been suggested:
i.
The ability to understand competitive interaction as a complete dynamic

system, including competitors, customers, money, people, and resources. In other
words, how does the firm compete in each of its basic businesses or product
groups?
ii.
The ability to use this understanding to predict the consequences of a given

intervention in that system. In effect, how does the firm respond to changing
conditions? How will it take advantage of new opportunities, reduce competitive
threats, and strengthen the firms own competitiveness?
iii.
The availability of uncommitted resources that can be dedicated to different

uses and purposes in the current circumstances.
iv.
The willingness to deliberately act to make the commitment. Integrating the

activities of various divisions, products, and functions into a committed corporate
culture and strategy.
The purpose of strategy is to maintain or gain a position of advantage in relation to

competitors. An advantage is gained by seizing opportunities in the environment so that
the organisation can capitalise upon its areas of strength. The ability of firms to identify
and capitalise on the underlying industry structure varies tremendously. Most industries
are characterized by one or more profitable leader, a group of smaller, more focused
competitors, and a large number of firms holding in the mid-ranges with lower
performances. This pattern emerges clearly when comparing sales volume with
profitability. Large firms tend to dominate industry by achieving economies of scale,
with resulting cost advantages. Smaller firms main-tain a high profit with lower volume
by focusing on a specialized market segment.
Mid-range firms remain at the bottom, being unable to realize competitive advantage.
Being unable to take advantage of economies of scale and not having adopted the
focusing strategy, they are stuck in the middle.
Competitive analysis provides the framework for diagnosing strategic forces in the
environment. It can help prioritize strengths and weaknesses, and locate possible
vulnerabilities of rivals: a strategic window of opportu-nities that the strategist may be
able to exploit. Competitive analysis should be an ongoing process if strategy formulation
is to be effective. The strategy maker must identify the key success requirements for
each industry situation.
The strategic window concept refers to the timing of marketing opportunities. It is
easier to enter when the window opens and difficult to do so after it closes. Thus IBM
missed the laptop PC market window, the opportunity being taken by Zeniths Z-181.
By the time the IBM laptop PC came to the market, the window was closed.
The important and related aspects of timing and when require reference at this
point. While discussing the concept of strategic windows, we referred to the failure of
the IBM laptop PC as against Zeniths Z 181. It is not as if IBM lacked the resources
or key success requirements, nor was there any error in choosing the field of
diversification. What was missing, however, was an adequate strategic concept about
the timing of the move. In all strategic decisions, it is not enough only to look at
opportunities and strengths. The third and critical element of successful crafting of
strategy is choosing the time element correctly.
The Marketing Segment

The marketing segment falls somewhere between the industry and competitive segments.
Because of its significance and importance, it is being considered under a separate
heading.
The following environmental indicators are usually considered to be the fundamental
determinants of the demand for goods and services:
l
The size and affluence of the market: A primary determinant of demand is the
absolute size and affluence of the market for the product. The size and the
affluence of the market have led to globalisation, and most global companies
seeking roles in the US market. The factor of size has also been instrumental in
the development of a single European market.
The trends in the market: Within all markets there are other indicators and
trends that are of great significance when considering the potential of the market.
Among the more important are the following:
Total population trends: growing, static, or declining?
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l
Trends in segments of the population: products largely tend not to be targeted

at the whole population but rather at particular segments. It is, therefore,
important to know how the different target segments are changing.
Income trends: e.g. is the level of income in the population increasing, decreasing
or static, and how is the distribution of income among the various segments
chang-ing?
Stage in industry/product life cycle: from the perspective of environmental

assessment it. is important for managers to be informed about the stage at which
their industry is in its life cycle.
Market Identification
At this stage the company attempts to identify in its environment market opportunities
that it may be able to successfully exploit. This is when marketing research is undertaken
in order to ascertain the extent and nature of opportunities, and to assess the companys
internal ability to exploit them. At this stage there is general lack of detail in the proposed
actions; it is essentially exploratory and is really concerned with seeing if there is a
possible match between the market and the companys capabilities, in-cluding its existing
(and potential) range of products or services.
Market Segmentation
Frequently used bases of segmentation for consumer goods include:
l
Demography: age, sex, family size, income, occupa-tion, religion, race, etc.
Geography: country, region, city, town, climate, etc.
Social basis: class, education, occupation, etc.
Product function: use sought, benefit sought, rate of usage, etc.
Buyer behaviour: of actual and potential consumers.
It should be noted that market segmentation is often more straightforward for consumer
goods than for industrial goods because of the great range of uses to which many
industrial goods can be put and also because there is much greater customer
heterogeneity.
The criteria for deciding which segments are most attractive will vary from industry to
industry, but in general the following tend to be considered important influences:
l
Current and future growth rate of the segment in terms of volume and value.
The degree and nature of existing competition: threats of new entrants, threats
of substitutes, power of buyers, level of rivalry among existing competition, levels
of profitability.
Product Positioning
Once a company has decided upon the target markets, the next stage is to determine
how it ought to position its products in these in relation to competitors offerings. This
involves assessing how competitors products meet customers needs and then
developing marketing strategies to meet these needs belter. Product positioning is a
vital part of the process, because it is here that managers must see to the heart of the
reason for competitors success and more importantly, decide upon how they will position
their own products or services so that consumers are induced to buy these. It is suggested
that this can be accomplished in three steps:
i.
Decide upon the criteria that distinguish the various products currently available
in the target market.
ii.
Draw up a series of product pricing maps for competitors. This graphically shows
how products compete, using two key customer criteria as axes. The products
are represented by circles whose areas are proportional to their annual sales.
Exhibit 6.12 illustrates such a map.
iii.
Decide upon possible positions for the companys product on the product positioning
map and define the qualities associated with the position chosen.
Exhibit 6.12: The Product Positioning Map
Marketing Mix Strategy

In order to position a product in a desired location in its target market segment, a
company has at its disposal a great number of instruments. These include:
l
the quality of the product in terms of features such as style and image;
the distribution, i.e. by wholesaler, agent, etc.;
the promotion of the product in terms of advertising, methods of selling;
the price of the product.
These various instruments, which are used to influence consumers have been grouped
together by McCarthy under four headings: product, place, promotion, and price,
and these broader sets of strategy instruments have become known as marketing mix.
The most commonly used elements of the marketing mix are shown in Exhibit 6.13.
At this stage, the task is to blend various elements from the marketing mix into
a combination that enables the company to position its products in markets by an
appropriate mix of the products, place, promotion, and price variables, so that it achieves
its goals.
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Product Strategy
Product activities are concerned with developing products (and their associated
services) or services that satisfy customer needs effectively. Among the more important
features that distinguish products are the following:
Quality: What is the relative quality of the product and its associated services, in
relation to the competing products that are available?
Features: What particular features does the product have that distinguish it from
competing products?
Options: Are there options that are not available on competing products?
Product
Place
Promotion
Price
Quality
Features and options
Style
Brand name
Packaging
Product line
Warranty
Service level
Other services
Distribution channel
Distribution coverage
Outlet location
Sales territories
Inventory, levels
Advertising
Personal selling
Sales promotion
Publicity
Level
Discount and
allowances
Payment terms
Transportation
carriers
and location
Exhibit 6.13: The Marketing Mix
Style: How well is the product styled in relation to immediate and other non-immediate
competing products?
Brand Name: Does the product have a brand name with connotations?
Packaging: What is the quality of packaging of the product in relation to that offered
by competitors?
Product line: Is the product just a single offering or is it part of a wider and more
comprehensive product line or basket?
Warranty: What is the warranty period and the quality of warranty in comparison with
warranties offered on competing products?
Service Level: Is the level of service that accompanies the product inferior or superior
to that of comparable products?
Place Strategy
Place activities are concerned with deciding upon where the product will be sold, the
method of distribution, and associated discussions such as inventory levels.
The distribution strategy and practices adopted by a company should flow from its
corporate marketing strategies. It is important that the relationship has this direction,
because discussions about distribution have such far-reaching strategic implications.
The more important of these include:
l
Responsiveness to customers needs and wishes: The nature, level, and quality
of customer service will be strongly influenced by the chosen method of
distribution.
Profitability: The method of distribution chosen: in most cases there is a choice

of method, usually calling for a trade-off between the costs and benefits of
alternatives.

l
Costs: Distribution costs are significant in most industries. Fifteen percent of the
turnover is perhaps a representative figure.
Product: The characteristics of the product will be influenced by the method of

distribution chosen.
Pricing: The pricing policy adopted will be influenced not just by manufacturing
and actual distribution costs but also by the nature of the distribution adopted.
Thus a decision by an organisation to have broad, intensive, natural distribution
will tend to demand a lower level of unit distribution costs and hence lower
pricing than a decision to have limited distribution with a small number of exclusive
quality outlets.
Promotion: The promotional requirements of a product or service are also a

function of the distribution methods employed. Thus the promotional requirements
of intensive national distribution are very different from those required for smaller
regional sales.
Relationship with other firms: The degree to which an organization subcontracts

its distribution will have major long-term implications for its relationship with
other firms and its flexibility towards strategic change. Thus an organization that
contracts out its distribution may have to enter long-term legal contracts that
cannot easily be changed.
Control: The greater the use a company makes of intermediaries to carry out its
distribution the less control will it have over the marketing of its products.
Because of these and other strategically important aspects of distribution it is important

that distribution policies reflect corporate policies rather than constrain or set them.
Promotion Strategy
The third element in the marketing mix is promotion. This could be considered the
process through which a company communicates with and influences its target market
segments, with the goal of helping to position its products and services in their desired
locations and generating the desired responses from them.
Promotion, apart from having the goal of generating maximum sales at minimum cost,
also has the following generic goals:
Awareness
Companies frequently wish to develop in their target audience just an awareness of
their products, their brands, their services, and even their existence. This may be used
to,
i.
Develop potential customers memories of the existence of a new product or

service, particularly at the time when it is first offered.
ii.
Refreshing existing customers memories of the existence of a company, a brand,

a product or a service, through reminders of its existence. This is often the goal
behind the promotion of products that are at a mature stage in their product life
cycle.
101
102
Attitude
The generic goal attitude is somewhat similar to the awareness goal, in that when a
promotion has such a goal, its aim is to leave primarily the targeted sector with a
desired attitude of mind towards a product, a service or, indeed, an issue, and the
desired attitude may not result in action. Thus, for instance in a campaign about AIDS
(acquired immuno-deficiency syndrome,), the goal could conceivably be to develop
twofold attitudes: to prevent the spread of AIDS and to allay peoples fears and
misconceptions about its transmission.
Competitive Signals
In general, the primary goal of any promotion strategy should be to help the company
achieve its marketing goals. More specifically, it will often be the case that the promotion
goals will be to ensure that blend of promo-tional devices which will achieve the maximum
degree of influence in targeted market segments at minimum cost. Thus any promotion
strategy should contribute to the marketing process by:
l
being appropriate to the product and to the market segment that has been identified
and is being targeted;
helping position the product in the desired local ion in the segment;
being appropriate to the means of distribution chosen;
being appropriate to the resources which the company has.
Companies may, however, use promotion to signal to their competition, and other
interested parties, selected information about themselves. The information could include
strategic intentions, future goals, or internal health.
Price Strategy
Traditional economic theory claims that price is the primary basis of competition and
the primary determinant of demand. Empirical evidence and casual observation suggests
that this is often not true. Indeed, price is just one element of the marketing mix that
may be employed to achieve the companys marketing objectives. A quotation from
Porter would be relevant in this connection.
Some forms of competition, notably price competition, are highly unstable and quite
likely to leave the entire industry worse off from the standpoint of profitability. Price
cuts are quickly and easily matched by rivals, and once matched they lower the revenues
for all firms unless industry price elasticity of demand is high enough. Advertising
battles, on the other hand, may well expand demand or enhance level of product
differentiation in the industry for the benefit of all firms.
This is primarily why a more satisfactory approach is to use price in conjunction with
other complementary elementsproduct, place and promotionin the market-ing mix.
A companys pricing strategy should:
l
help the company achieve its corporate goals in such areas as profitability, market
share, growth, range of products, etc;
help the company achieve its more specific marketing goals such as market
share, market growth rate, etc;

l
materially contribute to the marketing process through:
being appropriate for the market segment that has been identified and is
being targeted;
helping position the product in the desired location in the segment;
being appropriate to the means of distribution chosen;
being consistent with the means of promotion chosen for the product.
In most companies, pricing strategy and practices tend to be determined by one or

more of the following major sets of influences:
l
Demand influences
Competitive influences
Cost influences
Demand Influences
This is the area where the concept of elasticity most comes into play. The demand for
a product is a fundamental influence on pricing strategy, just as price of a product is a
fundamental influence on the demand for it. The two are mutually dependent. Generally,
the higher the price charged for a product, the less will be the volume of demand and
vice-versa. Consequently, when planning price strategies for products that have high
price elasticity of demand (such as international air travel), particular attention must be
paid to the consequences of price changes. When such a view of pricing prevails,
companies should endeavour to develop accurate sales forecasts or simulation of the
demand consequences that different pricing strategies are likely to have.
Competitive Influence
Most products and services are not unique: they must compete with rivals or substitutes.
Consequently, pricing strategies will normally require response to the nature of
competition. This type of pricing strategy is one where the price charged for a product
or service is strongly influenced by prices charged by competitors. There may, however,
be two exceptions:
l
Prices charged by the market leader, who sets the tone for prices charged by
competitors and hence decides his own price based on other strategic
considerations.
Markets of differentiated products, in which case the impact of competitive prices

is less significant. The price fixed in such cases is strongly influenced by demand
considerations, superimposed by the fact that a higher price tends to signal superior
quality.
Cost Influences
The cost of manufacturing a product or providing a service will be a fundamental
influence in pricing strategy. A price below cost will ultimately lead to extinction while
a price too high in relation to cost will encourage new entrants and stimulate customers
to use substitutes. The principal types of cost-based strategies are:
l
Cost plus pricing
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104
l
Target pricing
Marginal cost pricing
Cost Plus Pricing

A cost plus pricing strategy determines the total cost per unit produced and then arrives
at a price by adding to that cost a fixed percentage for profit margin.The total cost per
unit is normally composed of the variable costs of production and marketing plus an
allocation of overheads to cover fixed costs.
Target Pricing
The kernel of this strategy is that the price to be charged for a product should be set by
meeting the predetermined return on capital employed to produce and market it.
Target pricing has an underlying assumption that the company setting the target price
has the power to see that it is indeed followed in the industry and that its sales volume
and market share remain unimpaired. Consequently, this type of pricing strategy tends
to be adopted successfully only by companies that have this degree of power.
Marginal Cost Pricing

In marginal cost pricing, all the variable costs of produc-tion and marketing are covered,
but fixed costs may be partly covered or not covered at all. There are a number of
situations in which this type of pricing strategy may be particularly appropriatealthough
a generalised application of this strategy is potentially dangerous.
Pricing New Products or Services
A unique new product does not have the benchmarks of demand and competition; the
only element known with certainty is the cost. In such an eventuality, the following
approach may be adopted:
l
Assume that the price of the product will at least cover marginal costs.
Through market researchsay test marketinganalysis of substitute products

and the estimation of competitive reactions of the producers of substitutes
make estimates of the likely demand for the new product at different price levels,
with different means of distribution and with alternative methods of promotion.
Choose a pricing structure, method of distribution, and method of promotion that

promise to generate maximum profitability based on the market research and
cost analysis embodied in steps 1 and 2 above.
In general any pricing strategy should be integrated with all the elements of the marketing
mix, and the price structure itself should be regarded as a variable that dynamically
responds to its changing internal and external circumstances, particularly the following:
Internal: The resources the organisation has available to pursue its chosen price strategy;
and the relationship between pricing strategy and the cost of production and marketing.
External: The products stage in life cycle, the level and nature of competition, and the
price elasticity of demand for the product.
105
Attributing Weights to Each Segment

At this stage of environmental analysis, the segments of the environment that have
been selected and analysed are given weights that summarize the impact each segment
is expected to have on the company under analysis, as depicted in Exhibit 6.14.
Segment
Importance
Strength
Overall score
(Importance
Strength)
Competitive
+4
+4
Marketing
+3
+3
Economic
-2
-10
Legal/Govt
-3
-6
Technological
-4
-12
Exhibit 6.14: Assigning Weights to Environmental Segments

l
The importance to the company under analysis of each segment of the

environment that has been analysed is ranked on an ordinal scale ranging from 0
to 5. Thus a segment considered to be of crucial importance is ranked 5; one of
average importance scored 3, and one of no importance is scored 0.
Once the importance of each segment has been determined, the strength of
each factor in the period under analysis is then ranked on an ordinal scale from
5 to +5. The lower limit indicates that this factor is likely to have as strong a
negative influence on the company as possible. A score of +5 indicates that the
segment under consideration is likely to have as strong a positive influence on the
company as possible. Finally, a score of 0 indicates that the factor does not have
any influence whatsoever.
When the importance and strength of each factor have been determined, these
two numbers arc multiplied and the ordinal score for each relevant segment in
the environment is obtained. However, these scores cannot be summed up. Rather,
they show individually the likely relative impact of each segment on the company.
This can also be graphically depicted on the environment assessment diagram
Exhibit 6.15 for a more live demonstration.
Exhibit 6.15: Environment Assessment Diagram
106
Environmental Analysis; Taking the Stakeholders into Account

The competitive analysis touched upon earlier in the study may be somewhat broadened
as stakeholder analysis. Listing the generic stakeholders, the broad classification would
be:
l Shareholders
l Suppliers
l Lenders
l Employees
l Competitors
l Society
l Government
l Customers
l Industry
Stakeholders can be classified into one of two orientation categories, depending on

whether they are in favour of the organisation meeting its own objectives or not. The
organizations strategy has also to be oriented accordingly. Where management has
the option of an alternative course of action, stakeholders do not possess the power to
dictate their terms. This means that stakeholders, in an attempt to achieve their aims,
often attempt to limit the choices open to management. For instance, unions attempt to
dictate managements alternatives by using picket lines and threats of violence to prevent
non-union replacements from entering the firms premises.
Stakeholders and Environmental Scanning

Changes in stakeholder needs should be tracked in the same way as environmental
scanning because they could alter the perspective of the stakeholder vis-a-vis the
corporation. Failure on the part of the corporation to keep up with the changing needs
of stakeholders may give rise to stakeholder dissatisfaction. In turn, a dissatisfied stakeholder may attempt to change the manner in which the company relates to him/her by,
for instance, altering its business terms. In order to anticipate impending changes, it is
necessary to analyse the basis on which stakeholders derive their power and hence the
issues causing the changes. Thus, for example, emerging technology resulting in the
availability of substitute raw materials would reduce the power base of suppliers of
existing materials.
The influence of shareholders is obvious. They actively or passively influence the
determination of goals, objectives and missions of the organisation. They also influence
the choice and tenure of the CEO and senior management, and consequently the
strategies chosen by management must significantly satisfy the objectives of
shareholders.
Predicting Environmental Change

As we move towards greater interdependences and growing concern for the individual,
we may find it more difficult to control our economic destiny. Poor economic
performance will also lead to capital shortages and to further restrictions on investments
in technology. Interac-tions between the social, political, technical, and eco-nomic
environments of todays organisation will place greater pressure on strategists to monitor
and forecast the organisations future business environment. It is important to understand
that most national legislationthat action which may affect us most directlyrequires
six to ten years to move from a social concern to legislative action. Ten years are likely
to elapse before confrontation causes enough momentum and pressure to force
government to take action. International issues involve even longer time spans for
action to be taken unless a national crisis occurs.

Graham Molitar in his 1977 article suggests that public policy issues can be anticipated
and forecasted through proper tracking of issues. By understanding the development
process for public policy, organisations should be able to foresee public policy changes
and accommodate them with minimal disruption. The Molitar Model includes:
a.
Tracking events or time that begin to attract leading authorities or advocates. The
frequency of such events as thalidomide poisoning eventually reaches a critical
level, and it is then that the take-off point for potitical action is reached and
becomes virtually irreversible, Exhibit 6.16 shows the sequence of events.
b.
Leading authorities and advocates eventually recog-nize an events significance

and begin interpreting the implications of the event. Victims, though less capable
of articulating the problem, are able to generate emotional support for the cause.
Politicians are rela-tively late to join in comparison with other groups and institutions
Exhibit 6.17.
c.
Written documentation and publication of events serve to fully explore the issues
involved and eventually reach the mass media for public exposure and con-sumption.
Early Warnings about emerging problems can thus bo obtained from u careful
review of the literature. Once scientific, technical, or professional publications
confirm the details, public exposure and take-off are not far behind, as is shown in
Exhibit 6.18.
d.
Institutional support for action generally forces public policy officials to consider
the issue seriously. Such support generally begins at the local level, and moves to
broader state and national coverage. Exhibit 6.19 shows that once these
organisations, people, and resources support the action the point of no return
has been reached and the implementation of change is not far behind.
e.
Along with growth in institutional support over larger geographic areas comes
increased concern by local, state, national, and international governments. Local
legislation will be diffused to other domestic or international governments. Countries
such as Sweden have become early adopters of social legislation. The US has
been rather slow to implement some two thousand consumer issues, some of
which were implemented twenty years earlier in Sweden, as suggested in Exhibit
6.20.
Exhibit6.16:LeadingEventsBuildtoTake-off
107
108
Exhibit 6.17: Leading Authorities and Advocates for Change
Exhibit 6.21 summarises the effect that public issues can have on political action. By
overlaying the five dimensions of political actions, the point at which a, critical mass of
support comes together can be identified as the take off point for action. From that
point on, momentum can be expected to increase and create intense
Diffuse Institutional
response
ideas
Publish
ideas
Mass
Mass
media consumption
Historical
review
Number
of
Articles
[Take off]
Exhibit 6.18: Leading Literature Support for Change
Informal
Formal Organisation
Individuals & groups
Local State Regional National International
Number
of
supporters
Exhibit 6.19: Organisational Support for Change

Early
innovators
Early
adopters
Florida/New York
Mass/III/
California
Sweeden / Denmark
Germany
Early
majority
Late
majority
Leggards
Number of
laws
Domestic
International
Deep south
Rural areas
US/Canda
Bulk of
countries
Less dev. Countries
Exhibit 6.20: Political Leaders in Implanting Change
109
Literature
Events
Advocates/experts
Pressure for
legislation
Institutional
Institutional
involvement
Govermment
Response
Public Concern
Public understanding
Opinion leaders
Calm
Issue Emerges
Interaction of
concerned
Media coverage
and local
legislation
Institutional
advertising
Proposed
legislation
Lobbying and
passage of law
Exhibit6.2l:ForecastingPoliticalActions
pressure for action. From this point onwards, there is little possibility of changing the
direction of action. By tracking the social pressure for political action, organisations
have ample time to either (a) attempt to impact the direction of change, (b) plan
alternatives, or (c) reallocate resources to deal with expected change.
The importance of tracking social issues should be apparent. Without recognising the
currents of change, managers are quite likely to be caught off guard, surprised at the
implementation of new policies, and unable to adapt effectively. This approach, therefore,
simply outlines a methodology for environmental scanning in a complex, rapidly changing
environment.
Tracking Environment Issues

The growing interdependence and speed of economic changes will require greater
adjustments and more efficient means of adjusting to change. Some of the changes
that will impact economic decisions include:
i.
changing trade and investment patterns,
ii.
changing the economic importance of various regions and nations,
iii.
changing the impact of productivity and technology on employment and locations,

and
iv.
changing government intervention into pricing and production decisions.

Such changes will impose hardships on affected individuals, firms,
industries, com-numities, and nations that cannot adjust effectively to the new
conditions.
Given the variety of changes taking place in the general business environment, it will be
difficult for management to set priorities and decide what strategies are required to
cope with complex environmental problems. It will be necessary, therefore, for managers
to develop a methodology for tracking environmental issues and determining priorities
for action. One method for managers to prioritise those issues they will track more
specially is shown in Exhibit 6.22. For a given organisation, environmental issues can
be placed in one of the nine cells of the matrix. Those issues that will have high impact
on the business and have a probability of political action are critical to management
and need formal attention and specific strategies developed to cope with imminent
change. Issues in the moderate impact cells need high priority attention in order to
110
possibly influence political outcomes. Low priority issues still need watching in case
they develop in combination with other issues which may change their importance.
We are, however interested in environmental analysis from the point of view of strategic
implementation and consequent strategy formulation. For that we have to look at,
i.
environmental evolution,
ii.
the process of environmental analysis and, finally,
iii.
integrate environmental analysis into strategic analysis.
We briefly elaborate these three stages.

i.
Environmental Evolution
Three constructs are useful to describe changes in the environmental segments:

l
Types of changes,
forces driving change, and
types of future evolution.
Changes in the macro-environmental segments may be systematic or

discontinuous. Gradual, continuous, and potentially predictable changes are termed
systematic. While random, unpredictable, sudden changes are termed discontinuous.
For analytical purposes, it is important to go beyond description of change to assess the
Ibices driving it.
Exhibit6.22:IdentifyingHighPriorityEnvironmentalIssues.
Sometimes, forces driving change in one segment, lie in changes in other segments.
Thus shifts in social segments (for example migration of the population) may affect the
political segment (for example distribution of regional power). Usually, however, each
segment evolves quasi-autonomously. That is why the existence of inducements and
autonomous evolution resulting in changes in segments should be analysed independently
as well as in conjunction with identifying the underlying forces.
Often, driving forces interact with one another. Such interaction may be
reinforcing, conflicting or disjointed. When the forces support one another in terms
of their effect on changes in a third segment, the effect may be reinforcing. When they
dampen one another, they are conflicting, and when they do not affect one another,
they are disjointed. In addition, the effects of changes in one segment may have primary
or secondary consequences for other segments. When the effects are direct, they are
111
termed primary consequences. In some cases, changes may not have a direct impact
on other segments; however, consequences may ensue as a result of direct effect on a
third segment. These are termed secondary consequences. Finally, in charting the
evolution of change in the future, it is important to characterise whether such evolution
is completely predictable from the present trends or whether it is contingent upon actions
of the firm or other entities in the environment. This refers to closed and open versions
of the future, respectively. This distinction is often critical: in contrast to the closed
version, the open version should alert organisations to potential action domains that
needs further analysis, or where firm-level responses may enable it to shape the future
evolution of the change.
Process of Environmental Analysis

Conceptually, the process of environmental analysis can be divided into four analytical
stages:
l
scanning the environment to detect warning signals,
monitoring specific environmental trends,
forecasting the direction of future environmental changes, and
assessing current and future environmental changes for their organisational

implications.
l
A conceptual overview of these four activities and their interactions is shown in

Exhibit 6.23.
Scanning
In its prospective mode scanning focuses on identifying precursors or indicators of
potential environmental changes and issues. Environmental scanning is thus aimed at
alerting the organisation to potentially significant external impingement before it has
fully formed or crystallised. Successful environmental scanning draws attention to
possible changes and events well before occurrence, allowing time for suitable strategic
actions.
Monitoring
Conception of
environment
Medium term
'Outside in'
Scanning
Forecasting
Surprises
'Inside out'
Long term
Organizational
context
Exhibit6.23:EnvironmentalAnalysisActivities
112
In the prospective mode, scanning is part of an analytical activity and becomes useful
when environmental changes take time to unfold, as is indeed often the case. For
example, social value shifts do not occur in just days or even months, technological
changes often take years, as may the developement of large-scale social movements.
Scanning in the current and retrospective sense identifies surprises or strategic issues
requiring immediate action on the part of an organisation. In this case, the out-puts may
feed directly into assessment and influence the current and imminent strategic decisions
of an organisation. Scanning frequently detects environmental change that is already in
an advanced stage; a change that has already evolved to a point where it is actual or
imminent rather than potential at some, as yet unspecified date. Thus a scan of
demographic data might pick up population movement or changes in household formation.
Scanning frequently unearths actual or imminent environmental change because it
explicitly focuses an organisations antennae on areas that may previously have been
neglected, or it challenges the organisation to rethink areas to which it had earlier paid
attention.
It is important to recognise that scanning is the most ill-structured and ambiguous
environmental analysis activity. The data sources are many and varied. Moreover, a
common feature of scanning is that early signals often show up in unexpected places.
Thus the purview of search must be broad.
Partly in consequence, the noise level of scanning is likely to be high. In consequence,
the fundamental chal-lenge for the analyst in scanning is to make sense of vague,
ambiguous, and unconnected data, and to infuse meaning into it.
Three critical decisions during scanning need high-lighting.
First, the scope and breadth of data and data sources inevitably influence the analysts
perceptions. Second, the data do not speak by themselves: the analyst has to breathe
life into them. Third, critical acts of judgement are required of the analyst in his or her
choice of events and/ or precursors to consider for monitoring, forecasting, and/ or
assessment. All these entail skill and expertise on the part of the analyst.
Monitoring
Monitoring entails tracking the evolution of environmental trends, the sequences of
events, or streams of activity. It frequently involves following the signals or indicators
unearthed during environmental scanning, and in this sense is a follow up process.
The purpose of monitoring is to assemble sufficient data to discern whether certain
patterns are emerging. Two comments are relevant in this regard.
First, they are likely to be a complex of discrete trends. For example, an emergent lifestyle pattern may include changes in entertainment, education, consumption, work habits
and domicilelocation preferences. In the initial stages of monitoring, the patterns are
likely to be hazy because they are the outputs of scanning: the analyst has only a vague
notion of what to look for. Second, highly formalised and quantified databases usually
found in archives of organisations represent a characterisation bused on a previously
identified pattern and may be of only limited utility in tracking emergent patterns.
In monitoring, the data search is focused and much more systematic than in scanning.
By focused, it is meant that the analyst is guided by a priori hunches. Systematic refers
to the notion that the analyst has the general sense of the pattern/ (s) he is looking for
and collects data regarding the evolution of the pattern.
As monitoring progresses, the data frequently move from the imprecise and unbounded
to reasonably specific and focused. Thus, for example, in tracking the emergence of
social issues, the first indicators are feelings of discontent or loosely distributed concerns
expressed by a few individuals. These sentiments gather support and gradually what is
often referred to as a social movement begins to evolve. Environmentalist movements
at national levels are a case in point.
A number of data interpretations or judgements are unavoidable in monitoring. These
judgements are often complex, further confounded when individuals within the same
organization make different and often conflicting judgements.
The outputs of monitoring are threefold:
i.
a specific description of environmental patterns to be forecast,
ii.
identification of trends for further monitoring, and
iii.
identification of patterns requiring further scanning.
Forecasting
Scanning and monitoring provide a picture of what has already taken place and what is
currently happening. However, strategic decision-making requires a further orientation;
it needs a picture of what is likely to happen. Thus forecasting is an essential element
in environment analysis.
Forecasting is concerned with the development of plausible projections of directions,
scope, speed, and intensity of environmental change, to lay out the evolutionary path of
anticipatory change. There are two conceptually separable, though integrally related,
activity elements in forecasting. The first concerns projections based on trends that are
evident and can be expected, with some margin of error, to continue unabated in a
given period of time into, the future. Demographic trends would be suitable examples.
The second relates to alternative futures that may come about not only on the basis of
current trends but judgements regarding events that may take place or that may be
made to happen by an organisation or entities outside it. Forecasting, based on projections,
involves a closed perspective whereas forecasting based on alternate futures corresponds
to a version of open perspective.
There are a number of key analytic tasks and outputs involved in forecasting. The first
concerns untangling of forces that drive the evolution of a trend. This is a necessary
prerequisite to charting out the trends evolutionary path. The second concerns
understanding the nature of the evolutionary path: that is whether the change is a
fad or of some duration, or cyclical or systematic in character. The third concerns more
or less clearly delin-eating the evolutionary path or paths leading to projections and
alternative futures. The critical outputs of forecasting are specific understanding of
future implications of current and anticipated environmental changes and decisionrelevant assumptions, projections, and information.
Since the focus, scope, and goals of forecasting are more specific than in scanning and
monitoring, forecasting is usually a much more deductive and rigorous activity. A wide
113
114
variety of forecasting techniques are available, ranging from simple extrapolation to

methodologies involving multiple participants making forecasts in a number of iterations
such as Delphi or scenario development.
Assessment
Scanning, monitoring, and forecasting are not ends in themselves, unless their outputs
are assessed for their implications for the organisations current and potential strategies.
Scanning, monitoring, and forecasting merely provide nice-to-know information.
Assessment involves identifying and evaluating how and why current and projected
environmental changes will affect strategic management of an organisation. In
assessment, the frame of reference moves from understanding the environment the
focus of scanning, monitoring and forecastingto identifying what that understanding
of environment means for the organisation. Assessment thus endeavours to answer
the question: what are the implications of our analysis of the environment for our
organisation?
From the perspective of linking environmental analysis and strategic management, the
critical question is: what is likely to be the positive or negative impact of environmental
patterns on the firms strategies? This question compels linking of environmental patterns
and the organisations context. Those patterns judged to have already had an impact on
the organisations strategy or to possess the potential to do so are deemed to be issues
for the organisation.
Criteria against which specific patterns should be judged include the following:
l
How might the pattern have an impact on the organisation?
What is the probability that the pattern will develop and become clearly
recognisable?
l
How great will be the eventual impact on the organisation?
When is the issue likely to peaknear term, medium teem, long term?
The intention of the first criterion is to determine whether the pattern has or will have
an impact on the organisation. The other criteria follow in the analysis in logical sequence.
Issues can then be conveniently arrayed on a probability-impact matrix, as shown in
Exhibit 6. 24, with a separate matrix being prepared for each of the three planning
periods: short, medium, and long term. The merits of the matrix display are that it
provides a comprehensive, at-a-glance array of issues, orders them in a way that
facilitates discussion and planning, and places them in time-frames appropriate to the
allocation of resources and management attention.
Two Approaches to Environmental Analysis

It is possible to conceptualise and execute two distinct though related approaches to
environmental analysisan outside-in or macro approach and an inside-out or
micro approach. The outside-in approach adopts a broad view of the environment,
focused on longer term trends, develops alternative views or scenarios of the future
environment, and then derives implications for the industry surrounding the firm, and.
of course for the firm itself. The inside-out view adopts a narrow view of the
environment, develops a picture of what is currently happening through ongoing

monitoring as a basis for forecasting the immediate future environment and then derives
implications for the industry and the firms within it. A characterisation of these two
approaches is clear from the discussion above. A little introspection will, show the
integral relationship between the two approaches.
Exhibit6.24:ProbabilityImpactMatrix
Temporal Cycles
Exhibit 6.23 portrays the multiple time-bound cycles in environmental analysis. Surprises
or discrete issues encountered during early scanning activities may require immediate
action on the part of the organisation, implying the short time cycle. Similarly, monitoring
activities may engender short and medium-term actions. What is important to emphasise
is that they have to be considered in entirety and their implications considered separately.
Differences among Environmental Segments
Exhibit 6.24 makes it clear that there are different environmental segments and activities
within them assume different characteristics. They have their primary impact on different
parts of the organisation requiring different strategic responses. These are now briefly
touched upon.
Integrating Environmental Analysis into Strategic-Analysis
The integration is primarily inside-out in character and three points need to be borne in
mind regarding it. First, environmental analysis, although often intrinsically interesting,
is useful only to the extent that it results in strategy-related insights and action. Second,
integration does not just happen, it is made to happen. The specific linkages to various
kinds of actions need to be thought through and not left to evolve in an unplanned
manner. Third, integration needs to take place in short-, medium- and long-run horizons.
The implications of environmental issues need to be assessed for strategic planning at
three levels:
i.
corporate strategy where product-market decisions are usually the focus;
ii.
business strategy, where the focus is on how to compete within an industry and,
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iii.
functional-level strategy where operational decisions are the concern.
Corporate Strategy
At the level of corporate strategy, environmental impact on three key issues needs to
be considered:
i.
patterns of diversification,
ii.
portfolio planning, and
iii.
risk-return trade-offs.
Patterns of Diversification
There are at least three modes by which the environment influences patterns of
diversification. First, firms differ in terms of the synergies they seek to exploit across
their businesses. These synergies could be upset or enhanced by macro-environmental
change. Second, different pat-terns of diversification manifest different vulnerabilities.
Macro-environmental changes may amplify these vulner-abilities. Third, macroenvironmental trends may open up or close out existing patterns of diversification.
Deregulation of industries is one such change.
Portfolio Planning
Macro-environmental trends have important implications for the bases of portfolio
planning. Typical portfolio approaches focus on a business competitive advantages
within an existing industry, constrained by the financial resources of the firm. Ansoff
notes that macro-environmental trends may necessitate portfolio planning based on
such bases as resources or technology.
Environmental analyses are also particularly important for planning the potential future
portfolio. Product portfolio approaches arc useful for portfolio planning within the existing
set of businesses, or at best pointing out the direction of search for additional businesses.
The specific businesses to be targeted need to be considered in the light of
macroenvironmental forecasts and predictions.
Risk-Return Trade-offs
Political, economic, technological, and demographic shifts have an impact on the returns
and risks of existing and planned portfolios. It is important to consider environmental
impacts on each of these characteristics of corporate-level strategy.
Business Strategy
Industry structure changes in the macro-environment may affect
l
the boundaries of the industry,
the forces shaping industry structure, such as suppliers, customers, rivalry and
product substitution, entry barriers,
strategic groups,
the key success factors, and

l
the general expectations within the industry.
It is elaborated briefly below:

i.
Perhaps of greatest importance is the impact of environmental change on the

survival of an industry or specific industry segments. For instance, technology
advances underlying frozen foods and personal com-puters have irrevocably
altered our conceptions of the food and computer industries.
ii.
Environmental trends directly influence the forces shaping industry structure:

suppliers, consumers, new entrants and substitutes. Environmental changes can
affect:
a.
the number, types, and location of suppliers, their products and supply costs,
and the competitive dynamics of suppliers;
b.
the size, characteristics and behaviour of a firms customers;
c.
the rate and trend of product substitution, and
d.
change in entry barriers.
iii.
Environmental changes have a differential impact on various strategic groups

within the industry. Changes, to the extent that they affect customer preferences,
supplier capabilities, substitute products, and so forth could potentially enlarge or
decimate product market arenas in which different strategic groups operate. For
example, deregulation of the airline industry in the USA in the late 1970s had an
adverse impact on longer-haul firms in relation to those with shorter hauls.
iv.
Environmental change can potentially affect the key success factors in almost
any industry or industry segment. It can affect relative cost positions, reputation,
and resource requirements for major product market segments.
v.
Environmental changes potentially affect general expectations about an

industry. For instance, since the deregulation of the telecommunication industry
in the USA, many telephone companies are discovering that their assessment of
competitors responses, shaped by their past behaviour, are no longer valid.
Impact on Business unit Strategy

Such impact becomes manifest in (a) business definition, (b) assumption, and (c) general
strategic thrust. These assessments are likely to be medium- or short-term oriented.
Business definitions are in terms of what customers are served, the customer needs
that are satisfied, and the technology employed for the purpose.
The assumptions are in terms of the anticipated actions of suppliers, customers,
competitors, or new entrants to the industry.
Examples of a general strategic thrust would be building, maintaining, etc. of market
share.
Functional Level Strategy

Macro-environmental changes have implications for the functional level strategies of
an organization, over and beyond business strategies.
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Consider the following examples:

a.
Changes in demographics, life-styles, values with birth of a totally new set of

customers.
b.
Changes in general expectations regarding working hours resulting in the birth of

flextime, alternative work schedules, increase in the proportion of working women
resulting in creation of childcare centers.
Mega Trends
Finally, certain broad trends in the external environment having consequent impacts on
a firms working need to be noted and accounted for. Ten such trends or influences are
a movement from:
i.
an industrial to information society;
ii.
forced technology to a matching of each new technology with a compensatory

human response (hi-techhigh touch);
iii.
a national to world economy;
iv.
short-term to long-term considerations, with emphasis on strategic planning;
v.
a period of centralisation to decentralisation of power;
vi.
reliance on institutional help to greater self-reliance;
vii.
representative democracy to more participative democracy, in politics as well as

at the workplace;
viii.
our dependence on traditional hierarchical structures to an informal network of

contracts;
ix.
the north and west to the south and east geographically and economically;
x.
a society with a limited number of personal choices to a multiple-option society.
The final product of environmental analysis is its contribution to strategic thinking and
its input for the development of a strategic plan for the business. Merely interesting
studies will not suffice. More relevant and specific contributions include the development
of planning as-sumptions, the framing of issues for strategy development, and the pursuit
of studies of strategic environmental issues. A possible matrix approach to issue
identification is presented in Exhibit 6.25.
When a set of coherent and comprehensive environmental assumptions is
developed, it becomes the first and most obvious input in the strategic plan. This is one
leg of the three-legged stool on which strategy development rests (the other two being
resource analysis and strategy concept), so it is important that it should be sturdy. The
environment analysis chapter of the strategic plan should, at the very minimum:
l
identify the key forces operating in the business environment (past, present, and
future);
make explicit the assumptions about their future course;
analyse the strategic significance of these factorsthe threats, opportunities,

and issues that they pose;
119
highlight the major contingencies (and their trigger points) for which contingency
plans should be developed.
Issues should be framed in an orderly and disciplined way, so that constructive strategies
can be developed to respond to these. A suggested framework for this framing is the
following eight-step sequence which organizes the necessary information to focus on
the necessary strategic responses:
Definition of the issue: a succinet (one-sentence) statement of the issue, from
the point of view of business strategy.
l
issue.
Strategic significance: identification of the threats and opportunities posed by the
Driving forces: the key environmental lorces that converge (now and in the future)
to make this an issue.
l
Prospects: the potential outcomes and developments of the issue under alternative
scenarios.
l
Micro-environment
Trends, Events, Developments in the Macro-environment

Social
Economic
Political
Technological
Markets
Customers
Employees
Competitors
Technology
Materials & supplies
Production
Finances
Shareholders
Public
government
relations
&
Exhibit6.25:AMatrixApproachtoIssueIdentification
l
Planning challenges: a set of need to.... statements listing out the overall actions
required of the business to maximise the opportunities and minimise the threats.
Strategic responses: a set of specific strategy alternatives to be considered as

ways of implementing the need to.... statements.
Finally, environmental analysis should be the source of those in-depth studies of critical
external trends and factorsinflation energy prospects, global competition, new
technologywhich may require detailed and specific analysis because of their special
significance for business strategy.
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Chapter 7
Organisational Dynamics and Structuring
Organisational Appraisal
The appraisal of the external environment of a firm helps it to think of what it might
choose to do. The appraisal of the internal environment, on the other hand, enables a
firm to decide about what it can do.
This chapter deals with the internal environment of an organisation. We shall build a
foundation for understanding the internal environment through an explana-tion of its
dynamics. This has been done by refering to the resource-based view of strategy.
The resources, behaviour, strengths and weaknesses, synergy, and compe-tencies
constitute the internal environment, and we shall deal briefly with each of these aspects
initially. All these together determine the organisational capability that leads to strategic
advantage.
Organisational capability could be understood in terms of the strengths and weak-nesses
existing in the different functional areas of an organisation. We shall consider six such
areas: finance, marketing, operations, personnel, information management and general
management. For each of these, we shall mention the important factors
influencing them and clarify the nature of the various functional capability factors through
illustrations.
We deal with the factors that affect appraisal, the approaches adopted for appraisal,
and the sources of information used to perform organisational appraisal. With regard to
the methods and techniques used for organisational appraisal, we consider a range of
factors grouped under the three headings of internal analysis, comparative analysis, and
comprehensive analysis. The application of these methods results in highlighting the
strengths and weaknesses that exist in different functional areas.
We attempt to understand the internal environment of an organisation in terms of the
organisational resources and behaviour, strengths and weaknesses, synergistic effects,
and competencies.
An organisation uses different types of resources and exhibits a certain type of behaviour.
The interplay of these different resources along with the prevalent behav-iour produces
synergy or dysergy within an organisation, which leads to the develop-ment of strengths
or weaknesses over a period of time. Some of these strengths make an organisation
specially competent in a particular area of its activity causing it to develop competencies.
Organisational capability rests on an organisations capacity and ability to use its
competencies to excel in a particular field.
Strategic advantage
Organisational capability
Competencies
Synergistic effects
Strengths and weaknesses
Organisational resources + Oraganisational behaviour
Exhibit 7.1: Framework for the Development of Strategic

Advantage by an Organisation.
The resources, behaviour, strengths and weaknesses, synergistic effects and

competencies of an organisation determine the nature of its internal environment. Exhibit
7.1 depicts a diagram showing the framework that we have adopted for the explanation
of the process of development of strategic advantage by an organisation. It is (expected
that the readers of this book are aware of these terms in general. However, explain
each of these terms here to place them in the specific context of strategic management.
Organisational Resources
The dynamics of the internal environment of an organisation can be best understood in
the context of the resource-based view of strategy, According & Barney (1991), who
is credited with developing this view of strategy as a theory, a firm is a bundle of
resourcestangible and intangiblethat include all assets, capabilities, organisational
processes, information, knowledge, and so on. These resources could be classified as
physical, human, and organisational resources. The physical resources are the technology,
plant and equipment, geographic location, access to raw materials, among others. The
human resources are training, experience, judgement, intelligence, relationships, and so
on, present in an organisation. The organisational resources are the formal systems and
structures as well as informal relations among groups. Elsewhere, Barney has said that
the resources of an organisation can ultimately lead to a strategic advantage for it if
they possess four characteristics, that is, if these resources are valuable, rare, costly to
imitate, and non-substitutable.
Like individuals, very few organisations are born with a silver spoon in the mouth; most
organisations have to acquire resources the hard way. The cost and availability of
resources are the most important factors on which the sucess of an organisation depends.
If an organisation is favourably placed with respect to the cost and availability of a
particular type of resource, it possesses an enduring strength which may be used as a
strategic weapon by it against its competitors. Conversely, the high cost and scarce
availability of a resource are handicaps which cause a persistent strategic weakness in
an organisation.
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122
But the mere possession of resources does not make an organisation capable. Much
depends on their usage within an organisation.
Organisational Behaviour
Organisational behaviour is the manifestation of the various forces and influences
operating in the internal environment of an organisation that create the ability for, or
place constraints in the usage of resources. Organisational behaviour is unique in the
sense that it leads to the development of a special identity and character of an
organisation. Some of the important forces and influences that affect organisational
behaviour are: the quality of leadership, management philosophy, shared values and
culture, quality of work environment and organisational climate, organisational politics,
use of power, among others.
The perceptive reader would note that what we are proposing here is a marriage of the
.hard side of an organisationits resource configurationwith the soft side of behaviour.
The resources and behaviour are thus the yin and yang of organisations. What they
collectively produce are the strengths and weaknesses.
Strengths and Weaknesses

Organisational resources and behaviour do not exist in isolation. They combine in a
complex fashion to create strengths and weaknesses within the internal environment of
an organisation. A strength is an inherent capability which an organisation can use to
gain strategic advantage. A weakness, on the other hand, is an inherent limitation or
constraint which creates a strategic disadvantage for an organisation. Financial strength,
for example, is a result of the availability of sources of finance, low cost of capital,
efficient use of funds, and so on. Another example is of a weakness in the operations
area which results due to inappropriate plant location and layout, obsolete plants and
machinery, uneconomical operations, and so on. In the following sections, we will take
up a detailed discussion of the strengths and weaknesses in different functional areas
within an organisation.
Strengths and weaknesses do not exist in isolation but combine within a functional area,
and also across different functional areas, to create synergistic effects.
Synergistic Effects
It is the inherent nature of organisations that strengths and weaknesses, like resources
and behaviour, do not exist individually but combine in a variety of ways. For instance,
two strong points in a particular functional area add up to something more than double
the strength. Likewise, two weaknesses acting in tandem result in more than double
the damage. In effect, what we have is a situation where attributes do not add
mathematically but combine to produce an enhanced or a reduced impact. Such a
phenomenon is known as the synergistic effect. Synergy is the idea that the whole is
greater or lesser than the sum of its parts. It is also expressed as the two-plus-two-isequal-to-five-or-three effect.
Within an organisation, synergistic effects occur in a number of ways. For example,
within a functional area, say of marketing, the synergistic effect may occur when the
product, pricing, distribution, and promotion aspects support each other, resulting in a
high level of marketing synergy. At a higher level, the marketing and production areas
may support each other leading to operating synergy. On the other hand, marketing
inefficiency reduces production efficiency, the overall impact being negative, in which
case dysergy (or negative synergy) occurs. In this manner, synergistic effects are an
important determinant of the quality and type of the internal environment existing within
an organisation and may lead to the development of competencies.
Competencies
On the basis of its resources and behaviour, an organisation develops certain strengths
and weaknesses which when combined lead to synergistic effects. Such effects manifest
themselves in terms of organisational competencies. Competencies are special qualities
possessed by an organisation that make them withstand pressures of competition in the
marketplace. In other words, the net results of the strategic advantages and
disadvantages that exist for an organisation determine its ability to compete with its
rivals. Other terms frequently used as being synonymous to competencies are unique
resources, core capabilities, invisible assets, embedded knowledge, and so on.
When an organisation develops its competencies over a period of time and hones them
into a fine art of competing with its rivals it tends to use these competencies exceedingly
well. The capability to use the competencies exceedingly well turns them into core
competencies.
When a specific ability is possessed by a particular organisation exclusively, or in a
relatively large measure, it is called a distinctive competence. Many organisations achieve
strategic success by building distinctive competencies around the CSFs. CSFs are those
factors which are crucial for organisational success. A few examples of distinctive
competencies are given below.
l
Superior product quality in a particular attribute, say, a two-wheeler, which

is more fuel-efficient than its competitor products.
Creation of a market niche by supplying highly-specialised products to a

particular market segment.
Differential advantages, based on the superior R&D skills of an organisation

not possessed by its competitors.
An organisations access to a low-cost financial source like equity

shareholders, not available to its competitors.
A distinctive competence is any advantage a company has over its competitors because
it can do something which they cannot or it can do something better than they can. It
is not necessary, of course, for all organisations to possess a distinctive competence.
Neither do all the organisations, which possess certain distinctive competencies, use
them for strategic purposes. Nevertheless, the concept of distinctive competence is
useful for the purpose of strategy formulation. The importance of distinctive competence
in strategy formulation rests with the unique capability it gives an organisation in
capitalising upon a particular opportunity; the competitive edge it may give a firm in the
market place; and the potential for building a distinctive competence and making it the
cornerstone of strategy.
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To some of you, we may seem to be making a hairline distinction here between the
three terms: competencies, core competencies, and distinctive competencies. The
difference, as you must have noted, lies in the degree of uniqueness associated with the
net synergistic effects occurring within an organisation. You could think of them as
being synonymous so long as you are able to make a distinction among them when
necessary. Among the three, it is the term core competence that has gained greater
currency and popularity. The term core competence has been popularised by Prahalad
and Hamel as an idea around which strategies could be formulated by an organisation.
Several Indian companies have taken to the idea of core competence in right earnest.
Examples abound of companies shedding businesses that are not in line with their
perceived core competencies and focussing upon those that are. Kumar Mangalam
Birla, of the A V Birla group, sees the groups core competencies in a wide array of
skills related to process industries, project management, operations, raw material
sourcing, distribution and logistics, setting up dealer networks commodity branding, and
raising finance at a competitive cost. S Kumar sees its core competence in textile
processing, Nandas of Escorts in light engineering, and Reli-ance Industries in skillful
project management and execution.
The idea of Core Competence seems to be a brilliant way to focus upon the latent
strength of an organisation. Yet there are pitfalls of which an organisation has to be
aware. Core competencies can be developed but also lost. They cannot be taken for
granted. The ability of a core competence to provide strategic advantage can diminish
over time as they do not exist perpetually. A dilemma associated with all core
competencies is that they have the potential of turning into core rigidities The external
environment is responsible for this sad turn of events. New competitors may figure out
a way to serve customers or new technologies may emerge causing the existing company
to lose its strategic advantage. Over-reliance on core competencies to the extent of
becoming prisoners of ones own excellence may result in strategic myopia.
That core competence acts as a double-edged sword is demonstrated by the concept
of strategic commitment enunciated by Pankaj Ghemawat. This means an organisations
commitment to a particular way of doing business, that is, developing a particular set of
resources and capabilities. Ghemawats contention is that once a company has made a
strategic commitment it finds it difficult to respond to new competition if doing so
requires a break with its commitment.
Core or distinctive competencies serve a useful purpose if they are used to develop
sustained strategic advantages through building up organisational capability
Organisational Capability
Organisational capability is the inherent capacity or potential of an organisation to use
its strengths and overcome its weaknesses in order to exploit opportunities and face
threats in its external environment. It is also viewed as a skill for coordinating resources
and putting them to productive use. Without capability, resources, even though valuable
and unique, may be worthless. Since organisational capability is the capacity or potential
of an organisation, it means that it is a measurable attribute. And since it can be measured,
it follows that organisational capability can be compared. Yet it is very difficult to
measure organisational capability as it is, in the ultimate analysis, a subjective attribute.
As an attribute, it is the sum total of resources and behaviour, strengths and weaknesses,
synergistic effects occurring in and the competencies of any organisation.

Several thinkers in the field of strategy favour the line that capabilities are the outcome
of an organisations knowledge base, that is, the skills and knowledge of its employees.
There is a growing body of opinion that considers organisations as reservoirs of knowledge
in which case they are all learning organisations. In fact, the concept of organisational
learning has spawned a whole school of strategy thought.
It is to be noted that while the concept of a learning organisation is applicable to strategic
management in a wider sense at several places, here we are referring to it in the
specific context of capability that is seen as an outcome of organisatinal learning.
Strategists are primarily interested in organisational capability because of two reasons.
Firstly, they wish to know what capacity exists within the organisation to exploit
opportunities or face threats in its environment. Secondly, they are interested in knowing
what potentials should be developed within the organisation so that opportunities could
be exploited and threats should be faced in future.
Organisational capability is measured and compared through the process of organisational appraisal which is the subject matter of this chapter. A feasible approach
to appraising the organisation is to start with the factors and influences operating within
the organisation. These could be called the organisational capability factors.
Strategic Advantage
Strategic advantages are the outcome of organisational capabilities. They are the result
of organisational activities leading to rewards in terms of financial parameters, such as,
profit or shareholder value, and/or non-financial parameters, such as, market share or
reputation. In contrast, strategic disadvantages are penalties in the form of financial
loss or damage to market share. Clearly, such advantages or disadvantages are the
outcome of the presence or absence of organisational capabilities. Strategic advantages
are measurable in absolute terms using the parameters in which they are expressed.
So, profitability could be used to measure strategic advantagethe higher the profitability
the better the strategic advantage. They are comparable in terms of the historical
performance of an organisation or its current performance with respect to its
competitors.
Competitive advantage is a special case of strategic advantage where there are one or
more identified rivals against whom rewards or penalties could be measured. So,
outperforming rivals in profitability or market standing could be a competitive advantage
for an organisation. Competitive advantage is relative rather than absolute, and it is to
be measured and compared with respect to other rivals in an industry.
With rising competitiveness in the industry, mainly owing to liberalisation and the reform
process, the usage of the term competitive advantage has become more pronounced.
The term competitive advantage is more popular since it has been used as an important
concept by the proponents of the positioning school of thought in strategy.
Structuring Organisational Appraisal

Just as environmental appraisal is structured through an environmental threat and
opportunity profile organisational appraisal can also be structured through various
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techniques. For instance, Glueck proposes a preparation of the strategic advantage

profile (SAP) where the results of organisational appraisal are presented in a summarised
form. Another approach, suggested by Rowe et al., is to prepare a company capability
profile as a means for assessing a companys strengths arid weakness in dealing with
the opportunities and threats in the external environment. Here we propose a similar
approach of making an organisational capability profile which can be summarised in
the form of a SAP. The SAP is then matched with the environmental threats and
opportunity profile, which may have been prepared while structuring the environmental
appraisal, in order to look for strategic alternatives and exercise a strategic choice.
Preparing the Organisational Capability Profile

The organisational capability profile (OCP) is drawn in the form of a chart as depicted
in Exhibit 7.2 which shows a summarised OCP. The strategists are required to
systematically assess the various functional areas and subjectively assign values to the
different functional capability factors and sub factors along a scale ranging from the
values of -5 to +5. A detailed OCP may run into several pages where each of the sub
factors constituting the different functional capability factors can be assessed. In this
manner, a summarised OCP, as shown Exhibit 7.2, may be prepared.
Capability factors
Weakness
-5
Normal
0
Strength
+5
1. Financial capability factors

(a) Sources of funds
(b) Usage of funds
(c) Management of funds
2. Marketing capability factors
(a) Product-related
(b) Price-related
(c) Promotion-related
(d) Integrative and systematic
3. Operations capability factors
(a) Production system
(b) Operations and control system
(c) R&D system
4. Personnel capability factors
(a) Personnel system
(b) Organisational and employee characteristics
(c) Industrial relations
5. Information management capability factors
(a) Acquisition and retention of information
(b) Processing and synthesis of information
(c) Retrieval and usage of information
(d) Transmission and dissemination of information
(e) Integrative, systemic, and supportive
6. General management capability factors
(a) General management system
(b) External relations
(c) Organisational climate
Exhibit 7.2: Summarised Form of Organisational Capability Profile
After the completion of the chart, the strategists are in a position to assess the relative
strengths and weaknesses of an organisation in each of the six functional areas and
identify the gaps that need to be filled or the opportunities that could be used. The
preparation of an OCP provides a convenient method to determine the relative priorities
of an organisation vis-a-vis its competitors, its vulnerability to outside influences, the
factors that support or pose a threat to its existence, and its over all capability to compete
in a given industry.
Preparing the Strategic Advantages Profile

Based on the detailed information presented in the OCP, it is possible to prepare a
concise chart of a strategic advantage profile. An SAP can also be prepared directly
when students analyse cases during classroom learning without making a detailed OCP.
A SAP provides a picture of the more critical areas, which can have a relationship to
the strategic posture of the firm in the future.
In Exhibit 7.3, we provide an illustration of an SAP drawn for a hypothetical company
in the bicycle industry. The main business of the company is in the sports cycle
manufacturing for domestic and exports markets. This example relates to a hypothetical
company but the illustration is realistic.
Capability factor
Competitive strengths or weaknesses
1. Finance
High cost of capital; reserves and surplus position

unsatisfactory
2. Marketing
Fierce competition in industry; companys position

secure at present
3. Operations
Plant and machinery in excellent condition; captive

sources for parts and components available
4. Personnel
Quality of managers and workers comparable with that

in competitor companies
5. Information
Computerised management information system in the

process of development; traditional functions such as
payroll and accounting computerized
6. General management
High quality and experienced top management;

generally adopts a proactive stance with regard to
decision-making
Exhibit 7.3: Strategic Advantage Profile (SAP) for a Bicycle Company

Note: Up arrow indicates strength, down arrow indicates weakness, while horizontal arrow indicates
a neutral position.
The SAP presented in Exhibit 7.3 clearly shows the strengths and weaknesses in different
functional areas. For instance, the company has to use its strengths in the area of
operations and in general management areas. A gap is also indicated in the finance
area which has to be overcome if the company has to survive and prosper in a competitive
industry like bicycle manufacturing. In marketing, though the competitive position is
secure at present, it cannot be said that it will remain so in the future. The SAP indicates
that strategists can initiate action to cover the gaps and use the companys strengths in
the light of environmental threats and opportunities.
The probable line of action to be adopted for covering the gaps and using the companys
strengths in the light of environmental threats and opportunities is found through
considering strategic alternatives at the corporate-level and the business level and
exercising a strategic choice.
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Organisational Appraisal
l
The analysis of internal resources has five objectives.
l
To outline the role that a companys resources and capabilities play in the
formulation of its strategy and to pinpoint their crucial importance in establishing
competitive advantage.
To show how the firm can identify, classify, and explore the characteristics of its
base of resources and capabilities.
To develop a set of criteria to analyse the potential of the firms resources and
capabilities to yield long-term profits/returns.
To identify weaknesses in resources in the context of the external environment

and strategy formulated, and to show how strategy is concerned not only with
deploying the firms resources to yield returns over the long term but also with
augmenting and strengthening the firms resources and capabilities.
To develop a framework for resource analysis that integrates the above themes
into a practical guide for the formulation of strategies that build competitive
advantage.
The Role of Resource Analysis in Strategy Formulation

It is interesting that during the past two decades, most of the developments in strategy
analysis have concentrated upon the industry environment of the firm and its competitive
position in relation to rivals. The analysis of industry and competition has been based
primarily on concepts and theories of microeconomics and has been closely associated
with the works of Michael Porter, the Boston Consulting Group, McKinsey & Co., and
the Strategic Planning Institutes linking of market share, quality, and other positional
variables to profitability through the PIMS project.
In contrast, strategic analysis of the firms internal environment is surprisingly
underdeveloped. Analysis of the internal environment has, for the most part, been
concerned with issues of strategy implementation (partly associated with objective
four listed in the introduction above). Internal characteristics of firms such as
organisational structure, systems of control and incentives, and top management skill
and style, have been viewed primarily as consequences of the strategy adopted and to
some extent as constraints upon the range of strategies that can be adopted. Interestingly
again, this comparative neglect of internal resources by business strategists contrasts
sharply with the approach of military strategy which has always given primacy to
resource analysis and followed one underlying principle of war: concentration on strength
against weakness;
The case for making the resources and capabilities of the firm the foundation of its
long-term strategy rests upon two premises:
l
The first concerns the role of resources in defining the identity of the firm.
Conventionally, the definition of the business has been in terms of the market
served by the firm: who are our customers? and which of their needs are we
seeking to serve? But when the external environment is in a state of flux, the
market itself is liable to change and the firm itself, defined in terms of its resources
and capabilities, may be a much more stable basis on which to define its
identity.
Thus the basis of a resource-based approach to strategy is a definition of the firm,
not in terms of the needs it is seeking to satisfy, but in terms of its capabilities. The
primary issue for strategy is determining what the firm can do. The second is
deciding in which industries and through which types of competitive strategy the
firm can best exploit those capabilities.
Evidently this approach is in contrast to that, proposed by Theodore Levitt1 in his
classic article Marketing Myopia in which he has proposed broadening the concept
of the market served as the key to successful adjustment. Experience shows, however,
that companies basing their strategies on the development and application of specific
capabilities have usually shown a remarkable capacity to adjust to external changes.
Companies like Honda or 3M are cases in point.
l
The second reason for focusing upon resources as the foundation for an enterprises
strategy is that profits are ultimately a return to the resources owned and controlled
by the firm. Profits are usually derived from two sources: the attractiveness of
the industry in which the firm is located, and the achievement of competitive
advantage over other firms wiihin the industry. If, however, we probe deeper into
both competitive advantage and industry attractiveness, we can trace the origins
of both sources of profit back to the firms resources.
Let us, therefore, consider competitive advantage. The ability to establish a cost
advantage over competition rests upon the possession of scale-efficient plant, superior
process technology, ownership of low cost sources of raw materials, or locational
advantages in relation to low wage labour or proximity to markets. Differentiation
advantage is similarly based upon ownership or control over certain resources, brand
names, patents, or a wide distribution and service network. llence the superior profits
that a firm gains as a result of competitive advantage over rivals are really returns
generated by these resources. Once these resources depreciate, become obsolete, or
are replicated by other firms, returns also disappear.
Superior profits associated with attractive industry environments are typically thought
of as accruing to the industry rather than to individual firms. Profitability above the
competitive level is typically the result of market power. But what is the source of
market power? Contemporary industrial economists regard barriers to entry as its
fundamental prerequisite. Barriers to entry have one major basis in economies of scale,
in capital equipment, patents, experience, brand loyalty, or some other resource that
incumbent firms possess but which entrants can acquire only slowly or at disproportionate
expense. In Exhibit 7.4 graphically detail, resources as the basis of superior profitability.
Thus the case for resource analysis rests not only upon the observation that contemporary
developments in strategy have overemphasised external analysis to the near exclusion
of internal analysis, but also that resources are the fount from which a firms profits
flow. We provide below the outlines of a resource-based approach to strategy
formulations. This comprises three key elements:
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Exhibit7.4:ResourcesastheBasisofSuperiorProfitability
l
Selecting a strategy that exploits a companys principal resources and

competencies. Successful examples are: IBM and Marks & Spencer (who
concentrated on their core competencies of manufacture and software
development in the first case and marketing in the second). Failures (the strategies
going beyond close linkage with their resource base) are Chrysier which overextended itself and ITT whose concentration on conglomerate development
depended solely on the capability of its CEO (who created no successor) during
the seventies.
Ensuring that the firms resources are fully employed and its profit potential is
exploited to the utmost. Walt Disneys remarkable turnaround between 1984 and
1987 (after four successive years of declining net income and other declining
financial indicators) involved very little change in basic strategies.
Building the companys resource base: Resource analysis is not just about
deploying assets, it is crucially concerned with filling current resource gaps and
building the companys future resource base. The continuing dominance of
IBM&Proctor and Gamble in their respective fields of business owes much to
these companies commitment to nurturing talent, augmenting technologies, and
adjusting capabilities to fit emerging market trends. This is also evident in the
deliberate build up of core competencies in successful companies like NEC,
Canon, Honda, 3M.
Taking Stock of the Firms Resources and Capabilities

Resource analysis takes place at two levels of integration. The basic units of analysis
are the individual resources of the firm: items of capital equipment, skills of individual
employees, patents, brand names, etc., but to examine how the firm can create
competitive advantage, we must look at how groups of resources work together to
create capabilities. Exhibit 7.5 shows the relationship between resources, capabilities,
and competitive advantage.
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Tangible Resources
Tangible resources are the easiest to identify and to evaluate: financial resources and
physical assets are identified in the firms financial statement. At the same time, company
financial statements are renowned for their propensity to obscure strategically relevant
information and to mis-value assets.
A strategic assessment of tangible resources is directed towards answering two key
questions:
l
What opportunities exist for economy in the use of finance, inventions, and fixed
assets?
What are the possibilities of employing existing assets more profitably?
The first may involve using fewer tangible resources to support the same level of
business, or using existing resources to support a larger volume of business. The success
of companies that have pursued growth through acquisitions within mature industries
has been due to managements ability to vigorously prune the cash and assets needed
to support the turnover of acquired businesses.
The returns to a companys tangible resources can be increased in many ways.
Resources can be utilised more productively, they can be transferred to more profitable
uses within the company, and finally, can be sold to other companies. The opportunities
for breaking up asset-rich, low-profit companies encouraged many company acquisitions
during the eighties.
Competitive advantage
Capabilities
(Organisational routines)
Resources
Tangible
Physical Financial
assets
assets
Human
Skills
Intangible
Technology
Reputation
Exhibit 7.5: The Two Levels of Resource Analysis: Resources and Capabilities
Intangible Resources
Over time, working capital, fixed capital, and other tangible assets are becoming less
important to the firm, both in value and as a basis for competitive advantage. At the
same time, inversely, the value of intangible resources is increasing. However, intangible
resources remain invisible to accountants and auditors. Hence, accounting evaluation
of net worth increasingly bears little or no relationship to the true value of a firms
resources. To illustrate, the most valuable assets owned by consumer goods firms are
likely to be their brand names; yet these either receive no valuation in a companys
balance sheet or are valued only when they are acquired. It is perhaps not surprising
that when Nestle acquired the British chocolate manufacturer Rowntree in 1988, the
bid price exceeded the book value of Rowntrees assets by over 500 per cent. This is
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but an indication of the value of Rowntrees brand names such as Kitkat and Quality
Street.
To identify and appraise intangible resources, it is useful to distinguish between human
and non-human intangibles. While people are clearly tangible, the resources that they
offer to the firm are their skills, knowledge, reasoning, and decision-making capabilities
which are clearK intangibles. In economists terminology, the productive capability of
human beings is refened to as human capital. Identifying and appraising the slock of
human capital within a firm is complex and difficult. Individual skills and capabilities
can be assessed from their job performance, from their experience, and from their
qualifications. These are, however, only an indication of an individuals potential, and in
a firm people work together in a way that makes it difficult to directly observe the
contribution of the individual to overall corporate performance. Yet, if a company is to
develop, to adjust to changing environmental conditions, and to exploit new opportunities,
it must have knowledge not only of how its employees perform in their present and past
jobs, but of their repertoire of skills and abilities. Dave Ulrich of the University of
Michigan points to the role of a human resource information system as a valuable tool
for sustaining a companys competitive advantage.
While intangible resources receive scant recognition from accountants, their value is
being increasingly recognised by the stock market, as evident from the significantly
high ratio of stock prices to book values of successful companies. Indeed, any evaluation
of this ratio in the stock market will show that two types of companies dominate such
a list: those with valuable technical resources (notably pharmaceutical companies, an
industry where patents are particularly effective), and companies with very strong
brand names (especially in nondurable goods).
Hofer has identified five types of resources: financial, physical, human, technological,
and organisational. Exhibit 7.6 illustrates and slightly modifies his classification of resource
types, and points to their principal characteristics and key indicators.
Resource Audit
The strategic capability of the organisation is built largely around those activities that
add value to a product. Other activities are also useful and necessary but they are not
the ones through which the organisation sustains its distinctive production/service values.
In this context, the relative roles of primary and support activities of the organization
need to be appreciated. It will be obvious that resources contributing to the value system
of the organization will be dispersed amongst various primary activities. The role of
support activities would be to marshal them and use them effectively and efficiently.
The checklist in Exhibit 7.7 would provide broad coverage of the resources to be audited.
It will be noticed that within an activity different types of resources are identified:
Physical resources: Physical resource assessment should go way beyond mere listing.
It should indicate the nature of these resources, their age, condition, capability, location,
and, where relevant, specialty.
Human resources: An analysis of human resources must examine a number of relevant
questions. An assessment of the number and types of different skills within the
organization is undoubtedly important. Equally important, however, are questions such
as adaptability (to different external circumstances). There is also the question of
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retrenchment, retraining, and relocation under conditions of economic distress and

flexibility, as also of location, often for skilled operatives in high wage countries in
multinational companies.
Thus consider the case of Japanese multinationals. In the context of the continuously
rising value of the yen, it would soon become unavoidable for many such Japanese
companies to move their manufacturing facilities to lower wage countries to maintain
competitiveness. Some of their skilled operators would also have to go along, particularly
in the initial stages. The ready acceptance by employees of such relocation is an important
consideration in human relations.
Principal Characteristics
Resource (s)
Financial
Physical
Human
Technological
Reputation
The firms borrowing capacity and its internal

fund generation determine its investment
capacity and its cyclical resilience.
Key Indicators
Debt-equity ratio.
Ratio of net cash to capital expenditure. Credit
rating
The size, location, technical sophistication, and Educational, technical, and professional
flexibility of plant and equipment, location and qualifications of employees Pay rates in
alternative uses for land and buildings; relation to industry average. Record of labour
resources of raw materials constrain the firms disputes. Rate of employee turnover.
set of production possibilities and determine its
potential forE
cost
quality
advantage.
xhiand
bit
7.6:
Classifying and Appraising the Firms Resources
The (raining and expertise of employees Resale values of fixed
determine the skills available to the firm. The Primary
capital
equipment. Scale
Activities
adaptability of employees determines the uses of fixed assets.
Support
Inbound
logistics
Operations
Outbound
strategic flexibility of the firm. The commitment
activities
logistics
and loyally of employees determine the firms
Procurement
Transport
Warehousing
Machines Consumables Transport
ability to maintain
competitive
advantage.
Capital
Warehousing
assets, vintage of
of plants Alternative
Marketing and sales
Service
Product/Service
Patents/Licenses
Franchise Credit
facilities
Stock of technology, including proprietary Number and significance of

patents. Revenue
Brand names Market
technology (patents, copyrights, trade secrets), from patent licenses. research
R&D staff as a
and expertise in its application of know-how. percentage of total employment.
Technology
Design researchProcess
development
Shipments
Networks of contacts
Resources Know-how.
for innovation,
facilities,
development
Technology. Transfer (in)
Information systems
technical and scientific employees.
Human
resource
development
Recruitment Supplier
Team spirit Job
Vetting Shareholders
satisfaction
Creditors relation Image
Subcontractors
Reputation in city
with customers, through the Brand
Subcontractors
Agents Sales force

Distributors.
Merchandisers
Price
premium user
goodwill
recognition.
ownership of brands, established relationship competing brands. Percentage of repeat
Management
Purchasing
systems
Order processing
with customers,
the association
of Production
the firmsPlanning
purchases.Delivery
Objective measures
of product
systems
Vehicle Scheduling
Quality control Cash
scheduling
Debtor control
products with quality, reliability etc. The performance, level and consistency of
Material handling
management Stock
reputation of the company with the suppliers
of company
control Facilities
layout performance
components, finance, labour resources, and
oilier inputs.
Fault diagnosis
Maintenance staff
Customer service
systems
Exhibit7.7:AChecklistforResourceAuditing
Financial resources: This would include the sources and uses of money within the
value chain, such as obtaining capital, managing cash, the control of debtors and creditors,
and management of relationships with suppliers of money (shareholders, bankers,
concepts of convertibility, creditworthiness, etc.).
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In resource analysis, the importance of intangibles should never be overlooked. In

some businesses, particularly services such as solicitors, retail shops, and the catering
industry, goodwill could represent the major asset of the company and may stem from
brand names, good contacts, company image, and many other sources. Even in others,
where it may not constitute a major asset, it is still significant. Thus where a company
adopts the strategy of differentiation to gain competitive advantage, a considerable
portion of the value associated with differentiation is perceived difference, such
perception being largely subjective and somewhat intangible in nature. Similarly, where
quality is a major plank of the strategy adopted, one of its major components is perceived
quality, once again based on intangibles.
Resource Utilisation
It is evident that an organisations resources have practically no value unless organised
into systems, to ensure that they are utilised to produce goods, products, or services
that are valued by the final consumer/user. There are various ways of measuring resource
utilisation; some are mentioned below.
Capacity Fill
It is often a prime measure of efficiency of organisations whose major costs are
overheads. This is particularly important for those industries where the additional or
marginal cost of additional occupancy of unoccupied capacity is extremely small.
Examples would be transport industries and hotels. It may also be noted that
capacity fill often becomes the major criterion for cost competitiveness of such
organisations.
Working Capital Utilisation
Working capital utilisation is a good indicator of the way in which the financial resources of
the company are used strategically. It is readily realized that operating at a low level of
working capital involves considerable risk; on the other hand, having too much capital is
patently inefficient. It is therefore important to achieve a balance between these extremes.
An assessment of how well this balance has been achieved will be a measure of the
efficiency of working capital utilisation. This balance is sometimes changed by factoring
certain aspects such as debtors in return for cash. This, in effect, means redefining the
boundaries of the organisations value chain to maintain efficiency.
Production Systems
An essential precondition of the ability to assess the efficiency of the production system
of a company is to have a thorough and clear understanding of the various aspects of a
companys production system, such as job design, layout, and materials flow. It may be
found, for example, that excessive costs have been incurred through unnecessary
handling and transportation of materials during manufacture, or that the company can
take advantage of new operational methods. In other words, job simplification, job
elimination, methods improvement are distinct possibilities. Instances of the application
of these industrial engineering concepts and consequent improvement in efficiency
with corresponding enhancement of cost-competitiveness are too numerous to require
any specific illustration.
Efectiveness
A complete understanding of a companys use of resources also requires an analysis of
the effectiveness with which these resources have been used. The effectiveness of an
organisation can be critically influenced by the ability to get all parts of the value chain
working in harmonyincluding those key activities that are within the value chains of
suppliers, channels, or customers. This is a key task of management and is largely
concerned with development and sustenance of common attitudes and values amongst
all those in the value chain so that people see the purpose of the products/services in
similar ways and have a common view on which activities are critical to success. It is
really the differences in attitudes and perceptions on these issues which are often the
root causes of misunderstandings. Some of them are now discussed.
Use of People
There are many situations where people may be used ineffectively. For instance, an
engineering design team may be designing for the lowest cost whilst the organisation is
competing on uniqueness of product. Taking the example to a degree of refinement,
there may be misunderstanding on the concept of uniqueness itself. Thus the design
staff may be designing for durability, whereas the organisations perception of the market
choice is reliability.
Use of Capital
An analysis of a companys long-term funding (capital structure) may provide useful
insights. A company may be foregoing the opportunity of additional long-term funds
(loans or share issues) and, in consequence, facing difficulty in carrying out its necessary
investment programmes. Sometimes the opposite is true, when a company may be too
highly geared for the realities of the markets in which it is operating. Many companies
have found that when general levels of profitability are low and interest rates high, the
conventional wisdom of gearing to improve profitability is impossible to achieve.
Organisations that have grown by a series of mergers and takeovers are particularly
astute at putting together packages of finance (money and share options) that are
regarded as attractive by shareholders of the organisations being taken over.
Use of Marketing and Distribution Resources
The effectiveness with which a sales force is being used might be judged by assessing
the volume of sales that each salesperson produces. However, expenditure on other
items like advertising or distribution may be more difficult to assess. Companies often
use rules of thumb like percentage of turnover spent on advertising, or might sometimes
attempt more rigorous and expensive analysis such as advertising effectiveness research.
A crucial judgement when analysing the value chain is whether the marketing effort
could have been delivered more effectively in a different wayfor example would
appointing sales agents have been better than having an in-house sales force?
Use of Research Knowledge
An assessment of how effectively research knowledge is used is equally problematic.
Tangible measures are available, such as the number of product and process changes
developed internally or the competitive advantage that has been gained from technical
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improvements resulting in better quality or lower cost. Companies are increasingly

trying to cope with their worries about underutilisation of the R&D resource by providing
better links with the commercial function and improving monitoring and control
arrangements. There is often a tendency towards technology transfers rather than
in-house R&D development. This has some obvious advantages, such as time saved
and non-commitment of internal resources. The disadvantages should not be lost sight
of either; the obvious one being that technology transfer is a static process and which
it may include the minutest details, it would still be missing the essential element. Further,
the R&D department would be ill-equipped to carry out any improvement, since it
would not know the process and would not be in a position to comment on it.
Use of Production Systems

Poor utilisation of resources may result from the choice of an inappropriate system of
production. This, in effect, means that the production system should be designed as one
appropriate for the volume it is expected to handle, and the correctness of that estimated
value is of critical concern.
A production system needs to be geared to the basis on which the organisation
competes. Where cost competitiveness is crucial, highly integrated production
systems may be essential. However, a more flexible system will be required if the
quality of service (e.g. delivery time) is the principal competitive weapon.
Exploitation of Intangible Assets

In case of intangible assets such as image, brand name, and market information, their
exploitation is a measure of effectiveness.
Exhibit 7.8 gives the measure of efficiency and effectiveness for different resources.
Control of Resources
It is not enough to look at resource audit and utilisation; it is necessary to ensure that
resources are controlled properly according to the strategic intent. Otherwise, there
would be situations where good quality resources have been deployed the right way
and used efficiently, but still performance is poor as resources are poorly controlled.
Exhibit 7.9 lists some aspects of resource control.
The ways in which linkages within the value chain and with the value chains of supplies,
channels, or customers are controlled can also be important. Often financial control
systems of an organization tend to discourage such linkages because they do not fit the
compartmentalised concept of resource control. Some important aspects of resource
control are discussed below.
Control of Key Personnel

Often key creative and professional people, while essential for the efficient
functioning of organisations, are a bad fit in the organisational structure and culture
because their personal concepts of their jobs are somewhat different from those of
the company. In such situations, it may be preferable to have these people outside
the organisation (as advisors or consultants) whilst continuing to be key resources
within the value chain.

Resource
Efficiency
Effectiveness
Physical resources
Capacity fill
Match between production/marketing resources and nature of

work.
Buildings
Capacity fill, unit costs.
Plant & machinery
Job design, layout, materials flow
Financial
Profitability, use of working capital
Capital structure
Materials
Yield
Suitability of materials.
Products
Damage (e.g. in transit)
Match between product and market needs
Marketing and
distribution
Sales per area
Choice of channels.
Sales per outlet
Choice of advertising method.
Human resources
Labour productivity
Allocation of jobs to people.
Relative size of departments
Duplication of efforts.
Exploitation of image, brand name market information, research
knowledge, etc. Consumer complaints level.
Intangibles
Exhibit 7.8: Some Measures of Resource Utilisation

Resource Area
Physical resources
Buildings
Plant & machinery
Financial
Materials
Products
Human resources
Intangibles
Typical Control to Investigate

Security, maintenance.
Production control; maintenance system
Costing systems, Budgets, Investment appraisal
Supplier Control (quantity, quality, and cost) Control of stock
Stock control, quality control, losses (e.g. thefts)
Control of key personnel
Leadership
Working agreements
Control of outlets (e.g. distribution)
Control of image (e.g. public relations)
Industrial relations celiac
Control of vital information
Exhibit 7.9: Aspects of Resource Control
Costing
This is an area of particular importance and significance for small, fast-growing
organisations and yet this is where they often fail. The management knows what
resources are needed to establish the company in the market and how to deploy these
to good effect. It is, however, unaware of how its method of operation will influence
costs and revenue, and hence the profitability of the company. It is important to emphasize
that costing is a means of resource control, not obstructing resource utilisation. Often,
in organisations, there is confusion between cost effectiveness and cost minimisation.
Whereas cost effectiveness is invariably desirable, cost minimisation may lead to blind
cost pruning, frequently resulting in a downward spiral, leading to a product/service
that is valued less by consumers/buyers/users, creating a fall in demand, a worsening
cost structure, and so on. This is where a proper appreciation of costing as a resource
control measure comes of age.
Quality of Materials
In most industries, the quality of the finished product is highly dependent on the quality
of certain key materials and components that are bought in. Establishing strict quality
control measures on these materials (and components) is there fore essential to ensure
the quality of the final product. In the context of the value chain there are different
ways in which this might be achieved; for instance by establishing rigid quality
specifications; and subsequent inspection of incoming materials, by inspecting the
suppliersquality control systems or by inspection of incoming materials. The relative
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cost and effectiveness of the alternatives is an important consideration. In many cases,

it becomes necessary to roll-back the control of quality to the supplier. One can
conceive the supplier-company value chain linkage through joint or combined research
for developing suitable quality material and the consequent quality control procedures.
Marketing Outlets
Many manufacturers fail to exert sufficient control over the way in which their outlets
present and sell their products. Retail outlets often sell 5000 to 10,000 different products,
including many that directly compete with one another. Monitoring and controlling the
marketing efforts of outlets is important, but often difficult. Again, different approaches
are possible ranging from the ownership of outlets (i.e. bringing distribution into the
organisations own value chain), the Bata shoe store chain in India is an example;
appointment of approved dealers; the provision of customer training; and the use of
merchandising teams.
Stock and Production Control
There may be occasions when a companys poor performance can be due to poor
control of stock or the system of production. Poor stock control means tied up capital
and accrued interest on this with consequent interest burden. A good stock control
system, by controlling inventory levels, can substantially reduce working capital
requirements resulting in substantial benefits.
Even if the raw materials or finished goods inventory control procedure may be
satisfactory, poor production control systems may result in poor delivery record and
high buffer stock between the various steps of production. This is equally harmful
and demands installation of proper production control system.
Control of Leakage
Most companies face this problem. Retailers are particularly vulnerable. Organisations
face a real dilemma since the introduction of more stringent controls and checks could
be counterproductive in reducing the value of the service in the eyes of consumers.
Control of Intangibles
The companys ability to control its image through its public relations activities is one
example. The industrial relations record can indicate how well team spirit or
organisational culture are controlled. In some cases, the control of vital information
that may be of commercial benefit to competitors would be particularly important to
monitor.
Financial Analysis
Financial analysis is useful at all stages of resource analysis, and not only as part of
value analysis. For example, the forecasting of the cash requirements of different
activities is an important measure of how well an organizations resources are balanced
(portfolio analysis). Equally, financial measures such as profitability, gearing, or liquidity
are used to compare the performance of a company with its competitors as a means of
analysing that companys resource position.
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The key value activities change over time. Key financial measures to monitor
will change accordingly. Thus, as a new product launch goes through introduction,
growth, and decline, the key measures shift through sales volume, profit/unit, and
cash flow. Exhibit 7.10 provides some financial ratios in relation to a companys
strategic resources and capabilities.
Financial Ratio
Used to Assess
Return on capital
Overall measure of
Performance
Cost structure
Sales profitability
Gross margin
Sales expenses
Overheads
Labour
Materials
Dividends
Interest
Asset turnover
Fixed assets
Stock
Debtors
Creditors
Liquidity
Capital structure
(gearing)
Sales performance.
Direct costs.
1. Indirect cost
2. Value of expenditure
1. Labour productivity
2. Relation to value
1. Purchasing policies
2. Quality of materials
3. Relation to value
Power of shareholders
Capital structure
Capital intensity
1. Cash tied up
2. Delivery performance
3. Risk of write-offs
1. Cash tied up
2. Use of credit
3. Risk of bad debts
Choice of suppliers
Short-term risk
1. Long-term risk
2. Using available resources
Exhibit 7.10: Financial Ratio and Resource Analysis
Comparative Analysis
To adequately comprehend the strategic capability of an organisation, it is useful to
carry out a comparative analysis, with (i) itself in the past to see how the resource basis
has shifted over time, (ii) other competitive organisations, and (tit) industry norms.
Historical Analysis
Historical analysis looks at the deployment of the resources of a business in comparison
with previous years in order to identify any significant changes in the overall levels of
resources.Typically, measures like sales-capital ratio, sales-employees ratio are used,
as well as identification of any significant variations in the proportions of resources
devoted to different activities. Such analysis appears straightforward, but in a tabulated
form often discloses drifts normally not visible. Thus a company, basically in
manufacturing and retailing its own products, finding the retail market relatively
favourable may gradually emphasise on retailing to such a degree as to drift away from
the traditional base of manufacturing. It is only when resource utilisation is compared
across the years that the drift becomes apparent. It is now for the company to reassess
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where its major thrust of business should lie in the future. In other words, the company
has gradually redefined the boundaries of its value chain over time.
Comparison with Industry Norms

The historical analysis discussed above is upgraded considerably by additional comparison
with the industry as a whole. It helps to put the companys resources and performance
in perspective and provides the company with a broad idea about its competitive position
in relation to the industry.
The dangers of such comparison with the industry as a whole are, however, several.
i.
It may overlook the fact that the industry as a whole is doing badly and is losing
out competitively to other industries and other countries with belter resources
and with the capability to satisfy customer needs better.
ii.
The industry norms, averaging out companies with different strategies, often
average out different things and in the process hide more than they reveal. Thus,
for instance, comparing labour costs; for companies with cost competitiveness
as the critical strategy, labour cost should necessarily be low, whereas for
companies with differentiation as the critical strategy, labour cost, is no longer
critical and can easily be somewhat higher, so long as it is more than compensated
by the added value gained by differentiation, duly reflected in higher price.
What is more important, therefore, is to compare similar value activities between

organisations if the strategic context is not forgotten. This would, however, mean keeping
detailed profiles of competitors resources, and may prove very difficult and expensive.
We now discuss certain concepts related to the analysis of internal resources.
The Experience Curve

The concept of the experience curve was propounded by the Boston Consulting Group,
as the end result of studies of company performances showing a direct and consistent
relationship between aggregate growth in volume of production and declining cost of
production. This relationship resembles that shown in Exhibit 7.11.
Exhibit 7.11: The Experience Curve
In analysing the reasons contributing to the shape of the curve, the major reasons
identified by the BCG are the following:
The learning function: Anyone doing a job learns to do it better over time and given
increased experience. Labour cost should, in fact, decline by about 10 to 15 per cent
every time cumulative experience doubles.
Specialisation: As scale of production increases, so it becomes possible to split jobs

into more and more specialist ones. Doing half as much but twice as often equals the
same amount of effort but twice the experience with the task.
Scale: The capital costs required to finance additional capacity diminish as that capacity
grows.
Cost is thus, in general, a function of experience. It is also a function of volume and
particularly of market share, specially when the product is competing in a definable
relevant market segment.
There are, however, some significant reservations expressed about the value of
experience curve ideas. Some of the conventional reasons are the following:
i.
Some of the key variables such as market growth and share are not always easy
to be precise about.
ii.
There is risk that managers interpret the conclusions too simplistically, e.g. by
failing to recognise the opportunities afforded by market segmentation and/or
product differentiation.
A more profound and up-to-date objection would, however, be that the ever increasing
trend of technological innovation would tend to establish rapid obsolescence of
yesterdays technology. In consequence, a company, whose products may claim reduced
labour cost achieved through the impact of the experience curve, may find itself in
competition with another company just commencing production. Whereas, as the normal
consequences of the experience curve, the old company should-enjoy a cost advantage,
this would be totally negated through faster and better machines.
Assessing the Balance of Resources

While value chain analysis is undoubtedly important, there is an additional resource
issue that is of equal and complementary importance: namely the extent to which the
organisations resources are balanced overall. Three important aspects of such analysis
are:
l
The extent to which the various activities and resources of an organisation

complement one another. Portfolio analysis is particularly useful here.
The degree of balance of the people within the organisation both in terms of
individual skills and personality types.
Whether the degree of flexibility in the organisations resources is appropriate

for the level of uncertainty in the environment and the degree of risk the company
is prepared to take.
Portfolio Analysis
Let us consider the market share, market growth rate BCG matrix together with the
concept of the experience curve discussed above. The experience curve underlines
the importance of the relationship between market dominance and profitability. It will
be evident that there is not much sense in market dominance unless the market is in a
growth stage. Evidently, all competitors would be trying to gain in market shares,
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competition would be fierce, the investment and resource deployment requirement higher,
and profitability would be low. Cash generation would perhaps even be negative. And
yet, in expectation of a future high profit (and perhaps cash generation), resource
deployment and investment would have to be made. Evidently, that cash would have to
be generated by some other product/market segment. This is how the BCG matrix
suggests the model for product portfolio or the growth share matrix as a tool by which
to consider product strategy.
Portfolio analysis is particularly useful inasmuch as it raises some important questions
about resources. For example:
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Whether the mix of products, services or businesses is balanced across the

organisation. The idea of a portfolio of interests emphasises the importance of
having areas of activity that provide security of funds (cash cows) and others
that provide for the future of the business, (star and question mark).
Drucker has long emphasised the importance of reviewing activities to ensure

that the appropriate amount of management and physical and financial resources
are being allocated to the activities, that management is not providing excessive
resources to dogs while starving question marks and thus reducing the chances
of turning them into stars.
Whether the balance of a companys products/markets matches the resources

available to the company. If a company is particularly good at development and
design this may not match the analysis of product/market position which indicates
a predominance of mature products in a static market. This may suggest the
need to move funds from the development area into a greater emphasis on
promotion or market development.
Skills Analysis
Organisations must possess the necessary balance of skills needed to run a
business successfully. Companies need the capability to manage their production and
marketing systems as well as control the financial and personnel aspects properly.
There is another aspect to the balance of human resources, namely the extent to which
nbteams contain an adequate balance of personality types to operate effectively. Some
of the common personality types needed within an effective team are identified in
Exhibit 7.12.
Flexibility Analysis
Another important aspect of organisational resources is the extent to which they are
flexible and adaptable. It is also important to assess how far this flexibility is balanced
with the uncertainty faced by the organisation. Since this uncertainty is wholly concerned
with the external environment and disturbances in it, flexibility has no meaning without
an understanding of the uncertainty involved or apprehended. Thus flexibility
involves resources and their utilisation in the uncertainty of the external environment
in the content of the managment strategy specifically adopted with an end object in
view.

Chairman/team leader
Stable, dominant, extrovert. Concentrates on objectives. Does
not originate ideas. Focuses people on what they do best.
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Company worker
Stable, controlled. Practical organizer.
Can be inflexible but likely to adapt to established systems. Not
an innovator.
Plant Manager
Monitor evaluator
Dominant, high IQ, introvert. A scattered of seeds; originates,

ideas.
High IQ, stable, introvert. Measured analyses not innovation.
Misses out on details. Trustful but easily offended.
Unambitious and lacking enthusiasm. Solid, dependable.
Resource investigator
Team worker
Stable, dominant, extrovert, Sociable. Contacts with outside

world. Salesperson/diplomat/liaison officer. Not an original
thinker.
Stable, extrovert, low dominance.

Concerned with individuals needs
Builds on others ideas. Cools things down.
Shaper
Finisher
Anxious, dominant, extrovert, emotional, impulsive. Quick to

challenge and respond to challenge. Unites ideas, objectives
and possibilities. Competitive, Intolerant of woolliness and
vagueness.
Anxious, introvert. Worries over what will go wrong. Permanent

sense of urgency. Preoccupied with order. Concerned with
following through.
Exhibit7.12:PersonalityTypesforanEffectiveTeam
Flexibility analysis is usually not a sophisticated exer-cise. Often it is a simple listing of

the major areas of uncertainty and the extent to which the companys resources are
geared to cope with each of these. An example is shown in Exhibit 7.13.
Value Chain Analysis

The concept of value relates to how the ultimate consumer/user views the organisations
products/source in relation to competitive offerings. An analysis of resources must be
undertaken in a way that establishes how such competitive differences are achieved
throughout the value chain. Many of the value activities will be performed outside the
organisation (e.g. by suppliers, channels or customers). It is essential that the
organisations own value chain is seen in this wider context.
The linkages and relationships between various activities are often the basis on
which competitive advantage is achieved. This also applies to linkages of the value
chain of an organisation with those of its suppliers, channels, and customers.
Major areas of Uncertainty
Flexibility Required
Actual (at present)
Comments
Demand for Product A.
Capacity (possibility +20 per

cent) or stocks
Overtime could cover.

Low
Probably OK
New supplies.
New materials.
None known at present.

Production cannot cope.
Problem area Seek

information on new suppliers.
Long-term loan may not be

renewed next year.
Other sources of Capital.
Good image on stock market.
New share issue looks

favourable.
Major customer may go

bankrupt.
Replacement customer
No leads
Sound out potential customer.
Chief design engineer may

retire.
Design capability for products

presently in development.
Deputy not suitable Chief may

agree to part time
consultancy arrangements.
Tracing and/ or recruitment

needs urgent attention.
Price of raw materials from

present supplier.
Exhibit7.13:FlexibilityAnalysis
Exhibit 7.14 and 7.15 show the value system and an illustration of an organisations
value chain. Exhibit 7.15 a schematic representation of the value chain showing its
constituent parts. The primary activities of the organisation are grouped into five
principal areas: inbound logis-tics, operations, outbound logistics, marketing and sales,
and lastly service.
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Inbound logistics: arc the activities concerned with receiving, storing, and distributing
inputs to the product/ service. This includes materials handling, stock control, transport,
etc.
Operations: transform these various inputs into the final product or service. For example,
this would include machining, packaging, assembly, and testing.
Outbound logistics: collect, store, and distribute the product to customers. For tangible
products this could be warehousing, materials handling, and transport. In case of services,
it may be more concerned with arrangements for bringing customers to the service if it
is a fixed location (e.g. sports events).
Marketing and sales: provide the menus whereby customers/users are made aware
of the product/service, etc., and on completion of sales take in hand the requirements
concerned with collection of dues, data registration, etc. In utility services, the
communication networks which help users access a particular service are often
important.
Service: all the activities that enhance or maintain the value of a product/service such
as installation, repair, training, spares, etc.
Each of these groups of primary activities is linked to support activities. These can be
divided into four areas.
Procurement: refers to the process of acquisition of various resource inputs that go
into primary activities (not to resources themselves). As such, it occurs in many parts
of the organisation.
Technology development: all value activities have a technology even if it is simply
know-how. The key technologies may be concerned with the product (e.g. R&D,
product design), or with process (e.g. process development), or with a particular resource
(e.g. raw materials improvement).
Human resource management: high quality training and development, recruitment of
the right people, and appropriate reward systems that motivate people.
Firms infrastructure: support from senior executives in customer relations, investment
in suitable physical facilities to improve working conditions, and investment in carefully
designed information technology systems.
Exhibit 7.14: The Value System
Su
Exhibit 7.15: The Value Chain
It would seem evident that in searching for the most appropriate means, of differentiating
for competitive advantage it is important to look at which activities are the most essential
as far as consumers and customers are concerned, and to isolate the key success
factors, It is a search for opportunities to be different from competitors in ways that
matter, and through this the creation of a superior competitive position. It is perhaps
best illustrated by the case of YKK, the Japanese Zip manufacturer, the world market
leader. Their value chain is shown in Exhibit 7.16. The idea behind their use of a value
chain for the creation of both cost leadership and substantial differentiation might be
illustrated as in Exhibit 7.17. The essential components of the strategy illustrated in
Exhibit 7.16 are,
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heavily automated plants;
production of coils in Japan for world supply;
little dependence on supplies;
competitive pricing of finished products;
vertical information design and manufacture of own machinery;
wide range of colours and sizes.
The broken lines (----------) illustrate linkages.
Exhibit 7.16: YKKs Competitive Advantage and the Value Chain
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Exhibit 7.17: Use of Value Chain
it is only al this stage that a sensible assessment can be made of the major, strengths
and weaknesses of an organisation and an indication of their strategic importance derived.
It is then that resource analysis begins to be useful as a basis against which to judge
future courses of action. Strengths and weaknesses can be identified under readily
identifiable heads. An illustrative list would be:
Strengths
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Company/brand name
Market share
Advertising effectiveness circles.
Financial management.
New products launched
New product under development, etc.
Technology
Saleability of divisions for ready
cash generation
Industrial relations, etc.
Weaknesses
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Status of market
Territorial performances.
Credibility in business
Plant location
Functional capabilities, etc.
Each of the strengths could in a particular case be a weakness or vice versa.

There are several analyses or assessments that can be made. In this context, SWOT
analysis has already been referred to earlier. This can be a very useful way of
summarizing many of the previous analyses and combining them with key issues from
environmental analysis. One of the benefits of using value chain analysis is that it
should help avoid some of the common pitfalls of SWOT analysis. In particular, the
analysis must be clear on
a.
the reasons why particular activities or resources are identified as strengths or

weaknesses;
b.
that the value activities are more important than resources per se, i.e. it is the use
to which resources are being put that is critical:
c.
that the linkages between various value activities are likely to be key strengths
(or weaknesses) of the organization. This would include linkages with value chains
of suppliers, channels, and customers.
A strength and weakness analysis can be particularly valuable if it incorporates a

comparison with competitors. This can be done by using the concept of distinctive
competence. Distinctive competence is concerned with identification of those particular
strengths that give the company an edge over its competitors and those areas of particular
weakness that are to be avoided. This may require a parallel analysis of the competitors
resources.
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A Functional Approach
Strategic internal factors are a firms basic capabilities, limitations, and characteristics.
Thus Exhibit 7.18 lists typical factors, broken along functional lines, some of which
would be the focus of internal analysis in most business firms. To develop or revise a
strategy, managers would identify the few factors on which success will most likely
depend. These factors are the key strategic factors.
Strategists examine past performance to isolate key internal contributors to favourable
(or unfavourable) results. The same examination and questions can be applied to a
firms current situation, with particular emphasis on changes in the importance of key
dimensions over time. Analysis of past trends of sales, costs and profitability is also of
major importance in identifying strategic internal factors. Identification of strategic
factors also requires an external focus. When a strategist isolates key internal factors
through analysis of past and present performance. industry conditions/trends and
comparison with competitors also provide insights. Changing industry conditions can
lead to the need to re-examine internal strengths and weaknesses in the light of newly
emerging determinants of success in the industry. Furthermore, strategic internal factors
are offer chosen for in-depth evaluation because firms are contemplating expansion of
products or markets, diversification, and so forth. Clearly scrutinizing the industry under
consideration and current competitors is a key means of identifying strategic factors if
a firm is evaluating a move into unfamiliar markets.
Key Internal Factors
Marketing
Firms products/services: breadth of product line.
Conceniration of sales in a few products or to a few customers.
Ability to gather needed information about markets.
Market share or sub-market shares.
Product/service mix and expansion potential: life cycle of key products
Services: profit/sales balance in product/service.
Channels of distribution: number, coverage and control.
Effective sales organisation: knowledge of customer needs.
Product/service image, reputation, and quality.
Pricing strategy and pricing flexibility.
Procedures for digesting market feedback and developing new products, services, or markets.
After sales service and follow-up.
Goodwill/brand loyalty.
Finance and Accounting
Ability to raise short-term capital.
Ability to raise long-term capital: debt/equity.
Corporate level resources (multi-business firm).
Cost of capital in relation to industry and competitors.
Tax considerations.
Relations with owners, investors, and stockholders.
Leverage position: capacity to utilize alternative financial straiegies such as lease, or sale and
lease back.
Cost of entry and barriers to entry.
Price-earnings ratio.
Working capital: flexibility of capital structure.
Effective cost control: ability to reduce cost.
Financial size.
Efficient and effective accounting system for cost, budget and profit planning.
Production/Operation/Technical
Raw material cost and availability; supplier relationship.
Inventory control systems; inventory turnover.
Contd...
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Location of facilities; layout and utilization of facilities.
Economies of scale.
Technical efficiency of facilities and utilization of capacity.
Effective use of subcontracting.
Degree of vertical integration; value added and profit margin.
Efficiency and cost-benefit of equipment.
Effective operation control procedures: design, scheduling, purchasing, quality control, and
efficiency.
Costs and technological competencies in relation to industry and competitors.
Research and development/technology/innovation.
Patents, trademarks, and similar legal protection.
Personnel
Management personnel.
Employees skill and morale.
Labour relations costs in comparison to industry and competition.
Efficient and effective personnel policies.
Effective use of incentives to motivate performance.
Ability to level peaks and valleys of employment.
Employee turnover and absenteeism.
Specialized skills.
Experience.
Organisation of general management
Organisational structure.
Firms image and prestige.
Firms record of achieving objectives.
Organisation of communication system.
Overall organisationall control system (effectiveness and utilization).
Organisational climate: culture.
Use of systematic procedures and techniques in decision-making.
Top management skills, capabilities, and interest.
Strategic planning system
Inter-organisational synergy (multi-business firm).
Exhibit 7.18: Internal Factors: Potential Strengths and Weaknesses.
Historical Analysis Revisited, Stages in Product/ Market Evolution

The requirements for success in product/market segments evolve and change over
time. In consequence, strategists can use these changing patterns associated with
different stages in product/market evolution as a framework for identification and
evaluation of the firms strengths and weaknesses.
Exhibit 7.19 depicts four general stages of product/market evolution and the typical
changes in functional capabilities often associated with business success at each stage.
The early development of a product/market, for example, entails minimal growth in
sales, major R&D emphasis, rapid technological change in the product, operating losses,
and a need for sufficient resources or slack to support a temporarily unprofitable
operation. Success at this stage may be associated with technical skill, with being first
in new markets, or with having a marketing advantage that creates widespread
awareness.
The strengths necessary for success change in the growth stage. Rapid growth
brings new competitors in the market. Such factors as brand recognition, product/
market differentiation, and the financial resources to support both heavy marketing
expenses and the effect of price competition on cash flow can be key strengths at this
stage.
As the product/market moves through a shake-out phase and into the maturity phase,
market growth continues but at a decreasing rate. The number of market segments
149
begins to expand, while technological change in product design slows down considerably.
The result is usually more intense competition and promotional or pricing advantages or
differentiation become key internal strengths. Technological changes in process design
become intense as the many competitors seek to provide the product in the most efficient
manner. Where R&D was critical in the development stage, efficient production has
now become crucial to a business continued success in the broad market segments.
When product/markets move towards a saturation/ decline stage, strengths and
weaknesses centre on cost advantages, superior supplier or customer relationships,
and financial control. Competitive advantage can exist at this stage, at least temporarily,
if a firm serves gradually shrinking markets that competitors are choosing to leave.
Exhibit 7.19 is rather a simple model of the stages of product/market evolution. These
stages can and do vary. It is, however, important to realize that the relative importance
of various determinants of success differs across the stages of product/market evolution,
and there-fore these must be considered in internal analysis. Exhibit 7.19 suggests
different dimensions that are particularly deserving of in-depth consideration while
developing a company profile. Exhibit 7.20 suggests steps in the development of a
company profile.
Functional Area
Maturity
Decline
Resources/skills to
create widespread
awareness and find
acceptance with
customers;
advantageous access
to distribution.
Ability to establish
brand recognition; find
niche; re duce price;
solidify strong
distribution relations
and develop new
channels.
Skill in aggressively
promoting product in
new markets and
holding existing
markets; pricing
flexibility, skills in
differentiating products
and holding customer
loyalty.
Cost effective means of

efficient access to
selected channels and
market; strong
customer loyalty or
dependence; strong
company image.
Production operations
Ability to expand
capacity effectively;
limit number of designs;
develop standards.
Ability to add product

variants; centralize
production or otherwise
lower costs; improve
product quality,
seasonal
subcontracting
capacity.
Improve products and

re duce costs, ability to
share or reduce
capacity; advantageous
supplier relation ships;
subcontracting.
Ability to prune product

line cost advantage in
production, location, or
distribution; simplified
inventory control;
subcontracting or long
production runs.
Finance
Resources to support
high net cash overflow
and initial losses; ability
to use leverage
effectively.
Ability to finance rapid

expansion, still have
net cash outflow but
increasing profits;
resources to sup port
product improvements
Ability to generate and

redistribute not cash
inflows; effective castle
control systems.
Ability to rescue or
liquidate unneeded
equipment; advantage
in cost of liabilities,
control system
accuracy; streamlined
management control.
Personnel
Flexibility in staffing
and training new
management;
existence of employees
with key skills in new
products or markets.
Existence and ability to

add skilled personnel;
motivated and loyal
workforce.
Ability to cost
effectively reduce
workforce; increase
efficiency.
Capacity to reduce and

reallocate personnel;
cost advantage.
Engineering and
research and
development
Ability to make
engineering changes,
have technical bugs in
products and process
resolved.
Skill in quality and new

feature development
state; developing
successor product.
Reduce costs; develop

variants in
differentiated products.
Support to other group

areas or apply to
unique customer
needs.
Key functional areas

and strategy focus
Engineering; market
penetration.
Sales; consumer
loyalty; market share.
Production efficiency;
successor products.
Finance: maximum
investment recovery.
Marketing
Introduction
Growth
Exhibit 7.19: Sources of Distinctive Competence at Different Stages of Product/

Market Evolution
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Organisational Routines: The Basis of a Companys

Capabilities
Strategic capabilities or distinctive competencies are activities that the firm can perform
better than competitors, but what is their basis and their nature? We have observed that
capability is the consequence of different resources working together in a complementary
team. But what is the nature of the interrelationships and interactions that these resources
have? What determines the ability of resources to work together to perform complex
activities within the organisations? And how does a firm go about creating capability in a
particular activity?
Richard Nelson and Sidney Winter of Yale University have developed the concept of
organisational routines in this connection. Organisations routines are regular and
predictable patterns of activity made up of a sequence of coordinated actions by individuals.
The behaviour of the organisation may be viewed as huge networks of routines. This is
true of manufacturing, sales, ordering, distribution, customer service, top management
activities such as monitoring of business unit performance, capital budgeting, employee
appraisal and promotion. Even the strategy of a corporation may be viewed as a routine:
as a set of guidelines that precondition the firms responses to events.
Ehibit 7.20: Steps in the Development of a Company Profile
Routines also fulfill other functions within the firm. They represent the truce between
conflicting interests of different members of the organisation and provide a means
through which management can control the activi-ties of the organisation. In particular,
they establish standards for the smooth functioning of the organization, notwithstanding
the fact that resources (especially people) are so heterogeneous.
The concept of organizational routines offers illuminating insights into the relationships
between resources, capabilities, and comparative advantage.
The Relationship Between Resources and Capabilities

An important implication of organisational routines is the appreciation that the firms
competencies are not simply the consequences of a collection of industrial resources
that the firm controls. The types, amounts, and qualities of resources available to the
firm have an important bearing on what the firm can do. They place constraints upon
the range of organizational routines that can be performed and the standard to which
they are performed. Resources do not, however, exclusively determine what the firm
can do and how well it can do it. A key ingredient in the relationship between resources
and capabilities is the managements ability to achieve cooperation and coordination
between resources required for the development of organizational routines. The ability
of the firm to motivate and socialize its members in order to win their cooperation and
commitment depends upon the organizations style, culture, leadership, systems of control,
reward, and communication.
The Trade-off between Efficiency and Flexibility Routines are to the organization what
skills are to the individual. Just as the individuals skills are carried out semi-automatically,
without conscious coordination, so organisational routines involve a large component of
tacit knowledge, implying limits on the extent to which the organisations capabilities
can be articulated. Just as individual skills become rusty when not exercised, so it is
difficult for organizations to retain coordinated responses to contingencies that only
rarely arise. Hence there may be a trade-off between efficiency and flexibility. A
limited repertoire of routines can be performed highly efficiently with near perfect
coordinationall in the absence of significant intervention by top management. The
same organisation may find it extremely difficult to respond to novel situations.
Economics of Experience
Just as individual skills are acquired through practice over time, so an organisations
capabilities are-developed and sustained only through experience. The advantage of an
established firm over a newcomer is primarily with regard to the routines that it has
been perfecting over time.The Boston Consulting Groups experience curve is a naive
and mechanistic representation of this relationship of experience to performance. A
much more insightful and predictably valid understanding is possible through investigating
the characteristics and evolution of underlying routines. This would also explain, for
instance in industries where technological change is rapid, why new firms may possess
an advantage over established firms. They have a potential for faster learning of new
routines because they are less committed to old ones.
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The Complexity of Capabilities

Some capabilities derive directly from individual resources. Thus the reputation of HarleyDavidson is primarily in consequence of its status as a sole surviving remnant of the US
motorcycle industry. In other cases, a capability may require complex interaction between
heterogenous resources, or may perhaps involve an integrated set of routines. Each
routine typically requires a number of resources such as operating skills, customer
service skills, communication skills, transportation equipment, and communication and
data processing equipments. In addition, it requires commitment, coordination, and
responsiveness within its department, and a close, complex link between manufacturing,
product design and development, marketing, service functions, effective employee
training programmes, management information systems, and a deeply entrenched
set of values that have been nurtured over time. The complexity of capabilities in
terms of the interrelationships between resources and routines is critical to firms
ability to sustain a competitive advantage and to reap profits from such a competitive
advantage.
Appraising The Profit-earning Capacity of Resources and

Capabilities
By identifying the firms resources and capabilities, and establishing areas of strength
in relation to competitors, the firm can adjust its strategy to ensure that its strengths are
fully utilized and weaknesses protected.
In appraising the capacity of the firms resources and capability to yield profits over the
long term, we need to evaluate these; first in relation to the firms ability to appropriate
returns from its resources; and second in relation to the sustainability of the competitive
advantage. Exhibit 7.21 summarises the relationships to be discussed according to four
criteria.
Apropriability
In drawing up an inventory of the firms resources, an immediate problem is determination
of the boundaries of the firms resource base. As we have indicated earlier, a
firms balance sheet is a very poor and unreliable source of information in this
connection.
Once we go beyond financial and physical assets, ownership becomes less clear. The
firm can establish property rights in certain intangible assets: patents, copy-rights, and
brand names for example. Typically, however, only a fraction of the firms reputation
and knowledge is protected by legally enforceable ownership. The primary basis of a
companys capabilities is the skills of its employees. The consequences for the firm arc
twofold: first, the employee is mobile between firms so the firm cannot reliably base a
strategy upon the specific skills of individuals; secondly, the employee is in a good
position to ensure that his or her full contribution to the prosperity of the enterprise is
reflected in the salary and benefits received.
The Four Key Criteria
Exhibit 7.21: Appraising the Profit Earning Capacity of Resources and Capabilities
But the capabilities of firms are located within groups of individuals and supported by
other sources such as reputation, corporate management systems, and the systems of
values that mesh together the employees of departments and companies. From the
point of view of the firm, the key issue is the degree of control which the firm can
exercise and the extent to which the capability can be maintained when individual
employees leave. A firms dependence upon skills possessed by key highly trained and
highly mobile emptoyees is particularly important in the case of professional service
companies. An advertising company would be an apt example.
Such issues would also arise in relation to high technology start-up companies that have
been such a conspicuous feature in the evolution of the US electronic industry. Typically,
these companies are founded by technologists and managers who leave large, established
electronic companies in order to develop and exploit ideas and products that they
conceived of when they were with their former employers. The tendency of large, US
technology-based companies to spin off numerous entrepreneurial start-ups (for instance
the Silicon Valley) rather than being a tribute to the dynamism of American business
enterprise, represents a failure of leading US micro-electronic companies to maintain
ownership and control over technologies that they develop internally.
Faced with ambiguity over property rights in key resources, an important strategic
issue for the firm is the means by which it can secure control over such resources and
ensure that it obtains an adequate share of the return from these assets. The issue of
the firms control over its resources is clearly critical to the firms ability to use its
resources as a secure base for formulation and implemention of strategy. But ambiguity
over ownership and control is also important from another perspective: the firms ability
153
154
to appropriate returns to its resources. An implication of a resource-based concept of

the firm is that profits from it are a return to resources owned by the firm. A critical
consequence of ambiguity over ownership and control of resources is indeterminacy
over the allocation of returns to the resources. For instance, when individuals at 3M
pioneer the development of commercially successful products such as reflective traffic
signs and Post-it notes, to what extent does 3M profit?
The division of returns between the firm and its employees depends upon relative
bargaining power. If the individual employees contribution to productivity is clearly
identifiable, if the employee is mobile, and if s/he could offer similar productivity to
other firms, then s/he is in a strong bargaining position to expropriate a substantial
proportion of the contribution in salary, bonus, or commission.
Conversely, the less easy it is to identify the individuals contribution and the more firmspecific are the skills being applied, the greater is the proportion of returns that accrue
to the firm. A recent trend among investment banking firms has been to reduce the
image and reputation of individual stars and gurus and increase the identity and reputation
of the firm and the team. Conflicts with senior employees at City Bank, Merill Lynch,
First Boston, etc. have been a consequence. It is also to be noted that the tendency of
professional service linns is to be organised as partnerships rather than corporations,
partly to reflect the superiority of a partnership in avoiding bargaining conflict between
owners and employees in enterprises where the capital stock is primarily human skills.
Durability
Some resources are more durable than others and, hence, are a securer basis for
Intangible assets vary substantially in durability. Thus while the value of patents is
increasingly being curtailed by technological leapfrogging, consumer brand names show
remarkable durability (brands like Kelloggs and Coca Cola are examples). Corporate
reputation is similarly long enduring (General Electric, Du Pont, IBM are examples).
The reputation of being a well-managed, socially responsible, financially sound company,
producing reliable products and taking good care of its employees and customers, gives
a company credibility and attention in every field of business it enters.
Transferability
The firms ability to sustain its competitive advantage over time depends upon the
speed with which rivals can acquire the resources and capabilities needed to imitate
the success of the initiating firm. The primary means of doing so is the hire and purchase
of required inputs. The ability to do so depends upon the transferability of resources
and capabilities. Some resources such as raw materials, components, machines
performing standard operations, and certain types of human resources are easily
transferable and can be purchased readily. Some other resources such as special types
of machinery and costly equipment are not easily transferable. Yet other resources
such as technical knowledge and brand names may be firm-specific in the sense that
their value declines on transfer to another firm. Other resources such as the reputation
of the firm, may he completely firm-specific and although valuable to the firm itself,
may have doubtful value for an intending purchaser.
Transfer of capabilities is particularly difficult where a firms capability is the consequence

of resources working together as a team. This would mean transfer of the whole team,
which is possible but very improbable.
If resources and capabilities are highly differentiated and are firm-specific, other
consequences for strategy follow. In such cases, these resources play an important
role both in limiting the flexibility of the firm in changing its strategy and in providing an
important incentive to diversify in order to more fully exploit any underutilised resources
and skills.
Replicability
The firm-specificity of a resource or routine limits the ability of a firm to acquire it
simply by purchase in the market. The second route by which a firm can acquire a
resource or capability is by creating it itself through investment. Some capabilities can
be easily initiated through replication. If legal barriers exist to replication, as in the case
of patented products, then replication can be more difficult. Probably the least replicable
capabilities are those that are based upon the exercise of highly complex organizational
routines. The complex nature of these routines and the fact that they are based upon
tacit rather than codified knowledge means that diagnosing and recreating them is
exceedingly difficult. Even when codified, it may still be very difficult to imitate a
competitors superior performance. Thus McDonalds success is based upon a highly
sophisticated and detailed operating system that regulates the operations of every
McDonald outlet, from employee behaviour and dress to cleaning procedures to the
placing of pickles on the burger. Yet the system is only one aspect; equally important is
ensuring its implementation through management information, incentives, and controls.
Similar difficulties of imitation have applied to Western firms adoption of successful
Japanese industrial practices. Two of the simplest and best known Japanese
manufacturing practices are just-in-time inventory systems and quality circles. Both
are simple ideas that require neither sophisticated knowledge nor complex operating
systems. Indeed, the concept and design originally came from the US. Yet the successful
operation of both requires a degree of cooperation and set of attitudes that hew American
or European firms have been successful in introducing with the same degree of success
as their Japanese counterparts.
Thus 3M Corporations approach to the development of new products is distinctive
competences that arc located not in a particular department or unit, but permeate the
whole corporation and are built into the fabric and culture of the organisation. Moreover,
because these routines are broadly based and not particular to any one product or
production technology, they are not as constraining and/or subject to obsolescence as
more specific routines.
Identifying the Resource Gaps and Developing the Resource Base

A resource-based approach to strategy must be concerned not only with deploying
existing resources but with investing in resources that secure a long-term future for the
firm. Such investment is concerned not just with maintenance but augmentation of the
firms resources so that positions of competitive advantage can be strengthened and
the firms strategic opportunity set broadened. Therefore a key feature of resource
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analysis is that once a strategy has been formulated based upon a matching of the
firms capabilities with opportunities available in the external environment. The firm
must reconsider the implications of the strategy for the firms resource needs. In other
words, what resource gaps need to be filled?
Thus General Motors strategy for regeneration, automation, and quality enhancement
has placed great emphasis on identifying and filling the resource deficiencies that its
strategy caused. GMs needs for electronic technology was the principal stimulus for
Us acquisition of Electronic Data Systems. Likewise, its quest for improved quality
encouraged its strategic alliance with Toyota. These are aspects of core competency,
a concept that will be elaborated below.
The implications of the firms strategy for its resources are not only in terms of the
emergence of resource gaps. The pursuit of a particular strategy not only utilises a
firms resources, but also augments resources through the creation of skills and
knowledge that are the products of experience. In the words of Hiroyaki Itami who
introduced the concept of dynamic resources fit: Effective strategy in the present
builds invisible assets, and the expanded stock enables the firm to plan its future strategy
to be carried out. And the future strategy must make effective use of the resources
that have been amassed. Matsushitas multinational expansions have closely followed
this principle of parallel and sequential development of strategy and resources. Arataroh
Takahashi explained the strategy:
In every country batteries are a necessity, so they sell well. As long as we bring a few
advanced automated pieces of equipment for the process vital to final product quality,
even unskilled labour can produce good products. As they work on this rather simple
product, the workers get trained, and this increased skill level then permits us to gradually
expand production to items with increasingly higher technology level, first rmlio. then
television.
This dynamic resource fit may also provide a strong basis for a firms diversification.
Sequential additions as expertise and knowledge are acquired are prominent features
of Hondas strategies in extending its product range from motorcycles to cars, to lawn
mowers, and boat engines, as also 3Ms in expanding from abrasive, to adhesive, to
computer disks, video and audio tape, and a broad range of consumer and producer
goods.
Core Competence
Prahlad and Hamel, in impressing the importance of invisible resources in global
competition, have introduced the impressive concept of Core Competency. Core
competencies are the collective learning in organisations, especially on how to coordinate
diverse production skills and integrate multiple streams of technologies. The philosophy
behind the concept is simple and can be likened to a tree. The diversified corporation is
a large tree. The trunk and major limbs are core products, the smaller branches are
business units; the leaves, flowers, and fruit are end products. The root system that
provides nourishment, sustenance and stability is the core competency.
It thus involves not only harmonizing streams of technology but is also about the
organization of work and delivery of value. The force of core competency is felt as
decisively in services as in manufacturing. It is also communication, involvement, and a
deep commitment to working across organizational boundaries. The skills that together
constitute core competency must coalesce around individuals whose efforts are not so
narrowly focused that they cannot recognize the opportunities for blending their functional
expertise with that of others in new and interesting ways.
Two fallouts from core competencies are important.
l
core products;
strategic architecture.
Core Products
The tangible link between identified core competencies and end products is what is
called core products: the physical embodiments of one or more core competences.
Core products are the components or sub-assemblies that actually contribute to the
value of end products. If a company maintains world manufacturing dominance in core
products it reserves the power to shape the evolution of end products.
Thus Canon is reputed to have an 84 per cent world manufacturing share in desktop
laser printer engines even though its brand share in the laser printer business is miniscule.
Similarly, Matsushita has a world manufacturing share of about 45 per cent in key
VCR components, far in excess of its brand share of 20 per cent, and a commanding
core product share in compressors worldwide, estimated at 40 per cent, even though its
brand share in both the air-conditioning and refrigerator businesses is quite small.
To sustain leadership in their chosen core competence areas, these companies seek to
/maximize their world manufacturing share in core products. The manufacture of
core products for, a wide variety of external (and internal) customers yields the revenues
and market feed-back that, at least partially, determine the pace at which core
competences can be enhanced and extended.
Strategic Architecture
The fragmentation of core competencies becomes inevitable when a diversified
companys information system, patterns of communication, career paths, managerial
rewards, and process of strategy development do not transcend SBU lines.
By providing an impetus for learning from alliance and a focus for internal development
efforts, strategic architecture like NECs C&C can dramatically reduce the investment
necessary to secure future market leadership. The answers to the following questions
will help us visualize what strategic architecture looks like. How long could we preserve
our competitiveness in the business if we did not control a particular core competency?
How central is this core competence to perceived customer benefits? What future
opportunities would be foreclosed if we were to lose this particular competence?
This strategic architecture provides a logic for product and market diversification. It
should make resource allocation priorities transparent to the entire organisation. It
provides a template for allocation decision by top management. It helps lower level
managers understand the logic of allocation priorities and disciplines senior management
to maintain consistency. In short, it yields a definition of the company and the market it
serves.
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SBU and Core Competency

The implications of two alternate concepts of the corporation are summarised in SBU
or core competence.
As an SBU evolves, it often develops unique competences. Typically, the people who
embody this competence are seen as the sole properly of the business in which they
grew up. They are usually not available for the benefit of the company as a whole.
When competences become thus imprisoned, the people who carry the competences
do not get assigned to the most exciting opportunities and their skills begin to atrophy.
When the organisation is conceived of as a multiplicity of SBUs, no single business
may feel responsible for maintaining a viable portion in core products nor be able to
justify the investment required to build world leadership in some core competency.
There is thus need for a more comprehensive view imposed by corporate management to be superimposed on the SBU concept and a suitable organizational form to
allow this.
SBU
Core Competence
Basis for competition
Competitiveness of
todays products
Inter-firm competition to
build competencies.
Corporate structure
Portfolio of businesses related

in product market terms
Portfolio of competencies,
core products, and businesses.
Status of the
business unit
Autonomy is sacrosanct: the SBU

owns all resources other than cash
SBU is a potential reservoir

of core competencies.
Resource allocation
Discrete businesses are the unit of

analysis; capital is allocated
business by business
Business and competencies are the

units of analysis; top management
allocates capital and talent
Value added of top

management
Optimizing corporate returns

throug hcapital allocation
trade-offs among businesses
Enunciating strategic architecture

and building competencies to
secure the future.
Exhibit 7.22: Two Concepts of the Corporation SBU and Core Competence
SWOT Analysis
Chapter 8
SWOT Analysis
In looking at various aspects of the external and internal environment, we have to look
at the strengths and weaknesses of the company and as also, to an extent, opportunities
and threats. We nevertheless, again reemphasize their importance in the corporate
planning process to make the concept much more self contained.
There are several ways to undertake such analysis. One approach is to look at the
corporate identity and view the strengths, weaknesses, opportunities and threats from
there. The second way is to scrutinize all aspects of the companys activities and
resources, and look at the strengths and shortfalls.
i.
When looking at the corporate identity, it is relatively simple to see that the allocation
of resources, and the orientation of activities in the market place must maintain a
close identification and alignment with the companys missions, and consequent
statement of objectives. Any contradiction in this anywhere would be a symptom
of weakness.
ii.
When looking at the various aspects of the company, it is possible to identify and
analyse these strengths and weaknesses systematically. We provide here a brief
description.
Strengths
A strength is a resource, skill, or other advantage in relation to the competition and the
needs of markets a firm serves or anticipates serving. A strength is a distinctive
competence that affords the firm a comparative advantage in the market place. Financial
resources, image, market leadership and buyer-supplier relations are examples.
Weaknesses
A weakness is a limitation or deficiency in resources, skills, and capabilities that seriously
impedes effective performance. Facilities, financial resources, management capabilities,
marketing skills, and brand image could be sources of weakness.
Strengths and weaknesses can be identified by careful analysis of the firms activities.
A few examples follow:
a.
Source of profit
i.
If the bulk of the profit comes from a single product, that in itself is a symptom of
weakness deserving further analysis:
What is its status in the life cycle? What is the status of competition ? What is the
status of industry sale? Product quality? Is the market share currently enjoyed
commensurate with quality, competition, price status? Is there scope for further
growth in sales through product development?
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ii.
What is the scope for development of other profit-yielding products?
iii.
Is the technology continuing to be up-to-date or is there a risk, of better technology

appearing in the market place in the near future? What is the danger of
substitution?.
iv.
Is the product itself in any danger of becoming obsolete or out of style in the near
future?
b.
Risks
The analysis of the source of profits invariably exposes the risks looming ahead. These
may be:
i.
For the product, the dangers of obsolescence;
ii.
the danger of being priced out because of quality, cost, and backdated technology;
iii.
the danger of substitution.
iv.
For the market, the style and desirability changing; the danger of new competition
coming in; the market itself reaching maturity or its decaying stale, etc.
Opportunities
An opportunity is a major favourable situation in the firms environment. Key trends
represent one source of opportunity. The identification of a previously overlooked market
segment, changes in competitive or regulatory circumstances, technological changes,
and improved buyer and/or supplier relationships could represent opportunities for the
firm.
Threats
A threat is a major unfavourable situation in the firms environment. It is a key impediment
to the firms current and/or desired future position. The entrance of a new competitor,
slow market growth, increased bargaining power of key buyers or suppliers, major
technological change, and changing regulations could represent major threats to the
firms future success.
Opportunity for one firm could be a strategic threat to another. Thus regulation in India
reserving some product ranges for the small-scale sector would represent an opportunity
for the small-scale industries in that sector and a threat to large industries in it also, the
same factor can be seen as both a potential opportunity and a potential threat. Thus the
entry of Caterpillar through a joint venture with Mitsubishi in the Japanese market was
a threat to Komatsu whose products were then distinctly inferior in quality by comparison.
It was also an opportunity for Komatsu to employ its R&D efforts to match Caterpillar
quality and thus not only confidently face Caterpillar in the domestic market, but also
expand to become a competitor to Caterpillar internationally. This is a classic example
of a threat being converted into an opportunity.
Understanding the key opportunities and threats lacing a firm helps managers identify
realistic options from which to choose an appropriate strategy. Such understanding
clarifies the identification of the most effective niche of the firm.
SWOT Analysis
161
SWOT analysis can be used in at least three ways in strategic choice decisions.
i.
The commonest application provides a logical framework guiding systematic

discussions of the business situation, alternative strategies, and, ultimately choice
of strategy. What one manager sees as an opportunity, another may see as a
potential threat. Likewise, a strength to one manager may be a weakness from
another perspective. Different assessments may rellect underlying power
consideration within the organization, as well as differing factual perspectives.
The key point is that systematic SWOT analysis ranges across all aspects of a
firms situation, providing thereby a dynamic and useful framework for choosing
a strategy.
ii.
In a second application of SWOT analysis, key external opportunities and threats

are systematically compared to internal strengihs and weaknesses in a structured
approach. The objective, is identification of one of four distinct patterns in the
match between the firms internal and external situations. These patterns are
represented by the four ceils in Exhibit 8.1. Cell I is the most favourable situation;
the firm faces several environmental opportunities and has numerous strengths
that encourage pursuit of these. This condition suggests growth-oriented strategies
to exploit the favourable match. Cell 4 is the least favourable situation, with the
firm facing major environmental threats from a position of relative weakness.
This condition clearly demands strategies to reduce or redirect involvement in
the products/markets examined using SWOT analysis.
In Cell 2, a firm with key strength faces an unfavourable environment. In this situation,
strategies would use current strength to build long-term opportunities in other products/
marketsa clear call for diversification. A business in Cell 3 faces impressive market
opportunity but is constrained by several initial weaknesses. A business in this
predicament is like the question mark in the BCG matrix. The focus of strategy for
such firms is eliminating internal weaknesses to more effectively pursue market
opportunity.
Exhibit 8.1: SWOT Analysis Diagram
162
iii.
A major challenge in using SWOT analysis is in identifying the position the business
is actually in. A business that faces major opportunities may likewise face some
key threats in its environment. It may have numerous internal weaknesses but
also have one or two major strengths in relation to key competition. Fortunately,
the value of SWOT analysis does not rest solely on careful placement of a firm
in one particular cell. Rather, it lets the strategist visualise the overall position of
the firm in terms of the products/market conditions for which a strategy is being
considered. Does the SWOT analysis suggest that the firm is dealing from a
position of major strength? Or must a firm overcome numerous weaknesses to
match external and internal conditions? In answering these questions, SWOT
analysts helps resolve one fundamental concern in selecting a strategy: What
will he the principal purpose of the grand strategy? Is it to take advantage of
a strong position or to overcome a weak one? SWOT analysis provides a means
of answering this fundamental question, and this answer becomes an input to one
dimension in a second, more specific, tool for selecting grand strategies; the
grand strategy selection matrix.
The basic idea underlying the matrix is that two variables are of central concern in the
selection process: (a) The principal purpose of the grand strategy and. (b) the choice of
an internal and external emphasis for growth and/or profitability. It is important to note
that even early approaches to strategy selection were based on matching a concern for
internal versus external growth, with a principal desire to either overcome weakness or
maximize strength. The same concerns lead to the development the grand strategy
selection matrix, as shown in Exhibit 8.2.
Exhibit8.2:GrandStrategySelectionMatrix
A firm in quadrant 1 often views itself as overly committed to a particular business with
limited growth opportunities or involving high risks because the company has all its
SWOT Analysis
eggs in one basket. One reasonable solution is vertical integration which enables the
firm to reduce risk by reducing uncertainty either about inputs or about access to
customers. Alternatively, a firm may choose conglomerate diversification, which
provides a profitable alternative for investment without diverting management attention
from the original business.
A more conservative approach to overcoming weakness is to be found in Quadrant 11.
Firms often choose to redirect resources from one business activity to another within
the company. While this approach does not reduce the companys commitment to its
basic mission, it does reward success and enables further developments of proven
competitive advantage. The least disruptive of Quadrant II strategies is retrenchment;
the pruning of current business activities.
If weakness results from inefficiencies, retrenchment can actually serve as a
turnaround strategy, meaning the business gains new strength by streamlining its
operation and eliminating waste. However, when the weaknesses are a major obstruction
to success in the industry, and when the costs of overcoming the weaknesses are
unaffordable or are not justified by a cost-benefit analysis, then eliminating the business
must be considered.
It need scarcely be emphasized that a company should build from strength. The premise
is that growth and survival depend on an ability to capture a market share that is large
enough for essential economies of scale. If the firm prefers an internal emphasis holding
to this approach, as shown in Quadrant III, the commonest strategy is concentration
or market penetration.
Two other approaches in Quadrant III are market and product development. Both
strategies attempt to broaden operation. Market development is chosen if it is felt that
existing products would be well received by new cus-tomer groups. Product development
is preferred when existing customers are believed to have an interest in new products
connected with the current product lines. The dual strategy in Quadrant III is innovation,
where the businesss strengths are in creative product design or unique production
technologies.
Maximizing a businesss strength by aggressively expanding its basis of operation usually
requires an external emphasis in selecting a grand strategy. Preferred options, as shown
in Quadrant IV, are horizontal integration, concentric diversification and joint
venture. All three enable the firm to quickly increase output capability.
Resource Analysis
a.
Manufacturing Activities
This usually provides considerable cost reduction potentials through making the process
more efficient, reducing wastage and often by streamlining the manufacturing process,
raw materials, the standards set for their purchase, etc.
b.
Rationalisation of Resources
This essentially means matching the resources to the requirements in the most efficient
and cost effective way. It includes sizing up of the manufacturing and other facilities,
relocation of facilities, etc.
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c. Organisation and Management Structure

This includes the quality of human resources, management succession, strengths and
weaknesses of key managers, communications systems, style of management, style of
decision-making, relationship with trade unions and personnel, etc.
d. Financial Resources
The financial resources, particularly the liquid resources that are available and/or can
be commandeered, and their adequacy or otherwise when matched against requirements
is an area of strength or weakness. This should not only be true for existing activities,
but also for activities that may additionally be taken up during the plan period.
e. Corporate Capability
In addition to company mission and motivation, every company has, often for no easily
disceruablc design or reason, a number of areas it is good al and a number at which it
is mediocre or poor. Thus one company may be particularly effective in its customer
service, another may be excellent at physical distribution. It may be possible for one
company to utilise design skills more skilfully than its competitor. Another may have a
particular and unique marketing flair. A company may have the market reputation to
give confidence to and attract share capital for new ventures, another may have the
confidence of institutional financial organisations.
These capabilities are extra strengths, providing clues to the possible future orientation
or activity of the company.
f. Systems
The systems and procedures prevalent in the organization are sources of efficiency or
otherwise, and are consequently areas of strength and weakness that need to be
analysed.
Understanding the key strengths and weaknesses of the firm further aids in narrowing
the choice of alternatives and selecting a strategy. Distinct competence and critical
weakness are identified in relation to key determinants of success for different market
segments. This provides a useful framework for making the best strategic choice.
Simultaneously, identification of major weaknesses enables specific action plans to be
drawn up to rectify them.
Strategy and Gap Analysis

Considering the market situation, strengths and weaknesses, etc., and assuming efficient
working into the future, it is possible to project for the company the likely achievements
during the plan period with the existing products. Plolling against this the target or
objectives during the same period, would provide a clear picture of the gap. For planning
purposes, it is now necessary to analyse this gap, particularise the strategy of the
company, and suggest a realistic plan of action. Perhaps this is better illustrated by a
simple diagram, Exhibit 8.3
Let us say that line A represents the cumulated profit target over the planning horizon
and hence is one aspect or facet of the corporate planning objective.
SWOT Analysis
165
Profit
A. Profit objective
B. Improvement target
C. Industry forecast
D. Current operations
Planning Horizon
Exhibit8.3:GapAnalysis
Line D represents the cumulative impact on profit outcome of the current operations,
which indicates a trend towards oblivion. The reasons for such trend would be evident
if one recalls the points made during the discussions on internal assessment, including
the product life cycle.
Line B represents the improvement target, which can be set on the basis of the analysis
of the companys strengths and weaknesses. This would bepartially assisted by a
projection of the industry forecast, as reflected in Line C.
The gap between Line A and Line B represents the strategic gap, which must be
filled through proper strategic thinking, usually by the top management. Usually, it is
better to plan for some reserve in excess of Line A, in apprehension that some of the
plans adopted might not succeed up to expectation and planning exactly up to Line A
which would automatically result in a shortfall, whereas the reserve would act as a
cushion.
Filling the Gap

a.
Momentum strategy: This effectively means exploiting to the utmost the scope
provided by existing products. Evidently, this would be the most straightforward
and simple strategy: the products are known, the market is understood. The most
straight forward would be (i) exploitation of existing market. The next stage
would be (ii) exploitation of new markets with existing products. The capital
investments which might be necessary would be to expand the manufacturing
facilities and the marketing set up, as necessary.
b.
Expansion plan: The expansion plan is next in the hierarchy of strategic decisions.
This relates to making the product range more complete in the same, similar, and
related products. This is expected to generate growth in sales and profit not only
in new products but also in existing products, both in existing and new
geographically expanded markets.
Since this stage involves both new markets and new products, knowledge of
market acceptability of products (both old products in new markets and new
products in all markets) is significantly less. Hence a greater uncertainty is involved.
The capital investment requirement both for manufacturing (including R & D
work preceding this) and marketing activities would be that much higher.
c.
Diversification strategies: It is reasonable to assume that the two strategies

briefly discussed above would not close the gap in a realistically drawn up
166
corporate plan. Thus the third step in the heirarchy of strategies would be
necessary; the one covered under the all embracing name diversification strategy.
d.
Synergy structure: As we have already discussed under corporate capability,

for no obviously discernible reason, companies develop distinct capabilities in a
number of areas: a number of activities. It is useful to chart this capability profile
for a company and bear it in mind when concidering diversification, so that the
capability or competence profile becomes the basic reference profile of the firm,
to be utilised to advantage whenever possible. Thus the profile may be discussed
in terms of:
l
general management and finance;
research and development;
operations:
marketing.
Once a search has uncovered a promising acquisition or a new product, a measurement

of the synergy of the product with the competence of the company is made as a
contributing factor to potential joint profitability. The resulting pattern may be compared
with the competitive profile of a successful competitor in the firms own business. This
will indicate whether the pattern of reinforcement will make any significant contribution
to the firms competitive position.
Alternative Paths to Strategic Decisions

Under the overall title of diversification strategies, we are really looking at alternative
paths to filling the gap. This would include:
l
divestment:
obtaining manufacturing and/or marketing rights:
granting manufacturing and/or marketing rights;
a simple expansion;
research and development seeking expansion/diversification;
acquisition and merger.
We briefly discuss these.

a.
Divestment: Divestment, although seemingly an anomaly, is also a possible

component of the effort at bridging the gap. Thus divestment may be part of the
tidying up operation after corporate appraisal and evaluation have been made.
The activity, although profitable, might not fit in with the companys profile of
mission or the profitability may be significantly short of expectation or acceptability
in terms of resources and assets being blocked up. The divestment may be the
result of desire to reduce risk, or to release much sought liquid resources, etc.
b.
Obtaining Franchises: Obtaining manufacturing and/or trading rights may save

time in putting the product in the market. The quality of the product is already
known, as also its performance in other markets. The avoidance of R&D)
SWOT Analysis
167
expenses is another advantage, and it may also reduce competition or a possible

threat of competition. This strategy may also give the company access to technical
knowledge and possibly skilled personnel which would otherwise be difficult or
impossible to obtain, and may provide a back up service which might otherwise
have been beyond the resources of the company.
Perhaps the biggest problem of all is of finding some-one who wants to franchise
out a product which is compatible with the mission, culture, and synergic structure
of the company. Other problems are cost, continuity, and security of information,
legislation and availability. It becomes a risk area because a major product area
may disappear overnight if the agreement is cancelled or lapses. This is further
heightened by the fact that the franchise holder must provide information to the
principal about the market which may become attractive enough for the principal
to go into it on his own. Possible security against such threats can be technology
transfer/outright purchase or equity participation by the principal.
c.
Granting Franchise: This is the least risky way of extending existing products
to new markets. No capital is tied up in production or market development work
and profit comes in through various forms of franchising fees. The risk is any
change in government policy regarding royalty payment to external companies.
d.
A simple Expansion: A simple expansion policy may be considered to be

synonymous with diversification strategies. To consider the possibilities the strategy
alternatives as shown in Exhibit 8.4 may be studied.
Exbhibit8.4:AnalysisofStrategicAlternatives
In the matrix, the current current box (a) is covered under momentum strategy.
Box (c) (current product/new market) is covered under development strategy, while
boxes (b) and (d) are diversification strategies.
The important point is to choose a product which should have the following essential
attributes:
i.
It should match the synergic structure of the company,
ii.
It should have a good market and a good market potential,
iii.
The product itself should have the potential of being expanded into a viable
product group with consistently expanding growth potential.
It is also important for the new product or product group to have adequate affinity with
existing product orientation. A quick way of checking this is by the Who/ What/How
(Y) model shown in Exhibit 8.5
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Exhibit 8.5: Who/What/How (Y)Model
During the gap analysis, the planning team should develop a Who/What/How analysis
for each major product line of business the company is currently dealing in. Thereafter,
for any proposed area of growth in the business plan, the team should compare its who/
what/how model with ones prepared for each of the major areas of the current business/
product range. Comparing with the most similar line of business in the current product
range, it should then attempt to find out how many of the three dimensions would need
to change. Changing only one axis (with whom business is done, or what is sold, or how
business is done) carries with it the least risk. Changing two dimensions at once is
riskier and is, in most cases, imprudent; and a three dimensional switch generally proves
to be al-most foolhardy even if the organisation has massive resources at hand to
simultaneously learn about new customers, new products, and a new delivery system.
Examples of changing only one dimension are innumerable in India among the successful
diversification cases. Ceiling fan manufacturing companies introducing table or pedestal
fans is one such example of single dimensional change. Britannia Biscuits company
manufacturing and marketing cooking oil is an example of simultaneous change in two
dimensions (product, customer). Metal Box making ball bearings and ITC venturing
into marine products are examples of simultaneous change in all three dimensions and
both ended in failure. The first in disaster, the second in heavy loss and withdrawal.
ITC venturing into cooking oils is an example of successful simultaneous change in
three dimensions. It, however, required careful and meticulous preparation.
e. Research and Development

Research and development is really a means rather than an end in seeking expansion.
For this to be successful and cost effective, the planning process should provide the
framework for research and development planning by:
l
Specifying the product or business areas to which research is to be directed.
Setting priorities for research and development projects.
Assigning time targets for R&D.
Setting the cost framework in terms of both revenue and capital requirements.
The intensity of R&D efforts would be modulated by the strategic approach of
the company. Thus it may be,
SWOT Analysis
l
offensive (the intention to be first in the field with a major innovation);
defensive (the intention to avoid mistakes by following the leaders: never being
first but reacting quickly enough to be second);
adsorption (obtaining developments on licence and carrying out minimum R&D

work to further develop them).
f. Acquisition and Merger

Another area of strategic choice open to a company is acquisition, or its variant, merger.
There are quite a number of positive and genuine benefits of acquisition strategy and it
can provide a sound bridge to the future. Acquisition can provide:
l
existing products new marketsto provide an easier means of entry;
new products/existing marketsproviding complete integration with the present

operations;
existing products/existing markets -backward integra-tion to control supplies or

forward integration to take on a further step in the distribution process;
new products/new marketscomplete diversification through acquisition of a

company in an entirely new field.
Whatever the reasons, the benefits of acquisition would include.

i.
Reduction of Risk: new product introduction or a new market is always fraught

with risk of failure. Acquisition of a company manufacturing a product in the
desired market would obviate that risk of failure.
ii.
Avoidance of a Profit Slump: Acquisition may be a way of buying immediate

profits, where one of the other alternatives would have resulted in a period of
reduced earning.
iii.
A Means of Entry into a New Area: Entering a new area, the company invariably
faces barriers to entry, the extent of resistance depending upon the nature of the
product, the size of the market, and the strength and nature of the incumbents.
Acquisition may be a strategy that is attractive in this context and makes it simpler
to overcome such a barrier.
iv.
A Means of Obtaining Cash: Certain types of companies may have healthy

cash How, a large liquid reserve, and a relatively poor history of profit. Acquisition
by a company with a compatible synergy structure would enable profits to be
improved, share-holders kept happy, and surplus cash to be availed of.
v.
Welding together a fragmented Industry: Some industries are highly

fragmented. This makes it difficult for any company to gain a major share of the
market by any internal strategy. The only way of building up a sizeable operating
unit is through a process of acquisition and rationalisation.
vi.
Removal of Competition: The above and similar steps may also be taken as a
means of removing competition.
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vii.
Opportunity for Synergy: Acquisition may be planned because the company

has spotted a synergistic opportunity, in cash resources, research and development,
production, distribution, or marketing.
viii.
To Obtain New Ideas: A sterile company may turn to acquisition for growth
because it lacks creativity and has no ideas of its own. This is, however, only a
short-term opportunity and may prove to be quite unsatisfactory unless the
companys top management in the meanwhile makes a radical change in creativity,
etc.
ix.
To Obtain New People: Sometimes the reason for acquisition is to acquire

particular management skills.
x.
Reduction of Time to Mature: Acquisition may provide the company entry into
a new product/market area with a reduced gestation period and mature technology
and management set up. This provides a considerable gain in time.
xi.
Capital Cost of Growth: Acquisition may also be chosen for strategic financial
reasons. A business with a poor cash flow may not have the capital to choose,
for example, the R&D route, but may be able to acquire by an exchange of
shares without cash.
Risk and Dangers of Acquisition

Apart from the usual dangers, a major reason, not often easily anticipated beforehand,
is the possible cultural conflict and lack of empathy, particularly for a hi-tech company.
A notable case is that of the recent acquisition of NCR Computers Division by AT&T
Computers Divi-sion. The otherwise much more resourceful AT&T is technologically
much weaker than NCR in this field. Cultural absorption and amalgamation were just
not taking place. Ultimately the problem was, at least in the short term, resolved by
AT&T management inviting NCR technologists to consider AT&T resources as their
own and mould it the way they wished. Thus the merger has effectively amounted to
an extension of NCRs market under the AT&T umbrella and brand name.
If the Gap Cannot be Closed It scarcely needs emphasising that development of
application of the three classes of strategies, momentum, developmental, and
diversification, proceeds simultaneously with matching these with available and
mobilizable resources, so that the plan developed may not fail or be hindered by a
resource crunch, on the one hand, and function with significant idle resources, on the
other.
If the gap between the current state and the desired state seems too large to bridge,
then one of two actions is necessary,
i.
creative solutions for closing the gap must be developed; or
ii.
the desired future must be redefined, with focus on those aspects of the strategic
business model that are more likely to be accomplished and that will also have
the most significant impact.
Recycling between gap analysis and reworking the strategic business model should
continue until a strategic business model emerges that is feasible and realistic. When
this happens, two other things require to be done. Contingency plans need to be developed
SWOT Analysis
to prepare the organization to adjust to significant changes in the internal and external
environment, and functional plans must be developed to carry the carefully defined
plan to the operational level.
From Plan to Actions

Action must be the end product of planning. For without action, planning is a pointless
and empty exercise. A planning system without a formal method of creating action is
likely to lead to poor quality planning. Yet, movinng from plans lo actions and controlling
against results is not an easy task in any company, and may become extremely complex
in large or diversified organisations. It is also an area which may meet unusually strong
opposition from managers, because life for them would be easier if the implementation
was left to them on a purely informal basis.
Some particular steps are recommended, specifically seven of these are essential and
one optional, which may be taken as an alternative to one of the essential steps. These
are listed, and thereafter briefly discussed.
Essentials
i.
Conversion of long range plans into short range tactical and functional plans;
ii.
assignment of tasks to individuals (standards of performance);
iii.
budgetary control;
iv.
monitoring performance against plan;
v.
monitoring assumptions;
vi.
updating and reconsidering the plan as required;
vii.
time bound report on planning activity.
i.
Tactical plans: The corporate plan, as it is. cannot be easily implemented because
there are many key actions which are not dclined in detail and broken down into
tasks which can be assigned to particular individuals. This is usually done by
tactical plans, which are usually of two types: short-term operating plan and
project plan.
a.
A short-term operating plan usually covers a year. These are organized

around functional areas, must translate to the immediate future the strategies
of the long term, and should not be used as a means of introducing additional
strategics unless the corporate plan is also modified.
The quality of the annual operating plan would be improved by careful
attention to procedure. A comprehensive timetable should be issued by the
planner, so that every person understands the part he has to play and the
date by which his contribution must be received.
b.
Project plans are meant for specific projects incorporated in the corporate
plan. They have a time span dictated by the implementation time of the
projects themselves. They usually involve many different functions.
The stages in project planning for marketing-oriented assignments would
include:
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Stage
Action
Identification of idea
Initial project study
Personnel/department to be specified
including desk research depending on
type of project; say new product
introductionthen action is to be taken
by marketing
Preliminary product marketing
Marketing concept
Definition of Research and

development objective
R&D
Top management
Decision to proceed
Refined product marketing concept
Marketing assisted by appropriate

department
Decision to proceed
Marketing or top management as

appropriate
Feasibility study, including market

research. Process development.
further R&D work. Technical
feasibility improvement needs,
packaging, development,
Revised costing
Marketing R&D, Process

Engineering,
R&D, Accounts
as appropriate
Marketing plan and project

evaluation
Marketing, planning/accounting
Decision to proceed
Top management
Completion of test market

re-evaluation
As appropriate
Final decision
Top management
ii.
Assignment of task to individual: Quantified goals and the assignment of tasks

to particular people provide the company with a means of controlling all aspects
of the plan. All personal standards of performance should be grouped by
organisational responsibilities so that controls can be exercised through normal
management reporting lines. It also follows that the person who is expected to
perform the task must be properly informed about it.
iii.
Budgetary control: The annual budget is, perhaps ideally, the quantification in
financial terms of the annual operating plan. In this manner the budget defines
the expected effects of a planned course of action and ties it with longer-term
strategies and the expected achievement of certain profit targets.
The annual budget goes into much greater details than the corporate plan; it has
to, as it is a control document and must provide control information for many
responsibility centres, split down to all meaningful items of expense and income.
The budget is. of course, broken down into time periods. Monitoring results against
SWOT Analysis
the budget, considering the effects of these on the chances of hitting targets, and
identifying action areas to bring a company veering off course back on track are
well known and are aspects of a budgetary control procedure. At any reporting
period during the year the company should have a latest estimate of expected
results.
There may be three principal reasons for a deviation between budgets and results:
faulty implementation, wrong assumption, or an erroneous expectation of results
arising from a faulty forecast. The combination of planning and budgeting makes
it easier to identify which of the three causes of deviation actually applies
(including a combination, if any), thus making it easier for management to decide
what needs to be done.
iv.
Monitoring performance: The goals and standards of performance, including

tasks that have to be completed, set during the process of preparing the annual
operating plan are there for a purpose. Because these are defined and assigned,
they can be monitored.
The planner has a number of factors to consider when he designs a monitoring
procedure.
l
How far can he use existing set-ups (e.g. committees) for review and
discussion?
How far can the process of monitoring be delegated to line management?
Should reporting be on a total or exception basis?
The frequency of the monitoring procedure.
Whether the feedback procedure should be formal or informal, written or

verbal.
How far the management information system has to be changed in order

that it regularly provides data needed to measure progress?
In an organisation there may be managers who consistently fail to implement. It

is up to the chief executive to deal with them, and he should be aware that failure
to enforce some form of discipline will endanger all the planning efforts of the
company. If no one appears to really care about implementation, the whole process
of monitoring becomes an empty administrative exercise, and the plans themselves
are debased.
v.
Monitoring Assumptions: It is evident that inherent in the process of corporate

planning are certain basic assumptions regarding the environment which, it will
be recalled, is changing, though its different segments will be changing at different
rates.
One important aspect of control of plan is to continue to study and assess
environmental trends so that the company may know whether the assumptions
are still valid and correct. If there are fundamental changes, they may suggest
that the plan should be reconsidered, or altered, or replaced with a contingency
plan, as necessary.
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vi.
Updating and reconsideration of plans as required: Usually, annual updating,

as would evidently be necessary due to environment changes, is achieved through
the system of rolling plan, dropping the year just ended from the corporate plan
and adding another year at the end.
However, fundamental changes may have to be made outside the planning cycle,
necessitated by such violent changes in environment that the normal modification
achieved through the annual changes would be inadequate. This is made easier if the
company has a contingency plan. Otherwise a total look at the planning process may
be necessary.
Chapter 9
Strategic managers recognize that short-run profit maximization is rarely the best approach
to achieving sustained corporate growth and profitable. An often-repeated adage states
that if impoverished people are given food they will enjoy eating it but will continue to be
impoverished. However, if they are given seeds and tolls and shown how to grow caps,
they will be able to permanently improve their condition. A parallel situation confronts
strategic decision makers:
1.
Should they eat the seeds by planning for large dividend payments, by selling off
inventories, and by cutting back on research and development to improve the
near-term profit picture, or by laying off workers during periods of slack demand?
2.
Or should they sow the seeds by reinvesting profits in growth opportunities, by

committing existing resources to employee training in the hope of improving
performance and reducing turnover, or by increasing advertising expenditures to
further penetrate a market?
For most strategic managers the solution is clear-enjoy a small amount of profit now to
maintain vitality, but sow the majority to increase the likelihood of a long-term supply.
This is the most frequently used rational in selecting objectives.
To achieve long-term prosperity, strategic planners commonly establish long-term
objectives in seven areas:
Profitability
The ability of any business to operate in the long run depends on attaining an acceptable
level of profits. Strategically managed firms characteristically have a profit objective
usually expressed in earning per share or return on equity.
Productivity
Strategic managers constantly try to improve the productivity of their systems. Companies
that can improve the input-output relationship normally increase profitability. Thus,
businesses almost always state an objective for productivity. Number of items produced
or number of services rendered per unit of input are commonly used. However,
productivity objectives are sometimes stated in terms of desired decreases in cost. This
is an equally effective way to increase profitability if unit output is maintained. For
example, objectives may be set for reducing defective items, customer complaints leading
to litigation, or overtime.
Competitive Position
One measure of corporate success is relative dominance in the marketplace. Larger
firms often establish an objective in terms of competitive position to gauge their
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comparative ability for growth and profitability. Total sales or market share are often
used; and an objective describing competitive position may indicate a company priorities
in the term. The company mission was described as encompassing the broad aims of
organization. The most specific statement of wants appeared as the goals of the firm.
However, these goals, which commonly dealt with profitability, growth, and survival,
were stated without specific targets or time frames. They were always to be pursued
but could never be fully attained. So, while they gave a general sense of direction, goals
were not intended to provide specific benchmarks for evaluating the companys progress
in achieving its aims. That is the function of objectives.
Employee Development
Employee value growth and career opportunities in an organization. With such
opportunities, productivity is often increased and expensive turnover decreased.
Therefore, strategic decision makers frequently include an employee development
objective in their long-range plans. For example, PPG has declared in objective of
developing highly skilled and flexible employees, thereby providing steady employment
for a reduced number of workers.
Employee Relations
Companies activity seek good employee relations, whether or not they are bound by
union contracts. In fact, a characteristic concern of strategic managers is taking proactive
steps in anticipation of employee needs and expectations. Strategic managers believe
productivity is partially tied to employee loyalty and perceived management interest in
worker welfare. Therefore, strategic managers set objectives to improve employee
relations. For example, safety programs, worker representation on management
committees, and employee stock option plans are all normal outgrowths of employee
relations objectives.
Technological Leadership
Businesses must decide whether to lead or follow in the marketplace. While either can
be a successful approach, each requires a different strategic posture. Therefore, many
businesses state an objective in terms of technological leadership. For example, Caterpillar
Tractor Company, which manufactures large earth movers, established its early
reputation and dominant position in the industry in being a forerunner in technological
innovation.
Public Responsibility
Businesses recognize their responsibilities to customers and society at large. In fact,
many actively seek to exceed the minimum demands made by government. Not only do
they work to develop reputations for fairly priced products and services, but they also
attempt to establish themselves as responsible corporate citizens. For example, they
may establish objectives for charitable and educational contributions, minority training,
public or political activity, community welfare, and urban renewal.
Qualities of Long-Term Objectives
What distinguishes a good objective from a bad one? What qualities of an objective
improve its chances of being attained?
Perhaps the best answer to these questions is found in relation to seven criteria that
should be used in preparing long-term objectives: acceptable, flexible, measurable over
time, motivating, suitable, understandable, and achievable.
Acceptable
Managers are most likely to pursue objectives that are consistent with perceptions and
preferences. If managers are offended by the objectives (e.g., promoting a non-nutritional
food product) or believe them to be inappropriate or unfair (e.g., reducing spoilage to
offset a disproportionate fixed overhead allocation), they may ignore or even obstruct
achievement. In addition, certain long-term corporate objectives are frequently designed
to be acceptable to major interest groups external to the firm. An example might involve
air-pollution abatement efforts undertaken at the insistence of the Environment Protection
Agency.
Flexible
Objectives should be modifiable in the event of unforeseen or extraordinary changes in
the firms competitive or environmental forecasts. At the same time, flexibility is usually
increased at the expense of specificity. Likewise, employee confidence may be tempered
because adjustment of a flexible objective may affect their job. One recommendation
for providing flexibility while minimizing associated negative effects is to allow for
adjustments in the level rather than the nature of an objective. For example, an objective
for a personnel department to provide managerial development training for 15 supervisors
per year over the next five-years period can easily be adjusted by changing the number
of people to be trained. In contrast, changing the personnel departments objective
after three months to assisting production supervisors in reducing job-related injuries
by 10 percent per year would understandably create dissatisfaction.
Measurable
Objectives must clearly and concretely state what will be achieved and within what
time frame. Numerical specificity minimizes misunderstandings; thus, objectives should
be measurable over time. For example, an objective to substantially improve our return
on investment would be better stated as increase the return on investment on our line
of paper products by a minimum of 1 percent a year and a total of 5 percent over the
next three years.
Motivating
Studies have shown that people are most productive when objectives are set at a
motivating level-one high enough to challenge but not so high as to frustrate or so low
as to be easily attained. The problem is that individuals and groups differ in their
perceptions of high enough. A broad objective that challenges one group frustrates
another and minimally interests a third. One valuable recommendation is to develop
multiple objectives, some aimed at specific groups. More sweeping statements are
usually seen as lacking appreciation for individual somewhat unique situations. Such
tailor-made objectives require time and involvement from the decision maker, but they
are more likely to serve as motivational forces.
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Suitable
Objectives must be suited to the broad aims of the organization, which are expressed in
the statement of company mission. Each objective should be a step toward attainment
of overall goals. In fact, objectives that do not coincide with company or corporate
missions can subvert the aims of the firm. For example, if the mission is growth oriented,
an objective of reducing the debt-to-equity ratio to 1.00 to improve stability would probable
be unsuitable and counterproductive.
Understandable
Strategic managers at all levels must have a clear understanding of what is to be
achieved. They must also understand the major criteria by which their performance
will be evaluated. Thus, objectives must be stated so that they are understandable to
the recipient as they are to the giver. Consider the potential misunderstandings over an
objective to increase the productivity of the credit card department by 20 percent
within five years. Does this mean: Increases the number of cards outstanding? Increase
the use of outstanding cards? Increase the employee workload? Make productivity
gains each year? Or hope that the new computer-assisted system, which should
automatically improve productivity, is approved by year five? As this simple example
illustrates, objectives must be prepared in clear, meaningful, and unambiguous fashion.
Achievable
Finally, objectives must be possible to achieve. This is easier said than done. Turbulence
in the remote and operating environments adds to the dynamic nature of a businesss
internal operations. This creates uncertainly, limiting strategic managements accuracy
in setting feasible objectives. For example, the wildly fluctuating prime interest rates in
1980 made objective setting extremely difficult for 1981 to 1985, particularly in such
areas a sales projections for consumer durable goods companies like General Motors
and General Electric as shown in Exibit 9.1 in a corporation the primary generator of
strategic alternatives is the top manager, and in a suitable-SBU firm, the primary
generators are the SBU top managers and the corporate top manager. Lower-level
managers are involved to the extent that they prepare proposals for consideration by
top managers. For instance, and R&D unit may propose that additional resources be
allocated for the development of a new product. Top managers need to analyze these
proposals, taking into account strategic considerations that are broader than the merits
of any single project. Functional-level managers are also involved to the extent that
plans to implement strategies are considered as part of the strategy formulation process,
and strengths and weaknesses coming from functional levels are evaluated by these
managers as inputs to the total process.
Whether dealing with corporate-or business- level strategy, there are four generic ways
in which alternatives can be considered: stability, expansion, retrenchment, and
combinations. These are options for the pace or level of effort in the current business
definition, or for changing the mission. Exhibit 9.2 shows a matrix of these basic options
with some representative examples of approaches for carrying out the strategy. That
is, the firm may decide to change its business definition by expanding or retrenching the
scope of its products, markets, or functions. If it chooses to maintain its definition, it still
may alter its strategy by changing the pace of effort within the stable business definition
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in order to become more efficient or effective in the way it carries out its mission. Of
course, combinations of options are possible at the same time or over time.
Strategists
Generate strategy
alternatives
SBU-levels managers
Top managers
Corporate planners
Board of directors
Consultants
Functional-level
managers
Analyse strategy
alternatives
Regularly
Regularly
Occasionally
Rarely
Occasionally hired to advise
Prepare proposals
Regularly
Regularly
Regularly
Occasionally
Rarely
Regularly
Exhibit9.1:TheRoleofStrategistsInConsideringStrategyAlternatives
Expand
Business
Definition
Pace
Add new
Find new
Products
uses
Retrench
Business
Definition
Pace
Drop
old Decrease
products
product
development
Stabilize
Business
Definition
Pace
Maintain
Make
package
Changes,
quality
improvements
Combinations
Definition
and/or pace
Drop old while
adding new
products
Markets
Find new
Territories
Penetrate
markets
Drop
distribution
channels
Reduce
market
shares
Maintain
Functions
Forward
vertical
integration
Increases
capacity
Become
captive
company
Decreases
process R&D
Maintain
Drop old
Customers
while finding
new ones
Increases
capacity and
Improve
efficiency
Products
Protect market
shares, focus
on market
niches
Improve
production
efficiency
Exhibit9.2:Matrix
For smaller firms, this business definition is simple enough. The product or service,
market, and functions are usually limited to one category or a few categories. This is
true for many medium-sized organizations as well. A majority of large firms are involved
in multiple businesses. So their business definition is more complex.
Some firms are in so many businesses that it is hard if not impossible to describe the
business they are in. In one study of three conglomerates (Litton, India Head, and
Bangor Punta) it was found that their strategy making did not involve delineating specific
businesses. Their definition of business involved only the specifications in detail of the
corporate objectives in terms of growth rates, financial policies to guide their acquisition
of funds and firms, and organizational policies.
Decisions regarding business definition and mission are made at the corporate level.
Corporate-level strategies involve issues of which businesses to be in. Business-level
strategies involve questions of what to do with those businesses-expand them, retrench
them, or stabilize them. At the functional level within business units, alternative plans
and policies are set forth to specify ways in which the strategies will be made to work.
Thus corporate-level strategies alternatives revolve around the question of whether to
continue or change the business (es) the enterprise is currently in . Business-level
strategies alternatives involve improving the efficiency or effectiveness with which the
firm achieves its corporate objectives in its chosen business sector.
The central strategies alternatives to consider are the following:
1.
What is our business? What should it be? What business should we be in 5 years
from now? 10 years?
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2.
Should we stay in the same business (es) with a similar level of effort? (stability)
3.
Should we get out of this business entirely or some parts of it? (retrenchment)
4.
Should we expand into new business areas by adding new functions, products,
and/or markets? (expansion)
5.
Should we carry out alternatives 3 and 4, 2 and 4, or 2 and 3? Simultaneously or

sequentially? (combination)
Grand Strategies
Despite variations in implementing the strategies management approach, designers of
planning systems generally agree about the critical role of grand strategies. Grand
strategies, which are often called master or business strategies, are intended to provide
basic direction for strategies actions. Thus, they are seen as he basic of coordinated
and sustained efforts directed towards achieving long-term business objectives.
As theoretically and conceptually attractive as the idea of grand strategies has proved
to be, two problems have limited use of this approach in practice. First, decision makers
often do not recognize the range of alternative grand strategies available. Strategic
managers tend to build incrementally from the status quo. This often unnecessarily
limits their search for ways to improve corporate performance. Other executives have
simply never considered the options available as attractive grand strategies.
Second, strategies decision makers may generate lists of promising grand strategies but
lack a logical and systematic approach to selecting an alternative. Few planning experts
have attempted to proffer viable evaluative criteria and selection tools.
The purpose of this section is therefore twofold: (1) to list, describe, and discuss 12
business-level grand strategies that should be considered by strategic planners and (2)
to present approaches to the selection of an optimal grand strategy from available
alternatives.
Grand strategies indicate how long-range objectives will be achieved. Thus, a grand
strategy can be defined as a comprehensive general approach that guides major actions.
Any one of the 12 principal grand strategies could serve as the basis for achieving
major long-term objectives of a single business: concentration, market development,
product development, innovation, horizontal integration, vertical integration, joint venture,
concentric diversification, conglomerate diversification, retrenchment/turnaround,
divestiture, and liquidation. When a company is involved with multiple industries,
businesses, product lines, or customer groups-as many firms are-several grand strategies
are usually combined. However, for clarity, each of these grand strategies is described
independently in this section with examples to indicate some of their relative strengths
and weaknesses.
Concentration
The most common grand strategy is concentration on the current business. The firm
directs its resources to the profitable growth of a single product, in a single market, and
with a single technology. Some of Americas largest and most successful companies
have traditionally adopted the concentration approach. Examples include W. K. Kellogg
and Gerber Foods, which are known for their product; Shaklee, which concentrates on
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geographic expansion; and Lincoln Electric, which bases its growth on technological
advances.
The reasons for selecting a concentration grand strategy are easy to understand.
Concentration is typically lowest in risk and in additional resources required. It is also
based on the known competencies of the firm. On the negative side, for most companies
concentration tends to result in steady but slow increases in growth and profitability and
a narrow range of investment options. Further, because of their narrow base of
competition, concentrated firms are especially susceptible to performance variations
resulting from Indus try tends.
Concentration strategies succeed for so many businesses-including the vast majority of
smaller firms-because of the advantages of business-level specialization. By
concentrating on one product, in one market, and with one technology, a firm can gain
competitive advantages over its more diversified competitors in production skill, marketing
know-how, customer sensitivity, and reputation in the marketplace.
A grand strategy of concentration allows for a considerable range of action. Broadly
speaking, the business can attempt to capture a large market share by increasing present
customers rate of usage, by attracting competitors customers, or by interesting nonusers
in the product or service. In turn, each of these actions suggests a more specific set of
alternatives are listed in the top section of Exhibit 9.3.
When strategic managers forecast that the combination of their current products
and their markets will not provide the basis for achieving the company mission, they
have two options that involve moderate cost and risk: market development and product
development.
Market Development
Market development commonly ranks second only to concentration as the least costly
and least risky of the 12 grand strategies. It consists of marketing present products,
often with only cosmetic modifications, to customers in related market areas by adding
different channels of distribution or by changing the content of advertising or the
promotional media. Several specific approaches are listed under this heading in Exhibit
9.3 Thus, as suggested by the figure, businesses that open branch offices in new cities,
states, or countries are practicing market development. Likewise, companies that switch
from advertising in trade publications to newspaper or add jobbers to supplement their
mail-order sales efforts are using a market development approach.
Concentration (increasing use of present products in present markets);
1.
Increasing present customers rate of usage.

a.
b.
2.
Increasing the size of purchase.

Increasing the rate of product obsolescence.
c.
Advertising other uses.
d.
Giving price incentives for increased use.
Attracting competitors customers.

a.
Establishing sharper brand differentiation.
b.
Increasing promotional effort.
c.
Initiating price cuts.

Contd...
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3.
Attracting nonusers to buy the product.

a.
Including trial use through sampling, price incentives, and so on.
b.
Pricing up or down.
c.
Advertising new uses.
Market development (selling present products in new markets):

1.
2.
Opening additional geographical markets.

a.
Regional expansion.
b.
National expansion.
c.
International expansion.
Attracting other market segments.

a.
Developing products versions to appeal to other segments.
b.
Entering other channels of distribution.
c.
Advertising in other media.
Product development (developing new products for present markets):

1.
Developing new product features.

a.
Adapt (to other ideas, developments).
b.
Modify (change color, motion, sound, odor, form, shape).
c.
Magnify (stronger, longer, thicker, extra value).
d.
Minify (smaller, shorter, lighter).
e.
Substitute (other ingredients, process, power).
f.
Rearrange (other patterns, layout, sequence, components).
g.
Reverse (inside out).
h.
Combine (blend, alloy, assortment, ensemble; combine units, purposes,

appeals, ideas).
2.
Developing quality variations.
3.
Developing additional models and sizes (product proliferation).
Exhibit 9.3: Options under the Grand Strategies
Product Development
Product development involves substantial modification of existing products or creation
of new but related items that can be marketed to current customers through established
channels. The product development strategy is often adopted either to prolong the life
cycle of current products or to take advantage of favorable reputation and brand name.
The idea is to attract satisfied customers to new products as a result of their positive
experience with the companys initial offering. The bottom section of Exhibit 3.3 lists
some of the many specific options available to businesses undertaking product
development. Thus, a revised edition of a college textbook, a new car style, and a
second formula of shampoo for oily hair each represents a product development strategy.
Innovation
In many industries it is increasingly risky not to innovate. Consumer as well as industrial
markets have come to expect periodic changes and improvements in the products
offered. As a result, some businesses find it profitable to base their grand strategy on
innovation. They seek to reap the initially high profits associated with customer
acceptance of a new or greatly improved product. Then, rather than face stiffening
competition as the basis of profitability shifts from innovation to production or marketing

competence, they move on to search for other original or novel ideas. The underlying
philosophy of a grand strategy of innovation in creating a new product life cycle, thereby
making any similar existing products obsolete. Thus, this approach differs form the
product development strategy of extending an existing products life cycle. The automobile
industry provides many excellent examples. Ford Motor Companys 1981 introduction
of the sporty, economical, two-seater EXP was an effort to interest a segment of
American drivers who traditionally bought foreign-made sports cars in trying a Ford
product. This was an innovation strategy because a new life cycle had been started for
Ford. At the same time, Ford modified the Fairmont to make it lighter and more fuelefficient. This was a product development strategy since the Fairmont life cycle was
extended.
While most growth-oriented firms appreciate the need to be innovative occasionally, a
few companies use it as their fundamental way of relating to their markets. An outstanding
example is Polaroid, which heavily promotes each if its new cameras until competitors
are able to match technological innovation. By this time, Polaroid is normally prepared
to introduce a dramatically new or improved product. For example, in short succession
consumers were introduced to the Swinger, the SX-70, the one step, and the Sun Camera
660.
Few innovative ideas prove profitable because research, development, and premarketing
costs incurred in converting a promising idea into a profitable product are extremely
high. A study by the management research department of Booz Allen & Hamilton inc.
provides some understanding of the risks. As shown in Exhibit 9.4 Booz Allen & Hamilton
Inc. studied 51 companies and found that less that 2 percent of the innovative projects
initially considered eventually reached the marketplace. Specifically, out of every 58
new product ideas, only 12 pass an initial screening test that finds them compatible with
the companys mission and long-term objectives. Only seven of these remain after an
evaluation of their product potential, and only three survive actual attempts to develop
the product. Two of these still appear to have profit potential after test marketing; but,
on the average, only one will be commercially successful. In fact, other studies show
this success rate to be overly optimistic. For example, the results of one research
project disclosed failure rates for commercial products to be as high as 89 percent.
Horizontal Integration
When the long-term strategy of a firm is based on growth through the acquisition of one
of more similar businesses operating at the same stage of the production-marketing
chain, its grand strategy is called horizontal integration. Such acquisitions provide access
to new markets for the acquiring firm and eliminate competitors. For example, WarnerLambert Pharmaceutical Companys acquisition of Parke Davis reduced competition
in the ethical drugs field for Chilcott Laboratories, a company Warner-Lambert had
previously acquired. A second example is the long-range acquisition pattern of White
Consolidated Industries, which expanded in the refrigerator and freezer market through
a grand strategy of horizontal integration. In 1967 it acquired the Franklin Appliance
Division of Studebaker, in 1978 it bought the Kelvinator Appliance Division of America
Motors, in 1971 it acquired the Refrigerator Products Division of Bendix Westinghouse
Automotive Air Brake, and finally in 1979 it bought Frigidaire Appliance from General
Motors.
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60
Number of ideas
55
Screening
20
15
Business analysis
10
Development
Commercialization
Testing
one successful new product
5
10
20 30
40
50
60
70
80 90
100
Cumulative time (percent)
Exhibit 9.4: Decay of New Product Ideas (51 Companies)
Thus, the combinations of two textile procedures, two shirts manufactures, or two
clothing store chains would be classified as horizontal integrations.
Vertical Integration
When the grand strategy of a firm involves the acquisition of businesses that either
supply the firm with inputs (such as raw materials) or serve as a customer for the
firms outputs (such as warehouses for finished products), vertical integration is involved.
For example, if a shirt manufacturer acquires a textile procedure-by purchasing its
common stock, buying its assets, or through an exchange of ownership interests- the
strategy is a vertical integration. In this case it is a backward vertical integration since
the business acquired operates at an earlier stage of the production/marketing process.
If the shirt manufacturer had merged with a clothing store, it would have been an
example of forward vertical integration-the acquisition of a business nearer to the ultimate
consumer.
Exhibit9.5:VerticalandHorizontalIntegrations
Exhibit 9.5 depicts both horizontal and vertical integration. The principle attractions of a
horizontal integration grand strategy are readily apparent. The acquiring firm is able to
greatly expand its operations, thereby achieving greater market share, improving
economies of scale, and increasing efficiency of capital usages. Additionally, these
benefits are achieved with only moderately increased risk, since the success of the
expansion is principle dependent on proven abilities.
The reasons for choosing a vertical integration grand strategy are more varied and
sometimes less obvious. The main reason for backward integration is the desire to
increase the dependability of supply or quality of raw materials or production inputs.
The concern is particularly great when the number of suppliers is small and the number
of competitors is large. In this situation, the vertically integrating firm can better control
its costs and thereby improve the profit margin of the expanded production/marketing
system. Forward integration is a preferred grand strategy if the advantages of stable
production are particularly high. A business can increase the predictable of demand for
its output through forward integration, that is, through ownership of the next stage of its
production/marketing chain.
Some increased risks are associated with both types of integration grand strategies.
For horizontally integrated firms, the risks stem from the increased commitment to one
type of business. For vertically integrated firms, the risks result from expansion of the
company into areas requiring strategic managers to broaden the base of their
competencies and assume additional responsibilities.
Joint Venture
Occasionally two or more capable companies lack a necessary component for success
in a particular competitive environment. For example, no single petroleum firm controlled
sufficient resources to construct the Alaskan pipeline. Nor was any single firm capable
of processing and marketing the volume of oil that would flow through the pipeline. The
solution was a set of joint ventures. As shown in Exhibit 9.6, these cooperative
arrangements could provide both the necessary funds to build the pipeline and the
processing and marketing capacity to profitably handle the oil flow.
The particular form of joint venture discussed above is joint ownership. In recent years
it has become increasingly appealing for domestic firms to join foreign businesses through
this form. For example, Bethlehem Steel acquired an interest in a Brazilian mining
venture to secure a raw material source. The stimulus for this joint ownership venture
was grand strategy, but such is not always the case. Certain countries virtually mandate
that foreign companies entering their markets do so on a joint ownership basis. India
and Mexico are good examples. The rationale of these countries is that joint ventures
minimize the threat of foreign domination and enhance the skills, employment, growth,
and profits of local businesses.
One final note: Strategic managers in the typical firm rarely seek joint ventures. This
approach admittedly presents new opportunities with risks that can be shared. On the
other hand, joint ventures often limit partner discretion, control, and profit potential
while demanding managerial attention and other resources that might otherwise be
directed toward the mainstream activities of the firm. Nevertheless, increasing nationalism
in many foreign markets may require greater consideration of the joint venture approach
if a firm intends to diversify internationally.
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Pipeline company
(assets in Rs. millions)
Co-owner
Percent held
by each
Colonial Pipeline Co. (Rs. 480.0)
Amoco
14.3
Atlantic Richfield
1.6
Cities Service
14.0
Continental
7.5
Philips
7.1
Texaco
14.3
Gulf
16.8
Sohio
9.0
Mobil
11.5
Union Oil
4.0
Shell
43.5
Mobile
29.5
Texaco
27.0
Gulf
57.7
Cities Service
11.4
Sun
12.6
Union Oil
9.0
Sohio
9.2
Texaco
45.0
Atlantic Richfield
35.0
Cities Service
10.0
Getty
10.0
Olympic Pipeline Co (Rs. 30.7)
West Texas Gulf Pipeline Co. (Rs. 19.8)
Texas-New Mexico Pipeline Co. (Rs. 30.5)
Exhibit9.6:Typicaljointventuresintheoilpipelineindustry
Concentric Diversification
Grand strategies involving diversification represent distinctive departures form a firms
existing base of operations, typically the acquisition or internal generation (spin-off) of
a separate business with synergistic possibilities counterbalancing the two businesses
strengths and weaknesses. For example, Head Ski initially sought to diversify into summer
sporting goods and clothing to offset the seasonality of its snow business. However,
diversifications are occasionally undertaken as unrelated investments because of their
otherwise minimal resource demands and high profit potential.
Regardless of the approach taken, the motivations of the acquiring firms are the same:
Increase the firms stock value. Often in the past, mergers have led to increases in the
stock price and/or price-earnings ratio.
Increase the growth rate of the firm.
Make an investment that represents better use of funds that plowing them into internal
growth.
Improve the stability of earnings and sales by acquiring firms whose earnings and sales
complement the firms peaks and valleys.
Balance or fill out the product line.
Diversify the product line when the life cycle of current products has peaked.
Acquire a needed resource quickly; for example, high-quality technology or highly

innovative management.
Tax reasons, purchasing a firm with tax losses that will offset current or future earning.
Increase efficiency and profitability, especially if there is synergy between the two
companies.
When diversification involves the addition of a business related to the firm in terms of
technology, markets, or products, it is a concentric diversification. With this type of
grand strategy, the new businesses selected possess a high degree of compatibility with
the current businesses. The ideal concentric diversification occurs when the combined
company profits increase strengths and opportunities, as well as decrease weakness
and exposure to risk. Thus, the acquiring company searches for new businesses with
products, markets, distribution channels, technologies, and resource requirements that
are familiar but not identical, synergistic but not wholly interdependent.
Conglomerate Diversification
Occasionally a firm, particularly a very large one, plans to acquire a business because
it represents the most promising investment opportunity available. This type of grand
strategy is commonly known as conglomerate diversification. This principle and often
sole concern of the acquiring firm is the profit pattern of the venture. There is little
concern given to creating product/market synergy with existing businesses, unlike the
approaches taken in concentric diversification. Financial synergy is what is sought by
conglomerate diversifiers such as ITT, Textron, American Brands, Litton, U. S. Industries,
Fuqua, and I. C. Industries. For example, they may seek a balance in their portfolios
between current businesses with cyclical sales and acquired businesses with counter
cyclical sales, between high-cash/low-opportunity and low-cash/high-opportunity
businesses, or between debt-free and highly leveraged businesses.
The principle difference between the two types of diversification is that concentric
acquisitions emphasize some commonly in markets, products, or technology, whereas
conglomerate acquisitions are based principally on profit considerations.
Retrenchment/Turnaround
For any of a large number of reasons a business can find itself with declining profits.
Economic recessions, production inefficiencies, and innovative breakthroughs by
competitors are only three causes. In many cases strategic managers believe the firm
can survive and eventually recover if a concerted effort is made over a period of a few
years to fortify basic distinctive competencies. This type of grand strategy is known as
retrenchment. It is typically accomplished in one of two ways, employed singly or in
combination:
1.
Cost reduction. Examples include decreasing the work through employee attrition,
leasing rather than purchasing equipment, extending the life of machinery, and
eliminating elaborate promotional activities.
2.
Asset reducing. Examples include the sale of land, buildings, and equipment not
essential to the basic activity of the business, and elimination of perks like the
company airplane and executive cars.
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If the initial approaches fail to achieve the required reductions, more drastic action may
be necessary. It is sometimes essential to lay off employee, drop items from a production
line, and even eliminate low-margin customers.
Since the underlying purpose of retrenchment is to reverse current negative trends, the
method is often referred to as a turnaround strategy. Interestingly, the turnaround most
commonly associated with this approach is in management positions. In a study of 58
large firms, researches Schendel, Patton, and Riggs found that turnaround was almost
always associated with changes in top management. Bringing in new managers was
believed to introduce needed new perspectives of the firms situation, to raise employee
morale, and to facilitate drastic actions, such as deep budgetary cuts in established
programs.
Divestiture
A divestiture strategy involves the sale of a business or a major business component.
When retrenchment fails to accomplish the desired turnaround, strategic managers
often decide to sell the business. However, because the indent is to find a buyer willing
to pay a premium above the value of fixed assets for a going concern, the term marketing
for sale is more appropriate. Prospective buyers must be convinced that because of
their skills and resources, or the synergy with their existing businesses, they will be able
to profit from the acquisition.
The reasons for divestiture vary. Often they arise because of partial mismatches between
the acquired business and the parent corporation. Some of the mismatched parts cannot
be integrated into the corporations mainstream and thus must be spun off. A second
reason is corporation financial needs. Sometimes the cash flow or financial stability of
the corporation a whole can be greatly improved if businesses with high market value
can be sacrificed. A third, less frequent reason for divestiture is government antitrust
action when a corporation is believed to monopolize or unfairly dominate a particular
market.
Although examples of grand strategies of divestiture are numerous, an outstanding
example in the last decade is Chrysler Corporation, which in quick succession divested
itself of several major businesses to protect its mission as a domestic automobile
manufacturer. Among major Chrysler sales were its Airtempat air-conditioning business
to Fedders and its automotive subsidiaries in France, Spain, and England to PeugeotCitroen. These divestitures yielded Chrysler a total of almost Rs 500 million in cash,
notes, and stock and, rations that have recently pursued this type of grand strategy
include Esmark, which divested Swift and Company, and White Motors, which divested
White Farm.
Liquidation
When the grand strategy is that of liquidation, the business is typically sold in parts, only
occasionally as a whole, but for its tangible asset value and not as a going concern. In
selecting liquidation, owners and strategic managers of a business are admitting failure
and recognize that this action is likely to result in great hardships to themselves and
their employees. For these reasons liquidation is usually seen as the least attractive of
all grand strategies. However, as long-term strategy it minimizes the loss to all
stakeholders of the firm. Usually faced with bankruptcy, the liquidation business tries to
develop a planned and orderly system that will result in the greatest possible return and
cash conversion as the business slowly relinquishes its market share.
Combination Strategies
Essentially, combination strategies are a mixture of stability, expansion or retrenchment
strategies applied either simultaneously (at the same time in different business) or
sequentially (at difference times in the same business).
It would be difficult to find any organisation that has survived and grown by adopting a
single pure strategy. The complexity of doing business demands that different strategies
be adopted to suit the situational demands made upon the organisation. An organisation
which has followed a stability strategy for quite some time has to think of expansion.
Any organisation which has been on an expansion path for long has to pause to
consolidate its businesses. Multibusiness organisation-as most large and medium India
companies are now-have to follow multiple strategies either sequentially or
simultaneously.
Consider these cases of companies which have adopted multipronged strategies to deal
with the complexity of the environment they face.
l
The tube Investment of India (TI), a Murugappa group company, has created
strategies alliances in its three major businesses: tubes, cycles, and strips. In
cycles, it has entered into regional outsourcing arrangements with the UP based
Avon (which we could term as co-operation, as Avon is TIs competitor in the
cycle industry) and Hamilton Cycle in the western region. In steel strips, TI has
entered into a manufacturing contract with Steel Tubes of India, Steel Authority
of India, and the Jindals.
Post-1996, the revival of Peerless General Finance and Investment Company,

hinges on the rationalisation restructurings of its several businesses, like hotels,
housing, hospitals, retailing, and travel, besides its mainline business as the countrys
largest private sector non-banking financial institution. The idea was to focus on
its core competence of financial services. It placed emphasis on just three or
four businesses. Two companies, Peerless Technologies and Peerless Shipping
were divested. Tie-ups with several international companies to leverage the
utilisation of its huge data base and models on the Indian rural sector was also on
the cards.
ITC decide to maintain a corporate portfolio consisting of four businesses:

cigarettes, hotels and tourism, paperboards, and packing and printing. A turnaround
strategy was adopted for the specialty paper business, Triveni Tissues, while the
financial services and agri-business were to be divested.
Pidilite Industries, the maker of Fevicol adhesives, contemplated expansion by

related diversification through extension of its product portfolio across three
business segments: adhesives and sealants, construction paints and chemicals,
and art materials. It divested its specially chemicals business and acquired MSeal from the Mahindras.
The examples offer just a glimpse of the constant moves that companies in India make
in order to survive, grow, and be profitable.
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Organisations do not depend on the strategy alone and evolve a complex network of
combination strategies to deal with the changing environment. In fact, how to deal with,
and adapt to, environment changes is what strategic management is all about.
It is easy to recognize that a complex network of strategies would have sequential as
well as simultaneous strategies which have to be formulated to deal with the complexities
of business.
Corporate Restructuring
Restructuring is a popular term and is used in different contexts. Let us first try to
quickly understand the various meanings of the term restructuring so that we do not
confuse between the different usages of the term. Literature in management and allied
discipline also uses other terms synonymous with restructuring, such as, revamping,
regrouping, rationalisation, or consolidation.
Different Usages of the Term

When referred to at the global or country level, that is, the macro level, economic
restructuring means the reform process used to make structural adjustments in the
economy of a country, such as, reduction or phasing out of subsides, dismantling of
price controls, and other such actions. At the micro level, restructuring has three
connotations: corporate or business-level restructuring, financial restructuring, and
organisational restructuring. First, corporate or business-level restructuring means
changes in the composition of a firms set of businesses in order to create a more
profitable enterprises. Within the firm, restructuring takes place in two forms. Financial
restructuring deals with the changes in the equity pattern, equity holdings and crossholding
pattern, debt-servicing schedule, and the like. Organisational restructuring deals with
changes in the structure of the organisation (i.e., the organogaram), reducing hierarchies
or delayering, reducing the number of employees or downsizing, redesignating positions
and altering reporting relationships.
Here, we are only concerned with corporate-or business-level restructuring, that is,
with the business portfolio changes that firms undertake in order to either deal with the
problems they face or to create a more profitable enterprise. Business portfolio changes
could deal to the firm acquiring some businesses.
Rationale for Restructuring

We could try to understand the rationale for restructuring at two levels. The first is a
deeper level reasoning relating to the fundamental ways in which organisation work.
The second is a more practical reasoning that attempts to analyse the changes in the
environment and the organisation, and relate such changes to strategies action that
organisations need to take.
Peter Druckaer states that organisations have to implicit or explicit theories for their
business, incorporating assumptions about:
(a)
the environment, specifically markets, customers, and important technologies
(b)
the mission or purpose
(c)
core (content) competencies required to fulfill the mission
Drucker further states that these assumptions must be realistic, congruent, communicated
and understood. These assumptions need to be evaluated regularly and rigorously so
that they prove to be correct.
In the course of functioning, managers within organisations create mental models about
the ways of doing business. Mental models, according to Walsh, represent the
knowledge managers have about the industry and the organisation, and how specific
actions relate to desired outcomes. The assumptions of Druker and the mental
models of Walsh are derived experiences with past successes and failures contributing
to the overall picture. As long as these assumptions and mental models do not change
they are a useful basis for further managerial decision making and strategic management.
But as soon as changes occur, these turn out to be of little value. Rather, these may
prove to be harmful is managers insist on sticking to them. Since change is a fact of life,
it follows that the assumptions and mental models also need to be revised continually.
Restructuring is the result of such a continual revision.
Environmental changes, such as the ones we are witnessing around the world and in
India, are causing organisations to revise their assumption and mental models. It is for
this reasons that restructuring is being done at various levels so that organisations and
the strategies they employ are aligned with the environmental realities.
The second way to understand the rationale for restructuring is to note that, in the past,
diversification had been the preferred route for growth and expansion for companies
around the world. In the U.S. diversification began in the 1960s and lasted until the
early 1980s, resulting in several overdivesified conglomerates. Contemporary Indian
companies, mostly belonging to the family business groups and multinational subsidiaries,
also diversified owing to the limitations imposed on expanding in one or a few sectors
by the licensing and regulatory systems. But international level economic and geopolitical
changes led to a spree of economic reforms around the world. The composition and
natures of markets also changed causing the organisations to make an intense assessment
and reorientation of their assumptions and mental models. It was clear that these would
no longer week in the emerging environmental context. What was needed was a new
set of assumptions and mental models that are synchronised with the context in which
organisations functions now. Hence the need to realign to as restructuring. Often, such
restructuring is done through a combination of expansion strategies (intensification,
cooperation), and retrenchment strategies of turnaround and divestment.
Overdiversification is sought to be reversed by downscoping, which involves reducing
the scope of diversification by divestment on non-core businesses and creating a focused
organisation.
Looking at the contemporary Indian context what we find is that most companies are in
the throes of intense change. More often we find the older companies restructuring as
these were the one which had overdiversified in the first case. Newer companies, set
up in the 1990s and in the new millennium, do not find much need for restructuring. But
this does not mean that these companies can afford to be complacent. They too need to
be on their guard and continually assess the assumptions and mental models they use to
devise their organisations and strategies.
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Reasons for Pursuing Stability Strategy

1.
The firm is doing well or perceivers itself as successful. Management does not
always know what combinations of decisions is responsible for this. So we
continue the way we always have around here.
2.
A stability strategy is less risky. A high percentage of changes fail, whether we

are talking about new products or new ways of doing things. So conditions must
be really bad (or opportunities good) if a firm decides to take the additional risk.
The larger the firm and the more successful it has been, the greater is the resistance
to the risk.
3.
Managers prefer action to thought. A stability strategy can evolve because the
executives never get around to considering any other alternatives. Many of the
firms that pursue this strategy do unconsciously. They react to forces in the
environment and will change their business definition only in extraordinary times.
4.
It is easier and more comfortable for all concerned to pursue a stability strategy.
No disruptions in routines take place.
5.
The environment is received to be relatively stable, with few threats to cause

problems or few opportunities the firm wishes to take advantage of.
6.
Too much expansion can lead to inefficiencies. In effect, many decision makers
do not perceive a significant gap between the future level of goal attainment they
except to reach and their ideal objectives.
A firms executives may also believe that resources of other environmental changes
prohibit the continuation of expansion in the business definition that may have occurred
in the past. Here the analysis could suggest that continued expansion could actually
increase the performance gap. Thus stability in the pace of activity becomes desirable.
Executives may realize that the consequences of expansion could become dysfunctional.
For instance, expansion (for example, by some types of acquisitions) could lead to
antitrust pressure from government or attacks from competitors or pressure groups. Or
the firm may need a breathing spell. It may have expended so fast that it must stabilize
for a while or else become inefficient and unmanageable. Its costs may have gotten out
of hand, especially if it appears that hard times are coming. This is a particularly difficult
problem for aggressive entreprenuers of successful small firms which have been
expanding rapidly.
Stability is not the kind of strategy that makes news. It is news to say that 8 million are
unemployed, and it is not news to write about 110 million employed. So articles and
research usually do not focus on this strategy. However, we should have to infer that
since most firms pursued this strategy at some point, stability is effective when the firm
is doing well and the environment is not excessively volatile. This mean that for many
industries and many companies and SBUs, the stability strategy is effective. As one
owner of a successful private firm put it. Ihave only one egg in my basket and I
watch that basket very carefully.
Reasons for Pursuing Expansion Strategies

After reading the list of reasons for pursuing the stability strategy, it may be hard to
imagine reasons for adopting an expansion strategy. Stability has a number of things
going for it.
The reasons given for adopting expansion are as follow:

1.
In volatile industries, a stability strategy can mean short-run success, long-run

death. So expansion may be necessary for survival if environments are volatile.
2.
Many executives equate expansion with effectiveness.
3.
Some believe that society benefits from expansion.
4.
Managerial motivation. It is true that there is less risk with stability. But there are
also fewer financial and other rewards. There are many managers who wish to
be remembered, who wish to leave a monument to themselves in the workplace.
Who remembers the executive who stood at the helm for 5 years steady as it
goes? Strategies may result from the power needs of many executives; the
recognition needs are strong in these executives too. Thus the needs or drives
encourage some executives to gamble and choose a strategy of expansion. Their
companies also become better known, may attract better management, and often
leads to higher pay.
5.
Belief in the experience curve. There is some evidence that as a firm grows in
size and experience, it gets better at what its doing and reduces costs and improves
productivity.
6.
Belief that growth will yield monopoly power..
7.
External pressure from stockholders or securities analysts.
Perhaps the major reason for its popularity is the belief that rapid environmental change
requires expansion. Further, there is a belief and some evidence that expansion results
in performance improvements. However, some suggest that volatility is not as great as
it seems, and other prescribe stability to avoid overreaction to change. Also, critics of
expansion point to firms engulfed in a growth syndrome- expansion at any costwhich they believe leads to inefficiencies and a lower quality of life due to harm from
the environment.
Reasons for Pursuing Retrenchment Strategy

The strategy is the hardest to pursue; it goes against the grain of most strategists. It
implies failure. Just as most business executives hate to cut price, they hate a retrenchment
strategy. Who do they follow it, then? A few reasons are as follow:
1.
The firm is not doing well or perceives itself as doing poorly.
2.
The firm has not met its objectives by following one of the other generic strategies,
and there is pressure from stockholders, customers, or other to improve
performance.
3.
The environment is seen to be so threatening that internal strengths are insufficient

to meet the problems.
4.
Better opportunities in the environment are perceived elsewhere, where a firms

strengths can be utilized.
Any strategy, if chosen at the right time and implemented properly, will be effective.
However, the retrenchment strategy tends to be reserved for dealing with cries, even
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though there can be positive reasons for its use. The retrenchment strategy is the best
strategy for the firm which has tried everything, has made some mistakes, and is now
ready to do something about its problems. The more serious the crisis, the more serious
the retrenchment strategy needs to be. For minor crises, pace retrenchment will do.
For moderate crises, divestiture of some divisions or units may be necessary. For serious
crises, a liquidation may be necessary. Exhibit 9.6 describes a firm which believes that
its crises is serious enough to warrant a retrenchment in pace, which could lead to
liquidation.
The retrenchment strategy is the hardest strategy for the business executives to follow.
It implies that someone or something has failed, and no one wants to be labeled a
failure. But retrenchment can be used to reverse the negative trends and set the stage
for more positive strategic alternatives. Many U. S. business firms began withdrawing
from Europe in the early 1980s due to the stubborn recession, high labor costs, high
taxes, and competition from government-subsidized industries. And in the mid-1980s
many conglomerates began asset redeployments to get out of old businesses and into
new ones, or to get back to basics.
Foreign managers appear more willing to consider retrenchment than U. S. managers.
The first question the Japanese, German, or French strategies asks is likely to be What
are the old things we are going to abandon? This provides resources for innovation,
new products, or new markets.
Reasons for Pursuing Combination Strategy

A combination strategy is not an easy strategy to use. It is much easier to keep a firm
in one set of values or one strategy at a time. But when a company faces many
environments and these environments are changing at different rates, and the companys
products are in different stages of the life-cycle, it is easy to visualize conditions under
which a combination strategy makes sense.
Thus it is possible that when the economy is performing well, most industries are doing
well. Therefore, the generic strategy might be expansion. But at the start of a combination
strategy makes sense for a multiple-industry firm at that time.
In the case of time-phased combination strategies, several scenarios come to mind. For
example, a firm realize that some of its main product lines are beyond the optimum
point in the product life cycle and that it is not worth the investment to prop the product
up. The firm may choose to retrench in this area and follow an expansion strategy in
a new product area.
Most large firms such as Fortunes 500 largest industrials are probably the most frequent
users of combination strategies. Even here, it is the multiple-industry firm that is most
likely to use them. The medium-sized firm that is multiple-industry-based is also a likely
user. An example is NCR, which sold a unit to buy back some debt and then expanded.
All strategies can be effective. The question is, When is a combination strategy most
likely to be effective? What should have become clearer in this section is that combination
strategies are most likely to be effective for larger, multiple-SBU firms in periods of
economic transition or periods of transition in the product service life cycle. The
combination strategy is the best strategy for a firm whose divisions perform unevenly
or do not have the same future potential.
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Relationship of Different Strategies

The exhibit 9.7 graphically presents the alternatives which are possible and each
dimension represent on overlay so that they all intersect one another. That is, expansion,
stability, or retrenchment can be applied to products, markets, or functions. And
combinations of these are possible. If change occurs, it may be in the pace or the
business definition. Our intent is to convey the idea that there is overlap in how these
strategies approaches can be put together for any given firm. The particular configuration
of alternatives considered by any firm will not be this large, however. Managers are
more likely to focus on a few of these for a detailed analysis.
Second, keep in mind that any alternative or combination has the potential to improve
performance. One is not necessarily superior to another in all circumstances. Naturally,
if substantial growth in size is the objective, expansion is a more likely alternative. But
this may come at the expense of other objectives, at least in the short run. Growth in
profits could be enhanced by a retrenchment. For instance, financial theory suggests
that if the net present value of a liquidation is greater that he expected value of continued
operations, selling assets to gain funds to invest elsewhere will be a good alternative for
the goal of improving cash value. The breakup value of some firms may be large due to
hidden assets or unrealistic book values. So retrenchment may ultimately lead to
growth (in terms of cash goals). Some tax laws give companies a reason to spin off
subsidiaries to shareholders or sell assets and distribute proceeds, because companies
liquidated within a year of an asset sale are exempt from taxation on related capital
gains. Of course, such tax laws can change, and analysis of these laws should be an
integral part of environmental analysis. If an entrepreneurs objective is to maintain
control of a business, stability may enhance this more than expansion. If the goal is to
spread risk, business definition changes may be in order. Thus it is inappropriate to
necessarily equate growth with expansion. And retrenchment should not be
considered a sign of failure or pursued only when threats appear. Stability does not
imply that goal improvements are not being accomplished. In other words, dont confuse
the strategy, as a means to an end, with the objective.
BUSINESS
MISSION AND
DEFINITION
COMBINATION
EXPANSION
Product
Markets
STABILITY
Functions
RETRENCHMENT
Exhibit9.7:OverlaysofStrategyAlternatives
Selection of Long-Term Objectives and Grand Strategy Sets

At first glance the strategic management model, which provides the framework for
study throughout this book, seems to suggest that strategic choice decision making
leads to the sequential selections of long-term objectives and grand strategy. In fact,
196
however, strategic choice is the simultaneous selection of long-range objectives and

grand strategy. When strategic planners study their opportunities, they try to determine
which are most likely to result in achieving various long-range objectives. Almost
simultaneously they try to forecast whether an available grand strategy can be met. In
essence, then, three distinct but highly interdependent choices are being made at one
time. Usually several triads or sets of possible decisions are considered.
A simplified example of this process is shown in Exhibit 9.10. In this example the
business has determine that six strategic choice options are available. These options
stem from three different interactive opportunities (e.g., West Coast markets) that
present little competition. Because each of these interactive opportunities can be
approached through different grand strategies- in option 1 and 2 they are horizontal
integration and market development- each offers the potential for achieving long-range
objectives to varying degrees. Thus, a business can rarely make a strategic choice only
on the basic of its preferred opportunities, long-range objectives, or grand strategy.
Instead, the three elements must be considered simultaneously because only in
combination do they constitute a strategic choice.
In an actual decision situation the strategic choice would be complicated by a wider
variety of interactive opportunities, feasible company objectives, promising grand
strategy option, and evaluative criteria. Nevertheless, Exhibit 9.8 does partially reflect
the nature and complexity of the process by which long-term objectives and grand
strategy are selected.
A
r
(
a
Exhibit9.8:APracticalofStrategicChoiceOptions
Sequence of Objectives and Strategy Selection

The selection of long-term objectives and grand strategies involves simultaneous rather
that sequential decisions. While it is true that objectives are needed so that the companys
direction and progress are not determined by random forces, it is equally true that
objectives are valuable only if strategies can be implemented, making achievement of
objectives realistic. In fact, the selection of long-term objectives and grand strategies is
so interdependent that until the 1970s most business consultants and academicians did
not stress the need to distinguish between them. Most popular business literature and
practicing executives still combine long-term objectives and grand strategies under the
heading of company strategy.
However, the distinction has merit. Objectives indicate what strategic managers want
but provide few insights as to how this will be achieved. Conversely, strategies indicates
what type of actions will be taken but do not define what ends will be pursued or what
criteria will serve as constrains in refining the strategic plan.
The latter view of objectives as constrains on strategy formulation rather than as ends
towards which strategies are directed is stressed by several prominent management
experts. They argue that strategic decision are designed (1) to satisfy the minimum
requirements of different company groups, for example, the production department s
need for more inventory capacity, or the marketing departments need to increase the
sales force and (2) to create synergistic profit potential given these constraints.
Does it matter whether strategic decisions are made to achieve objectives or to satisfy
constraints? No, because constraints are objectives themselves. The constraints of
increased inventory capacity is a desire (an objective), not a certainty. Likewise, the
constraints of a larger sales force does not assure that it will be achieved given such
factors as other company priorities, labor market conditions, and the firms profit
performance.
Business-level Strategies
Business strategies are the courses of action adopted by a firm for each of its businesses
separately to serve identified customer groups and provide value to the customer by a
satisfaction of their needs. In the process the firm uses its competencies to gain, sustain,
and enhance its strategic or competitive advantage.
The source of competitive advantage for any business operating in an industry arises
from the skillful use of its core competencies. These competencies are used to gain a
competitive advantage against rivals in an industry. Competitive advantage results in
above-average returns to the company. Business need a set of strategies to secure
Michael E Porter is credited with extension pioneering work in the area of business
strategies or, what he calls, competitive strategies. His writing in the form of books,
research papers, and articles have deeply influenced contemporary thinking in the area
of industry analysis, competitive dynamics, and competitive strategies. He is also
considered a major proponent of the positioning school of strategy thought. We have
adopted the approach he approach suggested by him in order to discuss the different
aspects related to business strategies in this chapter.
First of all, let us see what Porter has to say about competition. He believes that the
basic unit of analysis for understanding competition is the industry, which, according to
him, is a group of competitors producing products or services that compete directly
with each other. It is the industry where competitive advantage is ultimately won or
lost. Through competitive strategy, the firms attempt to define and establish an approach
to complete in their industry.
The dynamic factors that determine the choice of a competitive strategy, according to
Porter, are two, namely, the industry structure, and the positioning of a firm in the
industry.
Industry structure, according to Porter, is determined by the competitive forces. These
forces are five in number: the threat of new entrants; the threat of substitute products
or services, the bargaining power of suppliers, the bargaining power of buyers, and the
rivalry among the existing competitors in an industry. We will go into the details of
structural analysis of industries in the next chapter. Suffice it to say here that these five
forces vary industry to industry, that is, every industry has a unique structure and these
factors determine the long-term profitability of firms in an industry.
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The second factor that determines the choice of a competitive strategy of a firm is its
positioning within the industry. Porter terms positioning as the firms overall approach
to competing. It is designed to gain sustainable competitive advantage and is based on
two variables: the competitive advantage and the competitive scope. Competitive
advantage can arise due to two factors: lower cost and differentiation. Competitive
scope can be in terms of two factors: lower cost and differentiation. Competitive scope
can be in terms of two factors : broad target and narrow target.
In order to understand competitive positioning, we can visualise a situation in which a
firm has to compete in a market with other rival firms. One type of positioning approach
may be to offer mass-produced products distributed through mass-marketing thereby
resulting in a lower cost per unit. The other type of positioning approach could be
marketing relatively higher- priced products of a limited variety but intensely focussed
on identified customer groups who are willing to pay the higher price. These are
produced through batch production and marketed through specialised distribution
channels. What the firm does is to differentiate its products or services on some
tangible basis from what its rivals have to offer so that the customer purchases the
products even at a premium.
What these approaches show is that there is an overall approach to competing
within an industry which is consciously by a firm. These approaches are termed as the
two generic types of competitive advantages that a firm could plan for: the lower-cost
approach and the differentiation approach. According to Porter, lower-cost is based on
the competence of a firm to design, produce, and market a comparable product more
efficiently than its competitors. Differentiation is the competence of the firm to provide
unique and superior value to the buyer in terms of product quality, special features, or
after-sales service.
Apart from competitive advantage, the other factor is the competitive scope which
Porter defines as the breadth of a firms target within its industry. By the breadth of a
firms target is meant the range of products, distribution channels, types of buyers, the
geographic areas served, and the array of related industries in which the firm would
also compete. The basic reason why competitive scope is important is that industries
are segmented, have differing needs, and require different sets of competencies and
strategies to satisfy the needs of customers.
In order to understand competitive scope, once again one could visualise a firm
competing in a market with other rival firms. Here the firm can choose a range of
products to offer, the customers groups to cater to, the distribution channels to employ,
and the geographical areas to serve. Depending on the scale of a firms operations, we
could say that the firm can either adopt a broad-target approach or a narrow-target
approach. Under broad targeting, the firm can offer a full range of products/services
to a wide range of customer groups located in a widely-scattered geographical area.
Under narrow targeting, the firm can choose to offer a limited range of products/
services to a few customer groups in a restricted geographical area.
When the two factors of positioning-the competitive advantage and competitive scopeare combined, what results is a set of generic competitive strategies. These are what
are known as the business-level strategies.
Tactics for Business Strategies

A tactic is a sub-strategy. It is a specific operating plan detailing how a strategy is to be
implemented in terms of when and where it is to be put into action. By their nature,
tactics are narrower in their scope and shorter in their time horizon than are strategies.
We shall consider here the two tactics of timing (when) and market location (where)
used in formulating and implementing business strategies.
Timing Tactics
When to make a business strategy move is often as important as what move to make.
It is here that the timing of the application of a business strategy becomes important. A
business strategy of low-cost of differentiation may be essentially a right move but only
if it is made at the right time.
The recognition of time as a strategic weapon and a source of strategic advantage
came about in the late-1980s as a result of the ideas proposed by George Stalk Jr., the
head of innovation and marketing at the Boston Consulting Group.
The first company to manufacture and sell a new product or service is called the
pioneer or the first-mover firm. The firms which enter the industry subsequently are
late-mover firms. Sometimes an intermediate category of second-movers is also
considered to include those firms which reach immediately to the first-movers. Each
industry has its first-movers, second-movers and late-movers. Our discussion here will,
however, be limited to the first-movers and the late-movers. Our discussion here will,
however, be limited to the first-movers and the late-movers only, as second-movers,
howsoever quick they might be to react, are in any case late-movers.
Consider the example of Parle which is the first mover in the mineral water industry in
India which has attracted companies, such as, Coca Cole (with the Kinley brand) and
Pepsi (with the Aquafina brand). Parle has dominated a major share of the mineral
water market leading to its Bisleri brand becoming generic to the product category. A
case of a late-mover in this industry is nestle which planned to introduce its brand Pure
Life by the end of 2000. Likewise, in the mutual funds industry, Unit trust of India
(UTI), set up in 1964, is the first-mover with a clear lead of several years over other
mutual funds in the public and private sectors. IIM Ahmedabad is the first-mover in the
autonomous institutions segment in the management education industry.
Being the first mover does not always constitute an advantage. UTI might be the firstmover but there are many number of late-movers, such as, the Kotak Mahindra group,
which have posed a stiff challenge to it. Similarly, the Indian School of Business at
Hyderabad is likely to challenge the dominant position of the IIMs. Late-movers such
as ICICI-Prudential Life Insurance, HDFC Standard Life Insurance, and Max New
Life Insurance are likely to make life difficult for the first-mover Life Insurance
Corporation (LIC) of India.
There are advantages and disadvantages associated with being the first-mover or latemover. Often the advantages of one type are the disadvantages for the other. This
means that the advantages enjoyed by the late-movers can be disadvantages for the
first-mover firms.
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First let us see the advantages that might accrue to the first-mover firms.
1.
They can establish a position as the market leaders. They can establish business
models and gain valuable experiences that can enable them to reap the benefits
of a learning curve that can help them in assuming cost leadership.
2.
Moving first in an industry results in forming early commitments to suppliers of

raw materials, new technology, and distribution channels creating cost advantages
over late-movers.
3.
They develop an image of being pioneers which helps to build image and reputation.
First-movers create standards in different areas for all subsequent products and
services in the industry.
4.
Moving first constitutes a pre-emptive strike and creates lead for the first-movers.
For the late-movers, imitation may be difficult and risky.
5.
First-time customers are likely to remain loyal.
The disadvantages of being a first mover are listed below. Note that these may be the
advantages for the late-movers.
1.
Being a pioneer is often costlier than being a follower. Pioneering firms have to
spend resources on creating customer awareness and education regarding the
products, specially if these are new products. Late-movers face lesser risks
when the markets are already developed.
2.
Late-movers can imitate technological advances, skills, know-how and marketing

approaches easily negating the advantages that first-movers are likely to have.
3.
Technological change is often rapid creating obsolescence for the first-movers.

Late-movers can jump the technological thresholds and use the latest technology
available.
4.
Customer loyalty is not guaranteed and can often prove to be ephemeral. Latemovers can snatch the market share from the first-mover. If the first-movers
have to retain market share and customer loyalty then additional efforts have to
be put in.
The advantages and disadvantages for a first-mover show that good timing is important.
But advantages cannot just flow to the first-movers. In case conditions are conducive
to being a first-mover, then what matters are the strategies, positioning, and entry barriers
that the first-mover firm is able to create. It is not always that a firm has to be a firstmover even if it has the opportunity. Smart late-movers can overturn the apple-cart and
beat the first-movers at their own game. Sometimes fence-sitting till some other firm
has tested the waters in an industry may be a prudent business strategy than jumping
straight away in order to be the first-mover. Late-movers can succeed if they have the
staying power, can learn from the mistakes of the first movers and fine tune their
business tactics accordingly.
Market Location Tactics

The second important aspect of business tactics is market location. This aspect deals
with the issue of where to compete. By this is meant the target market the firm aims
at while applying its business strategies. Every industry has a number of rims that offer
the same or substitute products or services. The total market share in an industry is
carved up by these firms. One firm has the largest market share, some others firms
have a relatively larger market share, a few others have a small market share, and
there are firms that operate only on the fringes and not in the mainstream markets.
Market location could be classified according to the role that firms play in the target
market and the types of business tactics they adopt to play such a role. We have
adopted the classification of market location tactics provided by the marketing guru,
Philip Kotler. He terms these tactics as competitive strategies. We except that you
have studied thee strategies in your marketing management courses and so we will
only, review them here. It would be helpful if you review your marketing text as you
read further.
On the basis of the role that firms play in the target market, market location tactics
could be of four types: leader, challenger, follower, and nichers. As you will note,
the essence of these tactics has been derived from military science. This is
understandable since the competitive industries are virtual battlefields for competing
firms. At this point let us recall that the term strategy too is a gift to management
studies from military science. A brief description of the four types of market location
tactics follow below.
1.
2.
Market leaders are firms that have the largest market share in the relevant
product market and usually lead the industry in factors, such as, technological
developments, product and service attributes, price benchmarks, or distribution
channel design. In order to take up the market leader position and to retain it,
Kotler proposes these three strategies (we would prefer to call these approaches
to distinguish these from strategy which has a much broader meaning for us in
business policy and strategic management):
l
Expanding the total market through new users, new uses, and more usage
Defending the market share through position defense, flank defense,

counteroffensive defense, mobile defense and contraction defense
Expanding the market share through the enhancement of operational

effectiveness by means of new product development, raising manufacturing
efficiency, improving product quality, providing superior support services,
or increasing marketing expenditure.
Market challengers are firms that have the second, third or lower ranking in
the industry. These firms can either challenge the market leaders or choose to
follow them. When they seek to challenge the market leader they do so in the
hope that they would be able to gain the market share. The tactics adopted by
the market challenger have several components. First, the challenger has to define
the objective and the opponents, choose a general attack strategy, and then choose
a specific attack strategy. The most common objective of the challenger it to
increase the market share, but it could also have a somewhat devious aim, say to
drive the opponent out of the industry. A general attach strategy could be of five
types:
l
Frontal attach involving matching the opponent in terms of the product,

price, promotion, and distribution
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3.
4.
Flank attack involving challenging the opponents weak or uncovered

geographical or segmental areas
Encirclement attack involving a grand move to capture the opponents

market share through means, such as, launching an advertising blitzkreig,
making an unbeatable product-related offering, or presenting a unique
service guarantee
Bypass attack involving ignoring the opponent and attacking the easier
market s by means of diversifying into unrelated products, moving into
new geographical areas or leapfrogging into new technologies.
Guerrila attack involving small, intermittent attacks to harass and

demoralise the opponent firm, and eventually secure a firm foothold in the
industry. This could be done by means of price cuts, price discounts,
intensive comparative advertising, or initiating legal action.
Market followers are firms that imitate the market leaders but do not upset the
balance of competitive power in the industry. They prefer to avoid direct attack,
keep out of the way of other firms, and reap the benefits of the innovations made
by the market leaders through imitation. The market follower may adopt four
broad strategies as under.
l
Counterfeiter strategy involving duplicating the market leaders product

and packaging and selling it in the black market.
Cloner strategy involving emulating the market leaders products, name,

and packaging
Imitator strategy involving copying some things from the market leader
while retaining some other features, such as, pricing, a packaging or
advertising
Adapter strategy involves adapting ones own products to those of the

market leader and selling them in different markets
Market nichers are firms that carve out a distinct niche for themselves, which
has been left uncovered by the other firms in the industry, or a niche that is of
little or no interest to others. The niche strategies are akin to the focus business
strategies as hey target a market position that is small and unique and requires
special competencies in order to be served. There are several means by which
the specialization for serving a niche market can be developed. Excelling in
providing a special product or service attribute, serving a distinct geographical
area, of offering customised products or services to a select group of customers
are some such means. Market niche strategies carry the risks that we have
identified for focus business strategies. For instance, a market leader may choose
to expand its own market coverage to serve a niche thereby negating the
advantages enjoyed by the market nicher. Market nichers have to adopt three
strategies which are as under.
l
Creating niches involves looking for ways and means by which niches
can be identified or created in an industry.
Expanding niches involves enhancing the coverage of the present niche

to include similar market niches or new niches.
Protecting niches involves shielding the niches served from attacks by

other firms in the industry.
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Chapter 10
Strategies analysis and choice largely involves making subjective decisions based on
objective information. The chapter introduces important concepts that can help strategists
generate feasible alternatives, evaluate those alternatives, and choose a specific course
of action. Behavioral aspects of strategy formulation are described, including politics,
culture, ethics, and social reasonability considerations. Modern tools for formulating
strategies are described, and the appropriate role of a board of directors is discussed.
As indicated by the shaded portion of Exhibit 10.1 this section focuses on establishing
long-term objectives, generating alternative strategies, and selecting strategies to pursue.
Strategy analysis and choice seeks to determine alternative course of action that could
best enable the firm to achieve its mission and objectives. The firms present strategies,
objectives, and mission, coupled with the external and internal audit information, provide
a basis for generating and evaluating feasible alternative strategies.
Unless a desperate situation faces the firm, alternative strategies will likely represent
incremental steps to move the firm from its present position to a desired future position.
For example, Kindercare Learning Centers has a strategy to open one hundred new
centers this year, thus expanding from current markets into new areas. Alternative
strategies do not come out of the wild blue yonder; they are derived from the firms
mission, objectives, external audit, and internal audit; they are consistent with, or build
upon, past strategies that have worked well!
Perform external
audit to identify
key opportunities
and threats
Identity
current
mission,
objectives,
and
strategies
Establish
long-term
objectives
Establish
annual
objectives
Revise the
business
mission
Perform internal
audit to identify
key strengths and
weaknesses
STRATEGY
FORMULATION
Allocate
resources
Select
strategies
to pursue
Measure and
evaluate
performance
Devise
policies
STRATEGY
IMPLEMENTATION
STRATEGY
EVALUATION
The Process of Strategy Choice

Strategists never consider all feasible alternatives that could benefit the firm, because
there are an infinite number of possible actions and an infinite number of ways to
implement those actions. Therefore, a manageable set of the most attractive alternative
strategies must be developed. The advantages, disadvantages, trade-offs, costs, and
benefits to these strategies should be determined. This section discusses the process
that many firms use to determine an appropriate set of alternative strategies.
Identifying and evaluating alternative strategies should involve many of the managers
and employees who earlier assembled the organizational mission statement, performed
the external audit, and conducted the internal audit. Representatives from each
department and division of the firm should be included in this process, as was the case
in previous strategy-formulation activities. Recall that involvement provides the best
opportunity for managers and employees to gain an understanding of what the firm is
doing and why, and to become committed to helping the firm accomplish its objectives.
All participants in the strategy analysis and choice activity should have the firms external
and internal audit information by their side. This information, coupled with the firms
mission statement, will help participants crystallize in their own minds particular strategies
that they believe could benefit the firm most. Creativity should be encourages in this
through process.
Alternative strategies proposed by participants should be considered and discussed in a
meeting or series of meetings. Proposed strategies should be listed in writing. When all
feasible strategies identified by participants are given and understood, the strategies
should be ranked in order of attractiveness by all participants, with 1 = should not be
implemented, 2 = should possibly be implemented, 3 = should probably be implemented,
and 4 = should definitely be implemented. This process will result in a prioritized list of
best strategies that reflects the collective wisdom of the group. Long-term objectives
represent the results expected from pursuing certain strategies. Strategies represent
the actions to be taken to accomplish long-term objectives. The time frame for objectives
and strategies should be consistent, usually from 2 to 5 years.
An increasing number of firms recognize that establishing long-term objectives and
strategies must be a give-and-take process. In practice, organisations generally establish
objectives and strategies concurrently. The strategic-management model thus illustrates
with multidirectional arrow a symbiotic relationship between establishing objectives and
establishing strategies. Objectives become crystallized as feasible strategies are
formulated and selected.
Objectives should be quantitative, measurable, realistic, understandable, challenging,
hierarchical, obtainable, and congruent among organizational units. Each objective should
also be associated with a time line. Objectives are commonly stated in terms such as
growth in assets, growth in sales, profitability, market share, degree and nature of
diversification, degree and nature of vertical integration, earnings per share, and social
responsibility. Clearly established objectives offer many benefits. They provide direction,
allow synergy, aid in evaluation, establish priorities, reduce uncertainty, minimize conflicts,
stimulate exertion, and aid in both the allocation of resources and the design of jobs.
Long-term objectives are needed at the corporate, divisional, and functional levels in an
organization. They are an important measure of managerial performance. Many
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206
practitioners and academicians attribute a significant part of American industrys

competitive decline to the short-term, rather than long-term, strategy orientation of
American managers. Arthur D. Little argues that bonuses or merit pay for managers
today must be based to a greater extent on long-term objectives and strategies. A
general framework for relating objectives to performance evaluation is provided in
Exhibit 10.2 A particular organisation could tailor these guidelines to meet its own
needs, but incentives should be attached to both long-term and annual objectives.
Clearly stated and communicated objectives are vital to success for many reasons.
First, objectives help stakeholders understand their role in an organizations future.
Objectives also provide a basis for consistent decision making by managers whose
values and attitudes differ. By reaching a consensus on objectives during strategyformulation activities, an organization can minimize potential conflicts later during
implementation. Objectives set forth organizational priorities and stimulate exertion
and accomplishment. They serve as standards by which individuals, groups, departments,
divisions, and entire organizations can be evaluated. Objectives provide the basis for
designing jobs and organising activities to be performed in an organization. Objectives
provide direction and allow for organisational synergy. Without long-term objectives, an
organization would drift aimlessly toward some unknown end! It is hard to imagine an
organization or individual being successful without clear objectives. Success only rarely
occurs by accident, but rather is the result of hard work directed toward achieving
certain objectives.
Organizational Level
Corporate
Divisional
Functional
Basis for Annual bonus or Merit Pay

75% based on long-term objectives
25% based on annual objectives
50% based on objectives
50% based on goals
25% based on objectives
75% based on goals
Exhibit 10.2: Varying Performance Measures by Organizational Level
Managing by Objectives
An unknown educator once said, If you think education is expensive, try ignorance.
The idea behind this saying also applies to establishing objectives. Strategies should
avoid the following alternative ways to not managing by objectives:
l
Managing by Extrapolation-adheres to the principle If it aint broke, dont fix

it. The idea is to keep on doing about the same things in the same ways,
because things are going well.
Managing by Crisis-based on the belief that the true measure of a really good
strategist is the ability to solve problems. Since there are plenty of crises and
problems to go around for every person and every organization, strategists ought
to bring their time and creative energy to bear on solving the most pressing
problems of the day. Managing by crisis is actually a form of reacting rather
than acting and of letting events dictate the whats and whens of management
decisions.
Managing by Subjectives-built on the idea that there is no general plan for which
way to go and what to do, just do the best you can to accomplish what you think
207
should be done. In short, do you own thing, the best way you know how,
(sometimes referred to as the mystery approach to decision making because
subordinates are left to figure out what is happening and why).
l
Managing by Hopebased on the fact that the future is laden with great uncertainty
and that if we try and do not succeed, then we hope our second (or third) attempt
will succeed. Decisions are predicted on the hope that they will work and that
good times are just around the corner, especially if luck ad good fortune are on
our side.
Important strategy-formulation techniques can be integrated into a three-stage decisionmaking framework, as shown in Exhibit 10. 3. The tools presented in this framework
are applicable to all sizes and types of organizations and can help strategists identify,
evaluate, and select strategies.
Stage 1 of the formulation framework consists of the EFE Matrix, Competitive Profile
matrix, and the IFE Matrix. Called the Input stage, Stage 1 summarizes the basic input
information needed to formulate strategies. Stage 2, called the Mathcing Stage, focuses
upon generating feasible alternative strategies by aligning key external and internal
factors. Stage 2 techniques include the Threats-Opportunities-Weaknesses-Strengths
(TOWS) Matrix, the Strategic Position and Action Evaluation (SPACE) Matrix, the
Boston Consulting Group (BCG) Matrix, the Internal-External (IE) Matrix, and the
Grand Strategy Matrix. Stage 3, called the Decision Stage, involves a single technique,
the Quantitative Strategies Planning Matrix (QSPM). A QSPM uses input information
derived from Stage 1 to objectively evaluate feasible alternative strategies identified in
Stage 2. A QSPM reveals the relative attractiveness of alternative strategies and thus
provides an objective basis for selecting specific strategies.
All nine techniques included in the strategy-formulation framework require integration
of intuition and analysis. Autonomous divisions in an organization commonly use strategyformulation techniques to develop strategies and objectives. Divisional analyses provide
a basis for identifying, evaluating, and selecting among alternative corporate-level
strategies.
STAGE 1 : THE INPUT STAGE
External Factor
Evaluation (EFE)
Matrix
ThreatsOpportunitiesWeaknessesStrengths (TOWS)
Matrix
Competitive
Internal Factor
Profile
Evaluation (IFE)
Matrix
Matrix
STAGE 2 : THE MATCHING STAGE
Strategic Position and

Action Evaluation
(SPACE) Matrix
Boston Consulting
Group (BCG)
Matrix
Internal External
(IE) Matrix
Grand Strategy
Matrix
STAGE 3: THE DECISION STAGE

Quantitative strategic
Planning Matrix
(QSPM)
Exhibit 10.3: The Strategy Formulation Analytical Framework
Strategists themselves, not analytical tools, are always responsible and accountable for
strategic decisions. Lenz emphasizes that the shift from a words-oriented to a numbersoriented planning process can give rise to a false sense of certainty; it can reduce
dialogue, discussions, and argument as means to explore understandings, text
208
assumptions, and foster organizational learning. Strategists therefore must be wary of

this possibility and use analytical tools to facilitate, rather than diminish, communication.
Without objective information and analysis, personal biases, politics, emotions,
personalities, and halo error (the tendency to put too much weight on a single factor)
unfortunately may play a dominant roe in the strategy-formulation process.
Procedures for developing an EFE matrix, a Competitive Profile Matrix, and an IFE
Matrix were presented in the previous two chapters. These tools require strategists to
quantify subjectivity during early stages of the strategy-formulation process. Making
small decisions in the input matrices regarding the relative importance of external
and internal factors allows strategists to make final strategy decisions more effectively
Good intuitive judgement is always needed in determining appropriate weights and
ratings.
Sometimes a key internal factor can be both a strength and a weakness; a key external
factor can be both an opportunity and a threat. When this is so, the factor should be
included twice in the appropriate matrix, and a weight and rating should be assigned to
each statement. For example, the Playboy logo both helps and hurts Playboy Enterprises:
the logo attracts customers to Playboy casinos, clubs, and the magazine, but it keeps
the Playboy cable channel out of many markets. Playboys net income has fallen from
Rs. 11 million, to Rs. 2.6 million, to negative Rs. 3.8 million in 1987, 1988, and 1989
respectively.
The matching stage of the strategy-formulation framework consists of five techniques
that can be used in any sequence: the TOWS matrix, the SPACE Matrix, the BOG
Matrix, IE Matrix, and the Grand Strategy Matrix. The tools rely upon input information
derived from State 1 (the EFE Matrix, competitive Profile Matrix, and IFE Matrix) to
match external opportunities and threats with internal strengths and weaknesses.
Matching external and internal critical success factors is the key to effectively generating
feasible alternative strategies! For example, a firm with excess working capital (an
internal strength) could take advantage of the aerospace industry growing 40 percent
annually (an external opportunity) by acquiring a firm in the aerospace industry. This
example portrays simple on-to-one matching. In most situations, external and internal
relationships are more complex, and the matching process requires multiple alignments
for each strategy generated. The basic concept of matching is exemplified in
Exhibit 10.4.
Key Internal Factor
Key External Factor
Resultant Strategy
Excess working capital

(an internal strength)
40% annual growth of the

aerospace industry (an
external opportunity)
Acquire Aerospace, Inc.
Insufficient capacity (an

internal weakness)
Exit of two major foreign

competitions from the
industry
(an
external
opportunity)
Pursue
horizontal
integration by buying
competitors facilities
Strong R & D expertise

(an internal strength)
Decreasing number of
young adults (an external
threat)
Develop new products for

older adults
Poor employee morale (an

internal weakness)
Strong union activity (an

external threat)
Develop
a
employee-benefits
package
new
Exhibit 10.4: Matching Key Internal and External Factors to Formulate

AlternativeStrategies
Any organization, whether military, product-oriented, service-oriented, governmental,

or even athletic, must develop and execute good strategies to win. A good offense
without a good defense, or vice versa, usually leads to defeat. Every organization has
some external opportunities and threats and internal strengths and weaknesses that can
be aligned to formulate feasible alternative strategies.
The Threats-Opportunities-Weaknesses-Strengths (TOWS) Matrix

The Threats-Opportunities-Weaknesses-Strengths (TOWS) Matrix is an important
matching tool that helps managers develop four types of strategies : SO Strategies,
WO strategies, ST Strategies, and WT Strategies.3 Matching key external and internal
factors is the most difficult part of developing a TOWS Matrix and requires good
judgement, and there is no one best set of matches. Note in Table 6-2 that the first,
second, third, and fourth strategies are SO, WO, ST, and WT Strategies respectively.
SO Strategies use a firms internal strengths to take advantage of external opportunities.
All managers would like their organizations to be in a position where internal strengths
can be used to take advantage of trends and events in the environment. For example,
Mercedes Benz, with its technical know-how and reputation for quality (internal
strengths), could take advantage of the increasing demand for luxury cars (external
opportunity) by building a new manufacturing plant (SO Strategy). Organizations
generally will pursue WO, ST, or WT Strategies in order to get into a situation where
they can apply SO Strategies. When a firm has major weaknesses, it will strive to
overcome them, making them strengths. When an organization faces major threats, it
will seek to avoid them in order to concentrate on opportunities.
WO Strategies aim at improving internal weaknesses by taking advantage of external
opportunities. Sometimes key external opportunities exist, but a firm has internal
weaknesses that prevent it from exploiting those opportunities. For example, there
may be a high demand for electronic devices to control the amount and timing of fuel
injection in automobile engines (opportunity), but a certain auto parts manufacturer
may lack the technology required for producing these devices (weakness). One possible
WO Strategy would be to acquire this technology by forming a joint venture with a firm
having competency in this area. An alternative WO strategy would be to hire and train
people with the required technical capabilities.
ST Strategies use a firms strengths to avoid or reduce the impact of external threats.
This does not mean that a strong organization should always meet threats tin the external
environment head-on. General Motors found this out in the 1960s when Ralph Nader
(an external threat) exposed safety hazards of the Corvair automobile. GM used its
strength (size and influence) to ridicule Nader, and the direct confrontation caused
more problems than expected. In retrospect, this ST Strategy was probably inappropriate
for GM at the time.
WT Strategies are defensive tactics directed at reducing internal weaknesses and
avoiding environmental threats. An organization faced with numerous external threats
and internal weaknesses may indeed be in a precarious position. In fact, such a firm
may have to fight for its survival, merge, retrench, declare bankruptcy, or choose
liquidation.
A schematic representation of the TOWS matrix is provided in Exhibit 10.5. Note that
a TOWS Matrix is composed of nine cells. As shown, there are four key factor cells,
209
210
four strategy cells, and one cell that is always left blank (the upper left cell). The four
strategy cells, labeled SO, WO, ST, and WT, are developed after completing four key
factor cells, labeled S, W, O, and T. There are eight steps involved in constructing a
TOWS Matrix:
Always leave blank
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
OPPORTUNITIESO
List
opportunities
STRENGTHSS
List
threats
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
STRENGTHSS
List
strengths
SO SRATEGIES
Use strengths
to take
advantage of
opportunities
ST STRATEGIES
Use
strengths
to avoid
threats
WEAKNESSESW
1.
2.
3.
4.
5.
6.
List
7. weaknesses
8.
9.
10.
WO STRATEGIES
1.
2.
3.
4.
Overcome
5.
weaknesses
6.
by taking
7.
advantage of
8.
opportunities
9.
10.
WT STRATEGIES
1.
2.
Minimize
3.
weaknesses
4.
and
5.
avoid
6.
threats
7.
8.
9.
10.
Exhibit 10.5: The TOWS Matrix
1.
List the firms key external opportunities.
2.
List the firms key external threats.
3.
List the firms key internal strengths
4.
List the firms key internal weaknesses.
5.
Match internal strengths with external opportunities and record the resultant SO
Strategies in the appropriate cell.
6.
Match internal weaknesses with external opportunities and record the resultant
WO strategies.
7.
Match internal strengths with external threats and record the resultant ST
Strategies.
8.
Match internal weaknesses with external threats and record the resultant WT
Strategies.
Some other example of SO, WO, ST, and WT Strategies are given as follows:
1.
A strong financial position (internal strength) coupled with unsaturated foreign

markets (external opportunities) could suggest market development to be an
appropriate SO Strategy.
2.
A lack of technical expertise (internal weakness) coupled with a strong demand

for computer services (external opportunity) could suggest the WO Strategy of
acquiring a high-tech computer company.
3.
A strong distribution system (internal strength) coupled with intense government

deregulation (external threat) could suggest concentric diversification to be a
desirable ST Strategy.
4.
Poor product quality (internal weakness) coupled with unreliable suppliers (external
threat) could suggest backward integration to be a feasible WT Strategy.
The purpose of each Stage 2 matching tool is to generate feasible alternative strategies,
not to select or determine which strategies are best! Not all of the strategies developed
in the TOWS Matrix therefore will be selected for implementation.
The strategy-formulation guidelines can enhance the process of matching key external
and internal factors. For example, when an organization has both the capital and human
resources needed to distribute its own products (internal strength) and distributors are
unreliable, costly, or incapable of meeting the firms needs (external threat), then forward
integration can be an attractive ST Strategy. When a firm has excess production capacity
(internal weakness) and its basic industry is experiencing declining annual sales and
profits (external threat), then concentric diversification can be an effective WT Strategy.
It is important to use specific, rather than generic, strategy terms when developing a
TOWS Matrix. Also it is important to include the S1,02 type notation after each
strategy in the TOWS Matrix. This notation reveals the rationale for each alternative
strategy.
BCG Product Portfolio Matrix

A tool for strategic (product) planning and resource allocation, the Boston Consulting
Group (BCG) product portfolio matrix analyses products on the basis of (a) relative
market share and (b) industry growth rate.
l
Stars Products which enjoy a high market share and a high growth rate are
referred to as stars. Though they earn high profits, they require additional
commitment of funds because of the need to make further investments for
expanding their production and sales. Eventually, as growth declines and additional
investment needs diminish, stars become cash cows.
Question marks Production with high growth potential but low present market
share are called question marks. Additional resources are required to improve
their market share and potentially convert them into stars. Of course, there is no
guarantee that this would happen-that is why they are called question marks.
Cash cows Products which enjoy a relatively high market share but low growth
potential are called cash cows. They generate substantial profits and cash flows
but their investment requirement are modest. The cash surpluses provided by
them are available for use elsewhere in the business.
Dogs Products with low market share and limited growth potential are referred
to as dogs. Since the prospects for such products are bleak, it is advisable to
phase them out rather than continue with them.
211
212
From the above description, it is broadly clear that cash cows generate funds and dogs,
if divested, release funds. On the other hand, stars and question marks require further
commitment of funds. Hence, the suggested pattern of resource allocation should be
as shown in Part A of Exhibit 10.6 Conscious efforts should be made to avoid the
pattern of resource allocation depicted in Part B of Exhibit 10.6 some firms unwittingly
adopt this pattern which leads to the neglect of stars and question marks and to the
misdirection of surplus funds generated by cash cows into futile efforts to revive dogs.
General Electrics Stoplight Matrix

The general Electric Company of US is widely respect for the sophistication, maturity,
and quality of its planning systems. The matrix developed by this company for guiding
resource allocation is called the General Electrics stoplight Matrix. It calls for analysing
various products (or services) of the firm in terms of two key issues:
Part A
Stars
Question marks
Cash cows
(funds generated)
Dogs on divestment
(funds released)
Stars
Cash cows
Part B
Question maks
Dogs
Exhibit10.6:PatternofResourceAllocation
Business strength How strong is the firm vis--vis its competitors?

Industry attractiveness What is the attractiveness or potential of the industry?
The commitment of funds to various products is guided by how they are rated in terms
of the above two dimensions. As shown in Exhibit 10.7 products which are favourably
placed justify substantial commitment of funds. Products which are unfavourably placed
call for divestment, and products which are placed in between qualify for modes
investment.
I
n
d
u
s
t
r
y
A
t
t
r
a
c
t
i
v
e
n
e
s
s
High
Medium
Low
Strong
Invest
Invest
Hold
Business Strength
Average
Invest
Hold
Divest
Exhibit10.7:GeneralElectricsStoplightMatrix
Weak
Hold
Divest
Divest
213
Strategic Position and Action Evaluation (SPACE)

SPACE is an approach to hammer out an appropriate strategic posture for a firm and
its individual business. An extension of the two-dimensional portfolio analysis, SPACE
involves a consideration of four dimensions:
l
Companys competitive advantage
Companys financial strength
Industry strength
Environmental stability
The factors determining competitive advantage, financial strength, industry strength,

and environmental stability are shown as follows:
Companys competitive advantage
Companys functional strength
Market share
Product quality
Product life cycle
Product replacement cycle
Customer loyalty
Competitions capacity utilisation
Technological know-how
Vertical integration
Return on investment
Leverage
Liquidity
Capital required/capital available
Cash flow
Ease of exit from market
Risk involved in the business
Industry strength
Environmental stability
Growth potential
Profit potential
Financial stability
Technological know-how
Resource utilisation
Capacity intensity
Ease of entry into market
Productivity, capacity utilisation
Technological changes
Rate of inflation
Demand variability
Price range of competing products
Barriers to entry into market
Competitive pressure
Price elasticity of demand
To apply the SPACE approach to a firm, the following procedure may be

followed :
1.
Numerically assess the firm on the factors which have a bearing on the four
dimensions. The scale of assessment for the factors relating to the dimensions
of companys financial strength and industry strength may be 0 to 7, with 0
reflecting the most unfavourable assessment and 7 the most favourable. However,
the scale of assessment for the factors relating to the dimensions of environmental
stability and companys competitive advantage may be 0 to -7, with 0 reflecting
the most favourable assessment and -7 the most unfavourable.
2.
Average the numerical values assigned for various factors relating to a given
dimension to get the numerical score for the dimension.
3.
Plot the scores for the four dimensions on the axes of the SPACE chart. The
SPACE chart is shown in Exhibit 10.8.
4.
Connect the scores to plotted to get a four-sided polygon, reflecting the size and
direction of the assessment.
214
Financial strength (FS)

7
6
5
4
3
2
1
7 6 5 4 3 2 1 0 1 2 3 4 5 6 7
Competitive 1
Industry
Advantage(CA) 2
Strength (IS)
3
4
5
6
7
Environmental
Stability (ES)
Exhibit10.8:Spacechart
Strategic Postures
The basic strategic postures associated with the SPACE approach, illustrated graphically
in Exhibit 10.9 are as follows:
Aggressive Posture: This is appropriate for a company which (i) enjoys a competitive
advantage and considerable financial strength and (ii) belongs to an attractive industry
that operates in a relatively stable environment. An aggressive posture means that the
firm must fully exploit opportunities available to it, seriously look for a acquisition
possibilities in its own or related industries, concentrate resources to maintain its
competitive edge, and enhance its market share. The aggressive posture is similar to
the generic strategy of overall cost leadership suggested by Michael Porter.
A : Aggressive Posture
FS 7
7
CA
B : Competitive Posture
FS 7
7
IS
7
CA
ES 7
ES7
C: Conservative Posture
D : Defensive Posture
FS 7
7
CA
FS 7
7
IS
FS 7
7
IS
7
CA
7
IS
FS 7
Exhibit 10.9: Basic Strategies Postures Associated with SPACE Approach
215
FS
Status Quo
Conglomerate
Diversification
Diversification
CA
Divestment
Concentric Diversification
COST
FOCUS
Conservative
LEADERSHIP
Defensive
GAMESMANSHIP
Competitive
DIFFERENTIATION
Liquidation
Retrenchment
ES
Aggressive
Concentration
Vertical
Integration
IS
Concentric
Merger
Conglomerate Merger
Turnaround
Exhibit 10.10: Generic Strategies and Key Options
Competitive Posture: This is suitable for a company witch(i) enjoys a competitive

advantage but has limited financial strength, and (ii) belongs to an attractive industry
operating in a relatively unstable environment. The key planks of the competitive posture
are as follows: maintain and enhance competitive advantage by product improvement
and differentiation, widen the product line, improve marketing effectiveness, and augment
financial resources. There is a great deal of product differentiation suggested by
Michael Porter.
Conservation Posture: This is appropriate for a company which(i) enjoys financial
strength but has limited competitive advantage, and(ii) belong to a not-so-attractive
industry operating in a relatively stable environment. A conservative posture call for
the following action: prune non-performing products, reduce costs, improve productivity,
develop new products, and access more profitable markets. The conservation posture
described here is somewhat similar to the generic strategy of focus suggested by Michael
Porter.
Defensive Posture: This is suitable for a company which(i) lacks competitive advantage
as well as financial strength, and(ii) belong to a not- so-attractive industry operating in
an unstable environment. A defensive posture involves the following actions: discontinue
unviable products, control costs aggressively, monitor cash flows strictly, reduce capacity,
and postpone or limit investment. The defensive posture so defined may be likened to
gamesmanship which calls for employing manoeuvres to keep the company afloat,
check the onslaught of competition, and eventually facilitate withdrawal or exit.
The generic strategies and the key options (which have important resource allocation
implications) associated with them are shown in Exhibit 10.10. This is drawn from the
book Strategic Management - A Methodological Approach by A.J. Rowe, R.O.
Mason, and K.E. Dickel (Reading, Massachusetts, Addision-Wesley Publishing
Company, 1986).
216
Grow and build

High
3.0 to 4.0
THE
EFE
Medium
2.0 to 2.99
TOTAL
WEIGHTED
SCORES
4.0
Strong
3.0 to 4.0
Hold and maintain
3.0
Weak
1.0 to 1.99
1.0
2.0
II
III
3.0
IV
2.0
Low
1.0 to 1.99
Average
2.0 to 2.99
VII
V
VIII
VI
IX
1.0
Harvest or divest
Exhibit 10.11: The IFE Total Weighted Scores
The Internal-External (IE) Matrix

The Internal-External (IE) Matrix positions an organizations various divisions in a
nine-cell display Exhibit 10.11. The IE Matrix is similar to the BCG Matrix in that both
tools involve plotting organization divisions in a schematic diagram; this is why they are
both called portfolio matrices. Also, the size of each circle represents the percentage
sales contribution of each division, and pie slices reveal the percentage profit contribution
of each division in both the BCG and IE Matrix.
But there some important differences between the BCG Matrix and IE Matrix. The
axes are different. Also, the IE Matrix requires more information about the divisions
than the BCG Matrix. Further, the strategic implications of each matrix are different.
For these reasons, strategists in multidivisional firms often develop both the BCG Matrix
and the IE Matrix in formulating alternative strategies. A common practice is to develop
a BCG Matrix and in IE Matrix for the present, and then develop projected matrices to
reflect the future. This practice forecasts the expected effect of current strategic
decisions on an organizations portfolio of divisions.
The IE Matrix is based on two key dimensions: the IFE total weighted scores on the xaxis and the EFE total weighted scores on the y-axis. Recall that each division of an
organization should construct an IFE Matrix and an EFE Matrix for its part of the
organization. The total weighted scores derived from the division allow construction of
the corporate-level IE Matrix. On the x-axis of the IE Matrix, and IFE total weighted
score of 1.0 to 1.99 represents a weak internal position, a score of 2.0 to 2.99 is
considered average, and a score of 3.0 to 4.0 is strong. Similarly, on the
y-axis,
an EFE total weighted score of 1.0 to 1.99 is considered low, a score of 2.0 to 2.99 is
medium, and a score of 3.0 to 4.0 high.
The IE Matrix can be divided into three major regions that have different strategy
implications. First, the prescription for divisions that fall into cells I, II, or IV can be
described as Grow and Build. Intensive (market penetration, market development,
and product development) or integrative (backward integration, forward integration,
and horizontal integration) strategies can be most appropriate for these divisions. Second,
divisions that fall into cells III, V, or VII can best be managed with Hold and Maintain
strategies; market penetration and product development are two commonly employed
strategies for these types of divisions. Third, a common prescription for divisions that
fall into cells VI, VIII, or IX is Harvest or Divest. Successful organizations are able
to achieve a portfolio of businesses positioned in or around cell I in the IE Matrix.
217
An example of a completed IE Matrix is given in Exhibit 10.12 which depicts an

organization composed of four divisions. As indicated by the positioning of the circles,
Grow and Build strategies are appropriate for Division 1, Division 2, and Division 3.
Division 4 is a candidate for Harvest or Divest. Division 2 contributes the greatest
percentage of company sales and thus is represented by the largest circle. Division 1
contributes the greatest proportion of total profits, since it has the largest percentage
pie slice.
4.0
Strong
3.0 to 4.0
1
Average
2.0 to 2.99
2
50%
3.0
3
Weak
1.0 to 1.99
25%
4
20%
5%
2.0
1.0
Division
1
2
3
4
Total
Sales
Rs.
100
200
50
50
400
Percent
sales
25
50
12.5
12.5
100
Profits
10
5
4
1
20
Percent
profits
50
25
20
5
100
IFE
scores
3.6
2.1
3.1
1.8
EFE
scores
3.2
3.5
2.1
2.5
Exhibit 10.12: An Example IE Matrix : THE IFE TOTAL WEIGHTED SCORES
The Grand Strategy Matrix

In addition to the TOWS Matrix, SPACE Matrix, BCG Matrix, and IE Matrix, the
Grand Strategy Matrix has become a popular tool for formulating alternative strategies.
All organizations can be positioned in one of the Grand Strategy Matrixs four strategy
quadrants. A firms divisions could likewise be positioned. As illustrated in Exhibit 9.2
the Grand strategy Matrix is based on two evaluative dimensions: competitive position
and market growth. Appropriate strategies for an organization to consider are listed in
sequential order of attractiveness in each quadrant of the matrix.
Firms located in Quadrant 1 of the Grand Strategy matrix are in an excellent strategic
position. For these firms, continued concentration on current markets (market penetration
and market development) and products (product development) are appropriate strategies.
It is unwise for a Quadrant 1 firm to shift notably from its established competitive
advantages. When a Quadrant I organization has excessive resources, then backward
forward, or horizontal integration may be effective strategies. When a Quadrant 1 firm
is too heavily committed to a single product, then concentric diversification may reduce
the risks associated with a narrow product line. Quadrant 1 firms can afford to take
advantage of external opportunities in many areas; they can aggressively take risks
when necessary.
218
RAPID MARKET GROWTH
Quadrant I
Quadrant II
WEAK
COMPETITIVE
POSITION
1.
2.
3.
4.
5.
6.
Market development
Market penetration
Product development
Horizontal integration
Divestiture
Liquidation
1.
2.
3.
4.
5.
6.
7.
Quadrant III
1.
2.
3.
4.
5.
6.
Market development
Market penetration
Product development
Forward integration
Backward integration
Horizontal integration
Concentric diversification
Quadrant IV
Retrenchment
Horizontal diversification
Conglomerate diversification
Divestiture
liquidation
1.
2.
3.
4.
STRONG
COMPETITIVE
POSITION
Horizontal diversification
Conglomerate diversification
Joint ventures
SLOW MARKET GROWTH
Exhibit 10.13: The Grand Strategy Matrix
Firms positioned in Quadrant II need to evaluate their present approach to the marketplace
seriously. Although their industry is growing, they are unable to compete effectively,
and they need to determine why the firms current approach is ineffectual and how the
company can best change to improve its competitiveness. Since Quadrant II firms are
in a rapid-market-growth industry, an intensive strategy (as opposed to integrative or
diversification) is usually the first option that should be considered. However, if the
firms is lacking a distinctive competence or competitive advantage, then horizontal
integration is often a desirable alternative. As a last result, divestiture or liquidation
should be considered. Divestiture can provide funds needed to acquire other businesses
or buy back shares of stock.
Quadrant III organizations compete in slow-growth industries and have weak competitive
positions. These firms must make some drastic changes quickly to avoid further demise
and possible liquidation. Extensive cost and asset reduction (retrenchment) should be
pursued first. An alternative strategy is to shift resources away from the current business
into divestiture or liquidation.
Finally, Quadrant IV businesses have a strong competitive position but are in a slowgrowth industry. These firms have the strength to launch diversified programs into
more promising growth areas. Quadrant IV firms have characteristically high cash
flow levels and limited internal growth needs and can often pursue concentric, horizontal,
or conglomerate diversification successfully. Quadrant IV firms may also pursue joint
ventures.
The Decision Stage

Analysis and intuition provide a basis for making strategy formulation decisions. The
matching techniques just discussed reveal feasible alternative strategies. Many of these
strategies will likely have been proposed by managers and employees participating in
the strategy analysis and choice activity. And additional strategies resulting from the
matching analyses could be discussed and added to the list of feasible alternative options.
As indicated earlier in this chapter, participants could rate these strategies on a 1 to 4
scale so that a prioritized list of the best strategies could be achieved.
The Quantitative Strategic Planning Matrix (QSPM)

Other than rating strategies to achieve the prioritized list, there is only one analytical
technique in the literature designed for determining the relative attractiveness of feasible
alternative actions. This technique is the Quantitative Strategic Planning Matrix
(QSPM), which comprises Stage 3 of the strategy-formulation analytical framework.
This technique objectively indicates which alternative strategies are best. The QSPM
uses input from Stage I analyses and matching results from Stage 2 analyses to decide
objectively among alternative strategies. That is, the EEF Matrix, Competitive Profile
SPACE Analysis, BCG Matrix, IE Matrix, and Grand Strategy Matrix that make up
stage 2, provide the needed information for setting up the QSPM (Stage 3). The QSPM
is a tool that allows strategists to evaluate alternative strategies objectively, based on
previously identified external and internal critical success factors. Like other strategyformulation analytical tools, the QSPM requires good intuitive judgement.
The basic format of the QSPM is illustrated in Exhibit 10.15 column of a QSPM consists
of key external and internal factors (from Stage I), and the top row consists of feasible
alternative strategies (from Stage 2). Specifically, the left column of QSPM consists of
information obtained directly from the EFE Matrix and IFE Matrix. In a column adjacent
to the critical success factors, the respective ratings received by each factor in the
EFE Matrix and IFE Matrix are recorded.
Key Factors
The top row of a QSPM consists of alternative strategies derived from the TOWS
Matrix, SPACE Matrix, BCG Matrix, IE Matrix, and Grand Strategy Matrix. These
matching tools usually generate similar feasible alternatives. However, not every strategy
suggested by the matching techniques has to be evaluated in a QSPM. Strategists
should use good intuitive judgement in
selecting strategies to include in a QSPM.
STRATEGIC ALTERNATIVES
Ratings the QSPM

Strategy
1
2 attractiveness
Strategy
3
Conceptually,
determines
theStrategy
relative
of various
strategies
Internal Factors based on the extent that key external and internal critical success factors are capitalized
Management
upon or improved. The relative attractiveness of each strategy within a set of alternatives
Marketing
Finance/Accounting
is computed by determining the cumulative impact of each external and internal critical
Production/Operations
success factor. Any number of sets of alternative strategies can be included in the
Research and Development
QSPM, and any number of strategies an comprise a given set. But only strategies
Information systems
External Factorswithin a given set are evaluated relative to each other. For example, one set of strategies
Economy
may include concentric, horizontal, and conglomerate diversification, whereas
Political/Legal/Government
Social/Cultural/Demographic
another set may include issuing stock and selling a division to raise needed capital.
Technological
These two sets of strategies are totally different, and the QSPM evaluates strategies
Competitive
only within sets. Note in Exhibit 10.14 that three strategies are included and they comprise
just one set.
Exhibit 10.14: The Quantitative Strategies Planning Matrix-QSPM
219
220
Internal Factors : 1 = major weakness; 2 = minor weakness; 3 = minor strength; 4 = major strength
External Factors: 1 = the firms response is poor; 2 = the firms response is average; 3 = the firms
response is above average; 4 = 1 = the firms response is superior
A more detailed example of the QSPM is provided in Exhibit 10.15. This example
illustrates all the components of the QSPM: Key Factors, Strategic Alternatives, Ratings,
Attractiveness Scores, Total Attractiveness Scores, and Sum Total Attractiveness score.
The three new terms just introduced -(1) Attractiveness Scores, (2) Total Attractiveness
Scores, and (3) Sum Total Attractiveness Score-are defined and explained below as
the six steps required to develop a QSPM are discussed.
Step 1 List the firms key external opportunities/threats and internal strengths/
weaknesses in the left column of the QSPM. This information should be taken
directly from the EFE Matrix and IFE Matrix. A minimum of ten external critical
success factors and ten internal critical success factors should be included in the QSPM.
Step 2 Assign Ratings to each external and internal critical success factor.
These Ratings are identical to those in the EFE Matrix and the IFE Matrix. The
Ratings are presented in a straight column just to the right of the external and internal
critical success factors, as shown in Exhibit 10.15.
Step 3 Examine the State 2 (matching) matrices and identify alternative
strategies that the organization should consider implementing. Record these
strategies in the top row of the QSPM. Group the strategies into mutually exclusive
sets if possible.
Step 4 Determine the Attractiveness Scores, defined as numerical values that
indicate the relative attractiveness of each strategy in a given set of alternatives.
Attractiveness Scores are determined by examining each external or internal critical
success factor, one at a time, and asking the question Does this factor affect the
choice of the strategies being evaluated? If the answer to this question is YES, then
the strategies should be compared relative to that key factor. Specifically, Attractiveness
Scores should be assigned to each strategy to indicate the relative attractiveness of one
strategy over others, considering the particular factor. The range for Attractiveness
Scores is 1 = not attractive, 2 = somewhat attractive, 3 = reasonably attractive, and
4 = highly attractive. If the answer to the above question is NO, indicating that the
respective critical success factor has no effect upon the specific choice being made,
then do not assign Attractiveness scores to the strategies in that set.
Note in Exhibit 10.15 that the outstanding R & D Department (an internal strength)
has no significant effect upon the choice being made between acquiring the financial
service versus the food company, so blank lines are placed in that row of the QSPM.
Two major foreign competitors are entering the industry is a major external threat
that results in an Attractiveness score of 1 for Acquire Financial Service, compared
to an Attractiveness score of 3 for the Acquire Food services strategy. These scores
indicate that acquiring the Financial Services firm is not attractive, whereas acquiring
the Food services firm is reasonably attractive, considering this single external critical
success factor and the firms current response to that strategy as indicated by the
Rating.

Key factors
Internal Factors
Top management team has
fifteen years experience.
We have excess working capital
of $ 2 million.
All of our twenty plants are
located in the
Northeast United States.
Our R & D department is
outstanding.
Our Return on Investment (ROI)
ratio of. 12 is lowest in the
industry.
External Factors
Interest rates are expected to rise
to 15 percent in 1990.
Population of the South is
expected to grow by 15.3 million
between 1992 and 2000.
The financial services industry is
expected to grow by 40 percent
in 1992.
Two major foreign
President Bush is expected to
deregulate the industry.
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Ratings
Acquire Financial
Services, Inc
AS*
TAS*
Acquire Food
Services, Inc
AS*
TAS*
Rationale for Attractiveness

Score
12
12
This items does not affect the

strategy choice.
ROI at Food Services is
higher than at Financial
Services.
12
16
Rising rates will hurt the

financial services business
Many new houses and
apartments will be built and
financed.
This 40 percent growth is in
financial services.
Food Services, Inc. is not

affected by this entry.
This item does not affect the

strategy choice.
SUM TOTAL ATTRACTIVENESS SCORE
59
Fifteen years experience is in

financial services
Food services is valued at $2
million.
Food Services is located in
the Sunbelt.
50
Exhibit 10.15: A Sample Quantitative Strategies Planning Matrix

*AS = Attractiveness Score; TAS = Total Attractiveness Score
Attractiveness Score : 1 = not acceptable; 2 = possibly acceptable; 3 = probably acceptable; 4 = most
acceptable
Internal Ratings: 1 = major weakness; 2 = minor weakness; 3 = minor strength; 4 = major strength
External Ratings: 1 = the firms response is poor; 2 = the firms response is average; 3 = the firms
response is above average; 4 the firms response is superior
Note : Multiplying the Rating Times the Attractiveness Score is based upon the premise that to capitalize on
strengths and take advantage of opportunities is more important for firms than improving weaknesses and
avoiding threats. Some strategists do not agree with this premise and therefore do not compute the Total
Attractiveness Scores. They simply sum the Attractiveness Scores to determine the relative
attractiveness of strategies using the QSPM.
Step 5 Compute the Total Attractiveness Scores. Total Attractiveness Scores are
defined as the product of multiplying the Ratings (Step 2) by the Attractiveness Scores
(Step 4) in each row. The Total Attractiveness Scores indicate the relative attractiveness
of each alternative strategy, considering only the impact of the adjacent external or
internal critical success factor. Total Attractiveness Scores for each alternative are
provided in Exhibit 3.26. The higher the Total Attractiveness Score, the more attractive
the strategic alternative (considering only the adjacent critical success factor).
Step 6 Compute the Sum Total Attractiveness Score. It is the summation of the
Total Attractiveness Scores in a strategy column of the QSPM. Sum Total Attractiveness
Scores reveal which strategy is most attractive in each set of alternatives. Higher
scores indicate more attractive strategies, considering all the relevant external and
internal factors that could affect the strategic decisions. The magnitude of the difference
between the Sum Total Attractiveness scores in a given set of strategic alternatives
indicates the relative desirability of one strategy over another. (In the example, the
Sum Total Attractiveness Score of 59, compared to 50, indicates that Financial Services,
Inc. should be acquired.)
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Positive Features and Limitations of the QSPM

A positive features of the QSPM is that sets of strategies can be examined sequentially
or simultaneously. For example, corporate-level strategies could be evaluated first,
followed by divisional-level strategies, and then functional-level strategies. There is no
limit to the number of strategies that can be evaluated or the number of sets of strategies
that can be examined at once using the QSPM.
Another positive features of the QSPM is that it requires strategies to integrate pertinent
internal and external factors into the decision process. Developing a QSPM makes it
less likely that key factors will be overlooked or weighted inappropriately. A QSPM
draws attention to important relationships that affect strategy decisions. Although
developing a QSPM requires a number of subjective decisions, making small decisions
along the way enhances the probability that the final strategic decisions will be best for
the organization. A QSPM can be adapted for use by small and large, profit and nonprofit
organizations and can be applied to virtually and type of organization. A QSPM can
especially enhance strategic choice in multinational firms because many key factors
and strategies can be considered at once. It also has been applied successfully by a
number of small businesses.
The QSPM is not without some limitations. First, it always requires intuitive judgments
and educated assumptions. The ratings and attractiveness scores requires judgments
decisions, even though they should be based on objective information. Discussion among
strategists, managers, and employees throughout the strategy-formulation process,
including development of a QSPM, is constructive and improves strategic decisions.
Constructive discussion during strategy analysis and choice may arise because of genuine
differences of interpretation of information and varying opinions. Another limitation of
the QSPM is that it can be only as good as the prerequisite information and matching
analysis upon which it is based.
Subjective Factors in Strategic Choice

Strategic choice is a decision. At both the corporate and the business levels, this decision
determines the future strategy of the firm.
After alternative strategies are examined, strategic choice is made. This is a decision
to adopt one of the alternatives scrutinized. If the examination identified a clearly superior
strategy, or if the current strategy will clearly meet future company objectives, then the
decision is relatively simple. Such clarity is the exception, however, making the decision
judgmental and difficult. Strategic decision makers, after comprehensive strategy
examination, are often confronted with several viable alternatives rather than the luxury
of a clear-cut, obvious choice. Under these circumstances, several factors influence
the strategic choice decision. Some of the more important are:
1.
Role of past strategy.
2.
Degree of the firms external dependence.
3.
Attitudes toward risk.
4.
Internal political considerations and the CEO.
5.
Timing.
6.
Competitive reaction.
Role of Past Strategy

A review of past strategy is the point at which the process of strategic choice begins.
As such, past strategy exerts considerable influence on the final strategic choice.
Current strategies are often the architects of past strategies. Because they have invested
substantial time, resources, and interest in these strategies, the strategies would logically
be more comfortable with a choice that closely parallels past strategy or represents
only incremental alterations.
This familiarity and commitment to past strategy permeate the organization. Thus, lowerlevel management reinforces the top managers inclination toward continuity with past
strategy during the choice process. In one study, during the planning process, lowerlevel managers suggested strategic choice that were consistent with current strategy
and likely to be accepted while withholding suggestions with less probability of approval.
Research by Henry Mintzberg suggests that the past strategy strongly influences current
strategic choice. The older and more successful a strategy has been, the harder it is to
replace. Similarly, a strategy, once initiated, is very difficult to change because
organizational momentum keeps it going.
Mintzbergs work and research by Berry Staw found that even as the strategy begins
to fail due to changing conditions, strategists often increase their commitment to the
past strategy. Firms may thus replace key executives when performance has been
inadequate for an extended period because replacing top executives lessens the influence
of unsuccessful past strategy on future strategic choice.
Degree of the Firms External Dependence

A comprehensive strategy is meant to effectively guide a firms performance in the
larger external environment. Owners, suppliers, customers, government, competitors,
and unions are a few of the elements in a firms external environment. A major constraint
on strategic choice is the power of environmental elements in supporting this decision.
If a firm is highly dependent of one or more environmental factors, its strategic
alternatives and ultimate choice must accommodate this dependence. The greater a
firms external dependence, the lower its range and flexibility in strategic choice.
Two example highlight the influence of external dependence on strategic choice. For
many years Whirlpool sole most of its major appliance output to one customer, Sears.
With its massive retail coverage and access to alternate suppliers, Sears was a major
external dependence for Whirlpool. Whirlpools strategic alternatives and ultimate choice
of strategy were limited and strongly influenced by Sears demands. Whirlpools grand
strategy and important related decisions in areas such as research and development,
pricing, distribution, and product design were carefully narrowed and chosen with the
firms critical dependence on Sears in mind. Chrysler Corporations dependence of
federal loan guarantees and financial concessions by labor considerably limited the
strategic choice available in the early 1980s. The decision of Chryslers Lee laccoca to
pay off several federal obligations before they were due was partially meant to increase
Chryslers flexibility by reducing one restrictive external dependence.
These examples show that a firms flexibility in strategic choice is lessened when
environmental dependence increase. If external dependence is critical, firms may include
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representatives of the external factor(government, union, supplier, bank) in the strategic

choice process. In 1980, Chrysler, for example, took the unprecedented action of including
Leonard Woodcock. President of the United Auto Workers, on its board of directors.
Attitudes toward Risk

Attitudes toward risk exert considerable influence on strategic choice. These attitudes
may very from eager risk taking to strong aversion to risk, and they influence the range
of available strategic choice, Where attitudes favor risk, the range and diversity of
strategic choices expend. High-risk strategies are acceptable and desirable. Where
management is risk averse, the diversity of choices is limited, and risky alternatives are
eliminated before strategic choice are made. Risk-oriented managers prefer offensive,
opportunistic strategies. Risk-averse managers prefer defensive, safe strategies. Past
strategy is quite influential in the strategic choice made by risk-averse managers, but it
is less of a factor for risk-oriented managers. Exhibit 10.16 illustrates the relationship
between attitudes toward risk and strategic choice.
Risk averse
Decrease choices
Defensive strategies
Stability
Incremental
Minimize company weaknesses
Strong ties to past strategy
Stable industry
Maturing product/market evolution
Risk prone
Expand choices
Offensive strategies
Growth
Innovation
Maximize company strengths
Fewer ties to past strategy
Volatile industry
Early product/market evolution
Exhibit 10.16: Managerial Risk Propensity and Strategic Choices
Industry volatility influences managerial propensity toward risk. In highly volatile

industries, top managers must absorb and operate with greater amounts of risk than
their counterparts in stable industries. Therefore, managers in volatile industries consider
a broader, more diverse range of strategies in the strategic choice process.
Product/market evolution is another determinant of managerial risk propensity. If a
firm is in the early stages of product/market evolution, it must operate with considerably
greater risk than a firm later in the product/market evolution cycle.
In making a strategic choice, risk-oriented managers lean toward opportunistic strategies
with higher payoffs. They are drawn to offensive strategies based on innovation,
company strengths, and operating potential. Risk-averse managers lean toward safe,
conservative strategies with reasonable, highly probable returns. The latter are drawn
to defensive strategies to minimize a firms weaknesses and external threats, as well as
the uncertainty associated with innovation-based strategies.
A recent study examined the relationship between the willingness of strategic business
unit (SBU) managers to take risks and SBU performance. The study found a link
between risk taking and strategic choice. Looking first at SBUs assigned build or star
strategic missions within a corporate portfolio, researchers found that the general
managers of higher-performing SBUs had greater willingness to take risks than did
their counterparts in lower-performing build or star SBUs. Looking next at SBUs assigned
harvest strategies, successful units had general managers less willing to take risks
than general managers in lower-performing harvest SBUs.
This study supports the idea that managers make different decisions depending on their
willingness to take risks. Perhaps most important, the study suggests that being either
risk prone or risk averse is not inherently good or bad. Rather, SBUs performance is
more effective when the risk orientation of the general manager is consistent with the
SBUs strategic mission (build or harvest). While this is only one study and not final
determination of the influence of risk orientation on the process of making and
implementing strategic decisions.
Internal Political Considerations

Power/political factors influence strategic choice. The existence and use of power to
further individual or group interests is common in organizational life. An early study by
Ross Stagner found that strategic decisions in business organizations were frequently
settled by power rather than by analytical maximization procedures.
A major source of power in most organizations is the chief executive officer (CEO). In
smaller enterprises, the CEO is consistently the dominant force in strategic choice, and
this is also often true in large firms, particularly those with a strong or dominant CEO.
When CEO begins to favor a particular choice, it is often unanimously selected.
Cyert and March identified another power source that influences strategic choice,
particularly in larger firms. They called this the coalition phenomenon. In large
organizations, subunits and individuals (particularly key managers) have reason to support
some alternatives and oppose others. Mutual interest often draws certain groups together
in coalitions to enhance their position on major strategic issues. These coalitions,
particularly the more powerful ones (often called dominant coalitions), exert considerable
influence in the strategic choice process. Numerous studies confirm the use of power
and coalitions on a frequent basis in strategic decision making. Interestingly, one study
found that managers occasionally try to hide the fact that they prefer judgmental/political
bargaining over systematic analysis and that when politics was a factor, it slowed
decision-making.
Exhibit 10.17 illustrates the focus of political activity across phases of strategic decision
making. It illustrates ho the content of strategic decisions and the process of arriving at
such decisions are politically intertwined. Each phase in the process of strategic choice
presents a real opportunity for political action intended to influence the outcome. The
challenge to strategists is in recognizing and managing this political influence. If such
processes are not carefully overseen, various managers can bias the content of strategic
decisions in the direction of their own interests. For example, selecting the criteria used
to compare alternative strategies or collecting and appraising information regarding
these criteria may be particularly susceptible to political influence. This must be recognized
and, where critical, managed to avoid dysfunctional political bias. Reliance on different
sources for obtaining and appraising information might be effective in this context.
Rather than simply being denoted as bad or inefficient, organizational politics must be
viewed as an inevitable dimension of organizational decision making that must be
accommodated in strategic management. Some authors argue that politics are a key
ingredient in the glue that holds an organization together. Formal and informal negotiating
and bargaining between individuals submits, and coalitions are indispensable mechanisms
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Phases of strategic decision
making
Identification
and
strategic issues
diagnosis
Focus of political action

of
Narrowing the alternative strategies for

serious consideration
Examples of political activity
Control of :
Control of agenda
Issues to be discussed Cause-andeffect relationships to be examined
Interpretation of past events and future

trends
Control of alternatives
Mobilization
Coalition formation
Resource commitment for information
search
Examining and choosing the strategy
Control of choice
Selective advocacy of criteria

Search
and
representation
information to justify choice
Initiating
strategy
implementation
of
the
Interaction
losers
between
winners
and
of
Winners attempt to sell or co-opt

losers
Losers attempt to thwart decisions and
trigger fresh strategic issues
Designing procedures for evaluation of

result
Representing oneself as successful
Selective advocacy of criteria
Exhibit10.17:PoliticalActivitiesinPhasesofStrategicDecisionMaking
for organizational coordination. Recognizing and accommodating this in choosing future

strategy will result in greater commitment and more realistic strategy. The costs are
likely to be increased time spent on decision making and incremental (as opposed to
drastic) change.
Timing Considerations
The time element can have considerable influence on strategic choice. Consider the
case of Mech-Tran, a small manufacturer of fiberglass piping that found itself in financial
difficulty. At the same time it was seeking a loan guarantee through the Small Business
Administration (SBA), it was approached by KOCH industries (a Kansas City-based
supplier of oil field suppliers) with a merger offer. The offer involved 100 percent sale
of Mech-Tran stock and a two-week response deadline, while the SBA loan procedure
could take three months. Obviously, managements strategic decision was heavily
influenced by external Wright indicates that under such a time constraint, managers put
greater weight on negative than on positive information and prefer defensive strategies.
The Mech-Tran owners decided to accept the OCH offer rather than risk losing the
opportunity and subsequently being turned down by the SBA. Thus, faced with time
constraints, management opted for a defensive strategy consistent with Wrights findings.
There is another side to the time issue the timing of a strategic decision. A good
strategy may be disastrous if it is undertaken at the wrong time. Winnebago was the
darling of Wall Street in 1970, with its stock rising from Rs. 3 to Rs. 44 per share in one
year. Winnebagos 1972 strategic choice, focusing on increasing its large, centralized
production facility, was a continuation of the strategy that had successfully differentiated
Winnebago in the recreational vehicle industry. The 1973 Arab oil embargo with
subsequent rises in gasoline prices and overall transportation cots had dismal effects on
Winnebago. The strategy was good, but the timing proved disastrous. On the other
hand, IBMs decision to hold off entering the rapidly growing personal computer market
until 1982 appeared to be perfectly timed. Welcomed by Apple with a full-page
advertisement in The Wall Street Journal, IBM assumed the market share lead by
early 1983.
A final aspect of the time dimension involves the lead time required for alternative
choices and the time horizon management is contemplating. Managements primary
attention may be on the short or long run, depending on current circumstances. Logically,
strategic choice will be strongly influenced by the match between managements current
time horizon and the lead time (or payoff time) associated with different choices. As a
move towards vertical integration, Du Pont went heavily into debt to acquire Conoco in
a 1982 bidding war. By 1983, the worldwide oil glut meant that Du Pont could have
bought raw materials on more favourable terms in the open market. This short-term
perspective was not of great concern to Du Pont management, however, because the
acquisition was part of a strategy to stabilize Du Ponts long-term position as a producer
of numerous petroleum-based products.
Competitive Reaction
In weighing strategic choices, top management frequently incorporates perceptions of
likely competitor reactions to different option. For example, if management chooses an
aggressive strategy that directly challenges a key competitor, that competitor can be
expected to mount an aggressive counterstrategy. Management of the initiating firm
must consider such reactions, the capacity, of the competitor to react, and the probable
impact on the chosen strategys success.
The beer industry provides a good illustration. In the early 1970s, Anheuser-Busch
dominated the industry. Miller Brewing Company, recently acquired by Philip Morris,
was a weak and declining competitor. Millers management, contemplating alternatives
strategies, made the decision to adopt an expensive, advertising-oriented strategy. While
this strategy challenged the big three (Anheuser-Busch, Pabst, and Schlitz) head-on,
Miller anticipated that the reaction of the other brewers would be delayed due to Millers
current declining status in the industry. Miller proved correct and was able to reverse
its trend in market share before Anheuser-Busch countered with an equally intense
advertising strategy.
Millers management took another approach in their next major strategic decision. In
the mid-1970s they introduced (and heavily advertised) a low-calorie beer-Miller Lite.
Other industry members had introduced such products without much success. Miler
chose a strategy that did not directly challenge key competitors and, Miller anticipated,
would not elicit immediate and strong counterattacks. This choice proved highly
successful, because Miller was able to establish a dominant share of the low-calorie
market before major competitors decided to react. In both cases, Millers expectation
of competitor reaction was key determinant of strategic choice.
Contingency Strategy
Ultimate strategic choices often depend on various assumptions about future conditions.
The success of the strategy chosen is contingent, to varying degrees, on future conditions.
And changes in the industry and environment may differ from forecasts and assumptions.
For example, Winnebagos strategy of centralized, economy-of-scale production and
extensive inventories of large recreational vehicles (RVs) was contingent on a continued
supply of plentiful, inexpensive gasoline for future customer use. With the Arab oil
embargo, this contingency changed dramatically. Winnebago was left with extensive
inventories of large RVs and high-break-even-oriented production facilities for large
RVs. As a result, Winnebago was still trying to recover a decade later.
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To improve their ability to cope in similar circumstances, an increasing number of firms

have adopted a contingency approach to strategic choice. The critical assumptions on
which success of the chosen strategy depends are identified. Conditions that may turn
out to be different from the basic forecast or assumptions for these critical contingencies
are identified, particularly negative ones. A downturn in the economy, a labor strike, an
increase in the prime rate, a technological breakthrough, or a shortage of critical material
are examples of such contingencies. Once these scenarios are identified, managers
develop alternative, contingency strategies for the firm. Such contingency strategies
can be short and/or long term and are appropriate at the corporate-, business-, and/or
functional levels. Firms using this contingency approach often identify trigger points to
alert management that a contingency strategy should be considered. The trigger points
are specific deviations in key forecasts of industry or environmental conditions (like the
supply and price of gasoline) and are set to alert management to the need to consider
the alternative strategy and allow sufficient lead time for implementation of the
contingency response. Strategic choice is made on the basis of certain conditions,
assumptions, and premises. When there is a change of condition, a shift in assumptions,
and when premises do not turn out to be wholly valid, then the strategy chosen becomes
partly irrelevant. If such changes are drastic, the chosen strategies may have to be
modified. Often, the shift in assumptions is sudden, leaving very little time for the
strategists to reorient strategies. Contingency strategies are formulated in advance to
deal with uncertainties that are a natural part of the business.
Most changes occur in a companys environment. Certain components of the
environment, such as the social environment, alter gradually and such changes can be
anticipated well in advance. Then there are other types of environment: for instance,
market, regulatory or international environment, where changes could be sudden and
leave little time for strategists to readjust to the situation.
The environment for different types of industries differs. Certain industries face a
turbulent environment while others face a relatively placid environment. Businesses
that exist in industries which face a turbulent environment feel a greater need for
contingency strategies than those which exist in a relatively tranquil environment.
At present, there are many industries in India which operate in an environment
characterised by fast-moving developments. The FMCG, power, telecommunications,
information technology, and insurance sectors are illustrations of industries have had to
formulate contingency strategies to respond to the environmental situations as they
occurred. Indian companies which follow a formal, structured approach to corporate
planning take care to formulate contingency strategies in order to cope with environmental
changes and the uncertainties associated with environmental forecasting.
Strategists at L&T developed three scenarios or models -pessimistic, most likely, and
optimistic-based on different assumptions in relation to key variables. Another company
which needed a reorientation of its strategies in the light of changes in government
policy is Indal. The company, which was not doing well initially, tried for a merger with
Mahindra & Mahindra unsuccessfully. In March 1988, the government allowed decontrol
in pricing and distribution of aluminum, which was the main business of the company.
This policy change caused the company to drop its plan to invest in other areas and
instead focus on its aluminium business. Accordingly, expansion and diversification
strategies were then formulated to capitalise on the new opportunities then available.
There are a few approaches to help companies develop and implement contingency
strategies. One such approach is based on the model of contingency planning process.
The model consists of three steps: identifying the contingent events; establishing the
trigger points; and developing strategies and tactics. Essentially, the requirements of
the model are to list events that may occur in the future which are critical to a companys
strategy formulation process. Trigger points are established in the form of indicators
which signal the impending occurrence of these events, after which strategies or tactics
are employed to deal with the changed situation. This matter f reorienting the current
strategies in the light of emerging environmental situations would be an issue to be
discussed in the last phase of strategic management, namely, strategic evaluation and
control. Contingency strategies have received a fair amount of attention from policy
researchers as they are of immense value to strategists who have to deal with a transient
phenomenon like the business environment.
Strategic Plan
A strategic plan (also called a corporate, group, or perspective plan), is a document
which provides information regarding the different elements of strategic management
and the manner in which an organisations and its strategists propose to put the strategies
into action.
A comprehensive strategic plan document could contain the following information:
1.
A clear statement of strategic intent covering the vision, mission, business

definition, goals and objectives.
2.
Results of environmental appraisal, major opportunities and threats, and critical

success factors
3.
Results of organisational appraisal, major strengths and weaknesses, and core

competencies
4.
Strategies chosen and the assumptions under which the strategies would be
relevant. Contingent strategies to be used under different conditions
5.
Strategic budget for the purpose of resource allocation for implementing strategies
and the schedule for implementation
6.
Proposal organisational structure and the major organisational systems for strategy
implementation, including the top functionaries and their role and responsibility
7.
Functional strategies and the mode of their implementation
8.
Measures to be used to evaluate performance and assess the success of strategy

implementation
Typically, a strategic plan document could run into several pages and be treated as a
formal report. Another possibility is that a brief document of three to five pages could
briefly cover the points mentioned above. Much would depend on the nature and size
of the company and the management policies regarding the preparation of the strategic
plan document. It must be remembered, however, that when approved and accepted,
a strategic plan document has to be communicated down the line to middle-level managers
who will be responsible for its implementation.
Most large-size companies in India formulate strategic plans. Medium-sized and smallscale companies also perform the exercise though not necessarily in a formal and
structured manner. The AIMA commissioned a nationwide study to find out what
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management techniques and tools companies are likely to employ. The study was
conducted between April and June 1997. Business Today reported that 56 per cent of
the total 160 companies surveyed had a published business strategy. Among these, 77
per cent were giant companies, 69 per cent were large, 53 per cent were mediumsized, and 45 per cent were small companies. The time period covered in the strategic
plan was less than three years for 44 per cent of the companies; 40 per cent planned
for three to five years time horizon, while 16 per cent did it for a period of more than
five years. In terms of company size, 45 per cent of the giant companies planned for
more than five years, while 70 per cent of the small companies planned for a period of
less than three years.
A special feature of strategic plans is that many companies consciously formulated
their plans keeping in view the timeframe adopted for national-level planning. Thus,
companies normally have a five-year planning period which is synchronized with that
of the National Five-Year Plans. In fact, core public enterprises have to link their
corporate plans with the national Five-Year Plans. Many public sector enterprises
such as SAIL, BHEL, HMT and others have formulated corporate plans of varying
duration. SAIL had drawn up an ambitious 15-year corporate plan till 2000AD, while
planning at BHEL has taken shape in the form of the first corporate plan which started
in 1974.
Like public sector enterprises, private sector companies too formulate strategic plans.
Multinational company (MNC) subsidiaries often have to prepare and plan the documents
to be submitted to their parent companies for approval. Often, the MNC subsidiaries
draw their strategic plans on the basis of guidelines provided by their parent institutions.
Professional private sector companies may have executive committees consisting of
senior level managers who formulate strategic plans. Family groups often draft
group strategic plans to provide strategic directions to the different companies in the
group.
The formulation of a strategic plan document provides a means not only to formalise
the effort that goes into strategic planning but also for communicating to insiders and
outsiders what the company stands for, and what it plans to do in a given future time
period. A strategic plan is not always publicised. Rather, companies prefer to treat is
as confidential, primarily for protecting their competitive interests. But the main features
of the plan are often spelt out for communication to outsiders and for public relations
purposes.
Chapter 11
Strategy Implementation Aspects, Structures,
Design and Change
The task of strategic management is far from complete after strategies have been
formulated and a concrete strategies plan has been prepared. Then it is the job of
strategists to put the plan into action. It is important to consider the interrelationship
between the formulation and implementation of strategies. It is to be noted that the
division of strategic management into different phases is only for the purpose of orderly
study. In real life, the formulation and implementation processes are intertwined. Two
types of linkages exist between these two phases of strategic management. The forward
linkages deal with the impact of the formulation on implementation while the backward
linkages are concerned with the impact in the opposite direction.
Forward Linkages
The different elements in strategy starting with the various constituents of strategic
intent through environmental and organisational appraisal, strategic alternatives, strategic
analysis and choice and ending with the strategic plan, determine the course that an
organisation adopts for itself. With the formulation of new strategies, or reformulation
leading to modified strategies, many changes have to be effected within the organisation.
For instance, the organisational structure has to undergo a change in light of the
requirements of a modified or new strategy. The style of leadership has to be adapted to
the formulation of strategies. A whole lot of changes have to be undertaken in
operationalising the formulated strategies. Clearly, the strategies formulated provide the
direction to implementation. In this way, the formulation of strategies has forward linkages
with their implementation.
Backward Linkages
Just as implementation is determined by the formulation of strategies, the formulation
process is also affected by factors related with implementation. Recall that in the previous
chapter, while dealing with strategic choice we observed that past strategic actions also
determine the choice of strategy. Organisations tend to adopt those strategies which
can be implemented with the help of the present structure of resources combined with
some additional efforts. Such incremental changes, over a period of time, take the
organisation from where it is to where it wishes to be.
It is to be noted that while strategy formulation is primarily an entrepreneurial activity,
based on strategic decision-making, the implementation of strategy is mainly an
administrative task based on strategic as well as operational decision-making. Looked
at from another angle, formulation is a managerial task requiring analysis and thinking,
implementation primarily rests on action and doing. The next section focuses on the
various issues involved in the implementation of strategies.
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Aspects of Strategy Implementation

The different aspects involved in strategy implementation cover practically every-thing
that is included in the discipline of management studies. A strategist, therefore, has to
bring to his or her task a wide range of knowledge, skills, attitudes, and abilities. The
implementation tasks put to test the strategists abilities to allocate resources, design
structures and systems, formulate functional policies, take into account the leadership
style required, and plan for operational effectiveness, besides, dealing with various other
issues.
The Strategic plan devised by the organisation proposes the manner in which the strategies
could be put into action. Strategies, by themselves, do not lead to action. There are, in a
sense, a statement of intent: implementation tasks are meant to realise the intent. Strategies,
therefore, have to be activated through implementation.
Strategies lead to several plans Each plan leads to several programmers. Each
programme results in several projects. Projects are supported by funds through budgets.
The administrative mechanisms of polices, procedures, rules and regulations support
the working of the organisation while it implements the projects, programmes, plans,
and strategies. In this manner, strategy sits at the top of a pyramid that has projects as
its base as shown in Exhibit 11.1.
Strategies
Plans
Programmes
Projects
Budgets
--------------------------------------------Policies, procedures, rules and regulations
Exhibit 11.1: The Pyramid of Strategy Implementation
First of all, strategies should lead to plans. For instance, if stability strategies have been
formulated, they may lead to the fomulation of various plans. One such plan could be a
modernisation plan. If expansion strategies have been adopted, various types of expansion
plans will have to be formulated. An expansion plan could be designed to set up an
additional plant to manufacture the same products. Similarly, diversification strategies
could lead to new product development plans.
Plans result in different kinds of programmes. A programme is a broad term which
includes goals, policies, procedures, rules and steps to be taken in putting a plan into
action. Programmes are usually supported by funds allocated for plan implementation.
An example of a programme is an R & D programme for the development of a new

product.
Programmes lead to the formulation of projects. A projects is a highly specific programme
for which the time schedule and costs are predetermined. It requires the allocation of
funds based on capital budgeting by organisations. Thus, R & D programmes may
consists of several projects, each of which is intended to achieve specific and limited
objective, requires separate allocation of funds, and is to be completed within a set time
schedule.
Project create the needed infrastructure for the day-to-day operations in an organisation.
They may be used for setting up new or additional plans, modernising the existing
facilities, installation of newer systems, and for several other activites that are needed
for the implementation strategies. A note of caution here: In practice companies may
not make such a fine distinction among plans, programmes, and projects as we have
done here. But as students of management we have to understand the difference and
learn to distinguish between the different terms used in strategic management.
Implementation of strategies is not limited to the formulation of plans, programmes, and
projects.
For the purpose of discussion and orderly presentation, we deal with the different aspects
of implementation in the sequence indicated below. But it should be noted that the
sequence does not mean that activities under each of the aspects are necessarily
performed one after another. Many activities can be performed simultaneously, certain
other activities may be repeated over time, and then there activities which are performed
only once.
1.
Project implementation
2.
Procedural implementation
3.
Resource allocation
4.
Structural implementation
5.
Behavioural implementation
6.
Functional and operational implementation
While dealing with the several aspects given above, we have to cover a lot of ground in
terms of concepts, methods, techniques and approaches. In practice a strategist would
have to draw upon diverse specialisations available within the organisation. Experts
from different areas such as project management, corporate management, legal affairs
finance, marketing, operations, and personnel, and economists, planners, technologists
and others contribute in some or the other way in the implementation of strategies. It
would be futile here to go into details of each and every aspect of implementation as the
readers of this book will be aware of the different specialisation and functional areas.
However, emphasis will be laid on how strategy affects the different implementation
aspects and how they are adapted to suit the needs of a particular strategy. We move
ahead on the assumption that a strategy creates its own requirements of the various
aspects of implementation. As the strategy is modified or replaced with a new one,
each of the aspects of implementation have to undergo a change. No wonder, strategy
implementation is also - and rightly so-called by some as change management.
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The strategy-implementation stage of strategic management is represented by the shaded

portion of Exhibit 11.2. Successful strategy formulation does not guarantee successful
strategy implementation. It is always more difficult to do something (strategy
implementation) than to say you are going to do it (strategy formulation)!
Perform
externnal
audit to
idenityfy key
opportunities
and threats
Identitify
current
mission,
objectives,
and
strategies
Establish
long-term
objectives
Establish
annual
objectives
Revise the
business
mission
Perform
internal audit
to identify
key strengths
Allocate
resources
Select
strategies to
pursue
Measure and
evaluate
performance
Devise
policies
Although inextricably linked, strategy implementation is fundamentally different from

strategy formulation. Strategy formulation and implementation can be contrasted in the
following ways:
l
Strategy formulation is positioning forces before the action.
Strategy implementation is managing forces during the action.
Strategy formulation focuses on effectiveness.
Strategy implementation focuses on efficiency.
Strategy formulation is primarily an intellectual process.
Strategy implementation is primarily an operational process.
Strategy formulation requires good intuitive and anaylytical skills.
Strategy implementation requires special motivation and leadership skills.
Strategy formulation requires coordination among a few individuals.
Strategy implementation requires coordination among many perosns.
Strategy-formulation concepts and tools do not differ greatly for small, large, profit, or
nonprofit organizations. However, strategy implementation varies substantially among
different types and sizes of organizaions. Implementing strategies requires such actions
as altering sales territories, adding new departments, closing facilities, hiring new
employees, changing an organiztions pricing strategy, developing financial budgets,
developing new employee benefits, establishing cost-control procedures, changing

advertising strategies, building new facilities, training new employees, transferring
managers among divisions, and building a better information system. These type of
activities obviously differ greatly between manufacturing, service, and governmental
organizations.
In all but the smallest organizations, the transition from strategy formulation to strategy
implementation requires a shift in responsibility from strategies to divisional and functional
managers. Implementation problems can arise because of this shift in responsibility,
especially if strategy-formulation decisions come as a surprise to middle and lowerlevel managers. Managers and employees are motivated more by perceived self interests
than by orgnizational interests, unless the two coincide. Therefore, it is esential that
divisional and functional managers be involved as much as possible in strategyformulation activities. Of equal importance, strategists should be involved as much as
possible in strategy-implementation activities.
Management issues central to strategy implementation include establishing annual
objectives, devising policies, allocating resources, altering an existing organizational
structure, revising reward and incentive plans, minimizing resistance to change, matching
managers with strategy, developing a strategy-supportive culture, adapting prodcution/
operations processes, and developing an effective human resource function. Management
changes are necessarily more extensive when strategies tobe implemented move a
firm in a major new direction.
Managers and employees throughout an orginzation should participate early and directly
in strategy-implementation decisions. Their role in strategy implementation should build
upon prior involvement in strategy-formulation activities. Strategists genuine personal
commitment to implementation is a necessary and powerful motivational force for
managers and employees. Too often, strategists are too busy to actviely support
strategy-implementation efforts, and their lack of interest can be detrimental to
organisational success. The rationale for objectives and strategies should be understood
and clearly communicated throughout an organization. Major competitors
acomplishments, products, plans, actions, and performance should be apparent to all
organizational members. Major external opportunities and threats should be clear, and
managers and employees questions should be answered. Top-down flow of
communication is essential for developing bottom-up support.
Hamel and Prahalad emphasize the need for firms to develop a competitor focus at all
hierarchical levels by gathering and widely distributing competitive intelligence; every
employee should be able to benchmark her to his efforts against best-in-class competitors
so that the challenge becomes personal. This is a challenge for strategies of the firm.
Firms should provide training for both managers and employees to insure they have and
maintain the skills necessary to be world-class performers.
Even after the grand strategies are determined and long-term objectives tentatively set,
the strategic management process is far from complete. The tasks of operationlizing,
institutionalizing, and controlling the strategy still remain. These tasks signal a critical
new phase in the strategic management process: translating strategic thought into strategic
action. Shifting from formulation to implementation gives rise to three interrelated
concerns:
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1. Identification of measurable, mutually determind annual objectives.

2. Development of specific functional strategies.
3. Communication of concise policies to guide decisions.
Annual objectives translate long-range aspirations into this years budget. If annual
objectives are well developed, they provide clarity, which is a powerful, motivating
facilitator of effective strategy implementation.
Functional Strategies translate grand strategy at the business level into action plans
for subunits of the company. Operating managers assist in developing these strategies,
which, in turn, helps clarify what the managers units are expected to do in implementing
the grand strategy.
Policies are specific guides for operating managers and thie rsubordinates. Policies,
often misunderstood and misused, can provide a powerful tool for strategy implementation
if they are clearly linked to operating strategies and long-term objectives.
Such measures as market share, ROI, return on equity (ROE), stock price, and new
market penetration provide guidance in assessing the ultimate effectiveness of a chosen
strategy. While such objectives clearify the long-range purpose of a grand strategy and
the basis for judging its success, they are less useful in guiding the operating strategies
and immediate actions necessary to implement a grand strategy.
A critical step in successful implementation of grand strategy is the identification and
communication of annual operating objectives that relate logically to the strategys longterm objectives. Accomplishment of these annual objetives adds upto successfl
execution of the businesss overall long-term plan. A comprehensive set of annual
obectives also provides a specific basis for monitoring and controlling organizational
performance. Such objectives can aid in the development of trigger points that alert
top management to variations in key performance areas that might have serious
ramifications for the ultimate success of a strategy.
Annual objectives are specific, measurable statements of what an organization subunit
is expected to achieve in contributing to the accomplishment of the businesss grand
strategy. Although this seems rather obvious, problems in strategy implementation often
stem from poorly conceived or stated annual objectives. To maximize these objectives
contribution, certain basic qualities must be incorporated in developing and communicating
them.
An annual objective must be clearly linked to one or more long-term objectives of the
businesss grand strategy. However, to accomplish this, it is essential to understand
how the two types of objectives differ. Four basic dimensions distinguish annual and
long-term objectives:
1.
Time frame. Long-term objectives are focused usually five years or more into
the future. Annual objectves are more immediate, usually involving one year.
2.
Focus. Long-term objectives focus on the future position of the firm in its
competitve environment. Annual objectives identify specific accomplishments
for the company, functional areas, or other subunits over the next year.
3.
Specificity. Long-term objectives are broadly stated. Annual objectives are very
specific and directly linked to the company, a functiona area, or other subunit.
4.
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Measurement. While both long-term and annual objectives are quantifiable, longterm objectives are measured in broad, relative terms; for example, 20 percent
market share. Annual objectives are stated in absolute terms, such as a 15 percent
increase in sales in the next year.
Annual objectives add bredth and specificity in identifying what must be accomplished
in order to achieve the long-term objective. For example, the long-term objective to
obtain 20 percent market share in five years Clarifies where the business wants to be.
But achieving that objective can be greatly enhanced if a series of specific annual
objectives identify what must be accomplished each year to achieve that objective. If
market share is now 10 percent, then one likely annual objective would be to achieve
a minimum 2 percent increase in relative market share in the next year.
Specific annual objectives should provide targets for performance of operating areas if
the long-term objective is to be achieved.
The link between short-term and long-term objectives should resemble cascades through
the business from basic long-term objectives to numerous specific annual objectives in
key operating areas. Thus, long-term objectives are segmented and reduced to shortterm (annual) objectives. The cascadign effect has the added advantage of providing a
clear reference for vertical communication and negotiation, which may be necessary to
ensure integrated objectives and plans at the operating level.
President
Marketing
Priorities
and
Responsibilities
Objectives
Finance &
Accounting
Manufacturing
Distribution
Channels
Communications
and data
processing
Production
and supply
alternatives
Customer
service
Carrying
inventory
Warehousing
Inventory
obsolescence
More inventory
Transportation
Less inventory
Frequent
short runs
Fast order
processing
Long production
runs
cheap order
Fast delivery
Field
Warehousing
Lowest cost
routing
Less
Warehousing
Plant
Warehousing
Exhibit11.3:LogisticPrioritiesinaManufacturingFirm
238
Implementation of grand strategies requires objectives that are integrated and coordinated.
However, subunit managers (e.g., vice president of finance vice president of marketing,
vice president of production) may not consider such a superordinate purpose in setting
annual objectives. Consider the example in Exhibit 4.3. As can be seen, priorities of the
marketing function can easily conflict with those of manufacturing or finance/accounting.
For example, manufacturing might logically prefer long-production runs and plant
warehousing to maximize efficiency. On the other hand, marketing might be betterserved by frequent, short production runs and field warehousing to maximize customer
convenience. Other functional conflicts are evident in Exhibit 11.3. Without concerted
effort to integrate and coordinate annual objectives, these natural conflicts can contribute
to the failur of long-term objectives (and the grand strategy), even though the separate
annual objectives are well designed.
Successful implementation of strategy depends on coordination and integration of
operating units. This is encouraged through the development of short-term (annual)
objectives. Expressed another way, annual objectives provide a focal point for raising
and resolving conflicts between organizational subunits that might otherwise impede
strategic performance.
Managers should be involved at key points in the planning process so that annual objectives
are integrated and coordinated. These managers are brought together to discuss important
data, assumptions, and performance requirements. This promotes discussion of key
interdependencies and a clearer, possibly negotiated determination of annual objectives
in key performance areas. Particularly if major strategic change is involved, participation
is essential both to establish the relationship of short-term operating activites and longterm strategy and to integrate and coordinate operating plans and programs.
Consistency in Annual Objectives

Experience indicates that managers in the same organization will have different ways
of developing objectives. For example, managers in different functions, departments, or
other subunits will often emphasize different criteria. Due to this lack of consistency,
unit may not be comparable, commitment to objectives may differ, and the
interdependence of units may be dysfunctional. For example, if the marketing area of
the firm in Exhibit 11.3 had very clear, specific objectives regarding delivery time to
customers while the manufacturing areas objectives in this regard were ill defined,
conflict might be frequent and counterproductive to the strategic success of the firm.
Annual objectives are more consistent when each objective clearly states what is to be
accomplished, when it will be done, and how accomplishment will be measured. Objectives
can then be used to monitor both the effectiveness of an operating unit and, collectively,
progress toward the businesss long-term objectives. Exhibit 11.4 illustrates several
effective and ineffective annual objectives. If objectives are measurable and state what
is to be done and when it will be achieved in a clear, understandable manner,
misunderstanding is less likely to occur among the interdependent operating managers
who must implement the grand strategy.
Measurable. Measurability cannot be overmphasized as a key quality of annual

objectives. Unfortunately, some key results are easier to measure than other. Line units
(e.g., production) may easily be assessed by clear, quantifiable measures, while criteria
for certain staff areas (e.g., personnel) are more difficult to measure. However,
successful implementation requires setting measurable annual objectives in these difficults
areas, as well. This is usually accomplised by initially focusing on measurable activity,
followed by the identification of acceptable, measurable outcomes.
Examples of deficient
annual objectives
Examples of annual objectives with

maeasurable criteria for performance
To improve morale in the divisions

(plant, department, etc.)
To reduce turnover (absenteeism, number of

rejects, etc.) among sales managers by 10 percent
by January 1, 1989.
Assumption:Morale is related to measurable
outcomes (i.e., high and low morale are
associated with different results).
To reduce the itme lapse between order data and effort.
delivery by 8 percent (two days) by June 1, 1989.
To reduce that cost of goods produced by 6
percent to support a product price decrease of 2
percent by December 1, 1989.
to increase the rate of before- or on -schedule
delivery by 5 percent by June 1, 1989.
To develop a terminal version of SAP capable of
processing X bits of information in time Y at cost
not to exceed Z per 1000 bits by December 1, 1989.
Asumption: There is virtually an infinite number
of terminal or operational versions. Greater
detail or specificity defines the objective more precisely.
To increase the number of individuals capable of
performing X operation in manufacturing by 2
percent by April 15, 1989.
To increase the number of functional heads
capable of assuming general management
responsibility at the division level by 10 percent
by July 15, 1989.
To provide sales training to X number of
individuals, resulting in an average increase in
sales of 4 percent within six months after the
training session.
To conduct a public opinion poll using random
samples in the five largest U.S. metropolitan
markets and determine average scores on 10
dimensions of corporate responsibilitiy by May 15, 1989.
To increase our score on those 10 items by an
average of 7.5 percent by May 1, 1990.
To improve support of the sales
To develop a terminal version of the

SAP comuter program.
To enhance or improve the training
To improve the business s image
Exhibit 11.4: Operationalizing Measurable Annual Objectives
Other qualities of good objectives acceptable, flexible, suitable, motivating, understandable,

and achievable-also apply to annual objectives.
Another critical quality of annual objectives involves the need to prioritize short-term
objectives. due to timing considerations and relative impact on strategic success, annual
objectives often have relative priorities. Timing considerations often necessitate initiating
or completing one activity before another is started.
While all annual objectives are important, some deserve additional attention because of
their particular impact on the success of a strategy. If such priorities are not discussed
and indicated, conflicting assumptions about the relative importance of annual objectives
might inhibit progress toward strategic effectiveness. Facing the real possibility of
banruptcy in 1983, Eastern Air Lines formuated a retrenchment strategy with several
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important annual objectives in labor relations, routes, fleet, and financial condition. But
its highest priority involved maintaining the integrity of selected debt-related measures
tht would satisfy key creditors who could otherwise move to force bankruptcy.
Pirorities are usually established in one of several ways. A simple ranking may be
based on discussion and negotiation during the planning process. However, this does
not necessarily commuicate the real difference in the importance of objectives, so
terms such as primary, top, or secondary may be used to indicate priority. Some
businesses assign weights (for example, 0-100 percent) to establish and communicate
the relative priority of each objective. Whatever the method, recognizing the priorities
of annual objectives is an important dimension in implementing the strategy.
Systematic development of annual objectives provides a tangible, meaningful focus
through which managers can translate long-term objectives and grand strategies into
specific action. Annual objectives give operating managers and personnel a better
understanding of their role in businesss mission. This clarity of purpose can be a major
force in effectively mobilizing the people assets of a business.
A second benefit involves the process required to derive annual objectives. If these
objectives have been developed through the participation of managers responsible for
their accomplishment, they provide an objective basis for addressing and
accommodating conflicting political concerns that might interfere with strategic
effectiveness. Effective annual objectives become the essential link between strategic
intentions and operating reality.
Well-developed annual objectives provide another major benefit: a basis for strategic
control. It is important to recognize here the simple yet powerful benefit of annual
objectives in developing budgets, schedules, trigger points, and other mechanisms for
controlling strategy implementation.
Annual objectives can provide motivational payoffs in strategy implementation. If
objectives clarify personal and group roles in a businesss strategies and are also
measurable, realistic, and challenging, they can be powerful motivators of managerial
performance-particularly when they are linked to the businesss reward structure.
While annual objectives provide a powerful tool in operationalizing business strategy,
they arent sufficient in themselves. Functional strategies, the means to accomplish
these objectives, must be clearly identified to encourage successful implementation.
Changes in a firms strategic direction do not occur automatically. On a day-to-day
basis, policies are needed to make a strategy work. policies facilitate solving repetitive
or recurring problems and guide the implementation of strategy. Broadly defined, policy
refers to specific guidelines, methods, procedures, rules, forms, and administrative
practices estabished to support and encourage work toward stated goals. Policies are
instruments for strategy implementation. Policies set boundaries, constraints, and limits
on the kinds of administrative actions that can be taken to reward and sanction behavior;
they clarify what can and cannot be done in pursuit of an organisations objectives.
Policies let both employees and managers know what is expected of them, thereby
increasing the likelihood that strategies will be implemented successfully. They provide
a basis for management control, allow coordination across organizational units, and
reduce the amount of time managers spend making decisions. Policies also clarify what
work is to be done by whom. They promote delegation of decision making to appropriate
managerial levels where various problems usually arise. Many organizations have a
policy manual that serves to guide and direct behavior. About 80 percent of all corporations
in the United States have instituted No Smoking policies.
Policies can apply to all divisions and departments (for example, We are an equal
opportunity employer). Some policies apply to a single department (Employees in this
department must take at least one training and development course each year).
Whatever their scope and form, policies serve as a mechanism for implementing strategies
and obtaining objectivies. Policies should be stated in writing whenever possible. They
represent the means for carrying out strategic decisions.
Some example issues that may require a management policy are as follows:
l
To offer extensive or limited management-development workshops and seminars
To centralize or decentralize employee-training activities
To recruit through employment agencies, college campuses, and/or newspapers
To promote from within or hire from the outside
To promote on the basis of merit or on the basis of seniority
To tie executive compensation to long-term and/or annual objectives
To offer numerous or few employee benefits
To negotiate directly or indirectly with labor unions
To delegate authority for large expenditures or to retain this authority centrally
To allow much, some, or no overtime work
To establish a high or low-safety stock of inventory
To use one or more suppliers
To buy, lease, or rent new production equipment
To stress quality control greatly or not
To establish many or only a few production standards
To operate one, two, or three shifts
To discourage using insider information for personal gain
To discourage sexual harassment
To discourage smoking at work
To discourage insider trading
To discourage moonlighting
Project Implementation
Strategies lead to plans, programmes, and project. Knowledge related to project
formulation and implementation is covered under the discipline of project management.
The Project Management Institute of the US defines a project as a one-shot, timelimited, goal-directed, major undertaking, requiring the commitment of varied skills and
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242
resources. The goals or objectives for a project are derived from the plans and
programmes, which are based on the strategies adopted. A project passes through
various phases before a set of tasks can be acomplished.
Phases of Project
A project through different phases, not necessarily in the order listed below.
1.
Conception phase: This phase is an extension of the stratey formulation phase

of strategic management. Ideas generated during the process of strategic
alternatives and choice consideration from the core of the future projects that
may be undertaken by the organisation. The project ideas that are conceived
have to be allocated priorities on the basis of which they will be chosen for
further development.
2.
Definition phase: After a set of projects have been identified and arranged
according to the priority, they have to be subjected to a preliminary project analysis
which examines the marketing, technial, financial, economic and ecological aspects.
This analysis is done to find out whether it would stand the scrutiny of the financial
institutions, banks and investors. After this screening, the viable projects are
taken up and feasibility studies conducted. Feasibility studies are done for indepth, detailed project analysis and result in an adequately formulated project.
The results are documented in the form of a project feasibility report.
(Exhibit 11.5 provides an idea of what a project feasibility report may contain)
Project reports are prepared for internal as well as external purposes. Internally, the reports may be
presented to the top management ommittees or Board of Directors for approval and sanction.
Externally, the reports are submitted to financial institutions which evaluate the project proposals
for the purpose of granting financial assistance.
Currently, the central financial institutions (IDBI, ICIC, IFCI, etc.) seek the following information for the
purpose of financial assistance.
1.
General information, such as, name, form of organisation, location, nature of project (new,
expansion, modernisation, diversification), nature of industry and products, and so on.
2.
Information regarding project promoters
3.
Particulars of the industrial concern seeking financial assistance
4.
Particulars of the project (details regarding capacity, process, technical arrangements, management, location and land, buildings, plants and machinery, raw materials, utillities, effluents, labour, housing for labou, schedule of implementation, etc.
5.
Cost of the project including land and site development, buildings, plant and machinery,
technical know-how fee, and so on.
6.
Means of financing (share capital, rupee loans, foreign currency loans, debentures, internal
cash accruals, etc.)
7.
Marketing and selling arrangements
8.
Profitability and cash flow
9.
Economic considerations (prices of competing products, economic benefits to the country

and region, development of industrially backward areas, development of ancillary industries,
etc.)
10.
Environment considerations (water and air pollution, effluent disposal, and energy conservation)
11.
Government consents including letter of intent, industrial license, capital goods clearance,
import license, foreign exchange permission, approval of technical/financial collaboration,
clearance by regulatory authorities, and so in.
Exhibit11.5:TheContentsofaTypicalFeasibilityReport
After the project definition phase, the project is cleared for implementation. But
before being implemented, the project has to be further planned.
3.
Planning and organising phase: Detailed planning, related to different aspects

of the projects, such as, infrastructure, engineering designs, schedules and budgets,
finance, and so on, has to be completed. A project structure which would deal
with the organisation and manpower, systems and procedures, and so on, has
also to be created which would enable the project manager to implement the
project.
4.
Implementation phase: The detailed engineering, order placement for

equipments and material awarding contracts, civil and other types of construction,
and so on, have to be undertaken during the implementation phase leading to the
testing, trial, and commissioning of the plant.
5.
Clean-up-phase: The final phase in project implementation deals with disbanding

the project infrastructure and handing over the plant to the operating personnel.
It is to be noted that the above phases in projects are more relevant to new plants that
are being set up to implement expansion and diversification strategies. But for other
minor projects like a relocation of facilities, modernisation and upgradation of technology.
and so on, a similar, though less detailed process, may be followed.
Procedural Implementation
Any organisation which is planning to implement strategies must be aware of the
procedural framwork within which the plans, programmes, and projects have to be
approved by the government at the central, state and local levels. The procedural
framework consists of a number of legislative enactments and administrative orders,
besides the policy guidelines issued by the Government of India from time to time.
The regulatory mechanisms for trade, commerce, and India span the whole range of
legal structure from te Consititution of India, the Directives Principles, Central laws,
State laws, general laws, sector-specific laws, industry-specific laws and the rules and
procedures imosed by the implementing authorities at the local level. The laws lay
down elaborate rules and procedures to be followed.
Following th procedures laid down for project implementation constitutes an important
component of strategy implementation in the Indian context. The Government has an
eleborate set of procedures depending on the type of project to be implemented.
Government agencies at the central and state levels paly a major role while some
procedures require the involvement of the local governmental agencies. all the subjects
having a bearing on inustrial development are handled by different ministries and
departments at the central governmetn level. There are apex level commitees such as
the Cabinet Committee on Economic Affairs. Apart from these agencies, the regulatory
agencies, such as, Central Electricity Regulatory Commission (CERC), Telecom
Regulatory Authority of India (TRAI), Insurance Regulatory and Development Authority
(IRDA), also play a significant role. At the State level, the Directorate of Industries is
the pivot around which the entire industrial activity in the State revolves.
Government polices, laws, rules and regulations and procedures are constantly under
change specially under conditions where India is fast adapting to the international
environment and incorporating liberalisation and globalisation measures in its policies.
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Our purpose here is to only briefly refer to the procedural aspects of strategy
implementation. The matter here is not meant to be a presentation of a comprehensive
manual or guidelines for setting up projects in India. For that to take place, readers
would have to refer to specialised subjects such as business and law, and the
entrepreneurs would have to take resourse to specialised avide from chartered
accountants, company scretaries, industry experts and consultants. You are advised to
find out the latest available position regarding these reguulatory mechanisms and
procedures from the business press.
The regulatory elements to be reviewed are as below.
l
Formation of a company
Licensing procedures
Securities and Exchange Board of India (SEBI) requirements
Freign collaboration procedures
Foreign Exchange Management Act (FEMA) requirements
Import and export requirements
Patenting and trademarks requirements
Labour legislatior requirements
Environmental protection and pollution control requirments
Consumer protection requirements
Incentives and facilities benefits
Formation of a Company
The formation of a company is governed by the provisions of the Companies Act, 1956
and consists of promotion. registration, and flotation. Promotion denotes the preliminary
steps taken for the purpose of registration and flotation. Registration involves registering
the memorandum of the company, articles of association, and the agreements with the
Registrar of Companies, who issues a certificate of incorporation. Flotation means
raising the capital to comence business.
Licensing Procedures
They system of planning (or planned development) rests on three policy documents
consisting of Industrial Policy Resolution, 1956, Industries (Development and Regulation)
Act (IDRI), 1951, and the statements of 1978, 1980, 1982, and 1991. The Policy
Resolutions classify the industries into three categories. The first category industries
are those that are directly under the government. The second category consists of
industries which are promoted by the government and where the private sector
supplements the efforts. The third category industries are left for the private sector.
The IDRA, 1951 provided for a licensing system for the development and regulation of
scheduled inustries-those industries listed in the Schedule of the Act.
A license is a written permission from the government an industrial undertaking to
manufacture specified articles included in the Schedule. If the license is to be given
subject to the fulfillment of certain conditions (say, foreign collaborations or capital
goods import) then a letter of intent conveying the intention of the government to grant
a license, subject to the fulfillment of those conditions, is issued. Section 30 of the
IDRA deals with the Registration and Licensing of Industrial Undertaking Rules. Under
this Act, a license was necessary for establishign a new unit, manufacturing a new
article (any item related to a scheduled industry other than those specified in the license),
substantial expansion of capacity in an existing business, and changing location.
One of the significant liberalisation measures in the post-1991 period has been to abolish
industrial licensing, irrespective of the level of investment, for all industries except a
few. These industries relate to security, defence, or environmental concerns and certain
items of conspicuous consumption that have a high proportion of important inpts.
The licensing procedure requires the applicant to approach the Secretariat for Industrial
Assistance (SIA), which is a common secretariat for receiving and processing all types
of applications related to industrial project.
SEBI Requirements
The SEBI Act, 1992, replaced the Capital Issues Control Act, 1956, to deal with the
capital markets. It had already been in existence since 1988 and became a statutory
body in 1992. According to the SEBI Act, the SEBI has three objectives: to protect the
interests of investors in securities, to promote the developmnt of the securities market,
and to regulate the securities market. It is a quasi-judicial body, under the Securities
Laws Ordinance, 1995, to deal with issue of capital, transfer of shares, and other related
aspects. Its jurisdiction covers the primary market, secondary market, mutual funds,
foreign institutional investors, and foreign brokers.
Though certain provisionss of the Companies Act, 1956 cover the issue of capital control,
the SEBI enjoys comprehensive power of the significant aspects of the Indian capital
market. It issues guidelines from time to time to oversee matters under its control.
These guidelines are of relevance to companies accessing the capital market for funds
for projects emanating as offshoot of their corporate and business strategies. For the
purpose of stratey implementation, this Act is relevant so far as the provision of financial
resources is concerned. Apart from this, this Act also affects mergers and amalgamations
as they regulate the capital reorganisation plans for mergers.
Foreign Collaboration Procedures
Many strategic alternatives (for instance, expansion/diversification into high technology
industries) call for foreign collaboration and investment. The government policy, in general,
allows foreign investment and collaboration in a selective basis in priority areas, exportoriented or high-technology industries, and permitting existing foreign investment in
non-priority areas.
All proposals to set up projects with foreign collaboration require prior government
approval. The regulatory framework deals with the need for foreign technology, royalty
payments, terms and conditions for collaboration agreements, and foreign investment.
Foreign investments are of two types: foreign direct investment (FDI), and foreign
institutional investment (FII) or portfolio investment. FDI can take place through whollyowned subsidiaries, joint ventures, or acquisition. Portfolio investment takes place through
investment by the foreign institutional investors and investments in instruments such as
global depository recepits (GDRs) and foreign currency convertible bonds (FCCBs).
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Special treatment is accorded to non-resident Indians. (NRIs) and overseas corporate

bodies (OCBs), predominantly owned by NRIs, in matters of foreign investments.
Joint ventures have been considered an important route for channelising foreign
investments into and outside India. Apart from regulations concerning joint ventures in
India, government policy is encouraging the setting up of joint ventures abroad. The
RBI, Foreign Investment Promotion Board (FIPB), and Project Approval Board are
the major regulatory agencies for joint ventures abroad.
The procedural aspects of foreign collaboration include preliminary evaluation by the
promoter, obtaining industrial license (if necessary), applying for foreign collaboration
to the concerned agency, applying for import of capital goods (if required), finalisation
of agreement, and clearance from the RBI.
Foreign Exchange Management Act (FEMA) Requirements
The Foreign Exchange Management Actt (FEMA) replaced the Foreign Exchange
Regulation Act (FERA), 1973 in June 2000. The FEMA, 2000 has substantially liberalised
provisions and rules related to the maintenance of dollar accounts by exporters,
remittance of foreign exchange for visits abroad, agency commission, export claims
reduction in export value, reimbursement of expenses incurred on dishonoured export
bills, consular fee, and so on.
Foreign exchange transaction are classified as current account and capital account
transactions. Several sets of rules have been made to facilitate foreign exchange
transactions for the purpose of augmenting export activities from India. Exports of
goods and services are governed under the Foreign Exchange Management (Export of
Goods and Services) Regulations, 2000. The opening, holding, and maintaining of foreign
currency accounts is governed by the Foreign Exchange Managemetn (Foreign Currency
Account by a Person Resident in India) Regulations, 2000. In keeping with the imperatives
of globalisation, foreign exchange remittances for maintaining overseas branches and
offices by Indian companies have been considerably liberalised.
Import and Export Requirements
Strategy implementation in areas such as modernisation, expansion, and diversification
requires the consideration of import and export requirements. Imports are vital for
capital goods and raw materials provision for new and existing projects. The high priority
accorde to import subsitution by the government often offers a viable alternative to
companies for setting up new projects or for introducing new products or services.
Export considerations by the companies by te companies usually arise in the form of
statutory stipulation in lieu of foreign collaboration and investments, and imports. In
certain cases, exports ofer an expansion opportunity for companies which operate in
markets which are highly competitive or saturated. Thus, imports and exports
requirements constitute an important part of any strategy implementation scheme.
The Export-Import Policy (Exim Policy) enunciates the foreign trade policy of the
country. It is generally announced for a period of five years corresponding to the fiveyear planning period. The policy implementation and the legal framework for imports
and exports in India is largely based on the Foreign Trade Development and Regulation
Act (FTDRA), 1992, that replaced the Import and Export (Control) Act, 1947. The
objective of the Act is to provide for the development and regulation of foreign trade by
facilitating imports into, and augmenting exports from India.
The Department of Commerce in Ministry of Commerce is responsible for the countrys

external trade and all matters connected with commercial trade relations with other
countries. There are several autonomous bodies, such as, commodity boards, export
inspection council, export promotion councils, public sector undertakings such as the
State Trading Corporation of India, among others under the administrative control of
the Ministry of Commerce.
The FTDR Act provides for the appointment of the Director General of Foreign Trade
who is responsible for advising on the formulation and implementation of the Exim
Policy. Besides the Directorate General of Foreign Trade, there is Directorate General
of Commercial Intelligence and Statistics for collection, analysis, and dissemination of
commercial information related to foreign trade.
It is important for strategists to understand the rationale for the development and
regulation of imports and exports. The governmetn is intested in imports regulation
because its apportions the available foreign exchange among different types of users,
aim at import substitution progressively so that the balanc of payments (bop) position is
not affected adversely, and for the protection of domestic industries. Exports are
considered obligatory in many cases, including those of FEMA comapnies. Fiscal
measures are adopted by the government to discourage imports and exports of certain
products. The matter of exports and imports has a substantial number of procedural
aspects and associated documentation work. Other important matters are related to
customs, financing of imports, foreign exchange, and incentives and support for export
activities. The supportive measures for exports will be referred to in a later section
which deals with incentives and other facilities. Most companies have to rely on exports
and imports in the course of their strategy implementation. Specialised knowledge and
advice is required to follow the procedures which are quite detailed and comprehaensive.
Patenting and Trademearks Requirements
Patents, trademarks, copyrights, designs, and so on, are assuming greeater significance
in the Indian industry owing to international environmental changes. The manjor impact
on these issues is of the WTO requirements related to the Trade Related Aspects of
Intellectual Property Rights (TRIPs). The increasing competitivness means that it is
necessary to know the rights and privileges, adn the legal procedures for protecting
products and ideas. Familiarity with the law related to these is use has, therefore,
become essential for strategy implementation. These laws are of special sginificance
to industries, such as, chemicals, computer software, entertainment, food, and
pharamaceuticals, where patents are a major competitive tool.
India is in the process of adapting its law related to patents and trademarks in line with
the international requirements. Indian Patents Act, 1970 governs patenting in India, and
it has been amended in the form of Indian Patents (Amendment) Act, 1995 to incorporate
the intellectual property rights requirements. The Trade and Merchandise Marks Act,
1958 provides for the registration and better protection of trademarks and for the
prevention of the use of fradulent marks on merchandise. The Copyrights Act, 1957
relates to copyrights. These Acts define the terms, prescribe the procedures for
registration, and mention the rights and duties of the entities holding the patents. trade
marks, and copyrights.
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Labour Legislation Requirements

An essential part of procedural implementation in any project as well as in a going
concern is that of labour legislation. For the companies, labour constitues a significant
resource for the purposes of strategy implementation. for the government, the protection
of labour interest has long been held to be a major responsibility of the State.
Labour legislation consists of several laws related to different aspects. A classification
of these laws is as below.
1.
Labour laws related to the weaker sections such as women and children
2.
Labour laws related to specific industries such as mines and minerals, plantation,
transport, construction, contact labour, and others.
3.
Labour laws related to specific matters such as wages, social security, bonus,
and so on.
4.
Labour laws related to trade unions, industrial relations and workers participation
in management
According to the Indian Constitution, labour is a common subject among the Central
and the State governments. While the Central government enacts, amends and repeals
most of the legislation, the major administrativ authoity to adopt and implement the laws
rests with the state governments. Besides the Central and State ministries of labour,
there are a host of commissions, standing committees, statutory agencies, labour courts
and tribunals, boards, and so on, to implement the labour legislation.
An aspect related to labour is the issue of exit policy. It refers to the policy concerned
with the action to be taken regarding surplus manpower in companies, owing to a
variety of reasons, such as, restructuring, retrenchment, closure, or technological
developments. Voluntary retirement schemes and golden handshake schemes are quite
popular in the Indian industry, particularly, in the public sector enterprises, banks, large
private companies, and other overmanned organisations. There is no specific policy or
law dealing with exit, and the actions are governed under the existing laws and regulations
as and where they are applicable. However, the exit policy is gradually coming under
formation and informed opinion is that a time may come when there will be adequate
political will to enact and implement it. Exit policy, and the resultant rules and procedures
have relevance to strategy implementation in cases of retrenchment grand strategies
and the formulation and implementation of functional strategies related to human resource
management.
The matter of procedural implementation regarding labour legislation has a significant
bearing on the implementation of strategies in the areas of objective-setting, strategic
choice, social responsibility, formulation and implementation of human resource
management, and operational strategies.
Environemtal Protection and Pollution Control Requirements
The issue of physical environment has attained global and national importance owing to
a variety of reasons. Overuse and misuse of the basic life support systems and natural
resources like air, land, water, flora and fauna, and non-renewable sources, such as, oil
and natural gas, are citied as major factors leading to environmental and ecological
degradation. The Indian publics awareness has also heightened considerably with
controversies regarding disasters, such as, the Bhopal Gas Tragedy of 1984 and, more
recently, the Sardar Sarovar and Narmada Sagar dam projects, and the relocation of
polluting industrial units outside the urban periphery occupying the headlines.
Environmental aspects of nuclear power, the disappearance of plant and animal genetic
resources, the limitations of existing pollution control technologies in industry, the
destruction of wetlands and other special habitats and other issues now engage the
popular attention in India. Inustrial activity contributes to environmental degradation in
the form of air, water, land, and noise pollution affectign the biodiversity of a region.
There are a host of Central and State laws dealing with the prevention and control of
pollution and environmental protection. Some of these are: The Environment (Protection)
Act, 1986; The Water (Prevention and Control of Pollution) Act, 1974; The Air
(Prevention and Control of Pollution) Act, 1981; The Wildlife (Protection) Act, 1972;
and The Fores (Conservation) Act, 1980. Besides there are elaborate procedures laid
down under rules such as the Hazardous wastes (Management and Handling) Rules,
1989 and the Manufacture, Storage and Import of Hazardous Chemicals Rules, 1989.
The majr responsibiltiy to deal with environmental issues lies with the State Pollution
Control Boards. The boards implement the pollution control laws. Any new project has
to seek a no-objection certificate from the board, which then regulates and monitors the
emission and discharge of hazardous wastes. Such monitoring takes place on the basis
of standards, including ambient air quality standards for discharge of effluents and
emission of smoke and vapour, and noise.
Project implementation, particularly in the case of process-based and chemical industries,
requires adherence to the procedures laid down for environmental protection and pollution
control.
Consumer Protection Requirements
In the course of strategy implementation, companies are increasingly required to conform
to legislative measures to protect the consumers. The very fact that consumer protection
is an accepted term denotes that there is apprehension that consumers may be subjected
to unethical and unfair acts of companies and they need to be protected through the
law. The growth of consumerism and consumer awareness, coupled with growing
competition, makes it imperative that companies conform to the procedures laid down
in the law regarding consumer protection. Besides the law, there is also the social
requirement of being perceived as a consumer-friendly organisation.
In India, consumer protection is ensured through a pethora of legislation. Some of these
are: Essential Commodities Act, Trademarks and Merchandise Act, Sale of Goods
Act, Standard Weights and Measures Act, and the IDR Act. However, the central
legislation is the Consumer Protection Act, 1986, amended through the Consumer
Protection (Amendment) Ordinacne, 1993. This Act provides for the protection of
consumer rights and the redressal of consumer disputes.
The Consumer Protection Act provides for the establishment of a Central Consumer
Protection Council and State Consumer Protection Council in each State. The
Department of Food and Civil Supplies is the nodal ministerial agency for the enforcement
of the Act. The Act also provides for a three-tier consumer disputes redressal system
at the District, State, and Central levels. At the district level, there is a District Forum,
a State Commission at the State level, and a National Commission at the central level.
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These fora are primarily for the purposes of consumer disputes redresal and remedial
action by the companies.
According to the Competiton Act referred to above, consumer courts will be the sole
guardians of consumer interests since the Competition Commission of India shall not
deal with these matters.
The issue of consumer protection is highlighted in the procedural implementation at the
level of business and operational strategies, and in the implementation of functional
policies related to operations, quality, and marketing.
Procedures for Availing Benefits from Incentives and Facilites
Project implementation to put a strategy into action requires a consideration of various
incentives, subsidies, and facilites. It is beeneficial for entrepreneurs to be aware of
these so that due advantage can be taken of these.
In providing incentives, and so on, the government does not play a regulatory but a
promotional role. This role is manifested in various forms. In line with the objectives
laid out in the Inustrial Policy resolution, the government attempts to achieve employment
generation, correction of regional imbalances, promotion of export-oriented industries
and utilisation of installed capacity through higher production levels and productivity.
The primary instrument for achieving national plan objectives is regulation. Promotional
activities, however, do play an important role. The fiscal, monetary, and budgetary
policies of the government are aimed at the stimulation of activity in the priority industrial
sectors. Discetionary controlover money supply and banks and financial institutions
lending rates are used to affect industrial activity. Budget pronouncements may result
in the reduction of excise duties, corporate and personal taxation rates, and so on,
which increase the availability of finance for expansion activities.
The government also plays a promotional role in terms of purchasing, pricing, distribution,
availabiltity of raw materials, and provision of infrastructural facilities. A number of
industries are critically dependent on government purchases. The Directorate General
of Supplies and Disposal is the largest purchasing agency in the country. The system of
administered pricing has a far-reaching impact on many industries, such as, steel, cement,
fertilizers, and others. The distribution of many goods, such as, steel, cement, fuel
(commonly known as essential commodities) affects industries, such as, sugar, vanaspati,
edible oils, common cloth, and several oters. The government also undertakes the supply
of essential raw materials or scarce imported raw materials (e.g. newsprint) which
afects the supplier environment in many industries. In many industries, the CSFs include
the regular availability of vital raw material in sufficent quantities. Through the provision
of infrastructural facilities, suchas, power, water, skilled manpower, banking and financial
services, health services, public utilities like transportation, and industrial sites and sheds,
the government seeks to ensure balanced regional development through a dispersal of
industries.
Various state governments and Union Territory administrations offer additional schems.
The schemes are administered through the central and state level ministries and
departments by involving financial institutions. Expansion strategies can be implemented
profitably if the various incentives can be availed of under the different government
schemes. In th sepcial case of small-scale industries wishing to implement their strategies,
many benefits can be availed of under the comprehensive of Small-Scale Indudstries

and its numerous agencies situated at various palces in India. Export promotion efforts
by the government take the form of several incentives like liberal import facilitis, priority
in financing and transportation, and so on. 100 per cent export-oriented units and units
in free-trade zones enjoy special incentives and facilities.
From the point of view of strategic management, all the above measures undertaken by
the government are highly relevant for business organisations. Strategic decision-making
has to take these factors into account in objective-setting, strategic choice, and strategy
implementation.
Overview of Procedural Implementation
In the preceding section, we have attempted to provide information related to a broad
rang of elements in the regulatory framwork within which Indian organisations have to
operate. It is to be observed that the role of the government is quite comprehensive and
affects practically each and every aspect of an organisations management, especially
activities related to strategic management. While there are differing viewpoints regarding
the extent the manner in which the regulatory framework should operate, an
existentialist view for strategists is to continually look for opportunities within the
business environment, as such an environment is primarily the creation of government
plans, priorities, policies and actions. Strategy formulation and implementation within
organisations have to follow the ground rules laid by the government closely. We have
indicated the major regulatory and promotional aspects that have to be considered by
strategists. Manay areas remain, for instance, the matter of direct and indirect taxation
to be dealt with the relevant laws and procedures, or inudstrial sickness to be dealt with
under the Scik Industrial Companies (Special Provisions) Act, 1985. These are areas
that deal with special situations. Strategists would have to be aware of the details of
procedural implementation relevant to the industry to which their companies belong.
Several organisations-usually large ones and ironically, even public enterprises-have to
maintain a close liaison with various governmental agencies in order to get approvals,
sanctions, premissions, and statutory benefits. This liaison is usually exercised through
formal as well as informal means. Formally, companies maintain liaison offices in New
Delhi and the state capitals, or employ advisors and consultants who assist and guide
the organisation regardinbg procedural matters. Companies going in for expansion
strategies, particularly diversification, usually look for industry expects and consultants
who can advise them on all the aspects of the establishment of a project and guide them
through the maze of governmental regulations. Most comapnies retain, commission or
contract out the services of chartered accountants, company secretaries, legal experts
and lawyers to advise them on procedural and legal matters. Informally, organisations
seek to coordinate the influence governmental action through unconventional means,
such as, political donations and lobbying.
Project and procedural implementation results in the necessary infrastructure and the
required permission for an organisation to proceed with other aspects of strategy
implementation. The first issue that a strategist is called upon to deal with is resource
allocation and this is the subject matter of the next section.
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Resource Allocation
Strategists have the power to decide which divisions, departments, or SBUs are to
receive how much money, which facilities, and which executives. This is what we
mean by resource allocation.
The resource allocation decisions are very similar in that they set the operative strategy
for the firm. Assume, for example, that resources are allocated to existing units on
some formula basis (e.g., 10 percent above alst years budget). The implicit operative
strategy is pace expansion. If the official stratey is expansion in some lines of business
with stability in others, then greater resource flows to areas targeted for expansion are
necessary to give force to the strategy. The formula approach (such as 10 percent
above last years budget for all lines of business) would not reinforce such a strategy.
What is important to understand is that once the strategic choice is made, resources
must follow the strategy, or we havent put our money where out mouth is. SBU and
lower managers are smart. If a firms strategists describe a strategy in words but do
not shift money and executive talent and other resources to support it, the strategy will
be considered a paper strategy. As with obectives, there can be a difference between
official and actual strategy. So resource allocation decisions about how much to
invest in which areas of the business reinforce strategy and commit the organization to
its chosen strategy.
Lets consider how resource allocation is important to several strategic options. If newproduct development is seen as the key to an active offensive strategy, more funds and
personnel will be needed in research and development, with the possibility of longerterm capital expenditures for a new plant or new equipment. If the strategy calls for
expansion in new markets, greater flows of funds for advertising, sales personnel, and/
or market research will be required. If retrenchment is under way, resource allocation
is of particular significance. Care must be taken to protect units which provide longterm competitive advantages. Unfortunately, the easy way out is often used -everyone
is cut back equally, or resource flows are reduced for units which have a longer-term
payout but are short-term users of resources without commensurate revenue generation.
The usual example is to cut R & D or maintenance-the vry places where long-term
developments may be most critical for future competitive advantage. Thus shortsighted
resource allocation decisions may come at the expense of the ability to pursue a longterm strategy.
Of course, resource allocation decisions are linked to objectives through the strategies
being implemented. Decisions about divident policies, for instance, are important in
relation to objectives and the long-term ability to attract sources of capital. Thus how to
shar expected profits among investors, management, the labor and whether to reinvest
in the business are important resource allocation choices with long-term strategy
implications. External parties play a major role. For instance, government regulations
may require a firm to invest large amounts of capital in nonproductive assets such as
pollution-control equipment. Influential stockholders may force the firm to make greater
divident payouts. Thus the strategic agenda is partially set by the factors influencing the
setting of objectives, since they will limit the resources available for implementing strategy
as expressed in the allocation decisions. Finally, resource allocation is linke to the
development of competitive advantage.
It is presumed that those approaches were considered during strategy formulation.
They key here is to make sure that preferential distributio of capital goes to the most
critical units-the units where the strategy is directed at creating competitive advantages.
This is one tool that strategists can use to link resource allocation decisions to choice of
strategy. if you recall, several prescriptions for investment and cash flow decisions
were made depending on the type of SBU identified in the matrix. Thus cash cows
are SBUs from which resources can be obtained for allocation to question marks or
stars. Of course, we suggested that there are several problems with this approach
for strategic choice, and they apply here as well. For instance, resource allocation for
new SBUs with initially low market shares might be overlooked. But for multiple SBU
firms this is one tool to aid thinking about how to allocate resources.
The primary appraoch to resource alocation in the implementation process is through
the budgeting system. One system for budgeting resources within one firm is the product
life cycle budgeting system used by Lear Siegler. This firm believes that the product life
cycle of the product lines should influence its budgeting of resources. It believes that
cash flow, departmental expenses, revenues, and capital expenditures should vary during
the cycle. Therefore the balance sheets and income statements should look different at
different stages of the cycle. The firm suggests adjusting resources accordingly. Thus
to the extent that the product life cycle influences strategy, budgets tied to such a cycle
will affect the product strategy. Others agree with this approach and suggest that zerobased budgeting is particularly useful when retrenchment strategies are being used.
From a long-term perspective, the capital budget is very critical. Here, plans for securing
and distributing capital for large-scale investments are needed to accomplish strategy.
Mergers, introductions of major new product lines, an increase in plant capacity and
vertical integrations are key mission changes which will require long-term capital
investment decisions.
The more routine year-to-year allocation decisions are made within this context. But
they are also important for making sure that the strategic direction of the firm is being
followed, and they serve as a guide to future strategy. So lets look at this budget
process in more detail.
Remember that resource allocation as expressed in the budget needs to be carefully
linked to strategy. Exhibit 11.6 shows one explanation of how these can be linked in a
multiple-SBU firm. Note that the process will involve planning at various levels in a
back-and-forth fashion over time. In a series of negotiations among managers at the
SBU and corporate levels, the strategy and plans to implement it are worked out. The
final output is a set of budgets which give force to the overall plan. Lets look at these
stages of the budgeting process in a bit more detail.
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Step 1
Carporate
level
SBU
level
State
corporte
objectives
and
strategyand
Identify
assumptions
Define
SBU
objectives
and
strategy
Step 2
Approve
or alter
goals
and
strategy
Step 3
Make
tentative
resource
allocations
and call
for
budgets
Prepare
prepare
premises primiliminary
and
budget
forecast
Step 4
Step 5
Review
and
Approve
requests
Prepare
Summary
Budgets
Propose
resource
requirement
changes
Receive
approved
budgets
and make
final plans
Exhibit 11.6: A Frame Work for the Strategic Budgeting Process
Step 1
Top management initiates the budgeting process. It does this by communicating the
objectives of the firm for the period. It also anounces the assumptions it uses the predicted
economic and competitive conditions, for instance to set these objectives.
Of the various internal planning premises and assumptions which must be formulated,
the sales forcast is clearly the most fundamental. Indeed, since anticipated product
demand must be determined before bedugets and plans for resource inputs are made,
the sales forecast is typically cited as the basis or key for all internal palnning. Among
other things, he sales forecast is the basis for prodcution planning, materials planning,
capital planning. Moreover, projected sales, in whatever from tax revenues for a city,
dollar output for a company, or donations for a charity constitute the revenue side of an
organizations income statement. Thus on the basis of forecasted sales, an organization
is able to project production requirements, establish what materials need to be purchased,
determine the number of personnel to be recruited, estimate the level and timing of
required financial resources, and decide what it can afford in the way of operating
expenses (such as those for advertising and sales promotion) for the purpose of exacting
a certain profit level.
Step 2
The budget department (in large firms) or administrator communicates information and
offer advice to the units preparing the budgets. This unit prepares the forms and
procedures for developing a budget. It helps those preparing budgets with technical
problems and in the actual preparation. If there are budget specialists at the division
level, it trains these persons and coordinates their work.
Step 3
Each unit prepares a preliminary budget for the next period. Normally the unit begins
with the previous periods budget and performance against this budget. Next the unit
states how the next period will differ from the current period. So the next years budget
that the unit proposes is based on the past budget plus or minus expected changes. This
shows how the units management expects to achieve its objectives. This is a critical
stage if strategic change is taking place. The unit must specify what resources it will
need to accomplish the strategy.
Step 4
The preliminary budgets developed in step 3 are reviewed and approved. The budget
department analyzes and reviews each units past performance and determines whether
its projection are realistic given likely future conditions. Afte comparing the budgets of
the various units, the budget department submits them to top management along with
recommenations for approval or adjustment. Top management examines the budgets
and approves the if they are consistent with past performance, anticipated revenues,
and the firms strategy.
This is the stage at which the resource allocation choice will be made. Who gets the
money to hire more people, buy new furnituree or machinery, or build a new building?
In most enterprises resources are scarce, and not every unit can be given what it wants
(and says it needs). The allocation of funds can be crucial to the success of a unit (and
to the career of its manager). Loss of marketing funds for TV spots at a strategic time,
for example, can wreek a units results. Because the decisions involved are so difficult,
they are often made by a budget committe or a number of managers.
Step 5
At tis stage summary budgets are usually prepared. Projected receipts and expenses
are put together, and subsidiary budgets are developed for example, the operating budget,
financial budgets, the capital budget, and expense budgets. The operating budget specifies
materials, labor, overhead, and other costs. Financial budgets project cash receipts and
disbursements; the capital budget project major additionsor new construction. The
expense budgets project expenses not covered in other budgets, such as marketing
costs. Finally, in the summary budget (profit and loss or income statement), the total
obtained by combining the subsidiary budgets is subtracted from the projected receipts.
The remainder is a profit or loss. If the budgets meet objectives, approvals are made,
and the budgets are enacted. If changes are needed, negotiations will take place.
The mechanics of preparing capital and operating budgets are beyond our purview. But
this process is important, as it relates to the formation and implementation of strategy.
Through the entire process, a variety of real problems of relevance to strategists often
emerge. Estimating both revenues and costs is very difficult. In the case of an automaker,
for example, how many new cars will the company sell? This depends on a number of
factors, such as the economy, competitors products, and how consumers evaluate its
product in comparison with competing products. The companys pricing policy and
marketing image affect this estimate, as do product quality, engineering, and the
aggressiveness and reliability of dealers. Managers often handle this problem by making
their best guesses- ball-park estimates. Sometimes they miss. The point is, the issues
we addressed earlier affect budget preparation.
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Moreover, the question of who gets the most money from the budget has a major effect
on the work environment as well as on the careers of managers. If, as a manager, you
lose the budget battle. your employees will have to do more work with fewer helpers
and less desirable equipment. They will feel that you have failed them, and they will
treat you accordingly. This is one of the problems with using the product portfolio
appraoch. Few managers want to have their units known as dogs or cash cows. It is
also a problem affecting retrenchment strategies. Negotitations to protect a unit in the
budget battle may come at the expense of pursuing a strategy in the best interests of
the overall organization. Indeed, gamesmanship, overstatement of real budget needs,
and even secrecy can lead to highly political budget battles across departments.
Another problem is that the usual budget process tends to be designed for allocating
resources to existing departments or various investment proposals. These may or may
not be tied to strategic changes desired by the organization; iif they are not, then the
budget process reinforces existing resource allocation patterns.
The budget process itself can lead to problems if it is not tied to the strategic direction
of the firm. In fact, the process sets the operative strategy as we suggested earlier. So
if lower levels are unaware of shifts in strategic direction and if top managers fail to
communicate strategic change or are weak negotiators, any intended strategy change
is unlikely to take place.
Finally, you should note that the budget process is tied to the way units and divisions are
arranged organizationaly. New SBUs can be at a disadvantage if thy are unaware of
the ins and outs of the budget procedures used in their organization. And if truly
major strategic shifts are occuring, the structure is likely to change along with the way
resource are allocated. So lets turn to the second aspect of implementation structuring
for strategy implementation.
The major difficulty arises due to a scarcity of resources. Financial, physcial, and human
resources are hard to find. Firms will usually face difficulties in procuring finance.
Even if finance is available, the cost of capital is a constraint. Those firms that enjoy
investor confidence and high creditworthiness possess a competitive advantage as it
increases their resource-generation capability. Physical resources would consist of assets,
such as, land, machinery, and equipment. In a developing country like India, many
capital goods have to be impored. The government may no longer impose many conditions
but it does place a burden on the firms finances and this places a restriction on firms
wishing to procure physical resources. Human resources are seemingly in abundance
in India but the problem arises due to the non-availability of skills that area specially
required. Information technology and computer professionals. advertising personnel,
and telecom, power and insurance experts are scarce in India. This places severe
restrictions on firms wishing to attract and retain personnel. In sum, the availability of
scarce resources is a very real problem faced in resource allocation.
Within organisations, there are several difficulties encountered in resource allocation.
The usual budgeting for existing SBUs, divisions, and departments places restrictions
on generating resources for newer units and those with a greater potential for growth.
Overstatement of needs is another frequent problem in a botoom-up appraoch to resource
allocation. The budgeting and corporate planning departments may have to face the ire
of those executives who do not get resources according to their expectations. Such
negative reactions may hamper the process of strategic planning itself. When strategic
budgeting is used for resource allocation, powerful units may be divested of resources
for reallocation to potential units. Budget battles may ensue if resource allocation
affects vested interests.
It must be pointed out, however, that the CEO has a major role to play in managing the
process of resource allocation. Strategic management, based on a participative mode,
and the communication of the strategic plan to all executives creates a congenial
environment where the resource allocation decisions may be taken amicably.
Structural Considerations
We usually conceive of organisation structure as a chart consisting of boxes in which
the names of position or designations of personnel (and sometimes the name of the
person occupying the position) are written in a hierarchical order along with the depiction
of the relationship that exists between various positions. To a strategist, an organisation
structure is not only a chart but much more.
An organisation structure is the way in which the tasks and subtasks required to
implement a strategy are arranged. The diagrammatical representation of structure
could be an organisation chart but a chart shows only the skeleton. The flesh and
blood that bring to life an organisation are the several mechanisms that support the
structure. All these cannot be depicted on a chart. But a strategist has to grapple with
the complexities of creating the structure, making it work, redesigning when required,
and implementing changes that will keep the structure relevant to the needs of the
strategies that have to be implemented.
To find out what the structural mechanisms are, it is useful to consider the case of a
new organisation which has decided to achieve a set of objectives through the
implementation of certain strategies. In the next two paragraphs, we shal relate the
story of how structural mechanisms evolve.
The implementation of strategies would require the performance of tasks. Some of
these tasks are related to the formulation and implementation of programmes and projects.
We dealt with these tasks in the previous chapter which was on activating strategies.
Having laid the foundations of an organisation, the strategists now have to devote their
attention to the tasks, that would have to be performed on a continuing basis for the
implementation of strategies. It would be practicaly impossible to list all such tasks, so
the strategists would attempt to enumerate the major tasks. These major tasks would
have to be grouped on the basis of the commonality of the skills required to peerform
them. Having grouped the major tasks, each category of such takss will have to be
again segregated on the basis of the ability of an individual to perform a unit of tasks.
This is the process by which organisational units, such as, departments, are created and
hierarchies defined.
The total responsibilty to implement strategies has to be subdivided and distrbuted to
different organisational units. The authority to discharge the responsibilities will also
have to be delegated if the tasks have to be performed. To ensure that different
organisational units do not work at cross-purpose, coordination will have to be ensured
through communication. The performance will have to be appraised and controlled so
that the tasks are performed in a sequence and according to a schedule. Desirable
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behaviour to perform these tasks will have to be encouraged and undersirable behaviour
curbed. For this, rewards and penalties will have to be used. Since the performance of
tasks cannot be left to ehance, the creation of motivation will have to be facilitated so
that organisational effort is directed towards a common purpose. Further, individuals
will have to be trained so that objective-achieving capability is created and sustained.
The new organisation that has been exemplified will come into being and start functioning
in the manner described above. All the activites mentioned will now have to be performed
on a continuing basis.
We can not derive the different mechanisms on the basis of the above example. These
are summarised as follows:
1.
Defining the major tasks required to implement a strategy
2.
Grouping tasks on the basis of common skill requirements
3.
Subdivision of responsibiltiy and delegation of authority to perform tasks
4.
Coordination of divided responsibility
5.
Design and administration of the inforamtion system.
6.
Design and administration of the control system
7.
Design and administration of the appraisal system
8.
Design and administration of the motivation system
9.
Design and administration of the development system
10.
Design and administration of the planning system
The first four of these mechanisms will lead to the creation of the structure. The other
six mechanisms are devised to hold and sustain the structure. Collectively, we could
refer to the last six mechanisms as organisational systems.
Note that structural mechanism alone will not fulfill the requirements of strategy
implementation. Structure is the harware while the otehr aspects constitute the
software of structure implementation. The other major aspects of implementation
relate to the leadership styles, corporate culture, and other related issues. These will be
dealt with in subsequent chapter. Here, we focus our attention on the structural
mechanism required for the implementation of strategies.
The prescription for consciously matching an organisations structure to the particular
needs and requirements of strategy has arisen out of research done by Chanler. Child
has further extended the thinking to include environment and effectiveness in the
sequence to pinpoint the nature of choices that strategists make. He says that maangerial
choice occurs at the interface of environment and strategy, which then determines the
structure. Though Chanders thesis that strategy changes require structural changes to
achieve economic efficiency is logically powerful, subsequent researches have not
conclusively proved the relationship that structure follows strategy.
But often, structural consideration also affect-if not determine strategy, which is a case
of backward linkage. Theorists in Business policy, therefore, are more concerned with
the match that should exist between strategy and structure. In other words, a particular
strategy creates special requirements that should be fulfilled by the structure. If it does
not, then the structure will have to be redesigned. What shape the structure should take
if a particular strategy is to be implemented successfully is difficult to answer. But here
again, theory offer alternatives. One such alternative is to link structure to the stage of
development that an organisation exists in at a given point of time.
Besides Chander, Salter, Thain, and Scott have contributed to the thinking that any
organisation, as it grows in size and diversity, moves from a simple to a complex
organisational form. This concept is analogous of that of the product. life cycle.
Organisations too follow a life cycle consisting of the introduction, growth, maturity,
and decline phases. The life cycle of organisations could be divided into four states that
are not distinct and may overlap.
Stage I organisations are small-scale enterprises usually managed by a single person
who is the entrepreneur-owner-manager. These organisations are characterised by the
simplicity of objectives, operations, and management. The form of the organisation is
also simple an could be termed as entrepreneurial. The strategies adopted are generally
of the expansion type.
Stage II organisations are bigger than Stage I organisations in terms of size and have a
wider scope of operations. They are characterised by functional specialisation or process
orientation. The organisational form is simple functional (typically divided into the finance,
marketing, operations, and personnel departments) or process-oriented (divided into
process-based departments arranged in a particuar sequence according to the technology
employed). The strategies adopted may range from stability to expansion.
Stage III organisation are large and widely scattered organisations generally having
units or plants at different places. Each division is semi-autonomous and linked to the
headquarters but functionally independent. The divisions may have a simple functional
form depending on their particular needs. The strategies adopted may be either stability
or expanison.
Stage IV organisations are the most complex. They are generally large multiplant,
multiproduct organisations that result from the adoption of related and unrelated
diversification strategies. The organisational form is divisional. The corporate
headquarters assume the responsibility of providing strategic direction and policy
guidelines through the formulation of corporate-level strategies. The divisions (which
may be companies, profit centres or SBUs) formulate their business-level strategies
and may adopt Stage I, II or III types of structures.
The stage of development theories present a convenient way to understand the way
the structure may evolve as the organisation moves from one stage to the next. But, in
practice, many variations may occur. It is not necessary that all organisations should
pass through every stage of development. Nor does every organisation exhibit the
characteristics of exclusively one stage.
A look at the different organisations will show that they do seem to follow the different
stages mentioned above. Most companies have started as one-or tow-person units in
an entrepreneurial mode. through expanison and in time, the companies have become
bigger, creating the need for a subdivision of task which usually takes palce along
functional lines. Further, expanison creates the need for setting up additional plants, and
if diversification strategies are adopted, then the organisational forms may ultimately
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become divisional. Exhibit 4.7 presents an interestinganalysis of how organisational

structures have evolved in the Indian context.
Business Today makes an interesting analysis of the chrongological evolution of the organisational
structure within Indian firms. The strcutures analysed show the firms responding to the
environmental situation prevalling during a particular time period. Here is an account of how structures have evolved from the pre-1940s to the post 1990s.
One-amn organisation (Pre-1940): The CEO is the hub around which there are workers.
The classic triangle (1940-50): The functions of sales, finance, and production are designed below
the direct control of the CEO.
The managing agency (1950-60): The foreign company provides the licence to the local partner
who acts as the managing agent. The functional areas are directly looked after by the managing
agent who acts as the CEO.
The functional structure (1960-70): The traditional and popular structure of various functional
areas directly under the control of the CEO.
The cross-holding structure (1970-80: The promoter (most often a famiy group or a powerful
industrialist) has equity holding in several companies and exercises organisational control in the
sampe proportion.
The conglomerate (1980-90): The business/family group emerges as the focal point managing a
clutch of business vested in different companies. Each company manages one or more
businesses.
The streamlined group (Post-1990): The group emerges as the focal point of structure with
businesses vested in subsidiaries, joint ventures, and equity alliances. The organisational control is
exercised through a flagship company.
Exhibit 11.7: The Evolution of the Organisation Structure in Corporate India
Structures for Strategies

Implementation is necessary to spell out motre precisely how the strategic choice will
come to be. Strcutural and administrative mechanisms which are comatible and workable
need to be established to reinforce the strategic direction chosen and provide guides for
action. A good strategy without effective implementation is not likely to succeed. Closing
the gap between ideal and expected outcomes requires more than making a strategic
choice.
Exhibit 11.8 is one consulting groups representation of the fact that strategy formation
is but one component of a network of organization activities which must be integrated
to accomplish objectives. The McKinsey framwork suggests that the following
components must fit together to make a strategy work effectively.
Structure
Strategy
Shared
values
Systems
Skills
Style
Staff
Exhibit 11.8: McKinsey 7-S Framework
1.
Strategy. A coherent set of action aimed at gaining a sustainable advantage over

competition, improving position vis-a-vis customers, or allocating resources.
2.
Structure. The organization chart and accompnaying baggage that show who
reports to whom and how task are both divided up and integrated.
3.
Systems. The process and flows that show how an organization gets things done
from day to day (information system, capital dudgeting systems, manufacturing
process, quality control systems, and performance measurement systems all would
be good examples.
4.
Style. Tangible evidence of what management considers important by the way it

collectively spends time and attention and uses symbolic behavior. It is not what
management says in important; it is the way management behaves.
5.
Staff. The people in an organization. Here it is very useful to think not about
individual personalities but about corporate demographics.
6.
Shared values (or superordinate goals). The values that go beyond, but might
well include, simple, goal statements in determining corporate destiny. To fit the
concept, these values must be shared by most people in an organization.
7.
Skills. A derivate of the rest. skills are those capabilities that are possessed by
an organization as a whole as opposed to the people in it.
An organization is necessary if strategic purpose is to be accomplished. Thus,

organizational strcture is a major priority in implementing a carefully formuated strategy.
If activites, responsibilites, and interrelationships are not organized in a manner that is
consistent with the strategy chosen, the structure is left to evolve on its own. If structure
and strategy are not coordinated, the result will probably be ineffciencies, misdirectiion,
and fragmented efforts.
The need for structure becomes apparent as a business evolves. In a small firms where
one person manages current operations and plans for the future, organizational structure
is relatively simple. Owner-managers have no organizational problem until their hurried
trips to the plant, late-night sessions assimilating financial information for their CPA,
and pressed calls on potential customers are inadequate to meet the demands of a
businesss increasing volume. As the magnitude of business activity increases, the need
to subdivide activities, assign responsibilities, and provide for the integration and
coordination of the new organizational parts becomes imperative. Thus, how to structure
the organization to effectively execute the businesss strategy has become a major
concern.
What is structure? A basically simple concept: the division of tasks for efficiency and
clarity of purpose, and coordination between the interdependent parts of the organization
to ensure organizational effectiveness. Structure balances the need for specialization
with the need for integration. It provides a formal means of decentralizing and centralizing
consistent with the organizational and control needs of the strategy.
Structure is not the only means for getting organized to implement the strategy. Reward
systems, planning procedures, and information and budgetary systems are other examples
that should be employed. In the day-to-day implementation of strategy, these elements
operate interdependently with the formal organizational structure to shape how things
are done. These other means may also be important, but it is through strcutre that
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strategists attempt to balance internal efficiency and overall effectiveness within a

broader environment.
What are the structural choices? Five basic types are currently used by most business
firms.
1. Simple.
2. Functional.
3. Divisional.
4. Strategic business unit.
5. Matrix.
Diversity and size create unique structural needs for each firm, but these five structural
choices involve basic underlying features comman to most business organizations.
Exhibit 11.9: Simple and Functional Organisation Structures

Advantages
1.
2.
3.
Failitiates control of all business s

activities.
Rapid decision making ability to
change with market signals.
Simple and informal motivation
/rewar/control systems.
Advantages
1.
Efficincy through specialization
2.
Improved development of functional expertise.
3.
Differentiates and delegates day-to-day

operating decisions.
Retains centralized control of strategic
decisions.
4.
Disadvantages
1.
2.
3.
4.
Very demanding on the ownermanager.

Increasingly inadequate as volume
expands.
Does not facilitate development of
future managers
Tends to focus owner manager on
day to day matters and not on future
strategy.
Disadvantages
1.
2.
3.
4.
Promotes narrow specialization and

potential functional rivalry or conflict.
Difficulty in functional coordination and
interfunctional decision making.
Staff-line conflict
Limits internal development of general
managers.
Structure is not an end in itself but rather a means to an end. It is a tool for managing
the size and diversity of a business to enhance the success of its strategy. This
section identifies structural options and examines the role of structure in strategy
implementation.
Exhibit 11.9 is a model of simple and functional organizational structures. In the smallest
business enterprise, the simple structure prevails. All strategic and operating decisions
are centralized in the owner-managers domain. With the strategic concern primarily
survival, and the likelihood that one bad decision could seriously threaten continued
existence, this structure maximizes that owners control. It also allows rapid response
to product market shifts and the ability to accommodate unique customer
demands without coordination difficulties. Simple strcutures encourage employee
involvement in more than one activity and are efficacious in businesses that serve a
localized, simple product/market. This structure can be very demanding on the ownermanager and, as volume increases, can pressure the owner-manager to give increased
attention to day-to-day concerns at the expense of time invested in strategic management
activites.
Functional structure predominates in firms that concentrate on one or a few related
products/markets. Functional structures gorup similar tasks and activites
(usually production/operations, marketing, finance/accounting, research and development,
personnel) as separte functional units within the organization. This specialization
encourages greater efficiency and refinement of particular expertise and
allows the firm to seek and foster distinct competencies in one or more functional
areas. Expertise is critical to single-product/market companies and to firms that are
vertically integrated.
The strategic challenge in the functional structures is effective coordination of the
separate functional units. The narrow technical expertise sought through specialization
can lead to limited perspectives and different priorities across different functional units.
Specialists may not understand problems in other functional areas and may begin to see
the firms strategic issues primarily as marketing problems or production problems.
This potential conflict makes the coordinating role of the chief executive critical if a
strategy is to be efectively implemented using the functional structure. Integrating devices
(such as project team or planning committes) are frequently used in functionally organized
businesses to enhance coordination and to facilitate understanding across functional
areas.
When a firm diversifies its products/service lines, covers braod geographic areas, utilizes
unrelated market channels, or begins to serve distinctly different customer groups, a
functional structure rapidly becomes inadequate. For example, functional managers
may wind up overseeing the production or marketing or numerous and different products
or services. And coordination demands on top management are beyond the capacity of
a functional structure. Some form of divisonal structure is necessary to meet the
coordination and decision-making requirements resulting from increased diversity and
size. Such a strcutre is illustrated in Exhibit 11.10 & 11.11.
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A divisionl structure allows corporate management to delegate authority for the strategic
management of a distint business entity. This can expedite critical decision making
within each divisin in response to varied competitive environments, and it forces corporate
management to concentrate on corporate level strategic decisions. The semiautonomous
divisions are usually given profit responsibility. The divisional strcuture thus seeks to
facilitate accurate assessment of profit and loss.
Advantages
1.
2.
3.
4.
5.
6.
Advantages
Forces coordination and necessary

authority down to the appropriate
level for rapid response.
Places strategy development and
implementation in closer proximity
to the divisions unique enviornment.
Frees chief executive officer for
strategic decision making.
Sharply focuses accountability for
Retains functional specialization
within each division.
Good training ground for strategic
managers.
1.
3.
4.
Fosters potentially dysfunctional

competition for corporate-level resources.
2. Problem with the extent of authority given
to division managers.
Potenital for policy inconsistencies
between divisions.
Potential of arriving at a method to broader
distribute corporate overhead costs that
is acceptable to different division performance.
managers with profit responsibility.
Exhibit11.10:DivisionalOrganizationStructure
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Chief Executive Officer
Vice President
Administrative Services
Group Vice President

SBU 1
Vice President
Operating Services

SBU 2
Divisions

SBU 3
Divisions
Divisions
Advantages
Advantages
1.
Inmproves coordination between

with similar concerns and product/market
environments.
1.
Place another layer of management divisions

strategic between the divisions and corporate
management.
2.
Tightens the strategic management

and control of large, diverse business
enterprises.
Facilitates distinct and in-depth
business planning at the corporate
and business levels.
Channels accountability to distinct
business units.
2.
Dysfunctional competition for corporate

resources may increase.
The role of the group vice president can
be difficult to define.
Difficulty in defining the degree of
autonomy for the group vice presidents
and division managers.
3.
4.
3.
4.
Exhibit11.11:StrategicBusinessUnitOrganizationalStructure
Strategic Business Units

Some firms encounter difficulty in controlling their divisional operations as the diversity,
size, and number of these units continues to increase. And corporate management may
encounter difficulty in evaluating and controlling its numerous, often multi-industry
divisions. Under these conditions, it may become necessary to add another layer of
managemtn to improve strategy implementation, promote synergy, and gain greater
control over the diverse business interests. This can be accomplished by grouping various
divisions (or parts of some divisions) in terms of common strategic elements. These
groups, (sector) SBUs. For example, three separate divisions making food preparation
appliances were merged into a single SBU serving the housewares market.1 General
Foods, after orginally defining SBUs along product lines (which serve overlapping
markets), restructured along menu lines.
In large companies, increased diversity leads to numerous product and project efforts,
all with major strategic significance. The results is a need for an organizational form
that provides and controls skills and resources where and when they are most useful.
The matrix organization, poineered by firms like defense contractors, construction
companies has increasingly been used to meet this need. The list of companies now
using some form of matrix organization includes Citicorp, Digital Equipment, General
Electric, Shell Oil, Dow Chemical, and Texas Instruments.
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The matrix organization provides for dual channels of authority, performance responsibilty,
evaluation and control, as shown in Exhibit 11.12. Essentially, subordinates are assigned
to both a basic functional area and a project or product manager. The matrix from is
included to combine the advantages of functional specilization and product/project
specialization. In theory, the matrix is a conflict resolution system through which strategic
and operating priorities are negotiated, power is shared, and resources are allocated
internally on a strongest case for what is best overall for the unit basis.
Chief Executive Officer
Vice
President
Engineering
Vice
President
Production
Vice
President
Purchasing
Vice
President
Administration
Project
Manager
A
Engineering
Staff
Production
Staff
Purchasing
Agent
Administration
Coordinator
Project
Manager
B
Engineering
Staff
Production
Staff
Purchasing
Agent
Administration
Coordinator
Project
Manager
C
Engineering
Staff
Production
Staff
Purchasing
Agent
Administration
Coordinator
Advantages
1.
2.
3.
4.
5.
Accommodates a wide variety of

projectoriented business acitivity.
Good training ground for strategic
managers.
Maximizes efficient use of functional
managers.
Fosters creativity and multiple sources
of diversity.
Broader middle-management exposure
to strategic issues for the business.
Advantages
1.
2.
Dual accountability can create confusion

and contradictory policies.
Necessitates tremendous horizontal and
vertical coordination.
Exhibit11.11:StrategicBusinessUnitOrganizationalStructure
The matrix structure increases the number of middle managers exercising general
management responsibilities and broadens their exposure to organizationwide strategic
concerns. Thus, it can accommodate a varied and changing project, product/market, or
technology focus and can increase the efficient use of functional specialists who
otherwise might be idle.
Citicorp used the matrix organization to implement an international expansion strategy

focusing on both geographically different financial service requirements and at the
same time targeting the multinational corporation market segment. The change was
designed to increase the priority given to large, international organizations. The strategy
ultimately gave Citicorp a beter understanding of the worldwide financial officers of
these corporation had. Matrix structure was a strategic tool taht allowed Citicorp to
gain a competitive advantage with this important segment.
While the matrix structure is easy to design, it is difficult to implement. Dual chains of
command challenge fundamental organizational orientations. Negotiating shared
responsibilities, use of resources, and priorities can create misunderstanding or confusion
among subordinates.
To overcome the deficiencies that might be associated with a permanent matrix structure
some firms are using a temporary or flexible overlay structure to accomplish a
particular strategic task. This appraoch, used recently by firm like General Motors,
IBM, and Texas Instruments, is meant to take temporary advatage of a matrix-type
team while preserving the shape and spirit of the underlying divisional structure. Thus,
the basic idea of the matrix structure, to simplify and amplify the focus of resources on
a narrow but strategically important product, project, or market, appears to be an
important structural alternative within large, diverse organizations.
Which structure is best? Considerable research has been done on this question, and the
collective answer is that it depends on the strategy of the firm. The structural design
ties together key activities and resources of the firm. Therefore, it must be closely
alinged with the needs/demands of the firms strategy.
Alfred Chandler provided a landmark study in understanding the choice of structure as
a function of strategy. Chandler studied 70 large corporations over an extended time
period and found a common strategy-structure sequence:
1.
Choice of a new strategy.
2.
Emergence of administrative problems; decline in performance.
3.
A shift to an organizational structure more in lne with the strategys needs.
4.
Improved prfitability and strategy execution.
General Electrics recent history supports Chandlers thesis. Operating with a simple
divisional structure in the late 1950s, GE embarked on a broad diversification strategy.
In the 1960s, GE experienced impressive sales growth. However, GE also experienced
administrative difficulties in trying to control and improve the corresponding lack of
increase in profitability. In the early 1970s, GE executives redesigned its organizational
structure to accommodate the administrative needs of strategy (ultimately choosing the
strategic business unit structure), subsequntly improving profitability of and control over
the diversification strategy.
Chandlers research and the GE example allow us to make four important observations.
First, all forms of organizational structure are not equally effective in implementing a
strategy. Second, structures seem to have a life of their own, particularly in larger
organizations. As a result, the need for immediate and radical changes in structure is
not immediately perceived. Once the need is perceived, lagging performance may be
necessary before politically sensitive structure is changed or organizational power
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redistributed. Third, sheer growth can make restructuring necessary. Finally, as firms
diversify into numerous related or unrelated products and markets, structural change
appears to be essential if the firm is to perform effectively.
Research on corporate stages of development provides further understanding of the
structures-strategy relationship. After studying numerous business firms, these
researchers concluded that companies move through several stages as size and diversity
increase.
Stage
Characteristics of the firm
Typical structure
Simple, small business. Offering one product/

service or one lines of products/services to
samll, distinct local or regionalized market.
Simple to functional
Singular or closely related line of products/

services but to a larger and sometimes more
diverse market (geography, channels, or
cutomers).
Functional to divisional
III
Expanded but related lines of product/services

to diverse, large markets.
Divisional to matrix
IV
Diverse, unrelated lines of products/services to

large, diverse markets.
Divisional to SBUs
Exhibit 11.13: Corporate Stages of Development
Exhibit 11.13 is a synthesis of these stage-of-development theories. The figure shows

that a firm moves through each stage, size, diversity, and competitive environment
change.
To complete effectively at different stages requires, among other things, different
structures. Again, the choice of structure appears contingent on the strategy of the firm
in terms of size, diversity of the product/services offered, and markets served. Two
firms in the metal container industry help illustrate this point. Continental Can, the industry
leader, employs a divisional structure. This is used to implement a diversification strategy
intended to serve virtually every user of metal containers, as well as to compete in
unrelated markets like forest products. Crown, Cork and Seal, the industrys fourth
largest company, employs a modified functional structure to serve a limited domestic
and international market of users with specialized container needs. Both firms are
successful. Both derive their greatest revenues from the same industry. But each employs
a different organizational structure because their strategies (narrow versus broad product/
market scope) are different.
The choice of structure must be determined by the firms strategy. And the structure
must segment key activites and/or strategic operating units to improve efficiency through
specilization, response to a competitive environment, and freedom to act. At the same
time, the structure must effectively integrate and coordinate these activities and units to
accommodate interdependence of activities and overall control. The choice of structure
reflects strategy in terms of the firms (1) size, (2) product/service diversity, (3)
competitive environment and volatility, (4) internal political considerations, and (5)
information/coordination needs for each component.
Even a chagne in strategy, with its accompanying alteration of administrative needs,
does not lead to an immeiate change in structure. The research of Chandler and others
suggests that commitment to a structure lingers even when itss become inappropriate
for a current strategy. Whether this is due to interia, organizational politics, or a realistic
assessment of the relative costs of immediate strcutural change, historical evidence
suggests that the existing structure will be maintained and not radically redeisgned until
a strategys profitability is increasignly disproportionate with increasing sales.
Organisational Design and Change

It is an extremely difficult proposition to decide which type of structure would satisfy
the requirements of a particular strategy. In general; strategists have to ask themselves:
What is required to implement the strategic plan and how best can it be done? This
entails what we indicated in organisation structure has to be based on those functions
and activities that are critical from the viewpoint of strategy.
There is no clear answer to the question: Which structure is best suited to a particular
strategy? Frequently, structures evolve as the organisation moves from one stage of
growth to the next. The external and the internal environments affect structural design
in different ways. For instance, an organisation which faces a stable environment may
use a functional structure since there is less need for interdepartmental coordination
and communication, and innovation, On the other hand, a volatile environment demands
a rapid-response capability, flexibility and quick decision-making. Such demands can be
better met by the creation of a divisional or a matrix type of structure. The internal
environment may also affect the structure in a similar fashion. A bureaucratic, slowmoving organisation may work better with a functional structure. In sum, it could be
said that there is no one absolutely correct way to organise and the organisational
design has to be based on the particular needs of the organisation at a given time.
The needs of an organisation can be derived from its mission and objectives. These
needs are the key activities which have to be performed to achieve objectives and
realise the mission. Organisational design, therefore, starts with the identification of
such key activities. The sequene of steps followed in organisational design could be
described as below.
1.
Identification of key activites necessary to be performed for the achievement of

objectives and the realisation of the mission through the formulated strategy
2.
Grouping of activities that are similar in nature and which need a common set of
skills to be performed
3.
Choice of structure that could accommodate the different groups of activites
4.
Creation of departments, divisions, and so on to which the groups of activiteis

could be assigned
5.
Establishing an interrelationship between different departments for the purpose

of coordination and communication.
These five steps lead to the development of an organisational design but the process of
organisation is not complete yet. There are various other issues to be takled to see that
the organisation becomes an effective medium for the implementation of strategy. For
instance, it was mentioned in the previous sections that the basic units for structuring
are the departments, based on functional specialisations. But this thinking is changing
as organisations are attempting to create a more responsive structure in terms of
processes based on cross-functional teams. Strategists have to grapple with a number
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of issues before the task of orgnisational design is over. The major issues are the sapn
of management, basic departmentation, line and staff relationships, and the use of
committees and group decision-making.
The span of management refer to the ways in which activities can be grouped. The
different structures, as described in the previous section, consist of various departments,
each of which deals with a distinct group of activites. The activities could also be
organised on the basis of the processes leading to the manufacture of a product or
provision of a service. These structures form the core of basic departmentation.
Line and staff relationship describe the way in which authority is dispersed within the
organisation structure. Where a higher-level manager exercise direct supervision over
a subordinte, authority is delegated in a direct line or steps. Staff positions are advisory
in nature. Within the staff departments, however, authority may again be delegated on
the basis of line relationships.
The use of committees and group decision-making is often done as an organisational
device though it is not per se a part of the organisational structure. Still, committees are
considered an inseparable part of structure. When they are constituted formally on a
permanent basis, the committees work on the basis of specially delegated authority and
responsibility. Other similar forms of group decision-marking as well as group functioning
are the teams, task forces, project units, liasion groups, etc.
It is to be pointed out that significant changes in thought related to organisation structural
design has been taking place worldwide and is impacting Indian companies too. The
major ideas in this context are: restructuring, reorganisation, reengineering, dealyering,
flatter structures, and so on. Restructuring and reorganisation refer to changing the
organisation structure in line with the changes in the environment and strategies.
Renigineering (or business process reengineering) is the fundamental rethinking and
radical redesign of business processes to achive dramatic gains in areas such as cost,
quality, service, and speed. Dealyering is reducing the number of levels in the
organisational hierarchy with a view to facilitate better control and communication
within the organisation. Flatter structures result due to dealyering. In this manner,
organisations are attempting to adapt their organisational structures. Some of the changing
structural characteristics of organisations are encapsulated in Exhibit 11.14.
Macy and Izumi highlights the comparative changing characteristics of the traditional organisational
design and the emerging thinking in organisational design.
Their comparative analysis is given below.
Traditional organisation design
Emerging organistional design
Characteristic
Characteristics
One large firm
Small business units having cooperative

relationships
Horizontal communication patterns
Decentralised particpative decision
making
Outsourcing and virtual organisations
Autonomous work teams
Cross-functional work teams
Extensive training
Value-chain team-focussed job design
Vertical communication patterns

Centralised top-down decision-making
Vertical integration
Work-/quality-based teams
Functional work teams
Minimum training
Individual-focussed specialised job
design
Exhibit 11.14: Changes in Contemporary Organisation Design
The above description of the five essential steps, four related issues, and the emerging
thought in organisational design are, in fact, a theoretical baiss for the creation of
structure. It is up to the strategists to use this theoretical foundation and the emerging
thought to design an organisational structure that would suit the requirements of a
particular strategy. The skills of strategists are put to test when they design an appropriate
organisational structure. Agin, a more rigorous test is faced when the existing structure
has to be changed to suit the requirements of a modified or new strategy. We take up
this issue in the following subsecion.
Right at the outset, it must be pointed out that organisation change takes place along
two broad dimensions: the structural changes and the accompanying behavioural changes.
The first type of change is related to modifications in structural relationships and may
entail the creation or disbandment of departments or managerial positions. The second
type of change relates to the concomittant behavioural modifications that are essential
to absorb the impact of organisation changes. Students of management are quite familiar
with the concepts of formal and informal organisations. What we are referring to then
in the first and second cases are the formal and informal organisations respectively.
While formal organisational changes are mainly administrative in nature and can be
brought about the by the means of organisational planning and implementation the informal
organisation changes are more complex and evolve as a response to formal organisational
changes.
An example will serve to illustrate the nature of structural and behavioural changes. An
organisation which follows a corporate-level strategy of stability has a simple functional
structure in existence. This firm now plans to diversify into a related area and this
strateigc shift as to be reflected in organisational changes. The choice of structure
leads to divisional form of structure where a new division with a few departments is
created to support the related product lines. Some of the functions like personnel and
finance are retained at the corporate level as centralised departments.
Again, for instance, taking the case of business strategies it can be seen that a firm
pursuing alow-cost strategy in a mature, stable business can do with a simple functional
structure. If there are some changes required then these can be planned in advance.
But if a firm operates in a volatile environment and decides to adopt a differentiation
business strategy then a divisional structure could serve its needs better. Like this, the
firm can hope to cater to changing customer needs more effectively.
Keeping in mind the type of environment faced by a firm at a given time and the
strategy that it adopts at the corporate-and business-level, the structural change can be
envisaged. But organisational changes go beyond mere structural modifications and
encompass the issues of how people would react to the changed situation, how the new
relationships would be managed. and in what manner would the cohesiveness of the
organisation be maintained.
Organisational change is the movement of an organisation away from its present state
and towards some desired future state to increase its effectiveness. Even in most
stable organisations, change is necessary just to keep the level of given stability. The
economic, social and technological environment is so dynamic that without the change
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that would be adaptive to the changed environment, even the most successful
organisations will be left behind, unable to survive in the changed environment. Rapid
change is not confined to high technology industries such as computers, software,
biotechnology, robotics and so on. Many organisations which were once considered
stable such as publishing, retailing, and even hospitals now face the need to adapt to
change quickly. Accordingly, management must continuously monitor the outside
environment and be sufficiently innovative and creative to find new and better utilisation
of organisational resources so that the organisation always maintains its competitive
edge.
Whether the change involves creativity and innovation within the organisation or simply
a response to outside forces which may require organisational realignment, mangement
must be aware of the forces and the need for change. Typically, organisations have
little choice but to change. According to Barney and Griffin, the primary reason cited
for organisational problems is the failure by managers to properly anticipate or respond
to forces for change.
Recent surveys of some major organisations around the world have shown that all
successful organisations are continuously interacting with the environment and making
necessary changes in their structural design or philosophy or policies or strategies as
the need be. The survey found that 44 percent of Japanese firms, 59 percent of American
firms, 60 percent of German firms and 71 percent of South Korean firms so surveyed
had significantly changed their organisational structure between 1989 to 1991.
Adapting to change would mean that the organisations have to learn new technologies,
new markets and new ways of managing. In the future, the only truly sustainable
source of competitive advantage will be the organisations ability to change and learn
new skills.
Learning organisations are firms that view change as a positive opportunity to learn
and create new sources of competitive advantage. Bringing about organistional change
that facilitates learning is not an easy task. Since, man follows the path of least
resistance, it is easier to employ known methods than to change to new methods
where the outcomes may not be as certain. Hence, a change will be easier to make and
adjust to, if the potential rewards after the change are sufficiently attractive. Accordingly,
senior managers must be sensitive to any such resistance to change from the subordinates
and take steps to encourage all constituencies of the organisation to join in and facilitate
the needed changes. It must be noted, however, that what the employees resist is not
the technical changes which they are generally willing to adopt, but the social changes
which are the changes in the human relationships that most often accompany technical
changes.
As a reuslt, the emphasis must be on reducing the strain that might develop due to
changes in these relationships.
Some organisations possess characteristics that greatly enhance their capabilities to
adapt to rapid change. Pitts and Lei have listed six such characteristics as shown below
in Exhibit 11.15.

High tolerance
of failure
Multiple
experiments
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Frequent rotation
of Managers
Learning
Organization
Openness and
diversity of ideas
decentralization
Continual Training
Exhibit11.15:CharacteristicsEnhancingCapabilitiesto
Adaptation to Rapid Change
1. Frequent Rotation of Managers

Managers usually become emotionally attached to their jobs, specially when they have
been on the job for a long time. They become familiar with their work and their
environment and they feel comforatable with their strategies and the way they d things.
Over time, they develop a tendency to become less accepting of changes such as new
strategies, appraoches and way of doing things. One way to overcome this hesitation to
change on the part of managers is their periodic rotation throughout the firm. This
would give them exposure to various activties and experiences and they can appreciate
the need for keeping an open mind and not be overly attached to just one activity. Such
rotation also promotes the building of interrelationships across divisional and possibly
functional lines.
General Motors practices such managerial rotation at their Saturn automobile
manufacturing operations. Even employees are rotated through various activities so
that not only do they acquire new and different skills in this process, but they also
contribute towards an environment of informality and harmony. This results in
improvements in the quality iof the output.
2. Continual Learning
One reason why employees resist changes is the level of their comfort with their own
skills and fear about the outcome of any change. If the organisations have inhouse
facilities for regular and continuous training and development through which managers
and their subordinates can learn new skills, then such resistance to change can be
eliminated. Japanese companies put a high premium on internal training programmes
and they encourage all employees to learn new skills and technologies. Sony, for example,
views these training and development programmes as an ongoing investment for overall
continuous improvement in all operations and functions.
3. Decentralisation
Decentralisation requires that the decision making authority be dispersed by extension
and delegation through all levels of management. It tends to create a climate where by
taking additional responsibilities and challenges, the organisational members receive
executive training for growth and development. This freedom to make decisions gives
the workers a feeling of status and recognition and this results in a feeling of dedication,
commitment and belonging. This decentralisation of authority is also practical becuase
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the lower level subordinates are much closer to the points of operations and are in a
position to know the problems more quickly and more accurately and hence are more
likely to make the right decisions. Such authority encourages innovation, learning and
creativity. For example, Johnson and Johnson, a conglomerate of 50 operating divisions,
has decentralised all divisions so that each division has the authority to do whatever is
needed to succeed in its market. This high degree of decentralisation has enabled all
business units to become some of the most successful innovators in their products and
in their marketing techniques.
4. Openness and Diversity
Management must keep two-way channels of communication open and must be
responsive to the diversity of viewpoints. This is a critical point for the learning process
because learning generally comes from outside sources and closing the door to new
and diverse ideas will be a hindrance to learning. Managers must be able to appreciate
other peoles viewpoints, values and experiences as sources of input for learning and
decision making and must be willing to listen to their ideas and perspectives. For example,
when Sony Corporation, which is primarily in electronics business acquired Columbias
film producers and studio managers to share their viewpoints with Sony managers so
that they can learn about the specific film making problems. This openness has resulted
in solving many problems that their film division faced.
5. High Tolerance of Failure
If managers are punished for their failures, then they will shy away from some good but
risky adventures, even if the rewards of success are very high. All innovative projects
have always some chances of failure. Fear of failure should not keep innovation under
check. Accordingly, senior management must encourage their subordinates if their
projects and efforts are meaningful and reasonable. In successful companies, failures
are defined as experiments to learn from and an acceptable part of the learning process
and personal growth. A case in point is Sonys development of digital cameras during
the 1980s. The buying public was not ready for it and the project failed. Sony did not
penalise their managers who where responsible for developing this product, but instead
encouraged them to learn from this experience and apply their expertise in designing
new products and technologies. Even with this failed product, Sony gained many insights
into digital technology which was used into the new versions of many electronic devices
such as CDs, VCRs and so on.
6. Multiple Experiments
The dynamics of technological advancements has made the development of new
products, in keeping up with technology, much more complex task and process. Some
times, a number of alternatives need to be pursued simulataneously to determine which
one is better. It also makes it unlikely that a superior appraoch will be overlooked. The
cost of running multiple projects should also be taken into consideration. The potential
benefits must outweight any costs involved. Looking at a problem from different angles
and viewpoints might result in better solutions. Multiple approach also encourages people
to look at situations differently and exposes them to different ways of thinking about
and doing things. Sony Comapanys success with Walkman was a result of
experimentation by several project teams which looked into the type of format which
would be most desirable by consumers and would also be relatively easy to manufacture.
Many organisations have fully incorporated the characteristics discussed above. These
organsiations can adapt quickly to environmental changes and continously create new
sources of compeititive advantage.
The learning process is undertaken at two different levels. These are lower level learning
and higher level learning. The lower level learning is characterised by refinements in
existing beliefs, understandings and organisational processes. On the other hand, the
higher level learning involves developing new beliefs, understandings and organisational
processes. Both types of learning are critical to organisational success. Lower level
learning is described by one management. scholar as exploitoation of the known and
higher level learning as exploration of the new. Without lower level learning, it will be
difficult for organisations to maintain a competitive edge in the existing market. Without
higher level learning, the organistions will be so set with their routines that they become
vulnerable to competitive forces created by new technologies and new products and
services.
Research conducted by Cohen and Levinthal suggests two factors which contribute to
the extent of higher level learning. First is the result of problematic search. In other
words, if the established procedures and methodologies fail to deal with problems or
crisis effectively, then managers search for new ways to solve such problems and this
lead to higher level learning. Similarly, if the activities and operations are not consistent
with the aspirations and vision of upper level managers, then they will initiate a problematic
search to look for areas which can be further improved.
The second factor that influences higher level learning is known as absorptive capacity,
which has been defined as the ability of the organisations to recognise and understand
the value of new developments and absorb these developments in their system and use
it for organisational benefit. Thus, the organisations monitor their external environments
for any developments in emerging technologies and adopt these technlogies in the
organisations internal environment.
Some changes are deliberate, initiated by central management, carefully planned and
goals oriented. The objectives of the planned change are two-fold. First, it seeks to
improve the ability of the organisation to adapt to changes in its environment. Second, it
seeks to change employee behaviour.
Once the need for change and the targets for change have been identified, the following
general steps can be taken to implement such changes.
l
Develop New Goals and Objectives. The managers must identify as to what
new outcomes they wish to achieve. This may be a modification of previous
goals due to change in internal and external environment or it may be a new set
of goals and objectives.
Select an Agent for Change. The management must decide as to how this
change will be brought about. The decision may include inviting outside consultants
and specialists who could suggest the various methods to bring in the change and
monitor the change process.
Diagnose the Problem. It is important to gather all pertinent data regarding the
area where change is needed. This data should be critically analysed to pinpoint
the key issues. Then the solutions can be focused on those key issues.
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l
Select Methodology. Becuase of natural resistance to change, it is very important

to chart out a methodology for change which would be correct and acceptable to
all. Members emotions must be taken into consideration when devising such
methodology.
Develop a Plan. This step involves putting together a plan as to what is to be

done. For example , if a company wants to develop and implement flexitime
policy, as to making the hours of work flexible to workers, it must decide as to
what type of workers will be affected by it or whether flexitime should be given
to all members or only to some designated members.
Select a strategy for implementation of the plan. In this stage, the management
must decide on the when, where and how of the plan. This includes the
right timing of putting the plan to work, how the plan will be communicated to the
workers in order to have the least resistance and how the implementation will be
monitored.
Implement the Plan. Once the right timing and the right channels of communication
have been established, the plan is put into action. It may require briefing sessions
or in-house seminars so as to gain acceptance of all the members and specially
those who are going to be directly affected by the change.
Receive and Evaluate Feedback. Evaluation consists of comparing actual results

to the set goals. Feedback will confirm if these goals are being met so that if
there is any deviation between the goals and the actual performance outcomes,
the corrective measures can be taken.
According to Plunkett and Attner, managers can help create a climate that could be
more conducive to change. The following three elements can be taken into account
when developing a philosophy towards change.
1. Mutual Trust
Research studies have shown that trust is the most important factor in creating in
effective and succcessful organisation. Mutual trust is a strong bond in friendship, in
marriage as well as in organisational relationships. It gives great security in times of
adversity and in an atmosphere of trust, employees will feel comfortable as the
organisation moves through change.
2. Organisational Change
Organisational learning refers to the ability of the management to integrate new ideas
into established systems so that a change for the better can be continuously in effect.
There are many ways of doing things, and as such ways are adopted that encourage
employees to share ideas and participate as change agents, all members learn to find
the best ideas and put these ideas to work.
3. Adaptability
Adaptability means flexibility rather than rigidity. It means being open to new and
different ways of doing things. If the managers are open-minded, responsive to any
feasible ideas and recognise that change is beneficial and not threatening, then the
organisation can be moulded to accept and promote change.
The Change Agents

The change agents are those elements which are responsible for bringing about the
change, specially in the individual behaviour patterns. This is the most important type of
change since other types of changes such as in strategy, structure or process can
always be introduced simply be the management. However, behaviour patterns may
have to be modified so that such management induced changes are accepted by the
workers. Also, because behaviour is a highly complex phenomenon, it may require a
number of strategies to make desirable changes in human behaviour. These change
agents may either be the initiators of change or serve as catalysts for such change.
Four types of change agents have been identified.
1. Outside Pressures
These are pressures from te external environment and are directed towards change in
the entire organisation. These pressures may be in the form of government intervention,
if there are serious quality or safety defects. The government may also get involved if
there are labour strikes for long periods of time or mass demonstrations against the
organisation. For example, in America, the government has ordered a recall of many
types of automobiles when some safety defects have been discovered. Similarly, health
inspectors have closed down many restaurants where health and safety violations were
discovered in food and cleanliness.
2. Internal Organisational Development
This can come slowly through and within the organiation itself. This may include
redefinement of goals as well as particpative goal setting. Such development can be
achieved through management by objectives (MBO), work redesign, team development
and so on.
3. Individual Change
This change is the modification of behaviour within the individual where personal goals
may be better served in the changed environment of the organisation. For example, in
a government job, a person who is habitually late coming to work without any obvious
repercussions or repirmands, might change his behaviour if the organisation starts taking
notice of such tardiness in a negative way.
4. Changes from Central Management
The organisational changes may come from the top management, who may be convinced
about its necessity and may direct and structural, strategic or technological changes
that would be beneficial to the organisation and its members.
There have been a number of change agents that have been at work in changing the
organisational processes and structures in response to environmental challenges. In
America, for example, Ralph Nader, a consumer advocate, has been responsibile for
many changes in the areas of quality and safety of many products and especially in the
automobile industry. In addition, such forces as womens liberation movement, strong
labour unions and specific federal and state laws and regulations have brought about
numerous changes that have affected the work ethics of the organisations and work
roles of their members. Similarly, in India, where the bureaucratic structure is deeply
embedded in the organisational system, pressures to give more freedom to the workers,
to bring about equal opportunity for employment for all, irrespective of religion or gender
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and to keep pace with the changing world in technological development and
processes.
Managing Resistance to Change

If the changes are to be implemented successfully, they need full acceptance from the
employees. The easiest way to get this accepted is the participation of employees in the
change effort. Research conducted by Coch and French in a clothing factory indicated
that the tota participation in the change process resulted in increased productivity. Some
of the specific strategies employed in reducing resistance to change are as follows:
l
Shape Political Dynamics. Accepting and implementing change becomes easier

if the management can win the support of the most powerful and influential
individuals in the organisation. Doing so builds a critical intenral mass of support
for change. These influential people could be informal leaders who can influence
their followers and these can also be formal leaders such as managers and
supervisors. Such endorsement for change by the leaders is an effective way to
get others to go along.
Participation and Involvement. A person who is involved in the process of

change from the very beginning is more strongly committed to the change than
someone who did not participate. Management must recognise this fact. The
participation of employees in the process of change should be genuinely wanted
by the employees so that they are enthusiastic about it. It should not simply be a
mechanical act of calling upon many employees to participate. Participation
should be a part of and a result of total treatment of the employees. Thus, once
they understand the need for change, they would be less likely to resist it.
Communication and Education. If the employees do not have adequate

information or if the information they have is inaccurate, then it is necessary to
educate them about the change, its process, its working and its results. This
education can be carried out through training classes, meetings and conferences.
The reasons for the change must be communicated very clearly and without
ambiguity at these meetings and the top management must show considerable
emotional sensitivity towards workers. This will help persuade empoyees about
the necessity for change and once persuaded they may even actively seek the
change.
Reward Constructive Behaviours. Once successful mechanism to facilitate

organisational change is rewarding people for behaving in the desired fashion.
This is especially critical during the transition period. For example, employees
who are required to learn new skills due to technological changes and learn them
well should be praised for their successful efforts and they may also be offered
financial incentives.
Leadership. The greater the prestige and the creditbility of the manager who is
acting as a change agent, the greater will be his influence upon the employees
who will be involved in the change process. Accordingly, it is important for the
manager to win the confidence of the employees so that they become enthusiastic
partners in the process of change.

l
Negotiation and Agreement. Negotiation and agreement technique is used when

costs and benefits must be balanced for the benefit of all concerned parties. This
is often used in bargaining with labour unions. It is specially important in situations
where the individuals or groups will end up as losers as a result of the change and
where such individuals or groups have considerable power to resist.
Willingness for the Sake of the Group. Some individuals may be willing to
accept change, even if they are not totally satisfied with it, if the group that they
belong to is willing to accept such change. This is specially true about the individuals
who have a continuous psychological relationship with the group so that there is
sufficient group cohesiveness or group togetherness. Accordingly, management
must isolate such groups who have considerable influence upon it members and
try to induce the group to involve itself in the change process and accept the
necessary change.
These measures can assist considerably in reducing resistance to change. The

management must understand that while unilateral use of authority and the power vested
with them can sometimes bring change, and it may be necessary to use this power
under certain situations, such a change would be highly resented and may be shortlived. For long-term stability of the change process, the management must invite active
and willing participation from the employees and share with them the benefits derived
from the change.
The Change Process

Once the resistance to change has been overcome and the need for change and the
objective of such change are established and accepted, management must introduce
the change process in such a manner that such change is more or less permanent and
the management does not shift back to the original and more familiar ways of doing
things. To make the change more lasting, Kurt Lewin proposed three phases of the
change process for moving the organisation from the present to the future. These
stages are: unfreezing, changing and refreezing.
1. Unfreezing the Situation
The process of unfreezing simply makes the individuals or organisations aware of the
necessity for change and prepares them for such a change. Lewin proposes that the
change should not come as a surprise to the members of the organisation. Sudden and
unannounced change would be socially destructive and morale lowering. The
management must pave the way for the change by first unfreezing the situation, so
that members would be willing and ready to accept the change. This way, if there is any
resistance to change, it can be neutralised. According to Schein, unfreezing is the process
of breaking down the old attitudes and behaviours, customs and traditions so that they
start with a clean slate. This can be achieved by making announcements, holding meetings
and promoting the ideas throughout the organisation via bulletin boards, personal contacts
and group conferences. One type of message to the members of the organisation,
suggested by Kreitner is as follows:
We can all improve the effectiveness of our organisation while increasing our personal
satisfaction, if we all cooperate in a comprehensive program of finding out where we
are, where we want to go and how we can get there.
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The unfreezing process basically cleans the slate so that it can accept new writings on
it which can then become the operational style.
2. Changing to New situation
Once the unfreezing process has been completed and the members of the organisation
recognise the need for change and have been fully prepared to accept such change,
their behaviour patterns need to be redefined. H.C.Kellman has proposed three methods
for reassigning new patterns of behaviour. These are:
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Compliance. Compliance is achieved by strictly enforcing the reward and

punishment strategy for good or bad behaviour. Fear of punishment, actual
punishment or actual reward seem to change behaviour for the better. For
example, many people have stopped smoking because of the warning given by
the Surgeon General of the United States that smoking causes cancer of the
lungs.
Identification. Identification occurs when members are psychologically impressed

upon to identify themselves with some given role models whose behaviour they
would like to adopt and try to become like them. Many public organisations use
celebrities as role models in advising young people not to use drugs.
Internalisation. Internalisation involves some internal changing of the individuals

thought processes in order to adjust to a new environment. Members are left
alone to look within themselves and they are given freedom to learn and adopt
new behaviour in order to succeed in the new set of circumstances. Sometimes,
such soul searching bring about a new dimension to the philosophy of existence
and thus bring about changes in such behavioural patterns that are not considered
socially, morally or professionally redeeming.
3. Refreezing
Refreezing occurs when the new behaviour becomes a normal way of life. The new
behaviour must replace the former behaviour completely for successful and permanent
change to take place. Accordingly, in order for the new behaviour to become permanent,
it must be continuously reinforced so that this new acquired behaviour does not diminish
or extinguish.
This must be clearly understood that the change process is not a one time application
but a continuous process due to dynamism and ever changing environment. Accordingly,
the process of unfreezing, changing and refreezing is a cyclical one and remains
continuously in action.
The implementation of this three step change model can be seen in the case of kidnapping
victims or prisoners of war or deprogramming of some religious cultists. The prisoners
of war, for example, may be brainwashed into believing that they are fighting a losing
and immoral war and that their perceived enemy is really their friend. This can be done
by certain shock treatments which involve these three steps of unfreezing, changing
and refreezing process as explained earlier. If these prisoners return back to their own
country, the process can be repeated to bring them back to their original behaviour.
Another methodology to induce, implement and manage change was also proposed by
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Kurt Lewin, who named it force-field analysis. This analysis is based upon the
assumption that we are in a state of equilibrium where there is a balance between
forces that induce change and forces that resist change. To achieve change we must
overcome this status quo. The change forces are known as driving forces and the
forces that resist change are known as restraining forces as shown below:
Driving Forces
Equilibrium
Restraining Forces
Managers who are trying to implement changes must analyse this balance of driving
and restraining forces and then strengthen the driving forces or weaken the restraining
forces sufficiently so that the change can take place.
Some of the other strategies pursued by strategic managers to bring about changes are:
reenginering, restructuring and innovation. In order to achieve the goal of competitive
edge, the organisations may adopt one or more of these strategies.
(i)
Reengineering: Reengineering is the fundamental and radical redesign of

business processes to achieve dramatic improvements in critical, contemporary
measures of performance such as cost, quality, service and speed. Reengineeering
involves complete overhaul of the organisation and strategic managers must
completely rethink about the operations and activities of the organisation and
focus on business processes rather than on business functions. A business process
is any activity that promotes efficiency. It is not the responsibility of any one
function but cuts across functions.The primary emphasis of reengineering is on
customer satisfaction. The question that strategic managers always keep in focus
is how can we reorganise the way we do our work and our business processes
in order to provide the best quality and the lowest-cost goods and services to the
customer? The proper response to this question results in fundamental changes
in the business processes. The next question that requires attention is, how can
we now continue to impove our processes and find better ways of managing task
and role relationships?
(ii)
Restructuring: Resturcturing involves making changes in the structure of the

organisation so that some relationships in the organisation can be combined to
make a flat structure and this should improve communication and thus efficiency.
This requires eliminating unproductive division as well as some layers of corporate
hierarchy. The process of making a flat organisation by reducing the number of
managerial levels and divisions is known as downsizing. There are a number of
reasons why downsizing becomes necessary. It is possible that the company has
grown to be too t all over the years so that the human resources are not otimally
utilised. Also a change in economic environment may reduce business activity
thus necessitating structural changes. When Jack Smith became the Chief
Executive Officer (CEO) of General Motors (GM) in 1992, the company had 22
levels in hierarchy and more than 20,000 corporate managers. Smith quickly
moved to restructure the company so that it resulted in 12 hierarchical levels and
10,000 corporate managers.
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(iii)
Innovation: Innovation is a process by which organisations use their skills and

resource to create new innovative technologies or new products or new services
so that they can better serve the needs of the customers. Without such innovation,
organisations will be left behind. The new more powerful laptop computers are
the result of technological innovation. Innovation can result in spectacular success
for an organisation. For example, Apple Computer brought in a revolution in
computer industry when it introduced a personal computer (PC). Similarly Honda
made inroads in American economy by introducing a 50-cc motor cycle and at
one time it controlled 80 percent of the market. Mary Kay Cosmetics developed
a new way of serving customers by going to customers rather than customers
coming to the cosmetic outlets.
Of all the strategies employed by strategic managers to bring about change, innovation
is the most involved, an has the prospects for the greatest long-term success. Not all
innovations are successful and hence and cost and benefit study should be conducted
before commercialising the innovation.
Resistance to change can be considered the single greatest threat to successful strategy
implementation. Resistance in the form of sabotaging production machines, absenteeism,
filing unfounded grievances, and an unwillingnes to cooperate regularly occurs in
organizations. People often resist strategy implementation because they do not understand
what is happening or why changes are taking place. In that case employees may simply
need accurate information. Successful strategy implementation hinges upon managers
ability to develop an organizational climate conducive to change. Change must be viewed
as an opportunity rather as a threat by managers and employees.
Resistance to change can emerge at any stage or level of the strategy-implementation
process. Although there are various approaches for implementing changes, three
commonly used strategies are a force change strategy, an educative change strategy,
and a rational or self-interest change strategy. A force change strategy involves giving
orders and enforcing those order; this strategy has the advantage of being fast, but it is
plauged by low commitment and high resistance. The educative change strategy is one
that presents information to convince people of the need for change; the disadvantage
of an educative change strategy is that implementation becomes slow and difficult.
However, this type of strategy evokes greater commitment and less resistance than
does the force strategy. Finally, a rational or self-interest change strategy is one that
attempts to convince individuals that the change is totheir peronsal advantage. When
this appeal is successful, strategy implementation can be relatively easy. However,
implemenation changes are seldom to everyones advantage.
The rational change strategy is the most desirable, so this approach is examined a bit
further. Managers can improve the likelihood of successfully implementing change by
carefully designing change efforts. Jack Duncan describe a rational or self-interest
change strategy as consisting of four steps. First, employees are invited to participate in
the process of change and the details of transition; participation allows everyone to give
opinions, to feel a part of the change process, and to identify their own self-interests
regarding the recommended change. Second, some motivation or incentive to change is
required; self-interest can be the most important motivator. Third, communication is
needed so that people can understand the purpose for the changes. Giving and receiving
feedback is the fourth step; everyone enjoys knowing how things are going and how
much progress is being made.
lgor Ansoff summarizes the need for strategists to manage resistance to change as
follows:
Observation of the historical transitions from one orietnation to another shows that, if
left unmanaged, the process becomes conflict-laden, prolonged, and costly in both human
and financial terms. Management of resistance involves anticipating the focus of
resistance and its intensity. Second, it involves eliminating unncessary resistance caused
by misperceptions and insecurities. Third, it involves planning the process of change.
Finally, it involves monitoring and controlling resistance during the process of change.
Due to diverse external and internal forces, change is a fact of life in organizations. The
rate, speed, magnitude, and direction of changes vary over time by industry and
organization. Strategists should strive to create a work environment in which change is
recognized as necessary and beneficial so that individuals can adapt to change more
easily. Adopting a strategic-management approach to decision making can itself require
major changes in the philosophy and operations of a firm.
Strategists can take a number of positive actions to minimize managers and employees
resistance to change. For example, individuals who will be affected by a change should
be involved in the decision to make the change and in decisions about how to implement
change. Strategists should anticipate changes and develop and offer training and
development workshops so managers and employees can adapt to those changes. They
also need to communicate the need for changes effectively. The strategic-management
process can be described as a process of managing change. Robert Waterman describes
how successful (renewal) organizations involve individuals to facilitate change:
Implementation starts with, not after, the decision. When Ford Motor Company embarked
on the program to build the highly successful Taurus, management gave up the usual,
sequential design process. Instead they showed the tentative design to the work force
and asked their help in devising a car that would be easy to build. Team Taurus came up
with no less than 1,401 items suggested by Ford employees. What a contrast from the
secrecy that characterized the industry before! When people are treated as the main
engine rather than interchangeable parts, motivation, creativity, quality, and commitment
to implementation go up.
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Chapter 12
Behavioural Implementation Leadership, Culture,
Politics, Power, Values and Ethics
Obectives to large extent reflect the expectations of stakeholders. To be successful,
however, a company has to prioritize its objectives. Achievement of the objectives with
emphasis on priorities is the basic aim of corporate strategic decisions.
It is important to emphasize that culture , value, and leadership, jointly and severally,
significantly influence the shaping of corporate strategies. The culture of an organization
is reflected in the way that peope in the organization perform tasks, set objectives, and
administer resources to achieve them, and is in its turn strongly influenced, if not moulded
by the values orginating largely from national history, tradition, and ethos. A third element
in the threesome is leadership. It is universally recognized that the more successful
organizations are those that are well led rather than those that are only well managed.
Perhaps the most essential quality of a leader is his vision reflected in the mission of the
organization. A successful leader is however, endowed with the capacity to convert
that vision into the mission and goal of the organization and lead the organization to the
achievement of its goals. For sustained success of the organization, however, this vision
needs to be transmitted to become the abiding core values and culture of organization.
Objectives tend to emerge as the wishes of the most dominant coalition, usually the
management of the organization, although there are notable exceptions. However, in
pursuing these objectives the dominant group is very strongly influenced by its reading
of the political situtation (i.e. the perception of the power structure). For example, they
are likely to set aside some of the expectations in order to improve the opportunities of
achieving others.
Special reference must be made to the power of shareholders. Some of them have a
short-term viewpoint being basically interested in quick return. Others have a longerterm view and also look for growth in the value of the shares. With the evolution and
development of a professional managerial class the direct intervention of shareholders
has become much less frequent. They tend to remain quiescent so long as their
expectations are at least modertaely met. If, however, they perceive or are made to
perceive any threat to these prospects or are reasonably convinced of a better return
under an alternative management, their intervention is immediate and decisive.
General Influence on Individuals and Groups

These are perhaps best encapsulated as in Exhibit 12.1. When analysing the significance
of these factors on the strategic development of any organization, it is useful to ask the
following questions:
i.
Which factors within and outside the organization have the most influence on the
expectations of groups and individuals within it?
ii.
To what extent do the current strategies reflect the influence of any one of a
combination of these factors?
iii.
How far would these factors help or hinder changes that would be necessary to
pursue new strategic? External Influences
Values of Society
Attitudes to work, authority, equality, and a whole range of other important issues are
constantly shaped and changed by society at large. From the point of view of corporate
strategy it is important to understand this process for two reasons:
a.
The values of society change over time and corporate strategies need to be adapted
accordingly.
External Influence Values of

Society Organized groups
Nature of the Business Market

situatuation Product/technology
Individuals and
groups
Culture History and Age Leadership and

Management Style Structure and
systems
Exhibit 12.1: Influence on Individuals and Groups
b.
Companies that operate internationally would have the added problem of having
to cope with very different standards and expectations across countries.
Two examples are interesting.

i.
Hofstede has undertaken extensive research into how national culture influences
employee motivation, management styles, and organizational structures. He
concludes that individual conuntries are markedly different from one another.
ii.
Terry, in his study of influence of British culture on the performance of managers

concludes that the biggest single advantage of the British is that they do not pame
when things get rough. On the other hand, their identifiable traits are insularity,
chauvinism, and a low regard for professionalism in business.
Organized Groups
Individuals often owe allegiance to other groups such as trade association and professional
bodies, which greatly influence their attitudes. Consequently, very often this professtional
staff has a strong professional view of its role which may not accord with the managerial
view of how it can best be used as a resource. At the corporate level, the entire
organizational ethos of the company may be influenced by its membership of a trade
association or similar body. These bodies may exert influence informally, but often seek
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to impose norms of behaviour on member companies through the development of codes

of conduct. At the international level, the Organisation of Petroleum Exporting Countries
(OPEC) is an example.
Nature of the Business

In the case of business, issues such as market situation and the nature of product/
technology within the company influence attitudes to company policy.
Market Situation
Different companies face quite different market conditions and any one company will
face different conditions over time. Consquently, the attitude of people within the company
will also change, often quite markedly, as external conditions change. Policy decisions
that can be made in companies facing a highly competitive and depressed market will
meet with considerable resistance in other companies facing less stringent conditions.
People are also influenced by the position of the company in relation to the life cycle of
its products and market. People who have only known a company during a period of
rapid growth may have developed expectations that are inapropriate when its product
enter the stage of maturity.
Leadership Implementation
The role of appropriate leadership in strategic success is highly significant. It has
repeatedly been observed that leadership plays a critical role in the success and failure
of an enterprise and it has been considered one of the most important elements affecting
organisational performance. For the manager, leadership is the focus of activity through
which the goals and objectives of the organisation are accomplished. While dealng
with the role of strategists we learnt about the roles that different strategist paly in
strategic management. In particular, the role of chief executives as organisational leaders
was discussed with a view to highlight the importance that is accorded to them since
they are the most important of all strategists. Here, we discuss the leadership role
that is assigned to strategists in general. We start with a review of the leadership
theories and what lessons can be drawn form them for the purpose of strategy
implementation.
Theoretical underpinning of Leadership

Leadership has been studied and researched for a number of years, resulting in numerous
theories and models. no universally accepted theoretical framwork has as yet been
developed. However, enough is already known to be able to understand the various
factors that affect the content and process of leadership. Exhibit 12.2 presents an
overview of leaderships theory through the different evolutionary eras and the emphasis
placed on it in each era. It should, however, be noted that the eras are not chronological
but have been set in terms of the similarity of approach adopted by several theorists.
Thus, an era represents a group of leadership theories all of which adopt a similar
approach. King points out that the future development of leadership theory may be
based on an integrated approach.

Alber S King traces the historical development of leadership theories and identifies nine
evolutionary eras, each focussing on a specific theme of leadership.
Era
Focus on
1.
Personality
Traits and qualities, and great personalities
2.
Influence
Relationship between individuals
3.
Behaviour
Actions of leaders
4.
Situation
Situation in which the leader operates
5.
Contingency
Dependence on behaviour, personality influence

exerted by the leader on sobordinates, and situation
6.
Transactional
Role-differentiation and social interaction betwen the

leader and subordinates
7.
Anti-leadership
Absence of a real concept of leadership
8.
Culture
Culture of the entire organisation
9.
Transformational
Use of influence to create intrinsic motivation
Exhibit 12.2 Theory and Practice of Leadership
The tenth era, which King terms as the integrative era, may probably focus on an
integration of the different approaches.
The evolutionary eras, as classified by King, bring into clear focus the changing
emphasis of different theories of leadership. A greater understanding of the
phenomenon of leadership may come through the integration of the different approaches
in future.
Sziglayi and Wallace have proposed an integrative model of leadership based on three
different theoretical approaches of leadership: trait (or personality), behavioural, and
situational theories. Their integrative model of leadership includes four factors on the
basis of which behavioural scientists and practicing managers can attempt to understand
the pehnomenon of leadership. These four factors are: the leader (individual
characteristics, leadership style, dimension and reinforcing power); the subordinate
(individual characteristics, and perception), the situation (nautre of task, nature of group,
organisational factors, sources of influence other than the leader), and the performance
outcomes.
From the above, it can be seen that leadership has proved to be an elusive concept. Yet,
the different attempts at explaining the phenomenon of leadership have increased our
understanding of the issue and provided significant insights into its complexities.
Several conclusions can be drawn from theory regarding the manner in which leadership
could be implemented by strategists. On the basis of its present state of knowledge, it
can be said that the leader must.
l
develop new qualities to perform effectively
be a visionary, willing to take risks, and be highly adaptable to change
exemplify the values, goals, and culture of the organisation, and be aware of the
environmental factors affecting the organisation
pay attention to strategic thinking and intellectual activities
addopt a collective view of leadership in which the leaders influence is dispersed

across all levels of the organisation.
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l
lead by empowering others and place an increasing emphasis on statesmanship
adopt a new perspective on power to build subordinates skills and confidence to

make them agents of change
create leadership at lower levels and faciliate the transformation of followers into
leaders
delegate authority and place emphasis on innovation
It is useful to shortlist the qualities and skills for effective leadership. These are:
l
A vision, articulated through the culture and value systems.
The ability to build and control an effective team of managers.
The ability to recognize and synthesize important developments, both within and
outside the organization. Requires strategic awareness, the ability to judge the
significance of an observed event, and conceptualization skills.
Effective decentralization, delegation and motivation.
Credibility and competence: knowing what you are doing and having this recognized.
Requires the ability to exercise power and influence and to create change.
Implementation skills: getting things done, requires drive, decisiveness, and

dynamism.
Perseverance and persistence in pursuing the mission or vision, plus mental and
physical stamina.
Entrepreneurial qualities
This perhaps requires some elaboration, and takes the form of

i.
expansion of the concept of vision.
ii.
differentiation between leadership and management.
iii.
expansion on certain other requirements of leadership.
Vision
The leaders vision which gives point to the work of others should have the following
attributes. The vision must be different.
A plan or a strategy which is a projection of the present or a replica of what everyone
else is doing is not vision. A vision should
l
reform the known scene.
reconceptualize the obvious,
connect previously uncounected dreams.
The vision must make sense to others.

The vision must be comprehensible
The leader must live the vision.
He or she must only believe in it but must be seen to believe in it.
The leader must remember that the vision remains a dream without the work of others
Differentiating between Leadership and Management

l
Management is all about coping with complexity. Its practices and procedures are
largely a response to the emergence of large organizations. Without good
management, complex enterprises tend to become chaotic in ways that threaten
their very existence.
Leadership, by contrast, is about coping with change and determining directions.
Companies manage complexity first by planning and budgeting: setting targets or

goals for the (near) future (typically for the next month or year), establishing
detailed steps for achieving these targets, and then allocating resources to
accomplish them. By contrast, leading an organization to constructive change
begins by setting a direction: developing a vision of the future (often the distant
future) along with strategies to initiate the changes needed to achieve that vision.
Management develops the capacity to achieve its plan by organizing and staffing,
and in effect aligning people.
Finally, mangement ensures plan accomplishment by controlling and problem solving:

monitoring results in relation to the plan in some detail, both formally and informally,
by means of reports, meetings, and other tools; identifying deviations. For leadership,
however, achieving a vision involves motivation and inspiration, and thereby keeping
people moving in the right direction, despite major obstacles to change, by appealing
to basic but often untapped human needs, values and emotions.
Certain Other Requirements pf Leadership

For leadership to flower, some things are necessary:
Essential requirments for discovery of ones leadership quality include:
*
Early responsibility.
Readiness to forgive oneself and be forgiven for mistakes made in the process of
decision-making.
A belief in oneself
An awareness of other worlds
A company for lonelines
One of the major attributes of leadership is an attitude biased in favour of risk taking
when oriented towards growth and success. This is particulary important as it implies a
clear distinction between a first generation entrepreneurial strategic leader and a
professional manger as chief executive. A first generation entreprecurial strategic leader
usually has peronsal values biased towards growth-oriented risk taking, and an ability to
imprint his personal values and motivations on the organization. As the company grow
older, its strategic leadership is taken over by professional managers whose culture and
values are oriented towards managerial bureaucracy and its characteristic, comparatively
negative attitude towards risk and innovation. This is amply evident in the recent history
of Ford and General Motors. Chrysler, in comparison, demonstrates entrepreneurship
and dynamism as it was re-born and, in consequence, has a younger top management.
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As a company grows older and takes on the role of a historical firm rather than an
emerging one, however, the role of providing strategic leadership shifts to the general
management and shareholders and, the founder entrepreneur often finds his personal
vision and goals at variance with those of the organization and finds himself pushed by
the wayside.
This also marks a clear distinction between Japanese strategic leadership and that of
the West, in particular the USA. Most Japanese industrial organizations still have their
first generation entrepreneurs as CEOs who have successfully imprinted their personal
values and attitudes on the organizations concerned and been able to impart sustained
dynamism to them.
The significant difference between Japanese and Western leadership is, however,
elsewhere. Generally speaking, Japanese firms do not have individual leadership but
group leadership. What is very important is how individual followership is transformed
into group leadership and through this organizational process individual passiveness is
transformed into collective dynamism. We cannot induce a dynamic and innovative set
of organizational decision sets from a simple aggregation of a set of non-innovative and
reserved individual decision codes. What is required is some form of quality
transformation process, in turn requiring an organizational device to effect it, so that the
passive decision codes of individual memebers can be changed into active codes of the
firm. (Exhibit 12.3).
Aggregation of
individual passive
decision codes
Quality transformation
process
The firm s or
organization s actual
decison codes
Exhibit12.3: The Transformation of Decision Codes
The most significant aspect of Japanese strategic leadership is the development and
use of this transformation device. This is reflected in a chain of leadership based on
merit in apparent contradiction to the concept of seniority embedded in the Japanese
management system. The Japanese reward system has two distinct characteristic.
While respect for seniority remains undisturbed as does lifetime employment as the
backdorp, there is a bifurcation at senior levels. Those with requisite merit are promoted
within the organization and those lacking it are diverted out of the organization into
subsidiaries or supplier organizations under the firms umbrella.
Summarizing, Japanese culture and value are reflected in:
l
Consensus in decision-making;
respect for seniority;
individual suggestions converted to group recommendations;
meritoeracy;
entrepreneurial and innovative leadership;
discipline.
Lastly, the cultural trait of quest for quality (as reflected in Buddhist teaching) has led
Japanese industries from copying Western design improvement to innovation. This again
stems from the concept of wa kan yoh sai (Japanese spirit and Western technology).
What about the Future?
Tattwajnananda infers that the Japanese concept of ethics, values, management style
is only a transient phenomenon and is likely to go the Western way.
A few symptoms tend to confirm this inference. For instance:
l
In a survey Exhibit 12.4 labour mobility reflected a shift from a strong tendency
for labour to by and large remain content with the same employer throughout life.
This shift, although comparatively minor, is still significant.
It is a reflection of the seniority system supporting lifetime employment from
inside and the wage system based on seniority forming the closed systems
found in Japanese firms.
Japanese youth have also started changing towards greater meritocracy

(Exhibit12.5).
Percentage
Never
71.5
Once
14.8
Twice
5.4
Three times
2.2
Four or more times
1.3
No answer
4.9
Exhibit 12.4: Japanese Youth (1)

How many times have you changed jobs?
Percentage
Only by seniority
10.2
Mainly by seniority but performance

also considered
36.0
Mainly be performance but seniority

also considered
25.8
Only by performance
6.5
Exhibit 12.5: Japanese Youth (2)

How would you like promotions and salary increases to be decided?
The following quotation and case histories are useful indicators:

Professor Kazuo Noda of St. Pauls University:
The young Japanese should really be regarded as foreigner-and foreigners
from underdeveloped countries. They do not know old values, they do not
conform to the established Japanese way of life and they do not know how
to behave....In reality these young men are offshoots of a Japan that is itself
changing.
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During the recent recessions, many companies offered employees voluntary redundancy.
Much to the chagrin of the management, they found that young employees in their
twenties and thirties who are most needed by the company are always the first to take
advantage of such an offer. Employees in their forties and fifties, who command much
higher salaries, and who the company really wished to retire, were always the last to
leave.
While the permanent employment system has fostered a sense of security amongst
older perosnnel, young employees are getting increasingly restless and do not appear to
care for it over much. The personnel director of a large manufacturing company which
was going to relocate one of its plants in the country had a rather serious problem on
hand. Relocation of most of the workers and managers was to a distant plant several
hours away from Tokyo, and many young engineers rather than change their workplace,
preferred to change jobs, and were leaving the company wholesale.
Corporate Culture
The phenomenon which often distinguishes good organisations from bad ones could be
summed up as corporate culture. The well-managed organisations apparently have
distinctive cultures that are, in some way, responsible for their ability to successfully
implement strategies. It has been clearly demonstrated that every corporation has a
culture (which often includes several subcultures) that exerts powerful influences on
the behaviour of managers. We shall see below what corporate culture is, how it
influences corporate life, and how it can be managed so that it becomes strategysupportive.
Organisational (or corporate) culture is the set of important assumptions-often unstatedthat members of an organisation share in common. There are two major assumptions
in common: beliefs and values. Belief are assumption about reality abd are derived and
rainforced by emperience values are assumptions about ideals that are derived and
worth striving for. When beliefs and values are shared in an organisation, they create a
corporate culture.
The manifestation of coproate culture in an organisation is evident in:
l
shared things (e.g. the way people dress)
shared sayings (e.g. lets get down to work)
shared actions (e.g. a service-oriented approach)
shared feelings (e.g. hard work is not rewarded here)
These shared assumptions can help to decipher the composition of the corporate culture
of any organisation.
Impact of Culture of Corporate Life

The fact that organisations may have a strong or weak culture affects their ability to
perform stratgic management. Culture affects not only the way managers behave
within an organisation but also the decisions they make about the organisations
relationships with its environment and its strategy. Culutre is a strength that can also
be a weakness. As a strength, culture can facilitate communication, decision-making
and control, and create cooperation and commitment. As a weakness, culture may
obstruct the smooth implementation of strategy by creating resistance to cahnge.
An organisations culture could be characterised as weak when many subcultures exist,
few values and behavioural norms are shared, and traditions are rare. In such
organisations, employees do not have a sense of commitment, loyalty, and a sense of
identity. Rather than being members of organisation these are wage-earners. There
are several traits exhibited by organistions that have a weak or unhealthy culture. Some
of these are: politicised organisational environment, hostility to change, promoting
bureaucracy in preference to creativity and entrepreneurship, and unwillingness to look
outside the organisation for best practices.
An organisations culture could be strong and cohesive when it conducts its business
according to a clear and explicit set of principles and values, which the management
devotes considerable time to communicating to employees, and which values are shared
widely across the organisation.
There are three factors that seem to contribute to the building up of a strong culture.
These are: (a) a founder or an influential leader who established desirable values, (b) a
sincere and dedicated commitment to operate the business of the organisation according
to these desirable values, and (c) a genuine concern for the well-being of the organisations
stakeholders.
Exhibit 12.6 illustrates how corporate culture in two different groups-multinational
subsidiaries and professionally-managed companies versus family businesses and nonresident Indians companies-may create a different impact on an organisation. While
the views expressed in this exhibit are decidedly in favour of family business and nonresident Indians companies, there is no doubt that in each sector of industry, the
management style and corporate culture is distinctive. What is more appropriate to
say is that Indian organisations, particularly family businesses, seem to be in a ferment
now, and that companies known for their conservatism and traditional orientation
have to now shift over to a more open and participative corporate culture if they have
to maintain progress.
Having discussed that constitutes corporate culture and how it affects corporate life, it
is important to understand its relationship with strategy. Since each strategy creates its
own unique set of managerial tasks, strategy implementation has to consider the
behavioural aspects and ensure that these tasks are performed in an efficient and
effective manner. Managerial behaviour arising out of corporate culture, can either
facilitate or obstruct the smooth implementation of strategy. The basic question before
strategists, therefore, is how to create a strategy-supportive corporate culture. In other
words a major role of the leadership within an organisation is to create an appropriate
strategy-culture fit.
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S K Bhattacharya has analysed the major difference in multinational subsidiaries and

professionally-managed companies on the one hand, compared to family business and nonresident Indian s companies on the other, with regard to corporate culture.
Dimensions of Corporate
Culture
Multinational subsidiaries
and professionally
managed companies
Family business and NRIS

comapnies
1. Nature of desired
managerial skills and
capabilities
Emphasis on professional
qualification and rank
Emphasis on demonstrated
skills, depth, and quality of
knowledge
2. Actual performance or
results achieved
Emphasis on seniority,
conformity to organisational
values, loyalty, and a relative fit
between desired managerial
behaviour and position in
hierachy
Emphasis on originality of action

and thinking, innovation, and
upgradation of knowledge and
skills by personal efforts
3. Managerial style of planing

and decision making
Emphasis on Information
gathering, bureaucratic mode of
functioning, risk-aversion, and
non-entrepreneurial decisionmaking
Emphasis on selective
information usage, and intutitive
and qualitative decision-making
of an entrepreneurial nature
4. Management systems
adopted
Emphasis on the use of elegant,

sophisticated and rational
systems which degrenerate
due to low usage
Emphasis on reliance on
business sense and no-frills
systems geared to quick action
5. Nature of management
control.
Emphasis on comprehensive,
formal, and written reporting,
and rationalisation of failures
rather than resolution of
problems.
Emphasis on primary use of

verbal reporting and remedial
action
Exhibit 12.6: Impact of Culture on Two Different Groups of Organisations
The strategists have four approaches to create a strategy supportive culture:

1.
To ignore corporate culture. The first approach may be followed when it is

nearly impossible to change culture. This is advisable because it is really difficult
to change a nebulous phenomenon such as corporate culture. Besides, cultural
changes, when enforced in a short duration, may be traumatic for members of an
organisation.
2.
To adapt strategy implementation to suit corporate culture. It is easier to

change implementation to suit the requirements of corporate culture. This is possible
because the behavioural aspects of implementation offer a range of flexible
alternatives to strategists in terms of structure, systems of corporate culture.
However, each situation in the organisation would call for an innovative solution
and would test the capabilities of managers as starategists.
3.
To change the corporate culture to suit strategic requirements. As said earlier,

it is extremely difficult to change corporate culture. But in some cases it may be
imperative. For instance, the post-liberalisation spate of takeovers and acquisitions
in the Indian industry led to a situation where many erstwhile multinational
subsidiaries were taken over by family business groups. This led to a processoften prolonged and painful-of cultural transition. But such a transition may be
brought about by a careful understanding of existing culture, making strategic
tasks explicit, assessing risks of cultural change, enhancing managerial capability
to imbibe changes, and, most importantly, exhibiting a strong, assertive

leadership.
4.
To change the strategy to fit the corporate culture. Rather than changing culture
to suit strategy, it is better and more economical to consider the cultural dimension
while formulating strategy in the first place. One of the important factors is
commitment to past strategic actions which should take care that strategic changes
are not drastic but incremental, allowing the cultural ripple effects to settle down
to create a more conducive environment for strategy implementation. However,
if an impregnable cultural barrier is faced after strategy implementation, it
may be better to abandon the strategy or use a combination of the above three
approaches.
It is important to realize that an understanding of the process of policy-making in an

organization cannot be achieved without paying attention to the issue of organizational
culture. It is equally important when analysing the strategic position of an organization
to assess how this culture has influenced the development of the organization and the
strategies it has pursued.
A useful analysis of culture can be achieved by examining the cultural web of factors
within an organization that preserve and sustain commonly held core beliefs: the recipe.
An examination of the recipe is important for two reasons.
i.
It provides a background against which an assessment of future strategic choices

can be made, both in relation to options that may be open within the current recipe
and for those requiring more significant change.
ii.
Where the recipe would need to be changed to provide a background against

which to assess how change might be achieved.
While different facets of the cultural web will be discussed in order to build up an
analysis of the influence of culture on strategy, it must be remembered that it is the
subtle interrelationship between these various facets that is of greatest importance.
The impact of the cultural web on an organization can be analysed by looking at the
issues depicted in Exhibit 12.7.
Stories, rituals, and symbolic behaviour in organizations provide valuable insight into the
organizations core beliefs. These factors are a product of the history and age of the
organization since they come into being and develop over time through the experiences
of individuals and groups undertaking the day-to-day tasks. The stories and myths distil
the essence of the companys past strategies, legitimize the behavioural pattern of
individuals and groups currently within the organization and the attitude of outsiders
towards it.
It is an oft-repeated and confirmed observation that the way companies are organized
and managed has a strong relationship with the era in which that particular industry had
its origins. History and tradition can be a considerable problem where culture has
developed in a way that threatens the survival of the organization in the light of a
changing enviornment-such as new technologies or competitors. This is of particular
significane to India and other developing countries.
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Aspects of the cultural web
Stories and myths
Rituals and symbols
Some useful questions

1.
2.
3.
4.
5.
6.
1.
2.
3.
Leadership and
management style
1.
2.
3.
4.
Structure and systems
5.
1.
2.
3.
What core beliefs do the stories reflect?

How strongly held are these beliefs with power holders?
How pervasive are the beliefs (through the levels)?
How do beliefs relate to strengths and weaknesses?
How are the heroes?
Do the heroes conform to, or challenge the beliefs?
What behaviour is expected and rewarded (e.g. risk
taking)?
What language is used to decribe the organization and its
activities?
What is the dominant attitude towards each stakeholder
group?
What are the core beliefs of the leadership?
Which aspects are stressed in public (e.g. annual
reports)?
How do they regard structures (e.g. centralists or
devolutionists)?
What type of strategy is favoured (e.g. defensive or
speculative)?
What attributes are sought in new recruits?
Do structures/systems encourage collaboration or
competition?
Which aspects of strategy are most closely monitored
and controlled?
What kind of training is given?
Exhibit 12.7: Analysing the Impact of the Cultural Web on Strategy: A Cheeklist
Miles and snow categorize organizations into three basic types in terms of how they
behave strategically, namely (i) defenders, (ii) prospectors, and (iii) analysers. Their
characteristics of policy-making are summarized in Exhibit 12.8. When undertaking
strategic analysis, grouping provides a means of assessing the dominant culture of the
organization. By reviewing the type of systems and the historical choices of strategies,
the analyst can distinguish between a defender and a prospector organization, and
hence judge the extent to which new strategies might fit the current core beliefs of the
organization (the recipes). In the context of the current discussion on leadership, the
central dilemma for organizations should now be clear. A cohesive culture also demands,
Organization
type
Dominant
objectives
Preferred
strategies
Planning and control

systems
Defenders
Desire for a secure

and stable niche in
market
Specialization: cost-efficient
production, marketing
emphasis on price and service
to defend current business;
tendency towards vertical
integration.
Centralized, detailed
control Emphasis on
cost efficiency
Extensive use of formal
planning.
Prospectors
Location and
exploitation of new
product and market
opportunities
Growth through product and

market development (often in
spurts). Constant monitoring of
environmental change. Multiple
technologies.
Emphasis on flexibility,
decentralized control,
use of ad hoc
measurements.
Analysers
Desire to match new

ventures to present
shape of business
Steady growth through market

penetration. Exploitation of
applied research Followers in
the market.
Very complicated
coordinating roles
between functions
(e.g. product
managers) Intensive
planning.
Exibit 12.8: Different Types of Organization Cultures and their Influence on Policy
Making
and often produces, cloning within the organization, with more and more like minded
individuals being selected for key leadership roles or becoming socialized into the
organizations dominant beliefs and approaches. There are, however, dangers of blindly
following this recipe.
Strategy Formulation as a Cultural Process
In the context of the role of the cultural web, it is perhaps useful and necessary to
discuss strategy formulation as a cultural process in some detail. It is too simplistic to
think of strategy as a response to the environment, for it is evident that faced with
similar environments, organizations will respond differently. This response is likely to be
influenced by the past experience of managers and by the wider social and political
processes in the organization. It is this social and cultural process that needs to be
clearly understood and appreciated. By organizational culture we mean the deeper
level of basic assumptions and beliefs that are shared by members of an organization,
that operate unconsciously and define in a basic taken for granted way an organizations
view of itself and its enviornment. Often it manifests itself through organizational
symbols, such as logos, organization charts, status symbols, policies, rewards and
incentive, and the like-in short the way we do things here.
The Receipe and The Cultural Web

The set of beliefs and assumptions which forms part of the culture of an organization
has variously been called interpretative schemes, paradigms, and recipes. Here use the
name recipe. The recipe is a set of beliefs and assumptions held relatively commonly
throughout the orgnaization that is taken for granted within that is organization but is
discernible to the external observer. The recipe makes sense of the situation in which
managers find themselves and provides a basis for fomulation of strategy. This process
is sketched in Exhibit 12.9.
Opportunities
and threats
Strengths and
weaknesses
Recipe
Environmental
forces
Strategy
Organizational
capabilities
Performance
Exhibit 12.9: The Role of the Recipe in Strategy Formulation
The relationship and distinction between the recipe and organizational strategy need to
be clarified. Environmental forces and organizational capabilities do not in themselves
create organizational strategy: it is poeple who create strategy. The mechanism by
which this is done is the recipe. The forces at work in the environment, and the
organizations capabilities in coping with these, are made sense of through the
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assumptions and beliefs called the recipe and on the basis of this strategy is formulated.
The strategies that managers advocate and those that emerge through the social and
political processes are then typically configured within the bounds of this recipe. However,
environmental forces and organizational capabilities, whilst having this direct influence
on strategy formulations, nevertheless do impact much more directly on organizational
performance. It is, however, necessary to distinguish between actual influence and
managerial perception of influence on the organization. Lack of attention to this difference
can give rise to significant problems.
The recipe may, thus be a very conservative influence or strategy, and particularly
since the links between the recipe itself and the way things are done in the organization
are likely to be close. This is illustrated Exhibit. 12.10.
Rituals &
myths
Symbols
Routines
The
recipe
Power
structure
Control
systems
organizational
structure
Exhibit 12.10: The Cultural Web of an Organization
Thus, for example, the links between the power structure in the organization and the
core set of beliefs held by mangers in that organisation are likely to be strong. The
recipe represents the fomula for success which is taken for granted in the business
and likely to have grown up over years; the most powerful groupings within the business
are likely to have derived their very power from association with this set of beliefs and
their ability to put them into operation. One implication of this is that it is likely that a
purely analytical questioning of the recipe will not only be taken as evidence of the
analysts lack of understanding of the problems of the business but may actually be
perceived as a political threat, rather than objective analysis, for it will very likely be
perceived as an attack on those most associated with such core beliefs. Even if
managers intellectually accept such analysis, they may be more influenced by the
reciped and its cultural underpinnings in formulating, persisting with, and adjusting strategy.
The recipe is also likely to be associated with control systems, routines, and rituals of
the organization that will tend to preserve the status quo. The point is that the
recipe is not just a set of beliefs and assumptions; rather it is embedded in a organizationspecific cultural web that legitimizes and preserves the assumptions and beliefs in
the organization. Such a cultural web for an imaginary company is shown in
Exhibit 12.11.
Rituals/Myths Stories
of the past Stories of
loyalties Stories of leading
mistakes
Rituals of indoctrination
Rituals of deference to
senior executives
Routines
Well established
informal procedures
Promotion based on
experience, given
dead mens shoes
Importance of paper
work procedures
Communications
Symbols
prestige head
Office facade
Senior executive
dining-room
Formality of titles
Personal mortgage
Recipe
Security of lending
Service to clients
Loyalty to society
Importance of on
the job experience
Importance of
Formal Controls
Planning system:
i. based on history
ii. mainly short-term
financial controls to
ensure stability and
maintenance of margin
of lending and
borrowing
Bureaucratic
Power
Power of the
longest serving
CEO traditionally from
finance/administration
Head of branch network
powerful influence
Organisational
Structure
Functional
Centralized
Exhibit 12.11: The Cultural Web: An Illustrative Example
A Cultural View of Patterns of Strategic Change

Faced with pressures for change, consequent upon buffeting through environmental
changes, managers will be likely to deal with the situation in ways that protect the
recipe from challenge. This raise difficulties when managing strategic change, particularly
when the action required falls outside the ambit of the current recipe and the constraints
of the cultural web: that is managers would have to change their core beliefs substantially.
When necessary, such drastic changes may be desirable, but do not occur easily.
Managers are more likely to attempt to deal with the situation by searching for what
they understand and deal with in terms of the existing recipe. Faced with stimulus for
action, say declining performance, managers first seek for means of improving the
implementation of existing strategy. This could be through a tightening of controls. If
this is not effective, then a change of strategy may occur, but still a change which is in
line with the existing recipe. Thus, for instance, managers may seek to extend the
market for their product but retain the same views about the range of products, the
principal virtues of the product, the nature of what remain as their main markets, and
how they should go about operating in these markets. There is still no change in recipe
and such changes are unlikely until this attempt at reconstructing the strategy keeping
the recipe intact also fails. A change of recipe is usually a last resort and perhaps is
automatically accompanied by changes in strategy and methods of control.
This is but an alternative picture of incrementalism and an almost certain consequence
is the strategic drift occurring where strategy lags environmental change to lesser or
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greater degree. Under usual conditions of evolutionary strategic change, this drift may
not be disastrous and can usually be made up. In cases of environmental discontinuity,
however, as has been already discussed and we appear to be currently facing such drift
may be akin to disaster and incrementalism is simply inadequate. This chapter argues
that managers would have to accept the need for urgent change in recipe if necessary,
entailing a tremendous cultural shift. This is perhaps the greatest challenge facing
management today. Exhibit 12.12 illustrates the dynamics of recipe change discussed
earlier.
Adoption of
recipe
Development of
strategy
Implementation
Step 1
Tighter
Controls
Corporate
performance
If unsatisfactory
Step 2
Reconstruct or develop
new strategy
Step 3
Abandon old recipe and
adopt new one
Exhibit 12.12: Dynamics of Recipe Change
Strategists should strive to preserve, emphasize, and build upon aspects of an existing
culture that support proposed new strategies. Aspects of an existing culture that are
antagonistic to a proposed strategy should be identified and changed when implementing
new strategies. Substantial research indicates that new strategies are often maket driven
and dictated by competitive forces. For this reason, changing a firms culture to fit a
new strategy is usually more effective than changing a strategy to fit an existing culture.
Numerous techniques are available to alter an organizations culture, including recruitment,
training, transfer, promotion, restructure of an organizations design, role modeling, and
positive reinforcement.
In a recent article, Jack Duncan described triangulation as an effective, multimethod
technique for studying and altering a firms culture. Triangulation includes the combined
use of obtrusive observation, self-administered questionnaries, and personal interviews
to determine the nature of a firms culture. The process of traingulation reveals needed
changes in a firms culture that could benefit strategy. Schwartz and Davis suggest
four specific guidelines for changing an existing culture to effectively match a new
strategy:
1.
Identify the relevant culture and subcultures in the organization through individual
and small-group-meetings. Develop a list of simply stated beliefs abut the way it
is in the organization and of current imperatives for how to behave. Review
these until there is a consensus about the central norms in the culture.
2.
Organise these statement about the firms culture in terms of managers tasks and
key relationships.
3.
Assess the risk that the organisations culture presents to the realization of the
planned strategic effort. This is done by first determining the importance of the
culture products and then determining their compartibility with the intended strategy.
4.
identify and focus on those specific aspects of the organizations culture that are
highly important to successful strategy fomulation, implementation, and evaluation.
It may then be possible to develop alternative organizational approaches that better
fit the existing culture, as well as to design planned programs to change those
aspects of culture that are the source of the problem.
Schein indicates that the following elements are most useful in linking culture to stategy:
1.
Formal statements of organizational philosophy, charters, creeds, materials used

for recruitment and selection, and socialization.
2.
Designing of physical spaces, facades, buildings.
3.
Deliberate role modeling, teaching, and coaching by leaders.
4.
Explicit reward and status system, promotion criteria.
5.
Stories, legends, myths, and parables about key people and events.
6.
What leaders pay attention to, measure, and control.
7.
Leader reactions to critical incidents and organizational crises.
8.
How the organization is designed and stuctured.
9.
organizational systems and procedures.
10. Criteria used for recruitment, selection, promotion, leveling off, retirement, and
ex-communication of people.
In the personal and religious side of life, the impact of loss and change is easy to see.
Memories of loss and change often haunt individuals and organizations for years. Ibsen
says, Rob the average man of his life illusion and you rob him of his happiness at the
same stroke.When attachements to a culture are severed in an organizations attempt
to change direction, employees and managers often experience deep feelings of grief.
This phenomena commonly occurs when environmental conditions dictate the need for
a new strategy. Managers and employees often struggle to find meaning in a situation
that changed many years past. Some people find comfort in memories; others find
solace in the present. Weak linkages between strategic management and organizational
culture can jeopardize performance and success. Deal and Kennedy emphasize that
making strategic changes in an organization always threatens a culture:
....people form strong attachments to heroes, legends, the rituals of daily
life, the hoopla of extravaganza and ceremonies, and all the symbols of the
workplace. Change strips relationships and leaves employees confused,
insecure, and often angry. Unless something can be done to provide support
for transitions from old to new, the force of a culture can neutralize and
emasculate strategy changes.
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Any strategie plan must be consistent with the organizations culture. A strategic plan
for a bank had been prepared by a group of external consultants. Although the plan
was excellent, its probability of success was low. It would have required the banks
officers to become aggressive and engage in cut-throat practices with the banks
competitors, something the officers were neither able nor willing to do.
Corporate Politics and use of Power

All corporate cultures include a political component and, therefore, all organisations are
political in nature. Strategists should understand the organisations are a microcosm of
the society in which they exist. Organisational members bring with them their likes and
dislikes, views and opinions, prejudices and inclinations when they enter organisations.
Managerial behaviour cannot be purely rational and, therefore, an understanding is to
be acquired of how politics work and the use of power is to be made.
Power is defined as the ability to influence others and coporate politics is the carrying
out of activities not prescribed by policies for the purpose of influencing the distribution
of advantages within the organisation. Politicis is related to the use of power but it is
not similar to it. Usually, we tend to view politics and power negatively as means for
domination, manipulation, and subjugation. But these can be viewed in a positive way
also. In this sense, politics and power may be thought of as a means for the achievement
of organisational objectives.
Henry Mintzberg is of also of the view that corporate politics is neither inherently good
nor bad. Though most of the time corporate politics lead to divisiveness that is not good
for an organisation, yet there are times when it needs to be shaken up in order to bring
about changes. These are occasions when the organisation is emerging from a phase
of stability and entering into a period requring some fundamental changes. Strategy
implementation is basically about change management. Therefore, corporate politics
has a definite role to play in strategy implementation. Recommedning the need for
creating political tension and apolitical harmony. Mintzberg says that The organizations
must ... pull apart before it can pull together again. It can be said that strategists need
to know when to use politics and power to get things done and when to shun politics and
encourage harmony.
Power within an organisation is derived from five types of sources:
1.
Reward power arise from the ability of managers to reward positive outcomes.
2.
Coercive power arises from the ability of managers to penalise negative outcomes
3.
Legitimate power arises from the ability of managers to use position to influence
behaviour
4.
Referent power arise from the ability of managers to create a liking among
subordinates due to charisma or personality
5.
Expert power arises from the managers competence, knowledge, and expertise
that is acknowledged by others
Strategists use one or more of these power base to influence the behaviour of
organisational members.
Power is the potential ability to influence behaviour and change the course of events by
overcoming resistance and convincing people to do things they would not otherwise do.
Power and influence are subjects often approached critically with disdain and
apprehension. It is considered more socially correct to be critical of power than to
speak of how to get more of it and use it to your advantage. And yet power is esential
to change, progress, and improvement. As Warren Bennis and Burt Nanus, noted
authorities on the subject of leadership, have explained, Power is at once the most
necessary and the most distrusted element exigent to human progress.
The application of too much power is to be reviled, but the absence of power is to be
lamented. While power has been and continues to be abused. It is hard to imagine that
the best response to this problem is to do away with it. We may be uncomfortable with
the idea of using power to achieve our own ends, but we must also be dismayed when
crises arise because of its absence. Jeffrey Pfeffer, author of Managing with Power,
contends that one of the major problems facing organizations today is not that too
many people exercise too much power, but rather the opposite: too few poeple exercise
enough power. Bennis and Nanus reach a similar conclusion: These days, power is
conspicuous by its absence.... There is something missing .... POWER, the basic energy
to initiate and sustain action translating intentions into reality, the quality without which
leaders cannot lead.
As these quotes suggest, power is an essential part of implementation. If an organization
is to see its strategies implemented, it must rely on leaders who understand the sources
and uses of power and act accordingly. The primary reason that power carries so many
negative connotations is that it is usually defined too narrowly. Power carries so many
negative connotations is that it is usually defined too narrowly. Power and influence can
take many forms, and, to be effective in using them, you need to move beyond overly
simplistic negative stereotypes. We can classify the alternate forms power takes by
considering its sources and its uses, as shown in Exhibit. 12.13, both the institution and
the individual have been identified as sources of power. Institutional power is based on
formal authority granted by the organization that allows one to govern the actions of
others. The amount of institutional power is typically a function of ones position in an
organization: the higher ones position, the greater the power granted by the institution.
This relationship between hierarchical level and this type of power explains why we
often speak of someones having power over something or someone.
but there are many influential people whose power does not come from their instituitonal
positions. A classic example is the computer whiz kid who holds greater power than
organizational ranking would suggest because he or she is the only one who really
understands how the companys computers work. This is a form of influence known as
expert power. Or there may be someone to whom others regularly defer out of respect
and admiration, even though this person is not in a formal position to exercise such
influence, an example of referent power:
In example such as these, the source of the power is not the institution but the individual.
Power that stems from within an individual is usually formed over time as a result of
many actions and through various interactions with others. Power that comes from
within an individual rather than from an institution is considered more appropriately as
power through, rather than power over. The types of power derived through
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negotiation, political maneuvering, and communication stem from what an individual

does personally rather than what an institution grants.
Again referring to Exhibit 12.13, we see that, regardless of its source, power can be
used in a fashion that ranges from the explicit (overt or blatant) to the implicit (unobtrusive
or subtle). When a supervisor gives workers an order, this is an explicit use of the
power; those being influenced are aware of it. But not all uses of power are nearly so
obvious. When a leader consistently identifies goals in the same order, an implicit message
is being sent that the first goal as the highest priority. Over time, this will influence the
thoughts and actions of others without the leaders ever having explicitly stated that the
first goals should be given priority. By combining the two sources and the two uses of
power we are able to identify four types of power or influence: commanding, shaping,
persuading, and inducing.
Explicit
Institution
Source
of
Power
Individual
Use of Power
Implicit
Power and influence

through
COMMANDING
manifests itself through:
Orders Given
Structures Chnged
System Changed
Power and influence

through
SHAPING
Culture Change
Rewired Networks
Modified Agendas
Power and influence

through
PERSUADING
Expertise
Negotiation
Communication
Power and influence

through
INDUCING
Charisma
Politics
Role Modeling
Exhibit 12.13: Sources and Uses of Power and Influence
Commanding
Much of what people find most unattractive about power is found in the north west
corner of Exhibit 12.13, where influence comes in the form of commands. Here, power
derive from institutional sources is used explicitly: based on formal authority a manager
gives orders and uses rewards or punishments to enforce them. We call this combination
of source and use of power commanding. This type of power is readily abused; when
abused, it manifest itself in ways that range from petty favoristism to fascism. Naturally,
such misuse of power is disliked and discouraged. However, it would be a gross
overstatement to say that explicit use of institutionally derived power is always bad.
There are may circumstances in which such power is very appropriate the classic
example being military action. Military operations depend on a command and control
form of power in which the source of authority is specified by the institution and the use
of authority is often necessarily explicit.
But the use of commands is not limited to military applications. The command-andcontrol approach to implementing a plan of action is neither inherently right nor inherently
wrong for business organizations. Its use depends on the situation at hand. In the simple
and/or stable situations in which strategic programming is feasible, a command-andcontrol approach to implementation may be not only reasonable but desirable. In such a
situation, institutionally derived power used in an overt manner may be very effective in
keeping an organization on track and moving.
However, as we have also discussed, the number of organizations that are able to rely
exclusively on strategic programming is shrinking. This suggests that, for most leaders
to be as effective as possible, they will need to use forms of influence well beyond
formal authority.
Those who are higher in an organization can have a much greater impact on the
organizations structure (both macro and micro), as well as its resourcing and control
systems. Controlling these organizational elements is not as blatant as issuing commands,
but it can have an even greater impact. Commands usually apply to a fairly small subset
of the organization, while altering the context and systems of an organization may have
a much farther-reaching effect. By using institutionally granted authority to alter these
elements of the organisation, managers can escert tremendous amount of power to
help bring about desirable changes. Though less obtrusive than commands, changes in
the formal elements of organization structure and systems are still fairly explicit and
obvious uses of institutionally derived power.
Research has shown that these explicit uses of institiutionally granted power are often
less effective than other aproaches that are less heavy-handed and more implicit. For
instance, one study found that of seven forms of power surveyed, coercive power (the
one close to our commanding category) was the least effective. Research findings
such as these suggest that most managers need to take actions that entail the use of
power in other ways. We advocate that managers develop and employ all the different
combinations of sources and uses of power. Moving away from the northwest corner
and drawing on other forms of power from throughout this exhibit is what we call using
a full-portfolio approach to power. By develoing a full portfolio, one can become less
reliant on commanding and other uses of obtrusive formal authority. You should recognize
that we are not decrying the use of power altogether. While we stress the need for
decreased reliance on commanding, at the same time we stress the increased use of
other forms of power. For example, we will argue that one of the most effective uses of
institutional power is shaping instead of commanding.
Shaping
An organizations networks and culture are the elements of its context that provide the
backdrop against which everyday behavior plays out. We are often unaware of precisely
how these elements of context affect us, although when we do stop and think about it,
most of us will agree that their impact is immense. This being the case, there is an
opportunity for leaders who can shape networks and culture to have a more important,
if less obvious, impact on their organizations than they might have by relying on their
formal authority. For example, research has shown that in todays flatter organizations
networks are emerging as particularly important sources of power. One study concluded
that one of the most important differences between influential managers and less
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successful manager was their connection to and use of a newtwork of resource personsa balanced web of relationships with superiors, subordinates, peers, and other key players.
Another concluded that the ability of managers to get things done depends more the
numbers of networks in which theyre centrally involved than on their height in a
hierarchy.
Beyond shaping elements of the organisations networks and cultures, those granted
power by the institution can use it to shape agendas, both literally and figuratively.
Though this use of power is not often discussed, we find it to be among the strongest
uses of formal authoity. For example, we know of several cases in which CEOs have
used their position in an organizations hierarchy to shape the entire organizations agenda.
In one such case, the COE, having become convinced the organization needed to
become more involved in international competition, made it a practice of putting any
issues dealing with international affairs at the top of the agenda for all his weekly
meetings with the VPs. This ensured that adequate time was available to discuss them,
but often there was no time left to discuss other items the CEO considered less important.
Thus, over several months, the organization made progress on international issues
while other concerns were left on the back burner.
This was a case of shaping a literal agenda, but there are many examples of leaders
figuratively shaping their organizations agendas by moving certain topics to the forefront
of peoples minds and keeping them there. Consider the CEO of one hospital who
explained that his most important job was to get the concept of competition on the
radar screens of everyone in [the] organization. While hospitals once themselves genteel
organizations with more important things to worry about than competition, changes in
the industry have now brought hospitals into competition only with one aonther but with
doctors and insurance companies as well. Unless this CEO could get this concept
internalized by people throughout his organization there was little hope the hospital
would prosper in the new environment. Therefore, he used his position to frame issues
in terms of competition, to ask questions that required those around him in the organization
to think about competition, and to establish competition as a frequent topic of conversation
and thought throughout the organization.
Without formal authority from the institution, the CEO would not have been nearly as
successful as he was in bringing about the change. But while he used formal authority,
he used this power in a manner that was less obtrusive than issuing orders. In fact, to
those caught up in the day-to-day operation of the hospital, it was not always clear why
competition kept coming up as a topic of discussion, and many of them saw their insights
into competition and its importance as being something they had discovered on their
own as a result of personal initiative. Lao Tsu, the sixth century B.C. Chinese philosopher,
made a similar point when he wrote:
The wicked leader is he who people despise.
The good leader is he who the people revere.
The great leader is he who the people say, We did it ourselves.
This proverb recognizes unobtrusive forms of power as more effective than comandand-control tactics. For instance, we are convinced that if the hospital CEO in our
example had simply issued a decree insisting that people change their attitudes to think
more competitively, he would have failed miserably. There is much merit in attempting
to supplement explicit forms of institutional power with subtle efforts to influence others
in less obtrusive ways.
Persuading and Inducing

So far, we have been focusing on the upper half of Exhibit 12.13, which may have
given you the mistaken impression that power depends on organizational position and
other sources of institutional authority. while it is an undeniable fact of life that rank
has its privileges, not all forms of power are derived from institutional sources. In fact,
researchers have found that personal power (found in the lower half of Exhibit 12.13)
is generally more effective than position power (the upper half of the exhibit).
In the lower half of the exhibit, you can see other forms of power that stem from within
the individual. These forms of power are available to individual at all levels of the
organization, regardless of their rank or formal authority. When used explicitly, individual
power tends to manifest itself through acts of expertise, negotiation, and communication.
When used in a less overt manner, individual power is seen through acts of charisma,
politics, and providing a role model that others aspire to follow.
Politics is concerned with the use of power and relates to managing coalitions, consensusbuilding, and the creation of commitment to organisational purpose and mission. The
nature of organisation itself creates the conditions for corporate politics to manifest
itself. Through the creation of an organisation structure, not only are the hierarchy,
position, and relationships created, but structure leads ultimately to conflicts, coalitions,
drives, and ambitions among the people who constitute an organisation. Most managers
are aware that the higher they move, the pyramid of the organisational structure narrows
down progressively, there are fewer top position available as one moves higher. This
causes jockeying for power resulting an poiltical play. Since material rewards, promotions,
prestige and ego are involved, each organisation, more or less, is affected by corporate
politics. For every one manager that considers corporate politics and the use of power
as bad, there could be another manager who feels that it is good. So, despite some wellmeaning managers shunning it, politics remains a part of the organisation. Political
considerations and use of power, therefore, are a part of behavioural implementation by
strategists.
Politics and power affect the way a strategy is formulated and implemented. A manager
cannot effectively formulate and implement strategy without being perceptive about
company politics and being adept at poltical maneuvering. The different elements in
the hierarchy of objectives: strategic intent, vision, mission, and objectives are affected
by the formation of gorups and coalitions which influence the direction that the
organisation has to take. Political considerations affect which type of objectives take
precedence over others and what strategy the firm has to choose.
Generally there is even more politics in implementing strategy than in formulating it. In
implementation, politics and power affect a number of elements. The nature of strategy
implementation requires consensus-building, managing coalitions, and creating
commitments. It also requires conflict resolution and balancing of interests. To take a
few examples: resource allocation is ultimately a rational-political decision which results
in the distribution of authority and responsibility and decides how power will be exercised,
and corporate culture is itself the outcome of the use of politics and power.
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Experience has repeatedly shown that by having an understanding of the use of politics
and power, strategists can perform the tasks of strategic management better. Indeed,
having astute political skills is a definite, and even a necessary, asset for a general
manager (or strategist) to have in orchestrating the whole strategic process.
A strategic use of politics and power becomes even more critical where strategy chagnes
are to be made. In reality, most strategic decisions and most strategic thrusts in large
enterprises emerge as part of an evolving continuous political consensus building with
no precise beginning or end.
Therefore, it is imperative to make strategy changes with a judicious use of politics and
power.
The typical approaches to a strategic use of politics and power may involve one or
more of these actions:
l
First of all, to accept the inevitability of politics being there in the organisation
To understand how an organistions power structure works, who wields real power
and influence, and who are the individuals and groups whose opinions carryi wieght
and cannot be disregarded
To be sensitive and alert to political signals emanating from different parts of the
organisation
To know when to treat softly and real on coalition management and consensus
building, and when to push through decisions and actions by a selective and judicious
use of Machiavellian methods
To lead strategy and not to dictate it, being patient till a consensus emerges
To let most negative decisions emerge as a group consensus rather than as a

directive from the top
To gather support for acceptable proposals and to let the unacceptable ideas die a
natural death
To reward organisational commitment and penalise negative or indifferent attitudes
To practice principled politics and use opennerss and honesty to counter

unprincipled politics
In the Indian context, the presence of politics and use of power and, perhaps, more
visible than in other cultures. This may be due to the pervasive enviousness exhibited in
Indian organistions. Managers have not only to deal with-and be affected by-intracoporate
politics, but also intercorporate politics, between rival companies. At a higher level,
Indian industry is plagued with politics between associations and federations of business,
public versus private sector, small versus large sector, multinational versus local firms,
and technocrats versus bureaucrats. In such a milieu, strategists have to be aware of
not only internal political considerations but also the politics and power play resent in
other organisations, particularly government departments and ministries, with whom
they have to deal.
Talking about corporate politics and use of power, we have been walking a tightrope
between moral and amoral uses of politics and power. It is easy for strategists to often
forget the distinction between use of politics and power for the benefit of self, organistion,
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or the society. What blurs the distinction is a lack of personal values and a sense of
business ethics.
More than 30 years ago, esteemed politica scientist Norton Long wrote, People readily
admit that governments are organizations. The converse-that organizations are
governments-is equally true but rarely considered. Like it or not, organizations have
many of the same characteristics as governments do, chief among these being politics.
As Jeffrey Pfeffer puts it. Organizatons, particularly large ones, are like governments
in that they are fundamentally political entities. To understand them, one needs to
understand organizational politics, just as to understand governemnts, one needs to
understand government politics. Experienced managers agree with these theorists, but
they are not necessarily happy about it, as shown by the reported in Exhibit. 12.14.
Organizations are political entities:
%age
The existence of workplace politics is common to most organizations.
93%
The higher you go in organizations, the more political the climate becomes.
76%
Politics are important to individual success:

Successful executives must be good politicians.
89%
Powerful executives don t act politically.
15%
You have to be political to get ahead in organizations.
69%
People are divided regarding the desirability of organizational politics:

Organizations free of politics are happier than those where there are a lot of politics.
59%
Politics in organizations are determental to efficiency.
56%
Poliitics help organization function effectively.
42%
Top management should try to get rid of politics within the organization.
48%
Exhibit 12.14: Experienced Managers Have Mixed Opinions on

OrganisationalPolitics
These data show that experienced managers recognize organizations as power entities
and that succesful or powerful executives must behave politically. However about half
the respondents believe polities are detrimental to organizational efficiency and a happy
organizational life and think management should try to rid organization of their politics.
While we may empathize with this desire, it it not realistic. For thing, while half the
people may want to be rid of politics, half do not. As long there is such a large number
of managers who believe in politics, organizations be political entities. But beyond
such simplistic arguments, there are more common force at work that sustain politics in
organizations. Note that 42 percent of managers surveyed believe that politics help
organizations function effectively-as many as those who believe that politics are
detrimental. Who is right? both.
Henry Mintzberg, whose theories of management we have drawn from here throughout
this text, also agrees that politics are neither inherently good nor bad sees a definite
place for politics in bringing about needed organizational change argues that, most of
the time, organizations benefit from avoiding the divisive that politics foster. However,
he also argues that this is not always the case and sometimes an organization needs to
be shaken up by its politics in order to about needed changes. He writes, Most of the
time, the cooperative pulling together ... is to be preferred, so that the organization can
pursue its established strategy perspective. But, ocasionally, when fundamental change
becomes necessary, the organization has to be able to pull apart through the competitive
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force of politics. The librium, when an organization hopes to adhere to what Mintzberg
calls its established strategic perspective, the absence of politics is beneficial, as it
fosters the cooperation and efficiency that facilitate the incremental changes that are
dominant during these periods. That is why Mintzberg writes, Politics often impedes
necessary [incremental] changes and wastes valuable resources. However, the
paradigm shifts that form the punctuation part of the model are so difficult to bring
about that only powerful political forces may be strong enough to cause a break with
past thinking and allow a new order to emerge. In describing the disruptive nature of
such paradigm shifts, Mintzberg concludes that political challenge may also be the
only means to promote really fundamental change. Summarizing the alternating need
for political tension and apolitical harmony, he concludes, The organization must, in
other words, pull apart before it can pull together again.
This suggests that managers need to be very sophisticated in their use of politics, knowing
not only how to use politics to get things done but when to downplay politics and encourage
harmony. With the need for such political sophistication in mind, we offer the following
advice to those who seek to harness political forces.
l
Admit that politics are inevitable. Politics exist whenever different groups have
different ideas that they want to see implemented and the individuals in the groups
work to see their shared ideas moved forward. Can you imagine an organization
in which this did not happen? In which no one shared ideas about what should
happen and/or no one was willing to work to see their ideas advanced? Surely
such a lethargic organization would not long survive. Most of the organizations
we know are filled with politics but carefully controlling how you engage in politics
and how they are allowed to affect your organization.
Resolve to practice principled politics. What many people find most abhorent
and politics is their being used for personal gain. Recall from Exhibit 4.29 that 70
percent of the respondemts agreed the you have to be political to get ahead
organizations. While it is true that political behavior is often directed at furthering
ones personal advantage, this is not politics only role. As we discuss above,
politics can be a constructive force for bringing about desirable organizational
change. The concept of principled politicsis premised on the notional that the
primary role of politics should be strengthening the organization, not the politician.
Recognize that, when you want to get something done, it will be considered
both politically and objectively. Since politics are inevitale, plan for them.
Recognize that, as you advance your ideas, they will meet with resistance from
others who have different ideas they are trying in advance. Some of the resistance
your ideas meet will be based on concern about their merits as assessed from an
objective standpoint. Other resistance will be more political in nature. Either form
of insistance can stop your progress, and it is myopic to focus exclusively on one
or the other.
Be clear up front about what you will and wont do. The politically heated
moment in which your adrenaline is following and events are unfolding rapidly is
not the place or time to wonder whether you will regret a particular course of
action later on. Think things over beforehand, and come to some clear personal
guide lines about how you will behave under a broad set of varying scenarios.
Use the forethought to keep yourself in check and avoid doing anything under
pressume that you would normally not do.
l
Use openness and honesty to undermine unprincipled politics. Unprincipled

politics are a mold that cannot stand the light of public scrutiny. Let others know
what you will and wont do. Openly talk about your motives and why you want to
advance the ideas you are pushing. Ask others not to share opinions about others
with you unless they are comfortable with those statements being repeated publicly.
When you disagree with others, be willing to share your reasons for disagreeing.
Deal with people face-to-face, and whenever possible, avoid the kind of behindthe-scenes, smoke-filled-rooms politics that can be so carrying and destructive.
Personal Values and Busines Ethics

Only personal values and a sense of business ethics can help a strategist to distinguish
between moral and amoral use of politics and power as a means to attain organisational
goals. We attempt to answer these questions: what are personal values and business
ethics? Why and how are they important ? and what is the relation of values and ethics
to strategy?
Personal values refer to a conception of what an individual or groups regards as desirable.
A value is a view of life and a judgement of what is desirable which is very much a part
of a persons personality and a groups morale. Thus, a benign attitue to labour welfare
is a value which may prompt an industrialist to do much more for wokers than the
labour laws stipulate. Service-mindedness is a value, which when cherished in an
organisation, manifests in better customer satisfaction. Personal values are imbibed
from parents, teachers, and elders, and as an individual grows, values are adapted and
refined in the light of new knowledge and experiences. Within organisations, values are
imparted by the founder-entrepreneur or a dominant chief executive, and these remain
in some form a long time after that person is not there. J. R. D Tata, the previous
chairman of the Tata group, when asked to define the House of Tata and what links the
different Tata companies together said: I would call it a group of individually-managed
companies united by two factors. First, a feeling that they are part of a larger group
which carries the name and presitge of Tatas, and public recognition of honesty, reliabiltiy
and trustworthiness. The other reason is more metaphysical. There is an innate loyalty,
a sharing of certain beliefs. We all feel a certain pride that we are some what different
from others. The several values that J R D Tata refers to have been derived from the
ideals of J N Tata, the founder of the Tata group.
In the discipline of management studies business ethics is the study of how personal
moral norms apply to activities and goals of a commercial enterprise. It is not a separate
moral standard, but the study of how the business context poses its own unique problems
for the moral person who acts as the agent of this system. Practically, business ethics
operates as a system of values and is concerned primarily with the relationship of
business goals and techniques to specifically human ends. Specifically human ends
means viewing the needs and aspirations of individuals not merely as individuals but as
a part of society. It also means realization of the personal dignity of human beings.
A major taks of leadership is to inculcate personal values and impart a sense of business
ethics to the organisational members. At one end, values and ethics shape the corporate
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culture and dictate the way how politics and power will be used and, at the other end,
clarify the social responsibility of the organisation.
The twin issues of personal values and business ethics have come to occupy centre
stage in management. There is an increasing awareness around the world about ethical
practices in business. International organisations such as the World Bank and IMF are
concerned about whether the aid provided by them is used for the intended purposes
and not frittered away by corrupt government officials. Transparency International
brings out an annual rating of countries on an index of corruption that serves as a
guideline for foreign investors and international donor agencies.
Within India, there are significant social, cultural, political, technological, and economic
factors affecting the state of personal values and business ethics within industry.
Corporate governance has attracted worldwide attention as a means to induce ethical
behaviour in business.
A typical dilemma faced by strategists is to somehow reconcile the pragmatic demands
of work (which often degenerate to a distortion of values and unethical business practices
to the call of the inner voice which somehow prevents them from using unethical
means for achieving organisational goals. This dilemma stems from the fact that
apparently the value system of the organisation has alreay been contaminated beyond
redemption. Some analysts attribute this to the acceptable transition of a developing
society where social mechanisms have become obsolete.
Corruption in industry, which is a major by-product of the degradation of value and
ethics, is also related to the inability of industry to stand up to the discretionary powers
of a regulatory system designed and administered by an unholy alliance of bureaucrats
and politicians. But repeated observations have shown that excellent organistions that
have an explicit belief in, and recognition of, besides other values-the importance of
economic growth and profits, are driven by values rather than avarice. It has been
possible for Indian companies such as Asian Paints, Bajaj Auto, ICICI, Infosys, and
Amul to excel on the basis of superordinate goals-a set of values and aspirations and
corporate culture. Strategists, therefore, have to provide the right values and ethical
sense to the organisations they manage. Exhibit 12.15 provides material on which to
determine the rightness of values and ethics based on Indian psycho-philosophical
thought.
Personal values and ethics are important for all human beings. They are specially
important for strategists as they are custodian of immense economic power vested in
business organisations by society. The possession of personal values by strategists is
good, but the important issue is whether it is right to let them affect the considerations
for strategy formulation and implementation. Rather a more relevant question could be:
Can strategists prevent their personal values from affecting strategy formulation and
implementation? To seek answer, witness what Christensen and others say: Executives
in charge of compnay destinies do not look exclusively to what a company might do or
can do. In apparent disregard of the second of these considerations, they sometimes
seem heavily influenced by what they personally want to do. If we now look at the last
proposition in Exhibit 12.15, we find that it is indeed true. The intentions of individuals,
that is, their purity of mind as decision-makers within an organisation matter a lot in
strategic management. There has to be a right connection between values, ethics, and

Prof S K Chakraborty of IIM, Calcutta has done extensive pioneering work on Indian psychophilosophical thought, contained in ancient texts, to derive insights for the purpose of developing
managerial effectiveness. His basic idea is to rely on education versus training, values versus
skills, principles versus policies, and wisdom versus knowledge to develop managerial effectiveness.
His model of managerial effectiveness is based on seven Indian thoughts: the concept of self and
reality, disidentification, theory of Gunas, theory of Samskaras, the doctrine of Karma, theory and
method of work, and a giving model of motivation.
With regard to values and ethics rooted in Indian thought, several ideas have been proposed:
1.
The concept of self in man has to embrace the spiritual dimension beyond the physical,
social and economic dimensions.
2.
The creative energies of human beings are derived from, and rooted in, the Supreme
Creative Intelligence.
3.
Managerial decision-making requires the interplay of both analytic and holistic faculties.
4.
The final resolution of managerial conflicts lies in the de-egoisation of the self.
5.
The key to cooperation and teamwork lies in realising that the same atman dwells in all.
6.
The quality of managerial decision-making and skills can be improved through an

understanding and internalisation of the doctrine of karma.
7.
Motivational strategies need to be based on a giving model rather than a needing model of
man.
8.
Ability for developing effective leadership style requires an understanding of three qualities
of man: sattwa (righteousness), rajas (selfishness), and tamas (laziness).
9.
All managerial decisions are subjective in the ultimate analysis and the efectiveness of such
decisions depends critically on the purity of the mind of the decision-maker.
Exhibit 12.15: Values and Ethics in the Context of Indian

Psycho-Philosophical Thought
strategy. It is imperative that strategists take strategic decisions not only on the basis of
purely economic reasons but also consider values and ethics.
Business ethics has traditionally been considered to integrate core values, such as,
honesty, trust, respect, and fairness into strategic management, policy-making, practising
management, and decision-making. It has been perceived as a set of legally driven
codes, in the form of a list of dos and donts for the company executives, that have to
be complied with. A significant change is occurring in considering business ethics as
central to managing organisations. Companies are formulating value-based, gloabllyconsistent codes for ethical understanding and appropriate decision-making at all levels
even as they face immense external challenges.
Business ethics is being identified as a major source of competitive advantage. In 1999
a study by the DePaul University of 300 companies found that firms making an explicit
commitment to follow an ethic code provided more than twice the shareholder value
than those that did not. An earlier study of 1997 had found that companies with a
defined commitment to ethical principles outperformed others. What this means is good
ethics is also good business. Companies recognised as ethical organisations are able to
attract investment and human capital, retain talent, differentiate themselves in the martets,
and create a perception of being customer-friendly As the chairman of a successful
company in India says: Value-based organisations have dmonstrated that even socalled soft concepts can be extremely powerful. Money cant buy reputation and integrity;
both have to be earned. Organisations based on strongly-held shared values amongst
their customers and employees (and in that order) have been able to professionalise
and develop their market potential through strong brand loyalty and relationship building
with their constituents.
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Recognising the immense significance of business values and ethics in the context of
good business, there have been attempts at describing how ethics can be imbibed as a
part of managerial activities through the adoption of a practical framework.
At this point, it is necessary to differentiate between values and ethics. Values are
personal in nature (e.g. a belief in providing customer satisfaction and being a good
paymaster) while ethics is a generalised value system (e.g. avoiding discrimination in
recruitment and adopting fair business practices). Business ethics can provide the
general guidelines within which strategic management can operate. Values, however,
offer alternatives to choose form. For example, philanthropy as a business policy is
optional. A strategist may or may not possess this value and still remain within the limits
of business ethics. It is values, therefore, that vary among the strategists in an
organisation, and such a variance may be a source of conflict at the time of strategy
formulation and implementation. A major set of tasks in strategy implementation is to
create consistency among the business values and ethics and the proposed strategy.
This is done through inculating the right set of values, reconciling divergent values, and
modifying values that are not consistent with the strategy.
Organisations derive values and ethics from their corporate culture. Corporate culture,
as we have seen earlier, is the outcome of the shared assumptions that individual members
of the organisation have. The right set of values and a code of ethics have to be formulated
by an organisation on the basis of its founding philosophy, cherished traditions, norms of
ethical behaviour, and social requirments. Several organisations have formulated such
codes for their members.
Inculcating values and ethics: Once the values and ethical codes are formulated,
strategists have to set about inculcating them. Several actions could be taken for this to
be accomplished. A representative list of such actions is given below.
l
Considering values and ethics in recruitment and selection to ensure compatibility

of the character traits of potential employees to the ethical system of the
organisation.
Incorporating the statement of values and code of ethics into employee traning
and educational programmes
Example-setting by top management in terms of actions and behaviour that

reinforce the values.
Communication of the value and code of ethics through wide publicity and
explanation of compliance procedures.
Constant monitoring of compliance by superior staff and top management
Consistent nurturing of values within the organisation through their integration

into policies practices, and actions.
Paying special attention to those parts of the organisation that are susceptible to
ethically-sensitive activities, such as, purchase and procurement, dealing with
government and other external agencies.
Reconciling divergent values: Strategists have to reconcile divergent values and modify
values, if necessary. A typical situation of value divergence may arise while setting
objectives and determining the precedence of different objectives. One group of
strategists (may be, a coalition) is interested in production-oriented objectives such as

standardisation and mass production while another group may stress marketing related
objectives, like product quality an variety, and small-lot production. These interests may
be legitimate in the sense that they arise from their functional bias. It is for the chief
executive now to reconcile the divergent values. Obviously, this can be done best in the
light of strategic requirements and environmental considerations.
Modifying values to create consistency: Modification of values is frequently required
for strategy implementation. A particular strategy, say of expansion, may be suboptimal
if existing values do not conform to these requirements. In such cases, modification of
values is necessary. But what was said of corporate culture is true for values too: they
are difficult, if not impossible, to change. A judicious use of politics and power, redesigning
of corporate culture, and making systematic chagnes in organisation can help to modify
values gradually.
Of late this absence of a uniform national ethos and sense of value based on ethical
considerations is being increasingly noticed by management philosophers and sundry
models are being advanced that will, hopefully lead to the development of value-based
ethical standards in Indian industries. Below we discuss some of them.
The Chakraborty Model

Chakraborty bases his model on Vedantic principles and considers them as the longlived national ethos of India. His model of ethical morality is breifly structured on the
following:
l
The basic concept is to harness secular complexity to the guiding hand of sacred
simplicity. This is achieved by referring to the four goals of the human system:
Dharma (rectitude and righteousness)
Artha (money and wealth)
Kama (desires and needs)
Moksha (liberation of the spiritual core).
The secular goals of artha and karma are integrated into the model within the bounds of
dharma or ethicomoral propriety and moksha or liberation of the inner spirit core.
l
To make Vedantic spirinomics a reality, the following correctives may be sought

from sacred simplicity.
To aim and strive for a pure-mind, meaning emotions, feelings, impulses; the
matter of the heart, so to say, should take precedence over intellect/sharpening.
Emphatically follow the law the subject is the cause, the object is the effect.
Indeed, in any mangement system, the crux lies in human beings, not in the system
or its structural dimensions.
Work must be done without personal claims to egocentric results (i.e. rewards) as
the primary driving force. This in effect means desireless work (nishkam karma).
Transition from this concept of egoless work to the ethico-moral concept of

ego-led work as enshrined in the doctrine of karma, as explained in essence by
Toynbee.
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The ethical level of a society at a particular moment depends on the state of

karma-account of each of the participants in society. The most important objective
for a human being, both for is own sake and for the sake of society is to improve
his karma.
l
Human personality comprises (a) and outer active, involved all dynamic self called
prakriti, and (b) an inner, quiescent witness and silent self called purusha. Even
when one works in the midst of turbulent or hectic external circumstances, the
inner purusha exists all the time as a permanent background of stillness. The
practice of this depth awareness is a crucial process for effective selfmanagement.
The exchange theorry of generating the means of human sustenance and economic
wealth is obtained through a systemic framework linking the human and the cosmic.
This is expressed by the concept of yagnartha karma, i.e. work done is a sacrifice.
In consequence, care and concern flow in this theory not merely from an awakened
moral conscience, but from a more all-embracing cosmic and spiritual conscience.
Creativity in future must, on the whole, be directed towards serving the simple
living high thinking goal for humanity in conformity with the Vedantic
transformational goal of unfolding the higher self or core self within which is
poorna or that which is autonomously whole and self-sufficient.
The credibility of a leader rests ultimately on the attribute of impersonal love

springing from the higher self. Consequently, human development should be based
on the following concept:
Consciousness of personality begins with the feeling of separateness from all, but
has its cultmination in the feeling of unity with all. The life in which the consciousness
of unity is primary and separateness the secondary factor, and therefore the
personality is large and bright in truth-this is the soul of life.
This consciousness of unity is ekatmanubhuti

These ethical considerations lead to the concept of a business ashram as a credible
Indian concept of an ethical view of business. Some possible tangible outcomes of
widespread adoption of this business ashram vision would be the following.
i.
There should be a growing tendency towards products with longer life cycles as
against the ever shorter ones today.
ii.
Organizations should tend to contract rather than expand, as is the current tendency.
iii.
Localized, decentralized economic activites should increase faster than centralized

ones. Production and distribution should be more space-specific.
iv.
The need for high speed, long distance, continous travel should gradually decline.
Bicycles should once again come into their own at the expense of cars and
aeroplanes.
v.
Employee relations are likely to become more cooperative and less adversarial,
as a consequence of greater identification with smaller sized enterprises and the
spirit of trusteeship implied amongst owners/top managers.
vi.
Competitive advertising, preying upon gullible customers, is likely to decline.
vii. Usiness growth fuelled by greed and achieved through manipulation, financial
mergers, and heavy debt financing are likely to be less and less favoured.
viii. Local resources for local markets to meet local needs being once again the principal
thrust, the frenzied search for strategic advantage, strategic intent, strategic
response, and so on for global markets should slow down.
ix.
Mental illnesses due to overconsumption outside and undernourishment within

should fall.
x.
Living in society is likely to become simpler and less energy intensive. Change for
the sake of change will appear to be less justifiable.
xi.
Loyalty and gratitude to organizations and colleagues may once again become
important features of professionalism.
xii. Reduction in greed and interpersonal rivalry should give basic human values like
sharing and humility a better chance of coming into their own.
xiii. Networking, interpersonal on inter-organizational, may rest on something more
dignified and genuine than the self-centred isntrumental motives of the present.
xiv. More and more decisions are likely to be subjected to the test of whether their
effects are likely to be spiritually, ethicaly, and ecologically positive or negative.
xv. With the gradual replacement of the slogan of external consumption by the gospel
of inner living, creativity will tend to be channelled more into arts such as music,
literature, and painting rather than into the ever-increasing proliferation of
superfluous goods and products.
xvi. In education, realization and idealism should regain their lost importance, as against
the current primary of information and careeism.
xvii. The human being is likely to be less compelled to fit or mould himself/herself to
technological imperatives. Rather, technology will be accepted or rejected by the
standards of the respiritualized human being.
xviii. Alignment and empowerment of the individual will/energy with the ultimate Divine
Will will gradually become a widespread experiment-based reality. This process
will lead to progressively error-free, morally correct decisions.
xix. Leaders of organizations/institutions should move towards blending the principles
of secular king-ship with those of sacred rishihood. They will thus tend to manifest
the rajarshi or philosopher king model
xx. The workplace will tend to be transformed into a spiritual/moral gymnasium.
Here, income, profit, and the like will be treated as a means of serving the basic
physico-economic needs of employees and society. The end to be served would
tend to be the flowering of the spiritual essence in human beings by ensuring a
wholesome physical existence.
The Four Core (Cardinal) Virtues Model

The Occupational Hazard of Business Life
In sum, this hazard may be described as teleopathy, the unbalanced pursuit of purpose,
and consists of three basic elements.
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318
Fixation: This is a state where, in a sense, the goal owns the person. Management by
objectives is in effect replaced by being managed by ones objectives; investing in goals
beyond our capacity for critical judgement, thus treating the self as a means not an end.
Rationalization: Two types of rationalization dominate the landscape in the context of
business and work life: Loyalty (appealing to fiduciary obligations to shareholders in the
face of market competition) and legality (appealing to the permissibility of a behaviour
or policy within the constraints of the law). Each provides an excuse for questionable
business behaviour, though not always plausibly.
Detachment: Repeating the fixation-rationalization loop becomes a self-reinforcing
habit. This habit leads eventually to a kind of callousness, which some observers have
called a separation of the head from the heart. Competitiveness and goal seeking
eventually drive out compassion and generosity, making more serious compromises
easier as time passes. The detached organization, like the detached individual, loses the
ability to connect its behaviour to the larger human picture. The division of labour
becomes the division of responsibility, and the division of responsibility becomes the
fragmentation or dilution of responsibility beyond recognition.
Teleopathy then is a moral condition in which the unbalanced pursuit of purpose manifests
itself in three symptoms: fixation, rationalization, and detachment. It is the principal
occupational hazard of business leadership in a market economy, and its consequences
for the lives of individuals, companies , and society at large can be devastating: alienation,
stress, unreasonable demands on work time, loss of creativity, and loss of community.
Avoiding teleopathy as an occupational hazard requires a new outlook on the part of
management. In particular, in an increasinly global market place, convictions about
core human values and virtues acutely need to be clarified and strengthened.
The foundation for such clarity and strengthening can be found by considering four
core (cardinal) virtues that have for two thousand years serve as a foundation for
moral theory and practice: prudence, temperance, courage, and justice. Each relates
fairly directly to current challenges in business ethics.
In the current industrial and business context, Exhbit 12.16 shows the role each of
them might play in organizational decision-making balancing the pursuit of purpose and
increasing corporate awareness.
Business leaders who understand the importance of these organizaton virtues will take
their companies social consciences in hand, avoiding tempting appeals to competitive
dilemmas and other familiar excuses.
The essence of responsible management perhaps lies in appreciating the art of
orchestration affirming multiple values in a compatible and healthy way.
That the principles enunciated above go beyond religious boundaries will be realized if
it is remembered that Shakers, Quakers, and Masonic lodge members abide broadly by
the same concepts. Whether they can be realistically extended to the industries today
is, however, moot question.

Cardinal virtue of
habit
Salient
stakeholders
Prevention of
teleopathy
Illustrative
applications
Managerial
implementation
Prudence
Attention to a long
term
comprehensive
decision
perspective
Planning
structures
uncentive
systems
Avoids fixation on
us . here and now
Wide-ranging
primarily owners
or investors,
employees and
communities.
Environmental
awareness,
bribery,
temptations,
leadership
succession
Avoids fixation on
maturity and
detachment from
being fully human
Customers and
employees
primarily, but also
competitors amogn
others.
Fair competition, Control systems,

responsible
employees,
marketing to
consumer audits.
needs not just
wants
Avoids denials and

rationalization in
the name of
strength for
concience and
others do it
Again wideranging but

primarily owners,
investors,
employees, and
community.
Strong board
membership,
diverse staff
composition,
internal whistleblower
protection.
Readership
development
programmers:
reward for
initiative,
individual spirit.
Avoids fixation on
self-serving ends:
rationalization at
the cost of the
weak.
Employees
customers, and
communities
primarily, but also
shareholders and
competitors.
Fair
compensation
of employees
job security,
consumer
product safety
and quality, tax
honestly.
Regular audits of
affected
stakeholders:
representative
voices.
Temperance
Attention to spiritual
and higher order
goods and service
Courage
Rising above sole
reliance on market
pressures and legal
compliance; need
for responsible risk.
Justice
Attention to
distributive as well
as aggregative
productive results
to process as well
as to overcome.
Exhibit12.16:RoleofCardinalVirtues
The TattwaJnanananda Model

The model depends heavily on the Upanishads, namely mukti (freedom) and purnatva
(fullness), arising from bodhi (complete englightenment).
The nature of atman (real man) is sat, cit, ananda (existence, knowledge, and bliss).
Ethics in India is based on dharma and karma.
The moral values and Purusarthas
1.
Dama
----
Self-control
2.
Sraddha
----
Self-respect
3.
Svadhyaya
----
Self effort
4.
Satya
----
Truth
5.
Asteya
----
Non-seeking
6.
Vidya
----
knowledge
7.
Dhi
----
Wisdom
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320
8.
Brahmacarya
----
Sexual purity
9.
Ahimsa
----
Non-injury
10. Sauca
----
Cleanliness
11. Akrodha
----
Freedom from anger
12. Seva
----
Service to all beings
The two secular ideals that man pursues are artha (wealth) and kama (pleasure). They
lead to spiritual freedom (moksha) if they are subordinated to dharma (moral conduct).
Ego Management Through :
l
Self-control: A rulers self conquest is the foundation of his kingdom. He who

controls his self, controls all. only then will regionalism, linguistic bias, caste
conflicts, and religious tensions cease.
Self-respect:
Sarve yasya vinetarch
Sarve panditamaninach
Sarve mathattvamicehanti
Kulani tadavisate
That race in which every one considers himself the leader, eveyone regards himself
to be wise, and everyone hankers for recognition, goes to ruin.
A man of self-respect has confidence in his own abilities and respects those in
others. He helps others to help themselves. He does not feel that his talents are
going unnoticed and that he deserves much more than he is getting.
Self effort: Udyuginam purusasim hamupati kaksmih darivam iti kapurushah

vadanti. Daivan nihatya kuru purusamatmasakhya yatma krte yadi na sidhyati
kuta dosha.
The goodess of wealth becomes propitious to the industrious lionhearted person.
Only cowards say. Alas! fate, fate! But dismissing fate, act bolddly on your own
strength. If something fails, after putting in effort, what is the harm?
Self-effort at the right time can chagne the future. On who listens well, decides
on a goal with proper deliberation and then lets go the goals and concentrates on
the means succeeds. His very presence inspires his co-workers.
Excellence in work:
Yoga karmasu kausalam
Gita
Yoga is skill in work

l
Progressive attitude: The manager should have a habit of studying (sravana),

the power to think deeply (manana) and to meditate (nididhasana)
Yad yad acarati srestach
tatadevetaro janah
Gita
Truth at any cost
Practice what you preach
Whatever the superior person does, others follow that. Intensity and pervasiveness
of concern: A mothers tyaga (renunciation), not exploitation earns her the
unshakeable position of commander in the house.
Character building
a. Habit formation
b. Concentration and meditation
The Astangaygo of Patanjali speaks of yama, niyama, asana, pranayama,
pratyahara, dharma, dhayana, and samadhi, the moral training and exercise by
which meditation or dhyana, quite a high state of concentration, absorption, and
composure, is attained.
Prayers:
Om saha navavatu
Saha nau bhunaktu
Saha viryam karavavhai
Tejasvi navadhitam astu
Ma vidvisavahai
Sama Veda
Om may he, (the divine being) protect and murish us; may we grow in strength
together. May our study be invigorating. May there be no hatred or ill feeling
between us.
Also,
Om, asato ma sadgamaya
Tamasu ma jyotirgamaya
Mrtyormamritamgamaya
Yajur Veda and Brihaduranyaka Upanishad
Om, from the unreal lead me to real,
From darkness to light
From death to immortality
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322
Indian ethics mean every individuala acquiring a capacity for independent thinking and
having and utilizing the freedom to take the right moral decisions after gathering all the
relevant facts and weighing the pros and cons of alternatives.
A somewhat different approach is found in the Gita:
Janami, dharman na cha me, pravriti,
Jamamyadharman na cha me nivritti,
Taya hrishikesha hridi sthitena,
Jatha nijuktohsmi thatha karomi
I know what is right but do not have the will to follow it. I know what is wrong but do
not have the willl to desist from it. Hence, oh Lord! I shall do whatever you guide me to
do residing in my heart.
i.
Although the models discussed above are rooted in Hindu philosophical scriptures,
their idealistic natur would, in all probability, make them unacceptable across the
religious divide existing in India.
ii.
Neither bears any relation to the historical tradition and reality existent in India.
iii.
Both are totally utopian in nature, do not consider the current realities and the
reasons for their evolution.
iv.
Both are highly individualistic, concentrating on how one should improve the self
and do not indicate how this can be extended to group thinking.
v.
Both indicate the direction for achievement of ethical goals individually through
self-realization (nishkam karma in the Chakraborty model and the subordination
of the secular ideals of artha [wealth] and karma [plaesure] to dharma [moral
conduct] to achieve freedom [moksa] in the Tattwajnanananda model) and are
silent about the linkage of self-realization to leadership.
vi.
The future (or rather, desirble future) of Indian industry under Chakrabortys
ethico-moral concepts has been briefly delineated earlier. It is a moot question
whether Indian industries will, by following those ethico-moral concepts, survive
in th existing competitive atmosphere.
The Caux Principles

The gradual decimation of organization culture and values systems in Western industries
is, however, reality. Its likely harmful consequence have startled industrial leaders and
management philosophers alike. Attempts are being made, therefore, to develop value
and cultural norma that industries can adopt irrespective of produc or type or country.
They are also considered significant and important enough to become an integral part
of the syllabus of management schools, to enable their widespread dissemination. The
Caux principles is one such model.
The Caux principles are a set of moral guidelines developed by an international group
of business leaders, incorporating the Minnesota principles earlier documented by the
Minnesota Centre for Corporate Responsibility at the University of St. Thomas in
Minneapolis. The Caux principles do not pretend to mirror everyday reality, but they
are a means of expressing a world standard against which corporate performances can
be held accountable. In the end members seek to begin a process that identifies shared
values and reconciles differeing values. Their goal is to articulate a perspective on

business behaviour that is acceptable to and honoured by all countries.
The Caux principles are rooted in two fundamental ethical ideas: The Janpanese concept
of kyosei and the more Western concept of human dignity. Kyosei means living and
working together for the common good in a way that enables cooperation and mutual
prosperity to coexist with healthy and fair competition. Human dignity, refers to the
sacredness or value of each human person as an end, not simply as a means to others
purposes or even, in the case of basic human rights, to majority prescriptions.
The motivation for the formulation of the Caux principles is enshrined in the preamble
itself.
The mobility of employment and capital is making business increasingly global in its
transactions and its effects. Laws and market forces in such a context are necessary
but insufficient guides for conduct. Responsibility for a corporations actions and policies,
and respect for the dignity and interests of its stakeholders are fundamental, and shared
values, including a commitment to shared prosperity, are as important for a global
community as for communities of smaller scale.
It is possible to identify certain norms around which ethics can be discussed. These
ethical norms often overlap but nevertheless act as useful points of reference.
i.
Self-Interest: The concept of self-interest has been held as one of the most
important elements in career planning and formulation of management control
systems. Personal goals are often at variance with corporate objectives, and if
the two can be made to converge, both individual and organizational effectiveness
and efficiency are known to increase.
It is also now accepted that it is in the interest of organizations to be seen as
acting ethically.
Even this is, however, influenced and vitiated by the viewpoint of the viewer.
Thus Marxist scholars speak of alienation, exploitation, and private accumulation
of public wealth, placing a lable of immorality squarely at the doorstep of the
corporate body. Liberal scholars place the same themes within the framwork of
reasonable business sense.
ii.
Utilitarianism: In its original sense, utility is the want satisfying power of a good
or a commodity. Utilitarianism states that human beings maximize their pleasures
and minimize their pain. In doing so they act rationally and consistently, choosing
between alternatives.
It is, however, a contra-change, contra-progress argument quite commonly used.
iii.
The Categorical Imperative: In the business world the term means that there
should be an honour code for corporations just as for the armed forces. The
constant endeavour to put the ethical and other interests of the organization and
nation above all other inerests must prevail throughout the business world at all
levels.
iv.
Duty: Duty assumes a hierarcy, a set of obligations, and range of stated or

unstated expectations regarding modes of behaviour. This is interpreted by many
in terms of managerial prerogatives.
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324
Three thought-provoking questions arise.

l
How can organizations protect themselves from employees who behave

unethically?
Are unethical actions usually the work of an unscrupulous few or does

management inadvertently corrupt employees who are ordinarily honest?
Do reward systems and disciplinary procedures, or even ethical codes

themselves, induce honest employees to do dishonest things?
A further question in this connection is: To whom does one owe ones duty? To
the self, to the cause, to the profession, to the comunity or to the employer?
Tied closely to the question of duty is the issue of loyalty. The question is
loyalty to whom, for whom and by whom? Can unethical behaviour be excused
in the name of loyalty?
Duty is thus, to say the least, a nebulous term and is usually defined by the
personal preference of the actors concerned.
v.
Justice: Every decision a manager makes must be based on a strict code of

ethics to ensure fairness to all. For this, managers must ask themselves and
honestly answer specific questions. Once again, the answers are subjective. It,
therefore, is only through self-discipline alongside a general rise in social
consciousness that this kind of policy can succeed.
David Vogel opines that much of the public interest in ethics stems from the
media depiction of the present times as an era of greed. Indeed, it can be
demonstrated how ethical perceptions vary with the perceivers politico-economic
position and with the contingency of the situation. Indeed, social justice is mostly
used as an excuse to distort facts and mystify reality by the key players in the
market.
vi.
Neutralization: Manifestations of neutralization may be of the following forms.

l
Being cruel in order to be kind.
Personnel managers playing off one union against another to maintain peace.
To gain social legitimacy, managers denying any ulterior motives to their

actions and refusing to accept that harm to others might have resulted as
a consequence.
These are manifestations of ethical dilemna being contrary to the concept of

integrity, but nevertheless pursued to maximize personal advantage.
vii.
Legality: Hannath Arendts action philosophy developed in connection with

the Nuremberg trails is a fit manifestation of this. Under pressure from the
organization and the solidarity demanded by their peer group, managers tend to
discard their conscience and obey orders. This can either be in the form of
condoning and cooperating with harmful behaviour for personal gain or cooperating
with harmful behaviour for what the manager considers to be a greater mission
for the organization.
To elaborate on action philosophy, it is useful for five reasons:

l
It helps us to appreciate and understand the pressures that managers are

subject to, and that these pressures are not a new phenomenon, being
different in form rather than in content from the problems of the past.
It helps us, given the mutable nature of objective social reality, to understand
the range of ideal types of responses to organizational stimuli.
It acts as a guide to decision-making when an ethical dilemma is involved.
It is free from all accepted ideologies, and as such serves as an ideal type
of framework for decision-making under conditions of relative uncertainty.
Philosophy, the mother of all sciences, provides a theoretical foundation

for decision-making on holistic planes.
The question here is, are duty, loyalty, justice, and legality discrete ideas? The
codes of conduct of extra corporate, as also professional bodies (medicine, law),
philanthropic bodies (Lions, Rotarians), socio-cultural bodies (Theosphists,
Freemasons) comprise quasi-legal concepts that enjoin members to adhere to
certain ethical behavioural norms and cover them with the umbrella of legality.
We have seen that in real life, violations of these norms are too numerous to be
treated as exceptions. to mention a few:
l
The Hippocratic oath is too frequently violated.
In spite enjoining to the contrary, advertisements for liquors abound.
Against the intent of legal provisions, cigarette manufacturers blithely

continue to advertise their cigarettes, satisfying the legal provison by always
citing the statutory warning against smoking in their advertisements as
discreetly is as feasible.
The questions to be asked here, however, are different:
viii.
Do these codes of conduct innovative behaviour and prevent people from

taking a stand based on their convictions?
Are people being forced to conform?
If so, is it healthy for society and its continued progress and evolution?
Is order not the antithesis of freedom?
Should order, therefore, be pursued by any organization or by society?
Ideological Conviction: It is clear that the answers we get to social issues

depend on the questions we ask. The questions we ask depend on the values we
hold, and the values we hold are born out of our ideology. Hence ideology is
germane to all thought and all action, yet it is freuently seen that megalomania
overtakes common sense, self-interest and ideology. Above all, the precept most
at work is nothing succeeds like success.
But this brings us to an examination of public good versus private gain, a question
that has always troubled moral philosophers. The often conflicting views are
illustrated by the following comments:
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326
ix.
Capitalism is the first social system in which the wealthy could claim they
received their wealth as a just reward for performing a socially useful
function.
Property is theft (Pierre Proudhon).
Capitalists can be likened to race of wolves: he who gets there does so at

the cost of others (Che Guevara).
Morality lay on the side of the heavier artillery (Voltaire).
Capitalism begins not with material self interest but by giving. Because
the inventor has no guarantee of return on his investment; his investment
consitutes a gift to the community (George Gilder in Wealth and Poverty).
The Light of Day: This is manifested in the statement If you cannot discusss
your decision freely and openly, it is not ethical. In this the metaphysics of reason,
the realism of dialectic, the pragmatism of phenomenology and simple home
truths regarding human behaviour have been neatly encapsulated. At the same
time categorical imperative has been emasculated, utilitarianism has been
rendered impotent.
A review of these nine aspects of ethical dilemma amply shows that each of them is
open to differing interpretations and hence they together fail to provide a general basis
for formulating ethical norms.
Ethics, Values, Culture, and Leadership

A significant change has become evident in corporate attitude to business ethics since
the eighties. Prior to the eighties business ethics tended to be reflected in the desire to
do good work. i.e. showing benevolent intentions cost effectively. This form of corporate
paternalism was no longer considered sufficient in the eighties. Rather, the attitude on
busines ethics centred on the personal behaviour of the individual rather than just the
image of the organization. It implied not only that relationships between organizations
are governed by implicit or explicit codes of behaviour but that the constituents of
business extend beyond customers and shareholders to encompass all those who work
for the organizations, communities and, in effect, everyone directly affected by the
organizations activities.
But what would these codes of ethics, that in effect are a quantification of business
ethics, contain? This is where differences arise.
The cause for this difference is not difficult to locate. To quote Michael Hoffman, a
respected professor of philosophy and business ethics:
Our present century has been weaned away on relativism (denial of ethical absolutes),
on pragmatism (the belif that somethings is right if it works), on positivism (equating
knowledge with observeable experience), and on behavioursim (interpreting human
actions as totally determined and predicatable). The unifying thread of all this is the
reduction of everything considered true and meaningful to material reality or physical
experience. Science and materialism have flourished and ethics and values have been
relegated to matters of emotion, attitude and feeling.
Such ideology permits no significant development of the non-material non-measurable

aspects of our lives, such as freedom, morality and divinity: However, there is something
about the human spirit which resists this sterile picture and cries out for a different
ideology, which will preserve our humanity and provide our life with a value system.
Expressed differently, Morgan McCall points out that creative (and thus effective)
leaders are often inconsistent, devious, and two-faced. His implication is that the direction
of commerce has little to do with social morality. This view is shared by F.G. Bailey
(Humbuggery and Manipulation: The Art of Leadership). After considering the role of
leaders in society, he concludes:
Leaders are often Villains and .. . it is very difficult to be an effective leader and at the
same time a good person. . . one does better to look dispassionately at the institution (of
leadership) itself and admit that it has no place for those who practice nothing but the
right and the good.
The logic behind this attitude is not hard to seek when one looks at the historice
perspective. Although the Christian belief amongst some intellectuals in the last century
was replaced by doubt, these great Victorian agnostics believed that all people of goodwill
wished to maintain a framework of christian ethics, governing both individual and public
actions. They thought it would be possible to retain Christian ethics while sidelining or
even rejecting Christian doctrine.
For a time the agnostic lobby appeared to be successful although now, with hindsight,
the record appears rather different. For a considerable time commonly shared Christian
ethic survivied on what can be described as an ever-diminishing bank deposit of Christian
belif. It has now come to a position where the basis of belief on which the ethics was
constructed has all but disappeared.
At one time opponents of Christianity were confident that an alternative source of civic
morality would evolve. That theory has not proved successful. Neither has the belief
that the urge to do good is so deep-rooted that no commonly agreed morality is required
to control private and corporate activity.
Reactions are logically expected. Thus Sir Geoffrey Chandler says:
The trouble is that too many businesses leaders proclaim simplistically that they are in
business to make money. But so are burglars and brothel keepers. . . You cannot
tack on ethics or social responsibility to business behaviour like an unrelated musical
cadenza. They must be inherent in all that a business does.
A survey of a large number of businesses evinces surprising unanimity in the identification
of issues that all involve ethical considerations for business. These problems generally
fall into four basic categories and are shown in Exhibit. 12.17.
Perhaps the categories require some elaboration:
i.
Equity is generally used to mean basic fairness, apart from any established legal
or human right. For example, executive salary scales are sometimes the subject
of controversy when critics say that it is inequitable for certain employees to
receive annually thirty or forty times more than the lowest paid worker in the
firm. Some arguments for comparable worth are also rooted in an ethical appeal
to greater fairness in determining the material rewards for work.
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328
Equity issues are, however, not limited to salary and pay considerations. They can
also arise in the pricing discretion companies are permitted under the applicable
law. As in the case of compensation practices, ethical questions can be raised
with regard to either results or the means used to attain them.
Equity
Executive salaries
Comparable worth
Product pricing
Rights
Corporate due
process,
Employer health
screening
Employee privacy
Sexual harassment
Affirmative action
Equal employment
opportunity.
Shareholders
interest
Employment at will
Whistle blowing
Honesty
Exercise of
corporate power
Employee conflict of
interest.
Security of company
records
Inappropriate gifts
Unauthorized payments to
foreign officials
Advertising content
Government contract
issues
Financial and cash
management procedures
Conflict between
corporation s ethical
system and business
practices in foreign
countries
Political action
committees
Workplace safety
Environmental issues
Disinvestment
Corporate contribution
Social issues raised
by religious
organizations
Plant/Facility closures
and down sizing
Exhibit 12.17: Ethical Categories of Current Corporate Issues
ii.
Rights are treatments to which a person has just claim. The origin of the claim
may be legislation, legal precedent or community notions of dignity. Modern views
or rights are generally protective in nature. They seeks to defend individual
autonomy from encroachment by powerful institutions or the community at large.
Societies accept the concept of rights to varying degrees. The Japanese, for
example, rely heavily on their traditional concept of reciprocal obligation, which
mandates discussion, conciliation, and adjustment of differences instead of an
appeal to abstract concepts of justification. Rather than filing lawsuits, Japanese
who allege discrimination usually form a victim group that negotiates with company
representatives. The resulting accommodation does not set a precedent, but
establishes a basis for ongoing dialogue.
Dignity is a subcategory of rights, where protection is rooted in the communitys
sense of elemental decency rather than regulated by specific constitutional, judicial
or legislative mandates. For example, employee privacy and sexual harassment
are issue subject to increasing legislative and judical activity, but the legislative
and judicial systems have yet to find an absolute formula for extending these
rights to employees.
iii.
Honesty in corporate ethics relates to the integrity and truthfulness of a companys

actions or politics. Issues of honesty arise both in connection with corporate
behaviour and with employees acting under the companys nominal supervision.
Misleading advertising, questionable financial and cash management procedures,
gifts for foreign officials and waste or fraud in the performance of government
contracts are examples of corporate behaviour that may be labelled dishonest.
Other honesty issues arise in connection with the companys responsibility for
supervision of those who act in its name, and the reciprocal obligation of employees
to observe company and community standards in their business dealings. The
misappropriation of proprietary information for personal enrichment, or to help a

competitor, is an abuse of trust. Acceptance of inappropriate gifts can corrupt the
purchasing process. Conflicts of interest between employee activities outside the
workplace and company interests can create situations of divided loyalty. In all
these circumstances it is the employee who has an ethical responsibility, but a
company cannot escape the consequences of lack of proper supervision.
iv.
Exercise of corporate power: Corporations recognize a responsibility to contribute

to community enterprises that are consistent with their mission and with their
commitments to the various constituencies they serve.
Corporate financial and executive assistance and efforts to generate public support
for programmes are believed to be an imporant element of the comanys ethical
profit. Business organizations also acknowledge the ethical component of adhering
to standards for workplace, product, and environmental safety.
Beyond generally accepted responsibilties, more controversial positions advocated
by religious or political groups may raise ethical questions that have an impact on
corporate policy and practices. For instance, in recent years companies faced
external pressures to disinvest from South Africa. In consequence, while some
companies withdrew from South Africa, several others argued that the ethical
position was to remain in South Africa, because they believed foreign investment
was a critical level for social change in that country.
Ethics and Leadership of the Future

Certain common and distinct features portend the future quite decisively. Among these
are the following:
l
Emergence of the information society resulting from developments in microelectronics, making information across the would easily and readily available to
every citizen, leading gradually but inexorably to the emergence of a borderless
world.
Geostrategic changes resulting in the emergence of three gigantic trading and

industrial economic groups, NAFTA, the EEC, and Japan and ASEAN, and the
consequent serious concern on the part of other regions of the world finding
themselves hemmed in and buffeted.
The awakening of minorities, nationalism, and regionalism
Development, growth, and cultural awakening of the developing countries of the

world, with the consequent impact on their national ethos.
The population explosion.
The environment, with global warming as an immediate, visible source of

anxiety.
The advance of high technology
The loss of values: a general loss loosening the bonds that had previously
ensured the coherence of society and confined individuals to its norms.
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l
Exponential growth in sundry categories of crime, violence, and coercion, organized

for monetary gain or political power. Some such manifestations are:
The Mafia
The drug network
Likely limitation of energy resources
Increasing impact of the globalization of industrial and business activities

with MNCs expanding and proliferating, pushing the world and various
countries towards increasing liberalization and withdrawal or easing of
restrictions and border controls.
In the context of the above and the need for multinationals to be able to avoid loss of
face and likely nationalistic backlash in the developing countries around the world, it
would be necessary for these international companies to develop new codes of ethics.
In short, it is necessary to carefully distinguish between values at the individual and the
collective level. In many cases they are compatible. The fight against pollution provides
a good example of this. Indeed, the interdependence of nationals and the globalization
of a number of problems entail an increase in universal awareness and need for a new
international code of ethics at the collective level. A number of new ethics dictated by
the pressure of new ethics dictated by the pressure of new facts are:
The ethics of nature
Imposed by global environmental issues.
The ethics of life
Discussed increasingly because of the controversy

about genetic engineering
The ethics of development
Resulting from the increasingly unbearable gap

between the rich and the poor
The ethics of money
Because it is divorced from economic realities and

dominates the ambitions of too many individuals
The ethics of images
Who should rule over the media and modulate the

excessive dramatization of the image on television?
The ethics of solidarity
Dictated by the fact that the dimension of the problems

posed to humanity today requires cooperation between
human beings as a condition of their survival.
It is necessary for multinationals if they are to survive and thrive that the personal
ethical convictions of their eimployees and the companys culture are compatible with
the code of ethcis described above.
Leadership of the Future

In considering this question we again sharply underline two major aspects of development
in the future:
l
The poliferation and growth of MNCs (or, rather, internationalization of companies)

consequent to the increasing trend towards globalization.
Development, growth, and cultural awakening of the developing countries of the

world with the consequent impact on their national ethos.
Against this backdrop, a typical leader of the future would be the CEO of an international
company. Certain requirements of such a leader perhaps merit consideration, but before
that the nature of the likely developments may be shortlisted.
l
The pace of change will be felt in several areas. Globalization will no longer be an
objective but an imperative, as markets open and geographic barriers become
increasingly blurred and perhaps even irrelevant. Corporate alliances, joint ventures,
and acquisition will increasingly be driven by competitive pressures and strategic
rather than financial structuring. Technological innovation and the translation of
that innovation into market place advantage will accelerate further.
There are going to be increasing demands for sensitivity to the environment. Only
total commitment of everyone in the company will provide the level of responsibility
that will be acceptable to employees, governments, and customers.
This chagne in environment must bring in a change in the culture of successful

companies. The essence of business in the twenty-first century is going to be tapping
talent. What really matters is not so much where to locate the plants, it is how to locate
the best people and motivate them. In all this, the key word is partnership. Partnership
will be of all kinds: increasingly strategic interdependence between companies,
governments and people. Setting up in new countries will be different from what it
used to be. Once, you dropped an American off in Venezuela or Thailand with a boatload
of toothpaste and had him build a business. Now it will be necessary to establish a
partnership with local business people or local government. Simultaneously, the topdown approach to decision-making, previously in practice, will no longer be valid. The
fundamental difficulty will be how to execute a global strategy and still allow those
leading the local entity to feel that they are controlling their own destiny. They need to
be encouraged to be entrepreneurial so that they can feel responsible for the results.
As already mentoned, this involves a shift in culture. To move towards a winning culture
it will be necessary to create what might be called a boundaryless company. The
barriers between functions such as engineering and marketing, between people based
on salaries, and geographic barriers between locations must disappear. The lines between
the company and its vendors and customers must be blurred into a smooth, fluid process,
and with no objective other than satisfying the customer and winning in the market
place.
When it comes to managing people, business will need to move away from the
authoriatarian approach towards a shared decision-making appraoch. The radical change
in employee involvement will give workers responsibility in the total business process,
and a consequence will be a flattening of the organizational pyramid.
Global companies simply cannot prosper in a diverse, multicultural world unless they
reflect the diversity to some degree. It is like the Darwinian ideal that diversity in the
gene pool creates strength in and survivability of the species. A corporation that
successfully draws on the talents and abilities of all its employees as individuals will be
best positioned for success.
As companies reflect more cultural diversity, they will become more tolerant, more
willing to use differences, rather than similarities, as criteria for individual success within
the organization. Any business climate in which broadly different individuals may succeed
will be one in which the organization as a whole prospers.
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In this context, the general features of a futures leader may be sketched:

a.
bi.
bii.
biii.
c.
Areas of Expertise.
Strategy formulation
Human resource
management
Marketing/sales
Negotiation/conflict
resolution
Foreign languages and computer literacy
Personal Characteristics
Creative
Enthusiastic
Open minded
Intelligent
Inspiring
Energetic
Encouraging
Also Desirable but Rated Somewhat Lower
Analytic
Loyal
Physcially fit
Organized
Risk-taking
Diplomatic
Intuitive
Collaborative
Desirable Characteristic Rated Lowest
Tough
Personable
Patient
Dignified
Conservative
Management Style
Visionary
Delegate authority; readily reassign or terminate individualss not meeting

targets
Maintain a lean staff and set a personal example of cost consciousness
Superb communicatior
Power
Another, widely pervasive element, influencing the decision-making process in an
oganization is the exercise of power. For the purpose of strategic analysis, power is
best understood as the extent to which individuals or group are able to persuade, induce
or coerce others into following certain courses of action. This is the mechanism by
which one set of expectations will dominate policy-making or seek compromise with
others.
Soruces of power within organizations

The normally recognized sources of power are summarized in Exhibit 12.18
Within Organization
For External Stakeholders
1.
Hierarchy (formal Power), e.g.

autocratic decision-making
1.
Control of strategic resources, e.g.

materials, labour, money
2.
Influence (informal power), e.g.

charismatic leadership
2.
Involvement in strategic implementation,

e.g distribution outlets, agents.
3.
Control of strategic resources, e.g.

strategic products (steel, oil).
3.
Possession of knowledge (skills), e.g.

subcontractors
4.
Possession of knowledge/skills, e.g.

computer specialists
4.
Through internal links, e.g. informal

influences.
5.
Control of environments, e.g.

negotiating skills.
6.
Involvement in strategic implementation,

e.g. by exercising discretion.
Exhibit 12.18: Sources of Power
Hierarchy provides people with formal power over others and is one method by which
senior managers influence policy. It is, however, important to remember that this type
of power has very limited effect if used in isolation.
Influence can be an important source of power and may arise from personal qualities
(the charismatic leader) or because a high level of consensus exists within the group or
company (i.e. people are willing to support the prevailing viewpoint). Indeed, there is
strong support for the view that the most important task of managers is to shape the
culture of the organization to suit its strategy. However, the extent to which an individual
or group can use his/its influence is determined by a number of other factors. In many
situations, prior commitments to principles may be quite central to the organizations
mission. Thus a no redundancy policy may be interpreted to counter actions proposed
by senior management (such as productivity levels).
Control of strategic resources is a major source of power within companies. However,
the relative importance of different resources will change over time and power derived
in this way can show dramatic changes. Within any one company, the extent to which
various department are seen as powerful will vary with the companys circumstances.
Design or R & D departments may be powerful in companies developing new products
or processes. Whereas marketing people may dominate those that are primarily
concerned with developing new markets.
Knowledge/skills: Individual can derive power from their specialist knowledge or skills.
Certain individuals may be viewed as irreplaceable to the company, and some would
jealously guard this privileged position by creating a mystique around their jobs. This
can be a risky personal strategy, since others within the organization may be either
spurred to acquire the skills or to devise methods of bypassing them. The powers of
many organizations computer specialists were threatened by the advent of minicomputers
which provided others the means of bypassing those specialists.
Control of the environment: It is well known that events in the companys environment
are likely to influence its performance. Hence, the more uncertain the environment, the
more likely the company to be dependent upon individuals within the organization with
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specialist knowledge of that aspect of the environment. This is particularly true when
the environment is hostile. That is probably why more than anything else, financial and
marketing managers are seen as dominant in the policy determination of a company.
Exercising discretion: This is a most significant source of power within an organiztion
and is often overlooked. Whatever the strategic decision taken, its execution cannot be
controlled in all its minutest details, and even the dynamics of the situation change
between the time a decision is taken and its implementation. It is therefore up to the
implementers to interpret and execute the particular parts of that policy, and in doing so,
use their own personal discretion. This is a major source of power for middle management
in organizations.
Sources of Power for External Stakeholders

Resource dependence is the most common source of power. Thus major suppliers,
banks, and shareholders all derive power from this source.
Involvement in implementation through linkages between value chains can be an
important source of power for supplier channels, and buyers. One of the major changes
since the sixties in many industries has been the extent to which power shifted from the
manufacturing sector to the distribution sector. The greater the knowledge distribution
companies have of trends in consumer tastes the greater their ability to dictate terms to
manufacturers rather than simply function as outlets for goods designed and planned by
manufacturing companies.
Knowledge and skills critical to the success of the company may be a source of power
. This is the source of power for many subcontractors.
Internal links can provide a route for external stakeholders to influence company strategy.
This, of course, is highly influenced by the nature of the organization. Thus a highly
authoritarian organization is likely to be hostile to any attempts by outside stakeholders
to formally involve themselves in formulation of strategy and any influence on policy by
an external stakeholder must be derived in other ways. In contrast, organizations
believing in industrial democracy would actively seek to involve a wide variety to
stakeholders in strategic decision-making.
Methods of Assessing Power

It is useful to analyse and arrive at some simple guidelines on how to assess power in
an organization. Following Pfeffer, it is suggested that the best way to cope with this
complex situation is to step back from the details and look for the indicators of power.
There are four major indicators each for the internal and the external sources of power.
Internal Sources
The status of the individual or group, as indicated by position within the hierarcy, individual
salaries, and job grades of the group, reputation of the individual or group.
The claim on resources as measured by the departments budget, or the number of
employees within the group, in particular, tends in the proportion of resources claimed
by the group. The less powerful group would invariably find its resources eroded by the
more powerful.
Representation in a powerful position, such as on the Board of Directors or the various

decision-making committees.
Symbols of power, such as size and location of individuals office, whether s/he has a
secretary, carpets, and a private telephone.
External Sources
The status of an external party, such as a supplier. This is often indicated by the way
such a party is discussed among company employees and whether they respond quickly
to its demands.
Resource dependence can be measured directly. For example, the proportion of the
comapnys business tied up with any one customer or supplier and the ease with which
the supplier, financier, or customer can be replaced at short notice.
Negotiating arrangements: Whether external parties are dealt with at arms length or
are actively involved in negotiations with the company. Thus a customer who is invited
to negotiate over the price of a contract is in a more powerful position than a similar
party that is given a fixed price on a take it or leave it basis.
Symbols are equally valuable clues, i.e. whether the management team wines and
dines some customer or supplier, or the level of person in the company who deals with
the particular supplier. The care and attention paid to correspondence with outsiders
will tend to differ from one party to another.
Social Responsibility
In the past twenty-five years or so there has been increaseing awareness and acceptance
by management of the diversity of stakeholder interests and expectations to be
accommodated. This has given rise to the notion of social responsibility, by which is
meant the acceptance by management of organization responsibilites of a social nature,
wider than the legal minimum that it is bound to fulfill. There are a wide variety of
issues that can be considered to fall under this broad heading. These are summarized in
Exhibit. 12.19.
How organizations respond to these issues varies considerably and may be sumarized in
Exhibit 12.19.
Internal Aspects
Employee welfare
Providing medical care, assistance with
mortgages, extended sickness leave,
assistance for dependent, etc.?
Working conditions
Enhanced working surroundings, social and
sporting clubs, above minimum safety
standards, etc?
Job design
Designing jobs to the increased satisfaction
of workers rather than efficiency, etc.
External Aspects
Pollution control
Reducing pollution below legal standards
even if competitors are not doing so, etc.?
Product safety
Danger arising from the careless use of
products by consumers, etc.?
Marketing practices
Curtailing advertising that promotes products
which harm health (e.g. tobacco and
sweets), etc.?
Employment
Positive discrimination in favour of minorities?
Community activity
Sponsoring local events and supporting local
good causes etc.?
Exhibit 12.19: Some Questions of Social Responsibility
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Behaviour and Attitude
Role
Economic
Social
Political
Profit maximizer
Profit dominates
Regarded as an
impediment to profit
Actively avoids
involvement with
political system
Profit satisfier
Growth business
Reacts against
societal and social
pressures as
incursions
Avoids interaction with

political system
Defender of the
enterprise
The business of
business is business
Reacts against the

societal component
as not being within
the first s proper
ambit
Stands up for free

enterprise
The lone wolf
Prime emphasis on
profit
Voluntarily but
unilaterally assumes
responsibility
Avoids involvement
unless cornered
Socially engaged
Prime emphasis on
profit
Interactively
engaged
Engaged only in
negotiation of the rules
of the game
Socially progressive
Prime emphasis on
profit
Interactively
engaged
Positively involved in
formulation of national
industrial policies
Global Actor
Prime emphasis on
profit
Interactively
engaged
Assumes a
responsibility to foster a
balance between
national and
international economic
policies
Developer of society
Financial self
sufficiency
Produces changes in
the lives of mankind
through innovation.
Positively involved with

emphasis on planned
development of social
infrastructures
Social servant
Secondary to social
obligations
Provides essential
but non economic
goods and services
Positively involved in
formation of national
industrial policies with
emphasis on social
matters
Employment provider
Subsidized operation
Provides jobs
Subsidized and
supported by
government
Exhibit12.20:SocialResponsibility:RolesoftheFirm
Within the eight categories listed above (Exhibit 12.19) four groups of responses may
be discussed. Each of them may give rise to conflicts of objective and policy. We
briefly discuss these.
i.
The first group is at one extreme, and its only business is the business. Its only
social responsibility is to increase profit. It would, in consequence, treat the legal
requirements regarding social responsibilites as unavoidable hindrances. The first
three categories fall in this group.
ii.
The next group is categories 4 to 7. here social responsibility is exercised in a

carefuly, selective way, an usually justified in terms of economic common sense.
Sponsorship or welfare provision would be rationalized as sensible expenditure

akin to any other form of investment or promotion expenditure, being considered
to be in the long-term interest of the company. The companies falling in this group
would argue that management ignores social influences at its peril and the smarter
companies are those that recognize and cope with these issues in policy-making.
The conflicts of responsibility that arise here are for example, between pollution
control and job position control and job provision. Extra costs in pollution control
mean uncompetitive costs and thus threaten plant closure and job loss.
iii.
The next group would be in category 8. It considers a wide variety of social

responsibility issues as important influences on policy-making. The companies
falling in this group would retain uneconomic units to preserve jobs, avoid
manufacture of anti-social prodcuts, and would be prepared to bear reduction in
profitability for the social good. Conflict will naturally come when this reduced
profitability threatens survival.
iv.
Lastly, there would be organizations in categories 9 to 10 that are run specifically

in response to community needs. Here societal needs are paramount and profit is
secondary- often a constraint. Conflict would arise in keeping the organization
efficient and commercial, thus mnimizing the subsidy requirements.
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Chapter 13
A functional strategy is the short-term game plane for a key functional area within a
company. Such strategies clarify grand strategy by providing more specific details
about how key functional areas are to be managed in the near future.
Functional strategies must be developed in the key areas of marketing, finance,
production/ operations, R&D, and personnel. They must be consistent with long-term
objectives and grand strategy. Functional strategies help in implementation of grand
strategy by organizing and activating specific subunits of the company (marketing,
finance, production, etc.) to pursue the business strategy in daily activities. In a sense,
functional strategies translate thought (grand strategy) into action designed to accomplish
specific annual objectives. For every major subunit of a company, functional strategies
identify and coordinate actions that support the grand strategy and improve the likelihood
of accomplishing annual objectives.
To better understand the role of functional strategies within the strategic management
process, they must be differentiated from grand strategies. Three basic characteristics
differentiate functional and grand strategies :
1.
Time horizon covered.
2.
Specificity.
3.
Participation in the development
Time Horizon
The time horizon of a functional strategy is usually comparatively short. Functional
strategies identify and coordinate short-term actions, usually undertaken in a year or
less. Sears, for example, might implement a marketing strategy of increasing price
discounts and sales bonuses in its appliance division to reduce excess appliance inventory
over the next year. This functional strategy would be designed to achieve a short-range
(annual) objective that ultimately contributes to the goal of Sears grand strategy in its
retail division over the next five years. This shorter time horizon is critical to successfully
implementing a grand strategy for two reasons. First, it focuses functional managers
attention on what needs to be done now to make the grand strategy work. Second, the
short-time horizon allows functional managers to recognize current conditions and adjust
to changing conditions in developing functional strategies.
Specificity
A functional strategy is more specific than a grand strategy. Functional strategies guide
functional actions taken in key parts of the company to implement grand strategy. The
grand strategy provides general direction. Functional strategies give specific guidance
to managers responsible for accomplishing annual objectives. Such strategies are meant
to ensure that managers know how to meet annual objectives. It is not enough to
identify a general grand strategy at the business level. There must also be strategies
outlining what should be done in each functional area if the annual (and ultimately longterm) objectives of the company are to be achieved. Specific functional strategies
improve the willingness (and ability) of operating managers to implement strategic
decisions, particularly when those decisions represent major changes in the current
strategy of the firm.
Specificity in functional strategies contributes to successful implementation for several
reasons. First, it adds substance, completeness, and meaning to what a specific subunit
of the business must do. The existence of numerous functional strategies helps ensure
that managers know what needs to be done and can focus on accomplishing results.
Second, specific functional strategies clarify for top management how functional
managers intend to accomplish the grand strategy. This increases top managements
confidence in and sense of control over the grand strategy. Third, specific functional
strategies facilitate coordination between operating units within the company by clarifying
areas of interdependence and potential conflict.
Participants
Different people participate in strategy development at the functional and business levels.
Business strategy is the responsibility of the general manager of a business unit.
Development of functional strategy is typically delegated by the business-level manager
to principal subordinates charged with running the operating areas of the business. The
business manager must establish long-term objectives and a strategy that corporate
management feels contributes to corporate-level goals. Key operating managers similarly
establish annual objectives and operating strategies that help accomplish business
objectives and strategies. Just as business strategies and objectives are approved through
negotiation between corporate managers and business managers, the business managers
typically ratifies the annual objectives and functional strategies developed by operating
managers.
The involvement of operating managers in developing functional strategies contributes
to successful implementation because understanding of what needs to be done to achieve
annual objectives is thereby improved. And perhaps most critical, active involvement
increase commitment to the strategies developed.
It is difficult to generalize about the development of strategies across functional areas.
For example, key variables in marketing, finance, and production are different.
Furthermore, within each functional area, the importance of key variables varies across
business situations.
A key task of strategy implementation is to align or fit the activities and capabilities of
an organisation with its strategies. Strategies operate at different levels and there has
to be congruence and coordination among these strategies. Such a congruence is the
vertical fit. Then, there has to be congruence and coordination among the different
activities taking place at the same level. This is the horizontal fit.
When a lower-level strategy, such as a functional strategy, is aligned with a higher level
strategy, in this case the business strategy, then a vertical fit takes place. The vertical
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fit alone is not sufficient to integrate the strategic network. It is also essential to create
to horizontal fit at the level of individual functional strategies. What this means is that
the different functional areas of marketing, finance, operations, personnel, and information
management and all the operation activities performed in these areas should not work
at cross-purpose. There has to be an alignment among them which is the horizontal fit.
In this manner, the vertical fit leads to functional strategies and their implementation,
and the horizontal fit leads to operational implementation.
The consideration of vertical fit leads us to define functional strategies in terms of their
capability to contribute to the creation of a strategic advantage for the oraganisation.
Looked at this way, we have primarily be a function of the R & D department, but an
organisation may structure it in such a way, we have the following types of functional
strategies.
Strategic marketing management means focussing on the alignment of marketing
management within an organisation with its corporate and business strategies to gain a
strategic advantage.
Strategic financial management means focussing on the alignments of financial
management within an organisation with its corporate and business strategies to a gain
a strategic advantage.
Strategic operations management implies focussing on the alignment of operations
management within organisation with its corporate and business strategies to gain a
Strategic human resource management means focussing on the alignment of human
resource management within an organisation with its corporate and business strategies
to gain a strategic advantage.
Strategic information management means focussing on the alignment of information
management within an organisation with its corporate and business strategies to gain a
It should be noted that these are emergent areas in the discipline of management. The
literature and texts in each of these functional areas assign a definite meaning to these
terms. You might have noted that managers in the industry and business magazines and
newspapers frequently use terms, such as, marketing strategy, advertising strategy or
purchasing strategy. Several terms are also prefixed with the term strategic, for
instance, strategic procurement or strategic recruitment. You should be cautious while
using these two terms since the terms strategy and strategic are often used without
much discretion. In strategic management there is a definite meaning conveyed by
these terms, but in practice the usage tends to trivialise the real meaning. So, when you
wish to prefix a term such as strategic before, say, procurement, then make sure that
strategic procurement is carried out while keeping in view the objectives and strategies
of an organisation, and it is seen as something which has a vital long-term significance
to the future of the organisation.
The consideration the horizontal fit means that there has to be an integration of the
operational activities undertaken to provide a product or service to a customer. These
have to take place in the course of operational implementation.
Operational implementation is the approach adopted by an organisation to achieve

operational effectiveness. When an organisation performs value-creating activities
optimally and in a way which is better than its competitors, it results in operational
effectiveness.
A value chain is a set of interlinked value-creating activities performed by an organisation.
These activities may begin with the activity of procurement of basic raw materials and
include the act of processing in its various stages, right upto the obtainment of end
products which may be marketed to the ultimate consumer.
To reiterate this, the value chain of a manufacturing organisation is divided into primary
and support activities. Primary activities are directly related to the flow of products to
the customer and include five subactivities: inbound logistics (receiving, storing, etc.),
operations (transformation of raw materials to finished products), outbound logistics
(order processing, physical distribution, etc.), marketing and sales (pricing, promotion,
etc.), and service (installation, repairs, etc.). Support activities are provided to sustain
the primary activities. These consist of the firms infrastructure (including, finance,
accounting, general management, etc.), human resource management, technology
development, and procurement.
In most organisations, the value-chain activities are dispersed among the different
functional areas to be performed by organisational units one of which is a department.
For instance, a marketing department is typically responsible for three of the five primary
value-chain activities, namely, outbound activities logistics, marketing and sales, and
service. The operations department usually performs the two other activities: inbound
logistics and operations. The support value-chain activities involve several other
departments. For example, procurement is generally placed with the operations
department, but all the departments may also be procuring item regularly. Technology
development may primarily be a function of the R & D department, but an organisation
may structure it in such a way that it may be placed under the operations department.
All departments deal with the finance and human resource management functions,but
specialised departments of finance, accounting and human resource management usually
exist to deal with these activities. So, a value-chain classification and departmental
segregation do match to an extent.
The considerations of vertical fit and horizontal fit help to explain why integration is
necessary for the different subsets of functional activities.
Functional strategies are not implemented directly. They have to be defined in terms of
plans and policies. So, functional implementation takes place through functional plans
and policies.
Functional Plans and Policies

For effective implementation, strategists have to provide directions to functional managers
regarding the plans and policies to be adopted. In fact, the effectiveness of strategic
management depends critically on the manner in which strategies are implemented. In
this section, we look at the nature of functional plans and policies, why they are needed,
and how they are developed.
As we already know that functional strategies operate on a level below the business
strategies. There might be several subfunctional areas within functional strategies.
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For instance, a company might have a textile division among its several business areas.
Within the textile division there might be functional areas, such as, marketing, operations,
R & D, and so on. Further, and functional area of marketing may have subfunctions
such as, product development, advertising and sales promotion, market research and so
on.
Functional strategies, defined in terms of functional plans and policies-plans or tactics
to implement business strategies, are made within the guidelines which have been set at
higher levels. Plans are formulated to select a course of action, while policies are
required to act as guidelines to those actions. Functional plans and policies, are therefore,
in the nature of the tactics which make a strategy work.
Functional managers need guidance from the corporate and business strategies in order
to make decisions. In simple terms, functional plans tell the functional managers what
has to be done, while functional policies state how the plans are to be implemented.
Glueck has suggested five reasons to show why functional plans and policies are needed.
Functional plans and policies are developed to ensure that :
1.
The strategic decisions are implemented by all the parts of an organisation.
2.
There is a basis available for controlling activities in the different functional areas
of a business.
3.
The time spent by functional managers on decision-making may be reduced as

the plans laydown clearly what has to be done and the policies provide the discretion
framework within which decisions need to be taken.
4.
Similar situations occurring in different functional areas are handled by the functional
mangers in a consistent manner.
5.
Coordination across the different functions takes place where necessary.
The development of functional plans and policies is aimed at making the strategies
formulated at the top management level practically feasible at the functional level.
Strategies need to be segregated into viable functional plans and policies that are
compatible with each other, thereby augmenting the horizontal fit. In this way, strategies
can be implemented by the functional managers.
The process of development of functional plans and policies may range from the formal
to the informal. Larger and more complex organisations may have several hundred
policies related to every major aspect. Many of these policies could have been formulated
through a formal process and published in many manuals and documents. Smaller
organisations with simpler businesses may operate with fewer policies, most of which
could be informal and understood rather than written down.
The process of developing functional plans and policies-formal or informal is similar to
that of strategy formulation. Environmental factors relevant to each functional area
will have an impact on the choice of plans and policies. Organisational plans and
policies shall affect the choice of functional plans and policies. Finally, the actual process
of choice will be influenced by objective as well as subjective factors. Then functional
plans and policies will affect, and are affected by, the resource allocation decisions.
But before we move on the next section, two points have to be noted. First, functional
areas have been traditionally segregated into finance, marketing, production and
personnel. Information management has emerged as a significant function within
organisations. But not all organisations divide functional areas traditionally-they do it
on the basis of what they actually need. For instance, service organisations will have a
different of functional areas. Second, the discussion of functional plans and policies
that follows is only indicative and not exhaustive. This is understandable because
functional managers in each area would formulate plans and policies in much greater
detail than we can possibly do here. Creating plans and policies leads to conditions
where subordinate managers will know what they are supposed to do and willingly
implement the decision.
Managers create plans and policies to make the strategies work. Policies provide the
means for carrying out plans and strategic decisions. The critical element is the ability
to factor the grand strategy into plans and policies that are compatible, workable, and
not just theoretically sound. It is not enough for managers to decide to change the
strategy. What comes next is at least as important. How do we get there? When?
And How efficiently? A manager answers these questions by preparing plans and
policies to implement the grand strategy. For example, let us say that the strategic
choice was to diversify. Now the executive must decide what to diversify into, where
to diversify, how much money will be needed, where the money will come from, and
what changes are needed in marketing, production, and other functions to make
diversification work.
The amount of planning and policymaking in the formal sense will vary with the size
and complexity of the firm. If the firm is small, or if it is a simple business, a few
policies and plans will suffice. The plans and policies are generally understood and
verbal. Larger and more complex firms find that policies and plans on every major
aspect of the firm marketing, finance production and operations, personnel, and so
forth-are necessary, for the competitive advantage of the large firm is its power, not its
speed. That is where the smaller firm or decentralized division excels.
The processes involved in establishing plans and policies are quite similar to those
influencing strategy formation and choice. That is, environmental factors can influence
the choices : internal polices and the power of subunits jockeying for position play a role
etc. Hence, resistance to change, conflict resolution techniques, and coalition building
will all be at play in the development of plans and policies.
Without good plans and policies managers would make the same decisions over and
over again. And different managers might choose different directions, and this could
create problems. On the other hand, plans and policies should never be so inflexible as
to prevent exceptions for good reasons. So criteria for judging the adequacy of plans
and policies developed would include the following :
l
Do they reflect present or desired company practices and behaviour?
Are they practical, given existing or expected situations?
Do they exist in areas critical to the firms success?
Are they consistent with one another, and do they reflect the timing needed to
accomplish goals?
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As a result, policies and plans will :

1.
Specify more precisely how the strategic choice will come to be what is to be
done, who is to do it, how it is to be done, and when it should be finished.
2.
Establish a follow-up mechanism to make sure the strategic choice, plans, and
policy decisions will take place.
3.
Lead to new strengths which can be used for strategy in the future.
One example of a set of plans for several strategies is given in Exhibit 13.1. For each of
these plans, a set of policies will have to be established for the appropriate area of the
business. The policies will ensure that the plans are carried out as intended and that the
different areas are working toward the same ends. Companies have plans and policies
that cover nearly every major aspect of the firm. The example in Exhibit 13.1 illustrates
only a few areas. The minimal plans and policies which must be developed are the key
functional decisions for each area of the business.
Strategy
Marketing
product line
plans
Manufacturing
plans
Human
resources plans
Financial plans
Timing
Retrenchment
Identify product
lines
for
divestment-those
with low sales or
margins.
Identify plants to
close
on
the
basis of capacity
utilisation.
Reduce
personnel on the
basis of skills
needed in the
future
and
seniority.
Eliminate
or
reduce dividends,
and manage cash
flows.
Sell plants and

reduce personnel
in 1 year; cut
dividends now.
Stability
Push the highmargin products

in the line
Defer plant and

equipment
investments over
$ 200,000.
Invest in training
programs
to
improve
management
skills.
Develop
good
bank
relations,
maintain steady
dividends,
and
strengthen
the
balance sheet.
Continue
for
three
years
unless
trends
show
high
opportunity.
Expansion
Extend
and
improve product
lines; volume is
more critical than
margins.
Expand
plant
capacity
to
support
new
products
as
necessary.
Hire
additional
sales, R&D, and
production
workers
and
managers.
Increase
the
debt-equity ratio
by
one-third.
Consider
the
impact
of
dividend policy on
cashflow needs.
Evaluate market
share
position
and
financial
condition after 2
years.
Exhibit13.1: AlternativeBusinessStrategiesandPlans
Then we will return to some questions about how these are to be integrated, since our
criteria suggest that plans and policies need to be consistent, provide for coordination,
and deal with timing issues.
Specialists in each area develop plans and policies in much more breadth and depth
than we can cover here. But the list indicates the types of major questions which need
to be addressed if strategy is to be implemented effectively.
Functional Strategies in Marketing Area

The role of the marketing function is to profitably bring about the role of products/
service in target markets for the purpose of achieving the business goals. Functional
strategies in the marketing area should guide this endeavour in a manner consistent
with the grand strategy and other functional strategies. Effective marketing strategies
guide marketing managers in determining who will sell what, where, when, to whom, in
what quantity, and how. Marketing strategies must therefore entail four components:
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product, price, place and promotion. Exhibit 13.2 illustrates the types of questions that
operating strategies must address in terms of these four components.
Key functional strategies
Products (or service)
Typical questions that should be answered by the

functional strategy
Which products do we emphasize?
Which
products/services
profitability?
contribute
most
to
What is the product/service image we seek to project?

What changes should be influencing our customer
orientation?
Price
Are we primarily competing on price?

Can we offer discounts or other pricing modifications?
Are pricing policies standard nationally or is there
regional control?
What price segment are we targeting (high, medium,
low, etc.)?
What is the gross profit margin?
Do we emphasize
oriented pricing?
Place
cost/demand
or
competition
What level of market coverage is necessary?

Are there priority geographic areas?
What channels of distribution are key?
What are the channel objectives, structure, and
management?
Should the marketing managers change their degree
of reliance on distributors, sales reps, and direct
selling?
What sales organization do we want?
Is the sales force organized around territory, market or
product?
Promotion
What are key promotion priorities and approaches?

Which advertising/communication priorities and
approaches are linked to different products, markets
and territories?
Which media would be most consistent with the total
marketing strategy?
Exhibit13.2:FunctionalStrategiesinMarketing
A functional strategy for the product component of the marketing function should clearly
identify the customer needs the firm seeks to meet with its product and/or service. An
effective functional strategy for this component should guide marketing managers in
decisions regarding features, product lines, packaging, accessories, warranty, quality,
and new product development. This strategy should provide a comprehensive statement
of the product/service concept and the target market(s) the firm is seeking to serve.
This, in turn, fosters consistency and continuity in the daily activity of the marketing
area.
A product or service is not much good to a customer if it is not available when and
where it is wanted. So, the functional strategy for the place component identifies
where, when, and by whom the product/services are to be offered for sale. The primary
concern here is the channel(s) of distribution the combination of marketing institutions
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through which the products/services flow to the final user. This component of a marketing
strategy guides decisions regarding channels (for example, single versus multiple
channels) to ensure consistency with the total marketing effort.
The promotion component of marketing strategy defines how the firm will communicate
with the target market. Functional strategy for the promotion component should provide
marketing managers with basic guides for the use and mix of advertising, personal
selling, sales promotion, and media selection. It must be consistent with other marketing
strategy components and, due to cost requirements, closely integrated with financial
strategy.
Functional strategy regarding the price component is perhaps the single most important
consideration in marketing. It directly influences demand and supply, profitability,
consumer perception, and regulatory response. The approach to pricing strategy may
be cost oriented, market oriented, or competition (industry) oriented. With a costoriented approach, pricing decisions center on total cost and usually involve an acceptable
markup or target price ranges. Pricing is based on consumer demand (e.g., gasoline
pricing in a deregulated oil industry) when the approach is market oriented. With the
third approach, pricing decisions centre around those of the firms competitors.
Pricing and other marketing policies become particularly critical at various stages of
product development and the firms strategy. Price has become a primary weapon in
tactical battles to secure a market share. For example, if rapid expansion is desired
early in the development of a product, pricing may be below cost. (Of course, a desire
to attract customers through loss leaders may be another reason for selling below
cost.) Being a price leader or follower is a policy which managers need to address.
Here in particular you can see how the development of plans can be affected by
managerial values. Offensive versus defensive strategists will view a particular pricing
question differently. During periods of stable demand we would expect prices to remain
relatively fixed (perhaps adjusted for inflation). If the strategy is retrenchment, price
increases and a reduction in promotion and distribution costs would be expected if not
outright abandonment. If the firm is retrenching out of certain areas as opposed to
liquidating, an orderly withdrawal through various demarketing mechanisms would
be necessary.
Packaging can be an alternative competitive weapon in the strategy of the firm. If
product stability is the strategy, packing changes (e.g., toothpaste in a pump, or shaving
cream in a brush) can help expand the pace of market penetration.
Policies and plans must be made which interrelate several aspects of the strategy. For
instance, a policy of different prices for different customers (or a one-price policy) is
one which can have an impact on the product and market strategy. As you will see
later, plans and policies must also be set in relation to other aspects of the business- for
instance, price is particularly critical in relation to volume-cost-profit conditions, which
affect production and the financial condition.
Functional Strategiesis in Finance/Accounting

While most operating strategies guide implementation in the immediate future, the time
frame for financial functional strategies varies because strategies in this area direct the
use of financial resource in support of the business strategy, long-term goals, and annual
objectives. Financial operating strategies with longer time perspectives guide financial
managers in long-term capital.
Key functional strategies

functional strategy
Capital Acquisition
What is an acceptable cost of capital?

What is the desired proportion of short-and long-term debt;
preferred and common equity?
What balance is between internal and external funding?
What risk and ownership restrictions are appropriate?
What level and forms of leasing should be used in providing
assets?
Capital allocation
What are the priorities for capital allocation projects?

On what basis is final selection of projects to be made?
What level of capital allocation can be made by operating
managers without higher approval?
Dividend and working capital

management
What portion of earnings should be paid out as dividends?

How important is dividend stability?
Are things other than cash appropriate as dividends?
What are the cash flow requirements; minimum and
maximum cash balances?
How liberal/conservative should credit policies be?
What limits, payment terms, and collection procedures are
necessary?
What payment timing and procedure should be followed?
Exhibit13.3:FunctionalStrategiesinFinance
Investment, use of debt financing, dividend allocation, and the firms leaveraging posture.
Operating strategies designed to manage working capital and short-term assets have a
more immediate focus. Exhibit 13.3 highlights some key questions financial strategies
must answer for successful implementation.
Long-term financial strategies usually guide capital acquisition in the sense that priorities
change infrequently over time. The desired level of debt versus equity versus internal
long-term financing of business activities is a common issue in capital acquisition strategy.
For example, Delta Airline has a long standing operating strategy that seeks to minimize
the level of debt in proportion to equity and internal funding of capital needs. General
Cinema Corporation has a long-standing strategy of long-term leasing to expand its
theatre and soft-drink bottling facilities. The debt-to-equity ratios for these two firms
are approximately 0.50 to 2.0, respectively. Both have similar records of steady profitable
growth over the last 20 years and represent two different yet equally effective operating
strategies for capital acquisition.
Another financial strategy of major importance is capital allocation. Growth-oriented
grand strategies generally require numerous major investments in facilities, projects,
acquisitions, and/or people. These investments cannot generally be made immediately,
nor are they desired to be. Rather, a capital allocation strategy sets priorities and timing
for these investments. This also helps manage conflicting priorities among operating
managers competing for capital resources.
Retrenchment or stability often require a financial strategy that focuses on the reallocation
of existing capital resources. This could necessitate pruning product lines, production
facilities, or personnel to be reallocated elsewhere in the firm. The overlapping careers
and aspirations of key operating managers clearly create an emotional setting. Even
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with retrenchment (perhaps even more so!), a clear operating strategy that delineates
capital allocation priorities is important for effective implementation in a politically charged
organizational setting.
Capital allocation strategy frequently includes one additional dimension-level of capital
expenditure delegated to operating managers. If a business is pursuing rapid growth,
flexibility in making capital expenditures at the operating level may enable timely resources
to an evolving market. On the other hand, capital expenditures may be carefully
controlled if retrenchment is the strategy.
Dividend management is an integral part of a firms internal financing. Because dividends
are paid on earnings, lower dividends increase the internal funds available for growth,
and internal financing reduces the need for external, often debt, financing. However,
stability of earnings and dividends often makes a positive contribution to the market
price of a firms stock. Therefore, a strategy guiding dividend management must support
the businesss posture toward equity markets.
Working capital is critical to the daily operation of the firm, and capital requirements are
directly influenced by seasonal and cyclical fluctuations, firm size, and the pattern of
receipts and disbursements. The working capital component of financial strategy is
built on an accurate projection of cash flow and must provide cash management guidelines
for conserving and rebuilding the cash balances required for daily operation.
Sources of capital are related to uses of capital. A prime example is leasing versus
buying fixed assets. A policy to lease classes of assets will change the nature of the
need for funds over time and the nature of the balance sheet. Thus owning a building
(say, the Pan Am building in Manhattan) versus leasing such space has an impact on
working capital needs and the ability to finance other types of activities. Hence a
strategy of rapid expansion, if funds are limited in the short term, might be accomplished
through leasing rather than buying. Sale- and-leaseback arrangements became quite
popular in the early 1980s because of the favourable tax benefits associated with such
policies.
Other financial policies concern the evaluation of proposals for investing incertain
projects. For instance, a hurdle rate of return may be specified as a policy guide
before some strategic option will be considered. Hurdle rates may differ, depending on
how risk is assessed. Another method for assessing potential investment alternatives
includes a risk-adjusted discount rate in the net present value approach. A policy of a
mix of investment risks is as useful as marketing-mix policies or planning a maxi of
basic and applied research. The investment risk mix is related to strategic choice, of
course. If expansion is the desired strategy, greater risks are acceptable. A mix of
low-risk projects only may be an indication that retrenchment is on the horizon. In the
mid-1980s, corporate treasures made increasing use of swap transactions which
allowed firms to trade interest rate payments and limit some exposure to risk of interest
rate fluctuation. In addition, more and more firms sought to hedge foreign currencies
as part of their financial plans.
The other area in which risk plans are needed is in the area of insurance. Corporate
liability insurance in the mid-1980s was becoming very expensive, and in some instances
difficult to get at all. Some firms were forced out of business because they did not
believe they could expose themselves to the risk of doing business without insurance.
Other firms chose a plan of in-house protection, but such plans require a large resource
base. Still others joined consortia to pool resources as an alternative to traditional
insurers. Another possibility is to change the nature of coverage for catarstrophic risks
and at the same time reduce or eliminate coverage for more common risks. Choices
here can affect the strategy in terms of costs of doing business, or even lead to ultimate
retrenchment (liquidation or sale).
Specific targets for current assets and cash flows are also needed for items such as
inventories (finished goods and raw materials) and accounts receivable and payable.
Policies for the desired proportion of funds tied up in these accounts and the accounting
treatment (e.g., LIFO or FIFO, or book or market value) are relevant here, as are rules
for financial disclosure based on historical or inflation-related reporting. Some of
these policies are mandated by SEC or other government bodies, but managers should
decide which approach provides them with the most useful information for decision
making (as opposed to which treatment makes the books look better). Alternative
treatments of accounting data can lead to significant differences in the data upon which
managers base their decisions.
Policies governing asset use have a direct impact on other components of strategy and
cannot be made in isolation. For example, a policy with respect to maintaining a particular
monetary value of safety stock of finished goods relates to marketing policy regarding
customer relations and the ability to deliver outputs, as well as to production policy
regarding lead times and the size of production runs. Or if an airline is trying to enhance
relations with travel agents in a new territory, then extending the time for accounts
receivable on the payment for tickets may be an important decision affecting marketing
and finance.
Financial plans also become important in particular strategic actions such as mergers or
liquidations or bankruptcies. In some cases, legal factors restrain choices. But there
are usually several options which require a financial decision as to how to best implement
the strategy. Such an option would require a policy decision or would be made in
relation to other plans associated with the desired financial structure of the business.
If a firm is divesting or liquidating, financial policies as well as other plans will need to
be specified. For instance : How urgent is it? What will the cash flow look like? What
will creditors get? Who are the potential buyers? What will be price be? How will we
lay offs people? In the early 1980s, many firms began to alter their plans to focus on
debt reduction and increasing the cash flow due to stability strategies taken in response
to disinflation.
Finally, some financial policies can have an indirect effect on strategy through the
executive compensation system. For instance, firms which use stock options as a form
of competition may ultimately change the nature of control of the business or influence
risk choices made by the executives involved. The implications could be positive or
negative, and so such outcomes should be considered as these plans and policies are
established.
Hence, some of the crucial financial questions needing implementation include :
l
Where will get additional funds to expand, either internally or externally?
If external expansion is desired, how and where will it be accomplished?
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l
What will be strategy do to our cash flow?
What accounting systems and policies do we use (for example, LIFO and FIFO)?
What capital structure policy do we pursue? No debt or a heavily leveraged

structure?
How much should we pay out in dividends.
How much cash and how many other assets do we keep on hand?
Should we hedge our foreign currency exchange risk?
It is crucial that financial plans and policies are such that the funds needed are available
at the right time and at the lowest cost.
Functional Strategies in Research and Development

With the increasing rate of technological change in most competitive industries, research
and development (R&D) has assumed a key functional role in many organizations. In
the technologyIntense computer and pharmaceutical industries, for example, firms
typically spend between 4 and 6 per cent of their sales dollars on R&D. In other
industries, such as the hotel/motel and construction industries, R&D spending is less
than 1 percent of sales. Thus, R&D may be a vital function-a key instrument of
business strategy-although in stable, less innovative industries, R&D is less critical as a
functional strategy than is marketing or finance.
Exhibit 13.4. illustrates the types of questions addressed by an R&D operating strategy.
First, R&D strategy should clarify whether basic research or product development
research will be emphasized. Several major oil companies now have solar energy
subsidiaries with R&D strategy emphasis on basic research, while smaller competitors
emphasize product development research.
R&D decision area

functional strategy
Basic research versus

commercial development
To what extent should innovation and break-through research

be emphasized? In relation to the emphasis on product
development, refinement, and modification? What new
projects are necessary to support growth?
Time horizon
Is the emphasis short term or long term?

Which orientation best supports the business strategy?
Marketing and production strategy?
Organizational fit
Should R&D be done in-house or contracted out? Should it be

centralized or decentralized?
What should be the relationship between the R&D unit(s) and
product mangers?
Marketing Managers? Production
Managers?
Basic R&D posture
Should the firm maintain an offensive posture, seeking to lead

innovation and development in the industry?
Should the firm adapt a defensive posture, responding quickly
to competitors developments?
Exhibit13.4:FunctionalStrategiesinR&D
Directly related to the choice of emphasis between basic research and product
development is the time orientation for these efforts mandated by R&D strategy. Should
efforts be focused on the near or the long term? The solar subsidiaries of the major oil
companies have long-term perspectives, while their smaller competitors appear to be

focusing on the immediate future. These orientations are consistent with each business
strategy if the major oil companies want to ensure their long-term position in the energy
field, while the smaller companies want to establish a competitive niche in the growing
solar industry.
R&D strategy should also guide organization of the R&D function. For example,
should R&D efforts be conducted solely within the firm or should portions of the work
be contracted outside? A closely related issue is whether R&D should be a centralized
or decentralized function.
The basic R&D posture of the firm influences each of these decisions because strategy
in this area can be offensive, defensive, or a combination of these. If the R&D strategy
is offensive, technological innovation and new product development are emphasized as
the basis for the firms future success, as is true for small, high-technology firms.
However, his orientation entails high risk (and high payoff) and demands considerable
technological skill, forecasting expertise, and the ability to quickly transform basic
innovations into commercial products. Guidelines are needed to encourage the types
of R&D efforts required for the strategy. For example, if new-product development is
the basic strategic direction of the firm, then the research effort will be geared to focus
on this activity. Of course, stability strategies which may call for product improvements
would require a greater emphasis on modification to the existing line. If a turnaround
strategy is desirable, R&D efforts may be focused on improving production processes
to reduce costs. Unfortunately, retrenchment strategies often are implemented by
cutting R&D activities which may be needed for long-term improvements in the business.
Such short-sighted policies provide an example of how the implementation of the current
strategy may limit long-term strategy development.
The strategy of vertical integration (e.g. backward or forward expansion in function) is
another area where R&D policy becomes particularly relevant. The technologies
involved in providing inputs or subsequent processing of outputs associated with changing
functions would normally require policies to provide for resources and expertise in the
new areas of activity.
Another area would include the relative focus of effort on performing basic or applied
research. Few companies will authorize the research department to study anything its
scientists may be interested in. But the extent of concern with short-term
commercialization versus theoretical knowledge which may lead to major break throughs
is an issue of some importance. If a firm is going to undertake basic research, it must
be prepared to accept certain financial outcomes and commitments: longer-term risk
with potentially no payout or long payback periods, and enough capital to exploit
discoveries if and when they are made. Of course, the firm may need to engage in
some basic research if the nature of its business requires it (e.g., most pharmaceutical
firms depend on basic research).
Some R&D options are available which reflect whether the strategy is offensive or
defensive. That is, as with policies such as pricing, strategists can choose to be leaders
or followers. If leadership is endorsed, greater emphasis will be placed on R&D in
order to be first to market. Of course, the costs and risk can be high. Others prefer
to be fast seconds or followers who take basic research done by others and pursue
product modification. In the follower approach, another option is to buy the R&D
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efforts of others (such as university, government, or independent research labs). Buying

patents or paying license or royalty fees may be another option for firms which do not
have strengths in the R&D area or for firms which do not wish to make a commitment
to or take the risks of building technological leadership. Another option is the jointventure strategy, which combines internal and external approaches. Such strategies
require polices for negotiating contracts and agreements using outputs from research
efforts, and deciding how the firms own R&D departments will be involved in the joint
efforts.
Policies as to the amount of financial commitment in R&D can be based on the following
guidelines:
l
Maximum range 5 to 2 per cent gross profit, depending on the industry
Minimum range-competitor actions.
However these figures provide a potentially wide range of discretion within which
managers must subjectively determine how the R&D activity fits as a component of
overall strategy. Perhaps more importantly, questions of how these funds will be used
need to be addressed. Exhibit 13.6 suggests that changing policies on how R&D
personnel use their resources can impact a firms strategy.
Functional Strategies in Production/Operations

Production/operations management (POM) is the core function in the business firm.
POM is the process of converting input (raw material, supplies, people, and machines)
into value-enhanced output. This function is most easily associated with manufacturing
firms. However, it applies equally to all other types of business (including service and
retail firms, for example).
Functional strategies in POM must guide decisions regarding : (1) the basic nature of
the firms POM system, seeking an optimum balance between investment input and
production/operations out put and (2) location, facilities design, and process planning on
a short-term basis. Exhibit 13.5 illustrates these concerns by highlighting key decision
areas in which the POM strategies should provide guidance.
The facilities and equipment component of POM strategy involves decisions regarding
plant location, size, equipment replacement, and facilities utilization that should be
consistent with grand strategy and other operating strategies.
The purchasing function is another area that should be addressed in the POM strategy.
From a cost perspective, area a new suppliers an advantage or risky because of over
dependence? What criteria (for example, payment requirements) should be used in
selection vendors? How should purchases be made in terms of volume and delivery
requirements to support operations? If such questions are critical to the success of a
grand strategy, functional strategy guidelines improve implementation.
Functional strategies for the planning and control component of POM provide guidelines
for ongoing production operations. They are meant to encourage efficient organization
of production / operations resources to match long-range, overall demand. Often this
component dictates whether production / operations will be demand oriented, inventory
oriented, or subcontracting oriented. If demand is cyclical or seasonal, then POM
strategy must ensure that production / operations processes are efficiently geared to

Key operating strategies

functional strategy
Facilities and equipment
How centralized should the facilities be? (One big facility or

several small facilities?)
How integrated should the separate processes be?
To what extent will further mechanization or automation be
pursued?
Should size and capacity be oriented toward peak or
normal operating levels?
Purchasing
How many sources are needed?

How do we select suppliers and manage relationships over
time?
What level of forward buying (hedging) is appropriate ?
Operations planning and control
Should work be scheduled to order or to stock

What level of inventory is appropriate?
How should inventory be used (FIFO/LIFO). controlled, and
replenished?
What are the key foci for control efforts (quality, labor cost,
downtime, product usage, other)?
Should maintenance efforts be preventive or breakdown
oriented?
What emphasis should be placed on job specialization?
Plant safety? use of standards?
Exhibit 13.5: Functional Strategies in POM
this pattern. A bathing suit manufacturer would prefer inventories to be at their highest
in the early spring, for example, not the early fall. If demand is less cyclical, a firm
might emphasize producing to inventory, wanting a steady level of production and
inventories. When demand fluctuations are less predictable, many firms subcontract to
handle sudden increases in demand while avoiding idle capacity and excess capital
investment.
Plans must be made for the levels of production or operations desired to fit the strategy.
If rapid expansion is desired through internal means, does the firm have sufficient
capacity to accommodate such expansion? Is the plant being used on overtime, double,
or triple shifts? If retrenchment is under way, do we want to cut back production
volume or keep the plant going and build inventories?
These questions may call for a plant for long-term production vis--vis marketing plans.
Generally, three options exist for scheduling capacity usage: demand matching, operations
smoothing, and subcontracting. If demand is seasonal, for example, demand matching
calls for producing output with the season. Operations smoothing calls for continuous
production to meet average demand levels. Subcontracting allows a firm to maintain
steady minimal levels of output while meeting peak periods with output from
subcontractors. Each of these approaches, of course, implies some tradeoffs with respect
to the costs of equipment, overtime, inventories, labor, maintenance, and subcontracting.
When demand downturns occur, a plan to build inventory instead of retrenching becomes
a major strategic decision.
As the plan is determined, there may remain a need or desire for longer-term capacity
buildup. Here the options may include adding capacity, merging with another producer,
or joint ventures. In any case, questions concerning the types of equipment, the amount
of capacity, and the interface with existing units need to be addressed. Naturally, the
overall size of a plant is of importance here and involves questions of economies of
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scale. This is partly determined by the technology employed but is also influenced by
production scheduling and the basic marketing strategy. A large, efficient plant may
not be effective if it is not producing the kinds of outputs called for by the strategy.
Capacity planning is also related to the policy question regarding scheduling. If demand
matching is used, then plant size is geared to the production of peak output; otherwise,
capacity can be smaller.
Assuming that a strategy of expansion is under way, another question of importance is
where to locate plants of operations facilities. For instance, a major component in
airline operations is the location of facilities for aircraft maintenance.
Of course, the critical elements of the firms marketing and financial plans are relevant
to the location decision. For instance, if new distribution approaches are a part of the
strategy, locating plants near potential markets may outweigh factors such as the
availability or cost of raw material inputs. The financial trade-offs of locating facilities
near sources of labor or energy versus customers also need to be examined. Naturally,
the type of product and logistics costs of inputs versus outputs become relevant
considerations.
Another factor of some importance is the degree of certainty associated with a new
strategy. For instance, in the selection of a site for a new plant, the availability of land
for further expansion later may be important if the decision is to plan for anticipated
sales increases in the long run. And if the decision involves a move to foreign countries,
social stability and tax conditions may play a role.
Finally, plants may be located near existing facilities to take advantage of economies of
organization, purchasing, and the like. In some cases, the decision is to replace existing
facilities (or equipment) with new ones to take advantage of new technologies that are
replacing obsolete ones. In other cases, the decision is to add on to an existing plant or
build nearby. In still others, the firm seeks to take advantage of lower-cost foreign
labor by locating plants outside its home country. Again, factors such as labor,
transportation, market location, and technologies play key roles in these determinations.
The types of processes to use are largely determined by the technology needed to
produce given outputs. Still, some discretion or options may exist, particularly with
respect to issues like the quality of processing equipment and allowable tolerances.
Many Japanese firms have gained significant competitive advantages by pursuing a
policy of high-quality statistical control for their processing systems.
Policies regarding investment to maintain or replace a plant and equipment can be
important to the long-term ability of a firm to compete successfully and achieve objectives
such as profits. Of course, the need for the maintenance of facilities varies from firm
to firm. Maintenance at nuclear power plants or of aircraft is an absolute necessity.
But there are often choices about whether to follow routine schedules (e.g., preventive
maintenance) or whether to defer maintenance until there is a breakdown or replacement
becomes necessary. Of course, keeping up-to-date, cost-effective equipment is a
question of importance in creating a competitive advantage.
The overall quality component of a firms strategy may determine the type of policy
established for maintenance. But the criticality of prompt delivery of outputs may also
play a role, and once again trade-offs with regard to inventory policies, the use of
overtime, production schedules, and the like, become relevant.
Another key area in the operations of the firm involves sources of inputs or services
important to the strategy. Choices about whom to purchase from involve more than a
simple question of cost or availability. For instance, options may exist for shipping outputs
by various forms of transportation (e.g., rail, airplane, ship). The speed of delivery
versus costs may be important in the selection of the mode as well as the vendor.
Further, whether to use one or more vendors or several sources for inputs and services
is a question of some significance. Increasing dependence on one or a few sources
may increase favourable treatment and cost savings but could come at the expense of
flexibility.
Perhaps the key strategic issue involving sourcing is the make or buy question. In
many instances, the decision is made by purchasing departments largely on the basis of
the price to buy versus the cost to make. Yet such a policy is, in effect, a strategic
decision regarding the development of competitive advantages. For instance, different
financial needs are involved in making versus buying, and these can affect the capital
structure. If quick delivery is important to the strategy, consideration must be given to
the varying reliability of suppliers versus the control over components or supplies made
in-house. If expansion strategies for new products are desired, a firm may opt for
buying specialty products to round out a line or making these itself. Of course, plant
capacity, personnel skills, and the financial condition all play a role in such a decision.
Similarly, if retrenchment is the strategic choice, cost trade-offs of making versus buying
can play a role here. Network firms have gone to extreme vertical disintegration by
choosing to eliminate control over internal production. Many use foreign suppliers as
sources. In essence, the question of vertical integration as a strategy is implicit in makeor-buy decisions. Hence, internal and external factors as well as objectives involved in
strategy formulation should guide the establishment of policies in this area : strategic
choice should not be left to the purchasing department by default.
Here, policies such as relying on supplies within 60 miles of a plant, or shipping finished
goods immediately (instead of producing for inventory) can implement a just-in-time
approach to accomplishing aggregate manufacturing flexibility. Similarly, personnel
policies allowing the hiring of temporary or part-time workers for operations as necessary
increase flexibility and can reduce costs. Allen-Bredley Company found that its highly
automated assembly line increased flexibility, albeit at a cost of lower output. Yet the
flexibility was seen as a higher-order priority than output, one that was essential to
Allen-Bradleys future competitive ability.
POM is a crucial functional area in implementing strategies. Traditionally, marketing
and POM have been rivals. But they must coexist and work together, and their tasks
must be coordinated through appropriate policies and plans, if any strategy is to work.
POM operating strategies must be coordinated with marketing strategy if the firm is to
succeed. Careful integration with financial strategy components (such as capital
budgeting and investment decisions) and the personnel function are also necessary
Exhibit 13.6 helps illustrate the importance of such coordination by showing the different
POM concerns that arise when different marketing/financial/personnel strategies are
required as elements of the grand strategy.
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356
Possible elements of strategy
1. Compete as low-cost provider of goods or
services
2. Compete as high-quality provider
3. Stress customer service
4 Provide rapid and frequent introduction of

new products
5. Strive for absolute growth
6. Seek vertical integration
7. Maintain reserve capacity for flexibility
8. Consolidate processing (centralize)

9. Disperse
processing
(decentralize)
10. Stress the use

automation, robots
of
of
service
mechanization,
11. Stress stability of employment
Concomitant conditions that may affect or place demands on the

operations function
Broadens market.
Requires longer production runs and fewer product changes. Requires
special purpose equipment and facilities.
Often possible to obtain more profit per unit, and perhaps more total
profit from a smaller volume of sales.
Requires more quality-assurance effort and higher operating cost.
Requires more precise equipment, which is more expensive.
Requires highly skilled workers, necessitating higher wages and greater
training efforts.
Requires broader development of service people and service parts and
equipment.
Requires rapid response to customer needs or changes in customer
tastes, rapid and accurate information system, careful coordination.
Requires a higher inventory investment.
Requires versatile equipment and people.
Has higher research and development costs.
Has high retraining costs and high tooling and changeover in
manufacturing.
Provides lower volumes for each product and fewer opportunities for
improvements due to the learning curve.
Requires accepting some projects or products with lower marginal value,
which reduces ROI.
Diverts talents to areas of weakness instead of concentrating on
strengths.
Enables company to control more of the process. May not have
economies of scale at some stages of process.
May require high capital investment as well as technology and skills
beyond those currently available within the organization.
Provides ability to meet peak demands and quickly implement some
contingency plans if forecasts are too low.
Requires capital investment in idle capacity.
Provides capability to grow during the lead time normally required for
expansion.
Can result in economies of scale.
Can locate near one major customer or supplier.
Vulnerability : one strike, fire, or flood can hall the entire operation.
Can be near several market territories.
Requires more complex coordination network : perhaps expensive data
transmission and duplication of some personnel and equipment at each
location.
If each location produces one product in the line, then other products still
must be transported to be available at all locations.
If each location specializes in a type of component for all products, the
company is vulnerable to strike, fire flood, etc.
If each location provides total product line, then economies of scale may
not be realized.
Requires high capital investment.
Reduces flexibility.
May affect labor relations.
Makes maintenance more crucial.
Serves the security needs of employees and may develop employee
loyalty.
Helps to attract and retain highly skilled employees.
May require revision of make-or-buy decisions, use of ideal time,
inventory, and subcontractors as demand fluctuates.
Exhibit 13.6: Operations Management Concerns Associated with Different

Elements of a Strategy
Functional Strategies in Personnel

The strategic importance of functional strategies in the personnel area has become
more widely accepted in recent years. Personnel management aids in accomplishing
grand strategy by ensuring the development of managerial talent, the presence of systems
to manage compensation and regulatory concerns, and the development of competent,
well-motivated employees. Functional strategies in personnel should guide the effective
utilization of human resources to achieve both the annual objectives of the firm and the
satisfaction and development of employees. These strategies involve the following
areas:
Employee recruitment, selection, and orientation.
Career development and counseling, performance evaluation, and training and

development.
Compensation.
Labor/union relations and Equal Employment Opportunity Commission (EEPC)
requirements.
Discipline; control, and evaluation.
Operating strategy for recruitment, selection, and orientation guides personnel
management decisions for attracting and retaining motivated, productive employees.
This involves such questions as : What are the key human resource needs to support a
chosen strategy? How do we recruit for these needs? How sophisticated should the
selection process be? How should new employees be introduced to the organisation?
The recruitment, selection, and orientation component of personnel strategy should
provide basic parameters for answering these questions.
The development and training component should guide personnel actions taken to meet
future human resource needs of the grand strategy. Merrill Lynch, a major brokerage
firm, has a long-term corporate strategy of becoming a diversified financial service
institution. In addition to handling stock transactions, Merrill Lynch is actively moving
into such areas as investment banking, consumer credit, and venture capital. In support
of these far-reaching, long-term objectives, Merrill Lynch has incorporated extensive
early-career training and ongoing career development programs to meet its expanding
need for personnel with multiple competencies.
Functional strategies in the personnel area are needed to guide decisions regarding
compensation, labor relations, EEOC requirements, discipline, and control to enhance
the productivity and motivation of the work force. Involved are such concerns as;
What are the standards for promotion? How should payment, incentive plans benefits,
and seniority policies be interpreted? Should there be hiring preference? What are
appropriate disciplinary steps? These are specific personnel decisions that operating
managers frequently encounter. Functional strategies in the personnel area should
guide such decisions in a way that is compatible with business strategy, strategies for
other functional areas, and the achievement of annual objectives.
Perhaps one of the most difficult decisions regarding personnel occurs when a firm is
pursuing a retrenchment strategy. At these times, questions usually include whether or
not to lay off or terminate employees, how many, and who. Again, union contracts may
establish some kind of policy here (resulting from earlier negotiations where a previous
policy was laid down). But a firm may also attempt to protect labor and seek a shortened
workweek or maintain the level of production for a time. Such policies relate to those
in production and finance. A related matter is the relative proportion of managers and
workers in the line and staff functions. Several writers have suggested that the policies
of many firms have stressed placing the brightest and best people in staff functions at
the expense of the line, which does the basic work. This has been blamed for declining
productivity, inadequate plant investment, marginal quality standards, and the like. As a
result, many firms have begun a streamlining program by cutting the corporate level
and other staff levels. Their goal is to pare overhead costs and gain some control over
unwieldy, top-heavy structures. Of course, such trade-offs must be made with other
objectives and considerations in mind.
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358
Some firms incorporate a long-term human resource plan as an integral component of

the strategic plan. Human resources managers have become an integral component in
the strategic management activity, particularly as firms engage in mergers or major
retrenchments requiring significant changes in the work force. Thus requires forecasts
of human resource needs (labor and management) in conjunction with other changes
going on in the planning effort.
Doug Hall and Judith Richter emphasize that human resource managers need to foster
more effective balancing of professional and private lives, since nearly 50 million people
in the United states are now part of two-career families. A corporate objective to
become more lean and mean must today include consideration for the fact that a
good home life contributes immensely to a good work life.
You can count on baby-boomers to force the issue of family versus work onto the
corporate agenda. Fully 73 percent of all women age 25 to 34 now work for pay, as do
half of all women with babies under a year old. For them and their husbands, child care,
flexible hours, and job sharing are pressing concerns.
The work/family issue is no longer just a womens problem. Some specific measures
that firms are taking to address this issue are providing spouse relocation assistance as
an employee benefit, providing company resources for family recreational and educational
use, establishing employee country clubs, such as those at IBM and Bethlehem Steel,
and creating family/work interaction opportunities.
Some organizations have developed family days, when family members are invited
into the workplace, taken on plant or office tours, dined by management, and given a
chance to see exactly what other family members do each day. Family days are
inexpensive and increase the employees pride in working for the organization. Flexible
working hours during the week is another human resource response to the need for
individuals to balance work life and home life. The work/family topic is being made
part of the agenda at meetings and thus is becoming discussable in many organizations.
Research indicates that employees who are dissatisfied with childcare arrangements
are most likely to be absent or unproductive. Lack of adequate childcare in a community
can be a deterrent in recruiting and retaining good managers and employees. Some
benefits of on site childcare facilities are improved employee relations, reduced
absenteeism and turnover, increased productivity, enhanced recruitment, and improved
community relations.
A recent survey of women managers revealed that one-third would have their present
employer for another employer offering childcare assistance. The conference Board
in 1989 reported that over 500 firms in the United states had created on-site or nearsite childcare centres for their employees, including Merck, Champbell Soup, Hoffmann-La Roche, Stride-Rite, Johnson Wax, CIGNA, Champion International, Walt
Disney World, and Playboy Resorts.
Other common childcare service arrangements include employer-sponsored day care,
childcare information, and referral services. IBM, Steelcase, Honeywell, Citibank,
3M,, and Southland have established contracts with third-party childcare information
and referral services.
The nations largest employer sponsored day-care centrer is operated by Intermedics,
a Texas-based medical instruments firm. Employee turnover declined 23 percent the
first year Intermedics instituted the centre. In Virginia, twenty-two companies recently
pooled $100,000 to establish a parent-run childcare cooperative. Other companies that
effectively address childcare concerns of managers and employees include Clorox,
American Express, and Nyloncraft.
At least 10,000 U.S. employers now offer programs to improve or maintain their
employees health, such as program to stop smoking, reduce cholesterol, promote regular
exercise, and control high blood pressure. Another 1,000 American firms offer on-site,
fully equipped fitness centres to promote good employee health. Perhaps the leader in
this area is Johnson & Johnson, which provides an 11,000-square-foot fitness center,
aerobics and other exercise classes, seminars on AIDS and alcohol abuse, and an
indoor track. J & Js program is called Live for Life.
Policies and plans with respect to all the functions of a firm normally involve some
questions of legality. For instance, a merger strategy to be implemented through the
purchase of a competitor involves legal question. A marketing policy to give exclusive
territories to distributors may involve legal issues. Securing favorable price breaks on
large purchases of materials or hiring certain classes of employees for the executive
ranks also involves legal issues, and so on. Some firms may pursue a policy for the
purpose of testing a legal issue, as Sears did when it challenged the Equal Employment
Opportunity Commission. Other executives may delay implementing plans unit advice
of counsel is sought as to the legal ramifications of pursuing a given strategy in a
certain way. Of course, implementing a strategy by moving into international territories
compounds the difficulties and introduces the question of whether policies need to be
established that are common to all SBUs or whether autonomy is to be granted to suit
local conditions. The legal ramifications may have a great deal to do with a firms
policy on organizing such units. More firms appear to be increasing the size of in-house
legal departments as problems connected with product liability, employee health and
safety, employment practices, pollution problems, and so on have grown.
Once the legal issues are explored, there are still policy issues involved. In essence, a
firm may have a policy of lets follow the letter of the law, lets follow the spirit of
the law, or lets test the law (if were willing to pay the possible consequences),
Depending on the importance of the issue, the risks involved, and the values of
management, these options are more or less likely for a given situation, The role of the
legal staff is to lay out the implications so that managers can make a decision.
Unfortunately, some manager let their lawyers determine policies them selves, and this
can lead to the tail wagging the dog.
Somewhat related to policies concerning legal issues is the whole area of social
responsibility. Policies in this area remain quite nebulous. A whole variety of issues can
be involved, including advertising ethics, bribing government officials (foreign or
domestic), and corporate philanthropy. Like legal policies relations policies can cut
across all the functional areas. There may be ethical questions in developing certain
areas of research (such as research on DNA) or in selling products that are unsafe to
certain types of consumers (such as infant formula in Africa). Of course, some
production processes may be designed to use state-of-the-art technology to prevent
pollution, or there may be an option to continue the legal dumping of dangerous chemical
wastes. The list of issues seems to be endless. As a result, the public affairsgovernment
relations function has grown increasingly important, more staff members and resources
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360
are being allocated to this office, and more authority to make policies had been
granted.
Policies here have an impact on the image the organization wishes to present. But
some can also be seen as necessary to protect long-term economic interests. For
example, many firms operating in South Africa under conditions of apartheid face critical
policy questions. Thus some firms may choose to encourage employee participation in
community activities, involve themselves in political action committees (PACs), or provide
financial support for community development projects. In many instances, these policies
may be a way to manage the environment. Remember, strategies can be active or
passive. More firms these days appear to exercise active approaches to influencing
their environment to create opportunity or avert threat. In addition to involvement with
PACs the public relations staff or high-level executives will monitor the progress of
pieces of legislation in federal or state capitals. This involves watching committee
assignments for bills, noting hearing schedules for bills of interest, and determining the
action to be taken on each bill (testimony at hearings, speaking with committee members,
attending the hearing, briefing key legislators regarding the issues, etc.).
Of course, the degree to which a firm attempts to exercise influence requires a
policy on how far legal limits are to be stretched (e.g., should bribery be overlooked).
This is a particularly difficult problem for the international firm. Should it behave as a
change agent, or adapt to local customs? Should it follow the adage When in Rome do
like the Home Office? The usual prescription is to strike a balance of constructive
interaction, but this is often easier said than done.
When all line and staff functions have developed plans and policies to aid implementation
of the strategic choice, implementation is not necessarily complete. There is a need to
be sure that there is internal consistency in the policies and plans developed for the line
and staff. And these need to be related to the assessment of the role of strengths and
weaknesses as they relate to the development of competitive advantage. Lets consider
an example to illustrate this key point.
Suppose that a furniture manufacturer pursues marketing plans calling for a narrow
product line, a low price, and broad distribution. Various policies would probably include
decentralized storage of finished goods, large-lot-size production, a low-or mediumskilled work force, and a limited number of large-scale plants.
On the other hand, a manufacturer of high-priced, high-style furniture sold through
exclusive distributors might call for production to order, many model and style changes,
well-trained and highly paid workers and supervisors, etc. While the operations and
labor costs and policies in the second case might be seen as less efficient and a relative
weakness, nonetheless they are consistent with and effective for the chosen strategy.
If the manufacturer attempted to follow the usual prescriptions for efficient production
(large-scale mass production of items), it probably would not be effective in carrying
out its strategy.
As we discussed each area earlier, you may have noted that effective decisions cannot
be made without regard to their impact on other areas of the business. Otherwise,
suboptimization is likely to result. Trade-offs are generally required in this process. A
policy of minimizing the inventory may come at the expense of satisfying customers.
Exhibit 13.7 shows some of the common trade-offs occur across areas as well.
361
Hence, top executives must be involved with negotiations and policy formulation to
assure that the plans that are developed are working together to accomplish the key
tasks needed to carry out a given strategy. The extent of involvement needed relates to
the strategy itself. Consider, for instance, the need to link R& D, production, and
marketing departments. If the strategy is to develop and produce products for specific
customer needs, there will be a greater need to coordinate the activities of the three
departments than if a push strategy in marketing is in use (selling whatever products
are developed and produced). An example of this is Fords Team Taurus. Normally,
the 5-years process of creating a new automobile is sequentialproduct planners define
a concept, the design team takes over, and then engineering develops specifications
that are passed on to manufacturing and suppliers. Such an approach was creating
problems at Ford. The Team Taurus approach put together a group from planning,
design, engineering, and manufacturing at the beginning of the process. The group
asked assembly-line workers and suppliers for their ideas, at the same time doing
extensive market research and back engineering on competitors products to identify
customer-desired features. Such integration was seen as necessary if Ford was to
compete with foreign automakers.
Policy area
Plant and equipment
Decision
Span of process
Plant size
Plant location
Investment decisions
Choice of equipment
Kind of tooling
Production planning and control
Frequency of inventory taking

Inventory size
Degree of inventory control
What to control
Quality control
Use of standards.
Labor and staffing
Job specialization
Supervision
Wage system
Supervision style
Product design/engineering
Industrial engineers
Size of product line
Design Stability
Technological risk
Engineering
Organization and management
Use of manufacturing engineering

Kind of organization
Executive use of time
Degree of risk assumed
Use of staff
Executive style
Alternatives
Make or buy
One big plant or several smaller ones
Locate near markets or locate near materials
Invest mainly in buildings or equipment or
inventories or research
General-purpose
or
special-purpose
equipment
Temporary, minimum tooling or production
tooling
Few or many breaks in production for buffer
stocks
High inventory or a lower inventory
Control in great detail or in lesser detail
Controls designed to minimize machine
downtime or labor cost or time in process, or
to maximize output of particular products or
material usage
High reliability and quality or low costs
Formal or informal or none at all
Highly specialized or not highly specialized
Technically trained first-line supervisors on
non technically trained supervisors
Many job grades or few job grades; incentive
wages or hourly wages
Close supervision or loose supervision
Many or few
Many customer specials or few specials or

none at all
Frozen design or many engineering change
orders.
Use of new processes unproved by
competitors or follow-the-leader policy
Complete packaged design or design-asyou-go approach
Few or many manufacturing engineers
Functional or product focus or geographical
or other
High involvement in investment or
production planning or cost control or quality
control or other activities
Decision based on much or little information
Large or small staff group
Much or little involvement in detail;
authoritarian or nondirective style, much or
little contract with organization
Exhibit 13.7: Some Important Trade-off Decisions in Various Policy Areas
362
If the business is highly capital-intensive with high manufacturing costs, then a stronger
linkage between R& D and manufacturing is likely to be helpful for developing costsaving process improvements. The idea is that policies can be developed to encourage
the organization to maintain a desired liaison across units to effect the communication
and coordination needed. In some instances, specialized formal units (e.g., expediters)
may be set up in the organization to facilitate this coordination. The management
information system may be used here for coordination and control.
The timing of these plans and policies must be designed so that they mesh correctly.
For instance, a number of computer companies attempted to rush into new products
with marketing programs promising more than could be delivered. Customers were
anxiously awaiting the arrival of their new machines before production was capable of
providing the necessary output. So lead times within each area of the business need to
be considered in relation to one another before plans are implemented. Further, some
policy decisions can be made and implemented immediately (e.g., change from LIFO
to FIFO, hire unskilled workers). Others take long lead times to come to fruition (e.g.,
research and development, building new plants). For example, Genentech had a plant
whereby it would hire sales force personnel contingent on approval of a new drug by
the FDA, which takes some time.
Thus, in effect, firms create a cascade of plans and policies, with the long-range choices
affecting medium- and short-range decisions.
Strategic choice
Longer than 3 years
Long-range policies, plans,

Programs
1 to 3 years
Medium-range policies, plans,

Programs
Less than 1 year
Short-range policies, plans,

Programs
Policies also vary over time, shifting with strategic needs. One interesting perspective
sheds some light on what may be one way to determine how plans need to change with
certain strategies. Fox has shown how implementation will vary depending on where
the firms main product or service is in the product-service life cycle. Exhibit 13.8
presents his framework. Of course, a multiple-SBU firm may have a number of products,
each of which is in a different stage of development. Hence specific guidelines are
subject to some question as to their overall usefulness. Nonetheless, the exhibit does
illustrate how policies can be meshed with different demands imposed by a strategy
change.
Finally, it should be remembered that if contingency planning or second-generation
planning is being used, alternative functional policies for each contingency plan must be
developed.
These and many other functional plans and policies are needed to implement the grand
strategy. Your ability to formulate these will be a good indication of your practical ability
to make the strategy work. Research suggests that the success of a firms strategy is
dependent on proper implementation and balancing of resources, plans, and policies.
363
Functional focus
R&D
Production
Marketing
Precommercialization
Coordination
of
R&D and other
functions
Reliability tests
Release blueprints
Test marketing
Detailed marketing
plan
Introduction
Engineering:
debugging in R&D
production,
and
field
Technical
corrections
(engineering
changes)
Production design
Process planning
Purchasing department
lines up vendors and
subcontractors
Subcontracting
Centralize pilot plants;
test various processes;
develop standards
Growth
Production
Start
successor
product
Centralize production
Phase
out
subcontractors
Expedite
vendors
output; long runs
Maturity
Marketing
logistics
Develop
minor
variants
Reduce
costs
through
value
analysis
Originate
major
adaptations to start
new cycle
Many short runs

Decentralize
Import parts, low-priced
models
Routinization
Cost reduction
Decline
Finance
Withdraw all R&D

from initial version
Revert
to
subcontracting; simplify
production line
Careful
inventory
control; buy foreign or
competitive goods; stock
spare parts
Revert
to
commission basis;
withdraw
most
promotional support
Raise price
Selective distribution
Careful phase out,
considering
entire
channel
and
Induce
trial;
fill
pipelines;
sales
agents
or
commissioned
salespeople;
publicity
Channel
commitment
Brand emphasis
Salaried sales force
Reduce
price
if
necessary
Short-term
promotions
Salaried
salespeople
Cooperative
advertising
Forward integration
Routine marketing
research;
panels,
audits
Physical
distribution
Plan
shipping
schedules,
mixed
carloads
Rent
warehouse
space, trucks
Plan a logistics
system
Expedite deliveries
Shift
to
owned
facilities
Reduce costs and

raise
customer
service level
Control
finishedgoods inventory
Personnel
Finance
Management
accounting
Other
Customers
Competition
Recruit for new

activities
Negotiate
operational
changes
with
unions
Life-cycle plan
for cash flows
profits,
investments,
subsidiaries
Payout planning
full
costs/revenues
Determine
optimum lengths
of
life-cycle
stages through
present-value
method
Final legal clearances

(regulatory hurdles,
patents)
Appoint
life-cycle
coordinator
Panels and other

test respondents
Neglects
opportunity or is
working
on
similar idea
Staff and train

middle
management
Stock
options
for executives
Accounting
deficit; high net
cash outflow
Authorize large
production
facilities
Help
develop
production and
distribution
standards
Prepare
sales
aids,
sales
management
portfolio
Innovators
some
adopters
and
early
(Monopoly)
Disparagement of
innovation
Legal and extralegal interference
Add
suitable
personnel
for
plants
Many
grievances
Heavy overtime
Very
high
profits,
net
cash
outflow
still rising
Sell equities
Short-term
analyses based
on return per
scarce resource
Early
adopters
and early majority
(Oligopoly)
A few imitate,
improve, or cut
prices
Transfers,
advancements;
incentives
for
efficiency,
safety, and so
on
Suggestion
system
Declining profit
rate
but
increasing net
cash inflow
Analyze different
costs/revenue
Spearhead cost
reduction, value
analysis,
and
efficiency drives
Pressure for resale

price maintenance
Price cuts bring price
wars: possible price
collusion
Early
adopters,
early and late
majority,
some
laggards;
first
discontinued by
late majority
(Monopoly
competition)
first shakeout, yet
many rivals
Find new slots

Encourage early
retirement
Administer
system;
retrenchment
Sell unneeded
equipment
Export
the
machinery
Analyze
escapable costs
Pinpoint
remaining
outlays
Accurate sales fore

cast very important
Mainly laggards
(Oligopoly)
after
second
shakeout,
only
few rivals
Exhibit 13.8: Relationship of Implementation to the Product Life Cycle
364
Operational Implementation
Operation implementation is the approach adopted by an organisation to achieve
operational effectiveness. This is the final aspect of strategy implementation. Operation
implementation deals with the nitty-gritties of strategy. This is time for action as this is
the stage at which the most tangible work gets done. Obviously, the scope of operation
implementation would be very wide. It would cover practically everything that is done
in an organisation. It is the major task of line managers. Just like a war is won ultimately
on the basis of ammunition and supplies rather than grand strategies alone, the success
of corporate and business strategies crucially depends on how operational implementation
is done and in what way operational effectiveness is achieved.
Porter considers operational effectiveness as necessary but not sufficient to the success
of strategy. He explains the term as performing similar activities better than rivals
perform them. Operational effectiveness includes but is not limited to efficiency. It
refers to any number of practices that allows a company to better utilize its inputs by,
for example, reducing defects in products or developing better products faster.
On the fundamental objects of the discipline of management has been to show
organisations ways to improve their operational effectiveness. While doing so, a number
of practices have developed over a period of time. These practices or techniques or
methods are derived from concepts, theories, and models, which, in turn, have been
sourced from management thoughts and philosophies. There has been a virtual explosion
of management philosophies, theories, and practices in the second half of the twentieth
century, and the trend continues in the twenty-first century. A majority of these
developments relate to the basic issue of improving operational effectiveness. Managers
have desperately looked for new philosophies, theories, and practices that can help
them in improving operational effectiveness. Often this search has led them to tangible
results. Sometimes, though, it has resulted in disappointment.
The scope of operational implementation and operational effectiveness is very wide.
Most of you, the readers of this text, are likely to be either students the (aspiring
executives), or middle-level managers. You have learnt about several management
practices in the area of strategic management, and in other courses as well. The
functional area courses (such as, marketing or finance) and core courses (like, economics
or quantitative methods) deal primarily with the techniques, methods, and practices- all
meant to help organisatioans improve operational effectiveness. All these come to the
fore during the course of operational implementation. This section would, therefore, not
attempt to achieve the impossible, that is, to discuss all the practices in operational
implementation. Rather it would attempt to draw your attention to the critical areas of
operational implementation and point out some representative practices. For discussing
operational implementation, we propose to deal with operational effectiveness in terms
of 4-Ps: productivity, processes, people, and pace.
The four areas of operational effectiveness that we shall deal with here are of
productivity, process, people, and pace. By considering these we hope to cover all the
major aspects of operational implementation. All these terms are familiar to you but we
reiterate their meaning here to set the tone for further discussion.
Productivity is the measure of the relative amount of input needed to secure a given
amount of output. It is frequently expressed mathematically as the ratio of the quantity
of output to the quantity of input. Inputs are resources (such as finance, raw materials,
machinery and equipments, information, time or management). Outputs are the products
and services.
Processes are courses of action used for operational implementation. Processes are
often implemented through methods. These methods are systematic and orderly
procedures, and consist of sequential steps implemented in a chronological order. The
purpose of all processes is to achieve optimum utilization of resources.
People are the stakeholders in the organisation. The significant people are the investors,
employees, suppliers, customers. Among these, employees play a direct and central
role in operational implementation.
Pace is the speed of operational implementation and is measured in terms of time.
Efficiency is the parameter often used to express the pace of operational implementation.
Efficiency is the amount of work done (or performance) per unit time.
Observe that these areas of operational effectiveness are not mutually exclusive. A
practice that is chosen to achieve productivity adopts a process that is followed by
people and is executed at defined pace. What is important is the overall effects achieved,
that is, operational effectiveness. This is the reason why horizontal fits is so important
to operational implementation.
Next, we shall take up the four areas of operational effectiveness for discussion. But
let us clarify two points before we discuss these four areas.
Firstly, we said above that by taking up these four areas we hope to cover the major
aspects of operational implementation. Yet the scope of operational implementation is
so wide that other aspects may have to be included in practice. For instance, profitability
may be an aspect that matter at the level of operational implementation. The several
small activities that make up operational implementation contribute to profitability. So
some of you might feel that profitability should also be included as an area of operational
implementation.
Secondly, within one area we include practices that primarily relate to that area. To
some of you it may seem that practice we place in one area should really belong to
another area. This is understandable since the integrated nature of operational
implementation makes it possible that one practice contributes to more that one area.
For instance, a productivity practice may also contribute to better process and it usually
leads to faster pace.
The discussion that follows will primarily be in terms of the practices, techniques, and
methods used in a particular area. These practices have been proposed from time to
time by management theorists, practitioners, and consultants. Each practice is based on
a set of concepts, theorists and models. And these, in turn, are derived from management
thoughts and philosophies. Different thoughts and philosophies have dominated the
practice of management at different times. Environmental factors, to a large extent,
have been the stimuli for these practices. So, if scientific management held sway over
managements practice in the beginning of the twentieth century then the application of
information technology assumed greater importance by the close of the millennium.
Along the way, we have seen the rise and fall of management practices. We will close
this section by referring to this issue. But before we do that let us have an overview of
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the management practices in the four areas of operational effectiveness. More emphasis
shall be laid on the modern practices so that you are able to relate to the role that they
play in operational implementation.
Productivity
One of the earliest practices to be adopted for operational effectiveness was that of
scientific management, propounded by Frederick Taylor in the beginning of the twentieth
century. It focused on the optimum utilisation of resources such as workers, machine,
and time. It led to the development of work-study techniques of time and mortion study
that are still used extensively in industrial engineering. Operations research techniques
came to be used during and after the Second World War. Linear and non-linear
programming helped in the development of techniques aimed at optimum utilisation of
resources. The 1970s saw computer applications in manufacturing substantially enhancing
the productivity of operations. Computer-aided design (CAD) and computer-aided
manufacturing (CAM) permitted the resolution of problems that would otherwise not
be possible owing to the vast amount of computations involved. The 1980s witnessed
the spread of quality and productivity techniques popularized by Japanese firms. The
1990s saw a virtual explosion in terms of techniques and method for productivity
improvement. In a large measure, these were motivated by the pressure of Japanese
competitive superiority in manufacturing and quality over the American and European
firms.
The modern practices of productivity enhancement are an amalgam of the traditional
methods, variations made upon the traditional methods, and new methods. Automated
assembly lines, for instance, can be seen as an extension of the scientific management
philosophy, aided by computerized manufacturing by computerized numerical control
(CNC) machines, and implemented through flexible manufacturing system incorporating
cellular manufacturing layout and robotics technology.
The significant modern practices observed here are of just- in- time manufacturing,
cycle time reduction, group technology, mass customisation, concurrent engineering
and processing, optimized production technology, flexible manufacturing systems, cellular
manufacturing, total productive maintenance, and lean manufacturing.
Just-in-time manufacturing (1970s) is a Japanese productivity technique designed to
tackle cost reduction from a system wide perspective. It is a comprehensive approach
and includes simpler product designs, fewer parts requirements, streamlining of process
flows, fewer changes, and reduction of production set-up times. Such a production
system requires fewer suppliers who supply small quantities in a perfectly-timed
arrangement, resulting in practically no inventory.
Cycle time reduction (1980s) though the concept of cycle time is much older this technique
aims at minimising the time taken for the allocated work to be done at each workstation
on an assembly line.
Group technology (1980s) is a way of organising and using data for components that
make up a number of products that have similar properties and manufacturing
requirements. Assimilation of data helps in avoiding duplication of design and
manufacturing a variety of products.
Mass customisation (early 1990s) attempts to blend the desirable attributes of mass
production and customized production.
Concurrent engineering and processing (early 1990s) involves integrated, simultaneous

design of products or services and their related processes, including manufacturing and
support. It is intended to involve designer and engineers from time the customer
requirements and product concept are defined.
Optimized production technology (1980s) is a computer-based system for planning
production, materials requirements, and resource utilisation through focusing on the
bottleneck work centers and careful management of materials and resources related to
those centers, so that the output is maximised and inventories are reduced.
Flexible manufacturing system (1980s) is a computer-controlled process technology
suitable for producing batches of a variety of high quality products quickly. It falls
between the traditional high-volume mass production and job-shop type of production
systems and retains the advantages of both.
Cellular manufacturing (1980s) is a system where the arrangement of production facility
is done in such a manner that the equipment used to make similar parts, or families of
parts, are grouped together. This idea seems to be quite close to the traditional concept
of process layout-based production system.
Total productive maintenance of Seiichi Nakajima (1984) challenged the traditional
concept of maintenance as reactive problem-fixing by a comprehensive system of
managing productivity through organisation wide autonomous maintenance done by
everyone rather than a department alone.
Lean manufacturing (1990) is based on the thinking that all the stages of manufacturing
between sourcing to marketing should be so integrated that a variety of products ate
produced with minimum resources and at the exact time that they are required.
As a practice for operational implementation, productivity is significant for all types of
strategies but is specially relevant for business strategies of cost-leadership,
differentiation, and focus. Productivity improvements have a tremendous potential for
exercising cost control and effecting cost reduction, resulting in the implementation of
cost-leadership strategies. The disaggregation of process, possible through say, flexible
manufacturing systems, makes it possible to reap the advantages of mass production,
and batch manufacturing makes it possible for the firms to implement differentiation
strategies. Similarly, focus, based either on low-cost or differentiation, is also possible.
As you must have noted, most modern productivity improvement techniques attempt to
retain the advantages of mass production, that is low cost, with customized production,
that is necessary for differentiation to be created.
Processes
Processes have an overwhelming presence in management. The term management
is defined in terms of the managerial processes of planning, organising, leading, and
controlling. Decision-making in management and strategic management are processes
too. The functional areas of marketing, finance, operations, human resource management,
and information management operate on the basic of well-established processes. These
functional areas have myriad processes, such as, selling, marketing research, budgeting,
inventory control, maintenance management, staffing, management development, and
informing processing.
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The history of management is replete with examples of processes designed to make

human work systematic and meaningful. From Henri Fayols (1916) processing of
managerial activities of planning, organising, command, coordination, and control, through
Peter Druckers (1973) enunciation of the practices of management, to be process of
knowledge management formalised by Tom Davenport (1998), the quest for processes
has been rewarding though tortuous at times.
The modern practices related to processes are several. Among these the major
comprehensive processes are business process reengineering, enterprise-wide resources
planning, quality management processes, benchmarking, value chain, and supply-chain
management.
Quality management systems (such as total quality management, based on W E
Demings [1986] theory, and total quality control, an empirical Japanese administrative
system) aid in the operational implementation of quality management processes.
Motorolas six-sigma system (announced in 1994, though its use was made much earlier
by the company) of measuring, analyzing, improving, and controlling quality rigorously
in processes and subprocesses so that the defect rate is just 3.4 per million units.
Michael Porters (1980) value-chain analysis- which deals with the set of interlinked
value-creating activities performed by an organisation-helps in examining all the activities
that a firm performs and how they interact. This could result in process improvements.
The concept of value-chain led to the development of several concepts in the 1980s
and 1990s.
Business process reengineering, propounded by the Michael Hammer and James
Champy (1993), aims at transforming or reinventing organisation for greater efficiency
and deals with the fundamental rethinking and redesigning of business processes to
achieve dramatic improvements in cost, quality, service, and speed.
Enterprisewide resource planning (ERP of the early 1990s) are software packages
that link the isolated information centers into an integrated Enterprisewide structure of
functional and activity database. These systems are successors to the material
requirement planning (MRP-I) and manufacturing resources planning (MRP-II) systems,
long used for planning and scheduling the time-phased material requirements for
operations.
Benchmarking (1990s) is the process aimed at finding the best practices within and
outside the industry to which an organisation belongs. The purpose of benchmarking is
to find the best performance in an area so that one could match ones own performance
with them, and even surpass them.
Supply-chain management (1990s) traverse the whole value-chain to manage the
procurement of a whole range of inputs that are required to produce a product or
service so that the process can be performed in an integrated and optimum manner.
Vendors, transporters, and buyers become a part of the firms value-chain, and the
benefits of process improvements and operational effectiveness are shared by all.
Outsourcing (1990s) is a variation of the traditional make-or-buy concept where portions
of value-chain activities are commissioned to external suppliers on the basis of economic
analysis, so that the firms own focus remains on its core competence. A related concept
is of the modular organisation where the value-stream, down to its components, is
broken down and a decision taken to focus on core activities and to outsource rest of
the activities to outside agencies who can perform them more efficiently. Here too, the
vendors and suppliers are a part of the firms processing system and the benefits from
optimization and operational effectiveness are shared by all.
Processes, as practices for operational implementation, are significant for all types of
strategies. Since process improvement is the basic purpose of all new processes, there
are several benefits of lower cost, better quality, lesser wastage, lower production time,
and higher productivity. So processes are relevant for operational implementation of all
types of business strategies. For instance, strategic advantage results from the ability
of a company to manage its value-chain in a way that enables it to offer better customer
value, thereby making it more competitive. Also, deconstructing value-chains by using
supply-chain management and outsourcing makes it possible to offer higher
differentiation, as the firms own facilities are not tied down to mass manufacturing.
People
Nineteenth century management considered people as just a unit of productive labour
within and a member of the buying community outside. Operational implementation
was all about taking maximum work out of wage-earners and paying them as little as
possible. The worker management relation was the master-servant type or, at best, a
paternalistic mai-baap connection. The emergence of human relations, industrial sociology,
industrial psychology, and the ideas of human behaviour and motivation during the period
1930 through 1960 caused a drastic change in the perception of people as a critical
resource. The transformation of labour relations to personnel management and then to
human resource management and strategic human resource management is an indication
of the change that has taken place with regard to people management.
Operational implementation with regard to people management assumes a wider scope
when strategies have to addressers an extended body of stakeholders. The coverage
includes not only the people-the employees- within but also outside, such as, the customer,
suppliers, and the society at large. The content of optional implementation, therefore,
must take into account activities related to all these stakeholders.
That people factor become a critical contributor to operational effectiveness is indicated
by a plethora of terms such as job-enrichment, empowerment, team-building, multiskilling,
knowledge-worker, human capital, intellectual capital, organizational learning, and
knowledge management related to employees. The focus of competitive strategies and
marketing has decidedly shifted in the favour of the customers. Integrative processes,
such, as supply-chain management, include suppliers as a part of the organizational
system. And issues, such as, corporate governance, ethics and values, and social
responsibility, widen the concerns of people management to adopt operational measures
to address a wider audience of stakeholders.
Here we focus on some of the major practices related to people management in the
contemporary context.
Strategic recruitment and selection encompasses manpower planning aligned with
strategic, scientific selection processes designed on the basic of psychometry to have
the right match between employee and job requirements, campus recruitment and
internet-based recruitment through job and career websites.
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Performance management includes aspects, such as, psychometry testing for placement,
carefully designed orientation programmes, flexibility in working hours, application of
behavioral sciences in designing motivational systems, building up self-directly teams,
empowerment through flatter structures, decentralization and involvement, effective
communication skills, negotiation techniques, and career planning and development.
Training and development is done through an increasing emphasis on creativity and
innovation, multiskilling, cross-cultural training, and using the principles of organizational
learning and knowledge management processes.
Performance appraisal and retention management is done through design and application
of formal performance appraisal, pay-for-performance systems that clearly link
performance with rewards, feedback systems, non-monetary incentives, and employee
stock option schemes.
Separation management is no longer considered just as retrenchment and paying the
dues stipulated under the law. Exit interviews, early retirement schemes, sabbaticals,
voluntary retirement schemes, and outplacement services are becoming the norm as
many companies are downsizing.
Besides the people within, companies are also focusing on customers through customer
survey and feedback, market research, relationship marketing, and customer relationship
management. Investors are provided with better information through transparent
disclosures and aesthetically-designed corporate annual reports. They are also treated
to special discount schemes for the companys product and services. Companies are
becoming more socially responsive to the ultimate stakeholder-the society-by engaging
in innovative social development programmes. Emphasis is placed on building up
reputation and there is more openness and transparency in providing better service and
more information.
As can be seen, people management offers a wide scope for enhancing operational
effectiveness.
Pace
The final area that we take up for discussion is the pace. By this is meant the speed of
operational implementation. The area is important since time is now recognized as
being of essence to strategy implementation. In terms of value-chain, pace can be seen
as performing every activity faster than the rivals so that strategic advantage results.
Operational implementation makes it possible to speed up activities.
Time study was proposed by Taylor and his associates as early as 1900 in order to
analyse the sequence of production work to identify wastage and to build up more
efficient process. For most part of the early twentieth century, the traditional techniques
prevailed and several of them are still in use.
The nature of managerial work was studied by Mintzberg (1973). While researching on
how managers actually spend their time he found that they engage in bursts of activities
interspersed by interruptions. This led to a greater understanding of how sub optimal
utilisation of times takes place within organisations.
Network analysis and activity charts (1970s), successors to Gantt charts of 1901, have
been popular technique to optimize time and resource allocation by focussing on the
critical path. Timely project execution is seen as a source of saving on cost

overruns.
Time-based management (late 1980s), including time-based competition (1990s), are
ideas that have been advanced to illustrate the point that time can be used as a strategic
weapon. First-movers in competitive markets are assumed to gain advantages not
available to late-movers.
Time management (1980s) has emerged as a significant practice to increase productivity
and efficiency. Most productivity and process related practices also result in timesaving. Organizational mechanisms such as delegation are preferred as they enable
managers to focus on critical activities through management by exception or the 8020 principle. Technology support has made it possible to use time-saving devices. But,
by far, the most significant technology that quickens the pace of operational
implementation is IT. What is remarkable about computers and IT is that almost all the
developments have taken place in the second half of the twentieth century prompting
some people to call this period as the information age and the economy as the knowledge
economy. Workers are now knowledge-workers, since most people within an organisation
are involved in some aspect of information management.
Information management is the branch of management that deals with the collection,
processing, storing, and disseminating of information for the purpose of managerial
decision making.
Information system is a system in which data flow takes place between people and
organisational unit, such as, departments and functions. From simple transaction
processing system, the developments in information system have led to management
reporting system, decision support system, group support system, executive support
system, and export support system.
Information technology constitutes the hardware and software that is used in information
systems. Embedded information technology is IT that is integrated with the other
components, such as, products and services. Knowledge based products or services
are called as such because their function and performance and embedded within them.
The first-order information systems are the single-user systems in applications, such
as, electronic spreadsheets for automation and anaylsis of record-keeping, database
management systems for managing data productivity, multimedia presentation for
integration of data formats of text, sound, image, animation, and video. The secondorder information systems are the multiuser and network systems that use
telecommunications technology with IT resulting in applications such as electronic mail
(e-mail), voice mail, video-conferencing, work-group conferencing, electronic bulletin
boards, electronic funds transfer, electronic data interchange and electronic commerce.
The potential of convergence of IT, telecommunication, and consumer electronics
technology is being realised in the form of greater interactivity.
The implications of the developments in information management are mind-boggling
and exciting for operational implementation. IT is augmenting immensely the capability
or organisations to enhance their operational effectiveness. The most significant benefit
is in terms of the speed of processing and dissemination of data, an aspect of what we
refer to as pace here. Several of practices that we refer to in this section- such as,
flexible manufacturing systems, ERP or knowledge management-have been possible
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through the application of IT. It is obvious, therefore, that pace is of immense practical
values for all types of strategies.
Given such a wide array of practices, methods, and techniques for enhancing operational
effectiveness in the areas of productivity, processes, people, and pace, the managers
have a difficulty in choosing which of these to pick up to use in operational
implementation. The choice is made even more difficult owing to factors, like the
credibility of the originators of these practices, who are often high-profile management
consultancy firms or respected academician-consultants. And many of these are global
consultancy firms and global management gurus. They make presentations so effectively
in conjunction with a blitzkrieg of publicity in the business media that the power of their
technique seems to be overwhelming. Managers in firms often fall for techniques and
choose those indiscriminately. Disappointment results and soon the technique is termed
as a fad not worth using. Several management techniques have risen like a phoenix and
then have bitten the dust. Managers, possibly in their desperate search for a panacea
for organisational ills, opt for the latest technique and then find that it does not work.
This is not a correct approach. The malady often does not lie with the technique but in
the way it is chosen and applied.
Managers need to derive the areas of improvements from the requirements of the
strategy that they are implementing. Organisational analysis can serve as a starting
point for identifying the areas where functioning needs to be improved. Having done
that, the technique can then be chosen and applied. After all, continuous improvement
is the ultimate goal of all implementation as encapsulated in the Japanese concept of
kaizen.
It is important to remember that any technique has a history, background, context, and
requirements. A technique cannot be applied blindly. There are essential prerequisites
to applying a technique and then there are the consequences. A proper understanding
of all these aspects is necessary in applying a technique. For instance, supply-chain
management cannot be applied if the supplier-company relationship is not congenial,
the cost of implementation is prohibitive, the quality of products needs improvement,
the speed of work within the organisation is suboptimal, and there is no flexibility of
operations. Then support systems, such as, an information system with adequate inputs
of IT, are required for the application of supply-chain management to be feasible.
There is enough information available regarding the management principles, theory,
concepts, and models working behind a technique. On the one hand, managers need to
be aware of these to enhance their understanding and gain a comprehensive assessment
of the usage of a technique. On the other, managers need to have an in-depth
understanding of their organisation. A match of what the organisation needs and what
the technique has to offer has to be made.
The application of techniques is facilitated with the help of books and journals, manuals,
in-house experts, and consultants related to the management techniques. A dedicated
and patient approach can help managers in applying the practices, methods, and techniques
for enhancing operational effectiveness and effective operational implementation.
Chapter 14
There are three primary types of organizational control: strategic control, management
control, and the operational control. Strategic control, the process of evaluating strategy,
is practiced both after strategy is formulated and after it is implemented. The
organizations strategists evaluate strategy once it has been formulated to ascertain
whether it is appropriate to mission accomplishment and again once it has been
implemented to determine if the strategy is accomplishing its objectives.
Management control is the process of assuring that major subsystems progress towards
the accomplishment of strategic objectives is satisfactory. For example, is SBU/Product
Division As ROI performance acceptable? Or, is the production Department meeting
its quality control objectives? Operational control is the process of ascertaining whether
individual and work group role behaviors (performance) are congruent with individual
and work group role prescriptions. For example, is Rama reaching his sales quota?
Like the phase of planning, the types of control are not distinct entities. Rather, in
various organizations, one type of control may be almost indistinguishable from another.
Furthermore, the devices used in one type of control may also be employed in another.
For example, management control devices such as ROI may be used to measure not
only the performance of organizational components but the total organization as well.
Finally, while most operational and many management control systems may posses
automatic correction activities. The evaluation of strategy requires executive judgment.
Strategic, management, and operational control systems perform an important integrative
function. The measurement of performance as related to objective accomplishment
coordinates activity. Experience and research have revealed that any number of variables
may cause performance to be incongruent with strategy. For example, the assumptions
under which strategy was formulated may change. Or, strategy, plans, and policies may
not be adhered to. Deviations from either assumptions or guidance lead to unsatisfactory
results. Therefore, the successful strategy must have control as one of its dimensions.
What is controlled varies from level to level in the organization. The organization strategists
are responsible for strategic control, as are the stockholders, theoretically. Management
control is principally the function of top management, especially the CEO. Operational
control is primarily the concern lower-level managers. Strategic control and management
control are concerned with perspectives broader than the details dealt with in operational
control. Note, however, that war rooms and strategic information systems allow top
management to view the details of operations if necessary. While much of what follows
is related to formal control systems, informal control systems may suffice in the
smaller organization, especially for operational control where personal observation is
possible.
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Control may be depicted as a six-step feedback model as follow:

1.
The establishment of standards of performing: Standards are specific points

against which actual performance will be judged. As such they are more detailed
expressions of Strategic objectives and are the bases of role prescriptions.
Establishing standards for organizational subcomponents is the first step in
management control, and establishing them for individuals is the first step in
operational control.
2.
The statement of acceptable tolerances: The standard is a single point on a

continuum of possible behaviors, but it is not always necessary to perform exactly
to that point. Normally, deviation from standards will be tolerated within certain
control limits.
3.
Measurement of actual performance: Measurement is the third step in

management or operational control. It involves the identification of role behavior
either for components of individuals. Measurement techniques vary from situation
to situation and are often imprecise.
4.
Comparison of standards and performance: While comparing standards and

performance might appear to be a simple task, it is quite complex in the more
qualitative performance areas because of the inability to quantify either standards
or performance.
Inputs
Processes
(Feedforward Control)
Outputs
(Feedback Control)
Exhibit 14.1: The Organization as a Processing System
5.
Action: Where performance is satisfactory- that is, congruent with standardsno action is necessary. But where it is not, corrective action must be taken.
6.
Preventive action: As Bill Greenwood has observed, it is insufficient simply to

correct problems. Rather, action must be taken to assure these problems do not
occur again.
This model focuses on results (output). In fact, most control systems- strategic,
management, or operational- focus on results. Often, the consequence of utilizing these
feedback control systems is that the unsatisfactory performance continues until the
malfunctioning is discovered. One technique for reducing the problems associated with
feedback control system is feedforward control. First suggested by Harold Koontz
and Robert W. Bradspies, feedforward control focuses on the inputs to the system and
attempts to anticipate problems with outputs (see exhibit 14.1)
With respect to strategy and planning, feedforward control has wide applicability. For
example, the feedforward principle underlies the concept of simulation modeling. What
if question are, after all, examinations of hypothesized inputs to determine resultant
effects on system outputs. Simulations of performance can be made in any number of
Strategic situations to test for changes in basic assumptions. In fact, any situation with
identifiable inputs which can be modeled can and should utilize the feedforward approach.
Once strategy has been formulated, it should be evaluated. Several criteria for evaluation
have been suggested. The best known of these, the Tilles model, can be summarized as
follows :
1.
Is the strategy internally consistent- for example, is it consistent with mission and
consistent among its own plans?
2.
Is it consistent with the environment?
3.
Is it consistent with internal resources?
4.
Does it have an appropriate amount of risk?
5.
Does it have a proper time horizon?
6.
Is it workable?
E.P. Learned and others, building on the Tilles model, suggest that the following
are also proper evaluative questions:
7.
Is it identifiable? Has it been clearly and consistently identified and are people
aware of it?
8.
Is it appropriate to the personal values and aspirations of key managers?
9.
Does it constitute a clear stimulus to organizational efforts and commitment?
10.
Is it socially responsible?
11.
Are there early indications of the responsiveness of market segments to the

strategy?
J. Argenti adds:
12.
Does it rely on weaknesses or do anything to reduce them?
13.
Does it exploit major opportunities?
14.
Does it avoid, reduce, or mitigate the major threats? If not, are there adequate
contingency plans?
Intuitively, these questions seem sound. More importantly, they relate directly to the
strategic management process model. In fact, these questions, when considered in
total, comprise a checklist to determine if the strategic management process model has
been properly followed. All these questions can be applied as the strategy progresses
through its various stages, including implementation. Progress and changes can thus be
observed. Specific standards of performance are established by the strategic objectives
of the master strategy and subsequent component objectives.
Once implement occurs, measurements will be taken to determine if the objectives
have been reached. The tolerances established in Step 2 of the six-step feed back
model vary from firm to firm. Tolerances are primarily judgmental- they tell how much
deviation from the standard management can live with. Corrective and preventive action
may require that strategy be changed.
Management control becomes a distinct concern when decentralization occurs. Where
management control is imposed, it functions within the framework established by the
strategy. Management control focuses on the accomplishment of the objectives of the
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various substrategies comprising the master strategy and the accomplishment of the
objectives of the intermediate plans. Normally these objectives (standards) are
established for major subsystems within the organization. Such as SBUs, projects,
products, functions, and responsibility centers. Allowable tolerances vary from
organization to organization. Typical management control measures include ROI, residual
income, cost, product quality, efficiency measures, and so forth. These control measures
are essentially summations of operational control measures. When corrective or
preventive action is taken, it may involve very minor or very major changes in the
strategy. Often, top management strategists may be removed from their positions as
the consequence of poor performing as indicated by these control measures. One large
firm has a policy for its Europeon operating division managers: Two consecutive quarters
of declining ROI and youre fired! Often, critical decisions for a companys future
result from rather imperfect control information.
Operational control systems are designed to ensure that day-to-day actions are consistent
with established plans and objectives. Operational control is concerned with individual
and group role performance as compared with the individual and group role prescriptions
required by organizational plans. Such control systems are normally concerned with the
past (unless feedforward systems are being utilized). Operational control focuses on
events in a recent period. Operations control systems are derived from the requirements
of the management control system. Specific standards for performance are derived
from the objectives of the operating plans, which are based on intermediate plans,
which are based on strategy. Performance is compared against objectives at the individual
and group levels. Corrective or preventive action is taken where performance does not
meet standards. This action may involve training, motivation, leadership, discipline, or
termination.
It is important to know who the participants are and what role they will play in strategic
evaluation and control. This will answer the question: who evaluates the strategy and
how do they do it? Going beyond the role of evaluators, we are also interested in
knowing who the appraisers are and how they help in strategic evaluation.
The various participants in strategic evaluation and control and their respective roles
are described below.
Theoretically, every organisation is ultimately responsible to its shareholders-lenders
and the public in the case of private companies, and the government in the public sector
companies. The role of shareholders, in practice, however, is limited. This is specially
true of the general public where the individual holding is too small to be of any effective
value in strategic evaluation. Lenders such as financial institutions and banks which
have an equity stake are typically concerned about the security and returns on their
shareholding rather than in the long-term assessment of strategic success. The
government, through its different agencies, does play a significant role in the strategic
evaluation and control of public sector companies.
The Board of Directors enacts the formal role of reviewing and screening executive
decision in the light of their environmental, business and organisational implications. In
this way, the board is required to perform the functions of strategic evaluation in more
generalized terms. But there is a lot of variation among Indian companies in the way in
which the Board may perform its control functions. In some companies, the Board may
have the real authority to oversee strategic evaluation, while in other companies its
authority may be usurped by other like chief executive or a higher de facto authority,
such as the family council, in the case of family-owned companies, the headquarters in
the case of MNC subsidiaries, or the controlling ministry in the case of public sector
companies.
Chief executives are ultimately responsible for all the administrative aspects of strategic
evaluation and control. Ideally, a chief executive should not sit in judgement over the
performance of the organisation under his or her control. Rather, the chief executive
should be evaluated on the basis of his/her performance. This leads to the question that
who should evaluate the chief executive. Normally, the evaluation of a person should
be done by an individual or a group to whom he reports. In cases where the chief
executive is accountable to no one in particular (this is possible in the case of an
entrepreneurial organisation), it is difficult to allocate this responsibility apart from relying
on self-evaluation. But in the other cases, the ownership pattern can determine who
should evaluate the chief executive. Thus, the family council in family-owned companies
and majority shareholders in other cases could evaluate a chief executives performance.
The SBU or profit-centre heads may be involved in performance evaluation at their
levels and may facilitate evaluation by corporate-level executives.
Financial controllers, company secretaries, and external and internal auditors form the
group of persons who are primarily responsible for operational control based on financial
analysis, budgeting, and reporting.
Audit and executive committees, setup by the Board of the chief executive, may be
charged with responsibility of continuous screening of performance. The corporate
planning staff or department may also be involved in strategic evaluation.
Middle-level managers may participate in strategic evaluations and control as providers
of information and feedback, and as the recipients of directions from above, to take
corrective actions. While evaluating organisational units one cannot avoid relying on
the performance evaluation of individuals. This creates certain barriers in strategic
evaluation and control. We would point out five major types of barriers in evaluation:
the limits of control, difficulties in measurement, resistance to evaluation, tendency to
rely on short-term assessment, and relying on efficiency versus effectiveness.
Limits of control: By its very nature, any control mechanism presents the dilemma of
too much versus too little control. It is never an easy task for strategists to decide the
limits of control. Too much control may impair the ability of managers, adversely affect
initiative and creativity, and create unnecessary impediments to efficient performance.
On the other hand, too less control may make the strategic evaluation process ineffective
and redundant.
Difficulties in measurement: The process of evaluation is fraught with the danger of
difficulties in measurement. These mainly relate to the reliability and validity of the
measurement techniques used for evaluation, lack of quantifiable objectives or
performance standards, and the inability of the information system to provide timely
and valid information. The control system may be distorted and may not evaluate
uniformly or may measure attributes which are not intended to be evaluated.
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Resistance to evaluation: The evaluation process involves controlling the behavior

of individuals and, like any other similar organisational mechanism, is likely to be resisted
by managers.
Short-termism: Managers often tend to rely on short-term implications of activities
and try to measure the immediate results. Often, the long-term impact of performance
on strategy and the extended effects of strategy on performance is ignored. This is so
as immediate assessment seems to be the easy way out and taking the long-term
implications into account may be seen as too tedious.
Relying on efficiency versus effectiveness: It is instructive to remember that
efficiency is doing the things rightly while effectiveness is doing the right things.
There is often a genuine confusion among managers as to what constitutes effective
performance. Measuring the wrong parameters may lead to a situation where the right
type of performance does not get rewarded. In fact, sometimes performance that does
not really contribute to the achievements of objectives may be rewarded if assessed on
the basis of efficiency alone.
How can these barriers be avoided? In this context, it is apt to quote Andrews when he
says: the true function of measurement (or evaluation) is to increase perceptions of
the problems limiting achievement. This is indeed a profound statement. In Andrews
opinion, it is the attitude towards evaluation that is more important than the process of
evaluation itself. For instance, bureaucratic control often ends up being control just for
the sake of control and not for the real purpose of finding out what is obstructing
effective performance. The real worth of evaluation lies in its ability to throw up the
problems that are constraining achievement and then doing something about them so
that performance can be made effective.
The basic issue in all evaluation should be that control should be dictated by strategy.
There needs to be a vertical fit between the strategy requirements, and the evaluation
and control exercised over the performance. The guidelines below are suggested in
order to make controls effective.
l
Control should involve only the minimum amount of information as too much
information tends to clutter up the control system and creates confusion.
Control should monitor only managerial activities and results even if the evaluation
is difficult to perform.
Controls should be timely so that corrective action can be taken quickly.
Long-term and short-term controls should be used so that a balanced approach

to evaluation can be adopted.
Controls should aim at pinpointing exceptions as nitpicking does not result in

effective evaluation. The 80:20 principle, where 20 percent of the activities result
in 80 percent of achievement, needs to be emphasized. Getting bogged down
with the activities that do not really count for achievement makes the evaluation
ineffective.
Reward for meeting or exceeding standards should be emphasized so that

managers are motivated to perform. Unnecessary emphasis on penalties tend to
pressurise the managers to rely on efficiency rather than effectiveness.
Strategic Controls
Control of strategy can be characterized as a form of steering control. Ordinarily, a
significant time span occurs between initial implementation of a strategy and
achievements of its intended results. During that time, numerous projects are undertaken,
investments are made, and actions are undertaken to implement the new strategy. Also
during that time, both the environmental situation and the firms internal situation are
developing and evolving. Strategic controls are necessary to steer the firm through
these events. They must provide the basis for correcting the actions and directions of
the firm in implementing its strategy as developments and changes in its environmental
and internal situations take place.
Prudential Insurance Company provides a useful example of the proactive, steering
nature of strategic control. Several years ago, Prudential committed to a long-term
market development strategy wherein it would seek to attain the top position in the life
insurance industry by differentiating its level of service from other competitors in the
industry. Prudential decided to establish regional home offices, thus achieving a differential
service advantages. Exercising strategic control, prudential managers used the experience
at the first regional offices to reproject overall expenses and income associated with
this strategy. In fact, the predicted expenses were so high that the location and original
schedule for converting other regions had to be modified. Conversion of corporate
headquarters was sharply revised on the basic of the other early feedback. Thus the
steering control (strategic control) exercised by Prudential managers significantly altered
the strategy long before the total plan was in place. In this case, major objectives
remained in place while changes were made in the strategy; in other cases, strategic
controls may initiate changes in objectives as well.
The four basic types of strategic controls are:
1.
Premise control
2.
Implementation control
3.
Strategic surveillance
4.
Special alert control.
The nature of these four strategic controls in summarized in exhibit 14.2.
Premise Control
Every strategy is based on assumed or predicted conditions. These assumptions or
predictions are planning premises; a firms strategy is designed around these predicted
conditions. Premise control is designed to check systematically and continuously whether
or not the premises set during the planning and implementation process are still valid. If
a vital premise is no longer valid, then the strategy may have to be changed. The sooner
an invalid premise can be recognized and revised, the better the chances that an
acceptable shift in the strategy can be devised.
Premises are primarily concerned with two types of factors: environmental and industry.
They are described below.
A company has little or no control over environmental factors, but these factors exercised
considerable influence over the success of the strategy. Inflation, technology, interest
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rates, regulation, and demographic/social changes are examples of such factors.

Strategies are usually based on key premises about these factors.
These factors affects the performance of companies in a given industry. They differ
among industries, and a company should be aware of the factors that influence success
in its particular industry. Competitors, suppliers, substitutes, and barriers to entry are a
few such factors about which strategies assumptions are made.
Premises, some major and some minor, are often made about numerous environmental
and industry variables. To attempt to track every premise may be unnecessarily expensive
and time-consuming. Therefore, managers must select those premises and variables
that (a) are likely to change and (b) would have a major impact on the company and its
strategy if they did.
Strategic surveillance
Premise control
Special alert control

Implementation control
Strategy formulation
Time 1
strategy implementation
Time 2
Time 3
Exhibit14.2:FourTypesofStrategicControl
The key premises should be identified during the planning process. The premises
should be recorded, and responsibility for monitoring them should be assigned to
the persons or departments who are qualified sources of information. For example, the
sales force may be a valuable source for monitoring the expected price policy of
major competitors, while the finance department might monitor interest rate trends. All
premises should be placed on key success premise so as to avoid information overload.
Premises should be update (new predictions) based on update information. Finally, key
areas within the company or key aspects of the strategy that the predicted changes
may significant impact should be pre-identified so that adjustments necessitated by a
revised premise can be determined and initiated. For example, senior marketing
executives should be alerted about changes in competitors pricing policies in order to
determine if revised pricing, product repositioning or other strategy adjustments are
necessary.
Implementation Control
The action phase of strategic management is located in the series of steps, programs,
investments, and moves undertaken over a period of time to implement the strategy.
Special programs are undertaken. Functional areas initiate several strategy-related
activities. Key people are added or reassigned. Resources are mobilized. In other words,
managers convert broad strategic plans into concrete actions and results for specific
units and individuals as they go about implementing strategy. And these actions take
place incrementally over an extended period of time designed ultimately to enact the
planned strategy and achieve long-term objectives.
Strategic control can be undertaken within this context. We refer to this type of strategic
control as implementation control. Implementation control is designed to assess whether
the overall strategy should be changed in light of unfolding events and results associated
with incremental steps and actions that implement the overall strategy. The earlier
example of Prudential Insurance Company updating cost and revenue projections based
on early experiences with regional home offices is an illustration of an implementation
control. The two basic types of implementation control are: (1) monitoring strategic
thrusts (new or key strategic programs) and (2) milestone reviews.
Implementing broad strategies often involves undertaking several new strategic projectsspecific narrow undertakings that represent part of what needs to be done if the overall
strategy is to be accomplished. Thesee projects or thrusts provide a source of information
from which managers can obtain feedback that helps determine whether the overall
strategy is progressing as planned and whether it needs to be adjusted or changed.
While strategic thrusts seem a readily apparent type of control, using them as control
sources is not always easy to do. Early experience may be difficult to interpret. Clearly
identifying and measuring early steps and promptly evaluating the overall strategy in
light of this early, isolated experience can be difficult.
Two approaches are useful in enacting implementation controls focused on monitoring
strategic thrusts. One way is to agree early in the planning process on which thrusts, or
phases of those thrusts, are critical factors in the success of the strategy or of the
thrust. Managers responsible for these implementation controls single these out from
other activities and observe them frequently.
The second approach for monitoring strategic thrusts is to use stop/go assessments
linked to a series of meaningful thresholds (time, costs, research and development,
success, etc.) associated with particular thrusts. Days Inns nationwide market
development strategy in the early 1980s included a strategic thrust of regional
development via company-owned inns in the Rocky Mountain area. Time problems in
meeting development targts led company executives to reconsider the overall strategy,
ultimately deciding to totally change it and sell the company.
Managers often attempt to identify critical milestones that will occur the time period the
strategy is being implemented. These milestones may be critical events, major resource
allocations, or simply the passage of a certain amount of time. In each case, a milestone
review usually involves a full-scale reassessment of the strategy and the advisability
of continuing or refocusing the direction of the company.
A useful example of strategic implementation control based on milestone review can
be found in Boeings product development strategy to enter the supersonic transport
(SST) airplane market. Competition from the joint British/French Concord effort was
intense. Boeing had invested millions of dollars and years of scarce engineering talent
through phase I of its SST venture. The market was believed large, but the next phase
represented a billion-dollar decision for Boeing. This phase was established as a milestone
review by Boieng management. Cost estimates were greatly increased; relatively few
passengers and predictions of rising fuel costs raised estimated operating costs; the
Concord had massive government subsidy, while Boieng did not. All factors led Boieng
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management to withdraw, in spite of high sunk costs, pride, and patriotism. Only an
objective, full-scale strategy reassessment could have led to such a decision. In this
example, a major resource allocation decision point provided the appropriate point for a
milestone review. Milestone reviews might also occur concurrent with the timing of a
new major step in the strategys implementation or when a key uncertainty is resolved.
Sometimes managers may even set an arbitrary time period, say, two years, as a milestone
review point. Whatever the basis for selecting the milestone point, the critical purpose
of a milestone review is to undertake a thorough review of the firms strategy so as to
control the companys future.
Strategic Surveillance
By their nature, premise control and implementation control are focused control. The
third type of strategic control, strategic surveillance, is designed to monitor a broad
range of events inside and outside the company that are likely to threaten the course or
the firms strategy.The basic idea behind strategic surveillance is that some form of
general monitoring of multiple information sources should be encouraged, with the
specific intent being the opportunity to uncover important yet unanticipated information.
Strategic surveillance must be kept unfocused as much as possible and should be designed
as a loose environmental-scanning activity. Trade magazines, The Wall Street
Journal, trade conferences, conversations, and intended and unintended observations
are all sources of strategic surveillance. While strategic surveillance is loose, its important
purpose is to provide an ongoing, broad-based vigilance in all daily operations so as to
uncover information that may prove relevent to firms strategy.
Special Alert Control

Another type of strategic control, really a subset of the other three, is special alert
control. A special alert control is the need to thoroughly, and often rapidly, reconsider
the firms basic strategy based on a sudden, unexpected event. A political coup in the
Middle East, an outside firm suddenly acquiring a leading competitor, an unexpected
product difficulty like Tylenols experience with poisoned capsules-all of these represent
sudden changes that can drastically alter the companys strategy.
Such an occurrence should trigger an immediate and intense reassessment of the
companys strategy and its current strategic situation. Many firms have developed
crisis teams to handle initial response and coordination when faced with unforeseen
occurrences that may have an immediate effect on the firms strategy. Increasingly,
companies are developing contingency plans along with crisis teams to respond to such
circumstances.
Exhibit 14.3summarizes the major characteristics of the four types of strategic
controls. While each type of strategic control is different, they share a common purpose:
to assess whether the strategic direction should be altered in light of unfolding events.
Unlike operational control, strategic controls are designed to continuously and proactively
question the basic direction of the strategy.
Operations controls are concerned with providing action control. Strategic controls are
concerned with steering the companys future direction, Both are needed to manage
the strategic process effectively.
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Strategic controls are useful to top management in monitoring and steering the basic
strategic direction of the company. But operating managers also need control methods
appropriate to their level of strategy implementation. The primary concern at the operating
level is allocation of the companys resources.
Basic
characteristics
Objects of control
Degree of focusing
Data acquisition:
Formalization
Centralization
Use with:
Environmental factors
Industry factors
Strategy-specific
factors
Company-specific
factors
High
Types of strategic control

Implementation
Strategic
control
surveillance
Key strategic thrusts Potential threats and
and milestones
opportunities related
to the strategy
High
Low
Occurrence of
recognizable but
unlikely events
High
Medium
Low
High
Medium
Low
Low
High
High
Yes
Yes
No
Seldom
Seldom
Yes
Yes
Yes
Seldom
Yes
Yes
Yes
No
Yes
Seldom
Seldom
Premise control
Planning
premises
and projections
Special alerts
Exhibit 14.3: Summary Characteristics of the Four Types of Strategic Control
Evaluation Techniques for Strategic Control

The essence of strategic control is to continually assess the changing environment to
uncover events that may significantly affect the course of an organisations strategy.
Techniques for strategic control could be classified into two groups on the basis of the
type of environment faced by the organisations. The oraganisations that operate in a
relatively stable environment may use strategic momentum control, while those which
face a relatively turbulent environment may find strategic leap control more appropriate.
Strategic momentum control: These types of evaluation techniques are aimed at
assuring that the assumptions on whose basis strategies were formulated are still valid,
and finding out what needs to be done in order to allow the organisation to maintain its
existing strategic momentum. There are three techniques which could be used to achieve
these aims: responsibility control centres, underlying success factors, and generic
strategies.
1.
Responsibility control centres form the core of management control systems and
are of four types: revenue, expense, profit, and investment centres. Each of
these centres is designed on the basis of the measurement of inputs and outputs.
The study and application of responsibility centres is done under the discipline of
management control systems.
2.
The underlying success factors enable organisations to focus on the CSFs in

order to examine the factors that contribute to the success of strategies. By
managing on the basis of the CSFs, the strategists can continually evaluate the
strategies to assess whether or not these are helping the oraganisation to achieve
its objectives.
3.
The generic strategies approach to strategic control is based on the assumption

that the strategies adopted by a firm similar to another firm are comparable.
Based on such a comparison, a firm can study why and how other firms are
implementing strategies and assess whether or not its own strategy is following a
similar path. In this context, the concept of strategic group is also relevent. A
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strategic group is a group or firms that adopts similar strategies with similar
resources. Firms within a strategic group,often within the same industry, and
sometimes in other industries too, tend to adopt similar strategies.
Strategic leap control: Where the environment is relatively unstable, organisations
are required to make strategic leaps in order to make significant changes. Strategic
leap control can assist such organisations by helping to define the new strategic
requirements and to cope with emerging environmenal realities. There are four
techniques or evaluation used to exercise strategic leap control: strategic issue
management, strategic field analysis, systems modelling and scenarios.
1.
Strategic issue management is aimed at identifying one or more strategic issues

and assessing their impact on the oraganisation. A strategic issue is a forthcoming
development, either inside or the organisation, which is likely to have an important
impact on the ability of the enterprise to meet its objectives. By managing on the
basis of strategic isssues, the strategists can aviod being overtaken by surprising
environmental changes and design contingency plans to shift strategies whenever
required.
2.
Strategic field analysis is a way of examining the nature and extent of synergies
that exist or are lacking between the components of an oraganisation. Whenever
synergies exist the strategists can assess the ability of the firm to take advantage
of thoes. Alternativly, the strategists can evaluate the firms ability to generate
synergies where they do not exist.
3.
Systems modelling is based on computer-based models that simulate the essential

features of the organisation and its environment. Through systems modelling,
organisations may exercise pre-action control by assessing the impact of the
environment on organisation because of the adoption of a particular strategy.
4.
Scenarios are perceptions about the likely environment a firm would face in the
future. Its use could be extended to evaluation by enabling organisations to focus
strategies on the basis of forthcoming developments in the environment.
Several of the above techniques for strategic controlwith the possible exception of
responsibility centres-are or a relatively recent origin. The development of these
techniques is an evidence of the expanding body of knowledge in strategic management.
As the use and application of strategic management gains approval, it is quite likely that
organisations would start using such techniques. Operational control, however, uses
more familiar techniques which have traditionally been used by strategists. In the next
part of this section, we look at techniques for operational control.
Evaluation Techniques for Operational Control

The classification of evaluation techniques in the three parts: internal analysis, comparative
analysis, and comprehensive analysis.
Internal analysis: Internal analysis, which consists of value-chain analysis, quantitative
(financial and non-financial) analysis, and qualitative analysis, deals with the identification
of the strengths and weaknesses of a firm in absolute terms.
1
Value chain analysis focusses on a set of inter-related activities performed in a

value-chain analysis for the purpose of operational evaluation lies in its ability to
segregate the total tasks of a firm into identifiable activities which can then be
evaluated for effectiveness.
2.
Quantitative analysis takes up the financial parameters and the non-financial

quantitative parameters, such as, physical units or time, in order to assess
performance. The obvious benefit of using quantitative factors (either financial or
physical parameters) is the ease of evaluation and the verifiability of the assessment
done. These are probably the most- used methods for evaluation for operational
control. Among the scores of financial techniques described in all standard texts
in the area of finance are traditional techniques, such as, ratio analysis, or newer
techniques, such as, economic value-added(EVA) and its variations, and activitybased costing (ABC). These are proven methods so far as their efficacy for
evaluating operational effectiveness is concerned. Apart from the financial
quantitative techniques, there are several non-financial quantitative techniques
available for the evaluation for operational control, such as: computation of
absenteeism, market ranking, rate of advertising recall, total cycle time of production,
service call rate, or number of patents registered per period. Many more techniques
can be evolved by firms to suit their specific requirement.
3.
Qualitative analysis supplements the quantitative analysis by including those

aspects which is not feasible to measure on the basis of figures and numbers. The
methods that could be used for qualitative analysis are based on intuition, judgement,
and informed opinion. Techniques like surveys and experimentation can be used
for the evaluation of performance for exercising operational control.
Comparative analysis: This consists of historical analysis, industry norms, and

benchmarking. It compares the performance of a firm with its own past performance,
or with other firms.
1.
Historical analysis is a frequently used method for comparing the performance

of a firm over a given period of time. This method has the added benefit of
enabling a firm to note how the performance has taken place over a period of
time and to analyse the trend or pattern. Such an analysis can offer the firm a
better perception of its performance as compared to an absolute assessment.
2.
Industry norms is a comparative method for analysing performance that has the
advantage of making a firm competitive in comparison to its peers in the same
industry. Being a comparative assessment, evaluation on the basis of industry
norms enables a firm to bring its performance at least up to the level of other
firms and then attempt to surpass it.
3.
Benchmarking is a comparative method where a firm finds practices in an area

and then attempts to bring its own performance in that area in line with the best
practice. Best practices are the benchmarks that should be adopted by a firm as
the standards to exercise operational control. Through this method, performance
can be evaluated continually till it reaches the best practice level. In order to
excel, a firm shall have to exceed the benchmarks. In this manner, benchmarking
offers firms a tangible method to evaluate performance.
Comprehensive analysis: This includes balanced scorecard and key factor rating.
His analysis adopts a total approach rather than focussing on one area of activity, or a
function or department.
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1.
Balanced scorecard method is based on the identification of four key performance

measures of customer perspective, internal business perspective, innovation and
learning perspective, and the financial perspective. This method is a balanced
approach to performance measurement as a range of parameters are taken into
account for evaluation.
2.
Key factor rating is a method that takes into account the key factors in several
areas and then sets out to evaluate performance on the basis of these. This is
quite a comprehensive method as it takes a wholistic view of the performance
areas in an organisation
Besides the several techniques referred to above, we could mention four other techniques
that are used by some companies to assess performance. These are the network
techniques, parta system, management by objectives, and the memorandum of
understanding.
1.
The parta system is an indigenous system adopted usually by Marwari firms to

keep track of daily cash generation. Parta is the pre-determined budget of the net
cash inflows from operation before tax and dividend. The parta is decided in
between the family group and company head, and actual performance is compared
to this budgeted parta on a daily basis, thus making parta an effective operational
control device.
2.
Network techniques such as programme evaluation and review technique (PERT),

critical path method(CPM), and their variants, are used extensively for the
operational controls of scheduling and resource allocation in projects. When
network techniques are modified for use as a cost accounting system, they become
highly effective operational controls for project costs and performance.
3.
Management by Objectives (MBO) is a system, proposed by Drucker, which is

based on a regular evaluation of performance against objectives which are decided
upon mutually by the superior and the subordinate. By the process of consultation,
objective-setting leads to the establishment of a control system that operates on
the basis of commitment and self-control. Thus, the scope of MBO to be used as
an operational control is quite extensive.
4.
Memorandum of understanding Just like MBO is a commitment to objectives

between individuals, a memorandum of understanding (MoU) is an agreement
between a public enterprise and the Government, represented by the administrative
ministry in which both parties clearly specify their commitments and responsibilities.
Having done that, the enterprises are evaluated on the basis of the MoU. Though
an MoU is usually thought of as a technique used solely in the context of public
enterprises, its use can be extended to any situation where an external agency is
required to evaluate a firms performance. Thus, a multinational company can
set an MoU with its subsidiary and a family business group council can use an
MoU to evaluate its constituent companies. With the greater professionalisation
of private firms, especially in the family business sector, the use of MoUs can be
helpful. But in India the usage of MoU is traditionally confined to the evaluation
of performance in a public enterprise.
Operational control systems guide, monitor, and evaluate progress in meeting annual
objectives. While strategic controls attempt to steer the company over an extended
time period (usually five years or more), operational controls provide post-action
evaluation and control over short time periods usually from one month to one year.
To be effective, operational control systems must take four steps common to all postaction controls:
1.
Set standards of performance.
2.
Measure actual performance.
3.
Identify deviations from standards.
4.
Initiate corrective action or adjustment.
Budgeting Systems
The budgetary process was the forerunner of strategic planning. Capital budgeting in
particular provided the means for strategic resource allocations. With the growing use
of strategic management, such allocations are now based on strategic assessment and
priorities, not solely on capital budgeting. Yet capital and expenditure budgeting, as well
as sales budgeting, remain important control mechanisms in strategy implementation.
A budget is simply a resource allocation plan that helps managers coordinate operations
and facilitates managerial control of performance. Budgets themselves do not control
anything. Rather, they set standards against which action can be measured. They also
provide a basis for negotiating short-term resource requirements to implement strategy
at the operating level.
Most firms employ a budgeting system, not a singular budget, in controlling strategy
implementation. Exhibit 14.4 represents a typical budgeting system for a manufacturing
business. A budgeting system incorporates a series of different budgets fitting the
organisations unique characteristics. Because organizations differ, so do their budgets.
Yet most firms include three general types of budgetsrevenue, capital, and expenditure
in their budgetary control system.
Revenue Budgets: Most firms employ some form of revenue budget to monitor their
sales projections (or expectations), because this reflects a key objective of the chosen
strategy. The revenue budget provides important information for the daily management
of financial resources and key feedback as to whether the strategy is working. For
evaluative purposes, the revenue budget may be derived from revenue forecasts arrived
at in the planning process, or it may be linked to past revenue patterns. For example,
most hotel/motel operators emphasize daily revenue compared to revenue for the same
day in the previous year as a monitor of sales effectiveness.
A revenue budget is particularly important as a tool for control of strategy
implementation. Revenue budgets provide an early warning system about the
effectiveness of the firms strategy. And if the deviation is considerably below or
above expectations, this budgetary tool should initiate managerial action to reevaluate
and possibly adjust the firms operational or strategic posture.
Capital Budgets: Capital budgets outline specific expenditures for plant, equipment,
machinery, inventories, and other capital items needed during the budget period.
To support their strategies, many firms require capital investment or divestiture. A firm
committed to a strong growth strategy may need additional capacity or facilities to
387
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support increased sales. On the other hand, a firm intent on retrenchment may have to
divest major parts of its current operations to generate additional resources. In both
cases, the firm is concerned with management of significant financial resources, probably
over an extended time period.
For effective control, a capital budget that carefully plans the acquisition and expenditure
of funds, as well as the timing, is essential.
Two additional budgets are often developed to control the use of capital resources. A
cash budget forecasts receipts and disbursements of cashcash flowduring the budget
period. And a balance sheet budget is usually developed to forecast the status of
assets, liabilities, and net worth at the end of the budget period.
Expenditure Budgets. Numerous expense/cost budgets will be necessary for
budgetary control in implementation of strategy in various operating units of the firm.
An expenditure budget for each functional unit and for sub-functional activities can
guide and control unit/individual execution of strategy, thus increasing the likelihood of
profitable performance. For example, a firm might have an expenditure budget for the
marketing department and another for advertising activities.
In such budgets, Rs./dollar variables will be the predominant measure, although nondollar/
Rs. measures of physical activity levels may occasionally be used as a supplement.
For example, a production budget might include standards for expenditures as well as
standards for output level or productivity. These non-dollar/Rs. variables might also
include targets or milestones that provide evidence of necessary progress in particular
strategic programs.
An expenditure or operating budget is meant to provide concrete standards against
which operational costs and activities can be measured and, if necessary, adjusted to
maintain effective strategy execution. The expenditure budget is perhaps the most
common budgetary tool in strategy implementation. If its standards are soundly linked
to strategic objectives, then it can provide an effective communication link between top
management and operating managers about what is necessary for a strategy to succeed.
It provides another warning system alerting management to problems in the
implementation of the firms strategy.
The budgeting system Exhibit 14.4 provides an integrated picture of the firms operation
as a whole. The effect on overall performance of a production decision to alter the
level of work-in-process inventories or of a marketing decision to change sales
organisation procedures can be traced through the entire budget system. Thus,
coordinating these decisions becomes an important consideration for the control of
strategy implementation.
Exhibit 14.4 provides and illustration of how budgets can be coordinated to aid in
coordinating operations. In this chart, production, raw material purchases, and direct
labor requirements are coordinated with anticipated sales. In more comprehensive
systems, other budgets may be included : manufacturing expense, inventories, building
services, advertising, maintenance, cash flow administrative overhead, and so on,
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Long-term objective
Grand strategy
Annual objectives
Operating strategy
Capital
budget
Capitalinvestment
requirement
with which management develops
Income
goals
Monitor, evaluate and adjust
Sales
forecasts
Sales/revenue
budgets
which are broken down into

overall expense and cost goals
Expenditure budgets
and schedules
Budgets and schedules in
Manufacturing
Production
Materials
Personnel
Capital
Marketing
Advertising
Selling
Personnel
Research and
development
Research and
development
Research
Overhead
Financial
Cash flow
Capital
Which are consolidated into
Budgeted financial statements

1. Cash flow
2. Income statement
3. Balance sheet
Exhibit 14.4: A Typical Budgeting System for Controlling Strategy Implementation
Scheduling
Timing is often a key factor in the success of a strategy. Schedule is simply a planning
tool for allocating the use of a time-constrained resource or arranging the sequence of
interdependent activities. The success of strategy implementation is quite dependent
on both. So scheduling offers a mechanism with which to plan for, monitor, and control
these dependencies. For example, a firm committed to a vertical integration strategy
must carefully absorb expanded operations into its existing core. Such expansion,
whether involving forward or backward integration, will require numerous changes in
the operational practices of some of the firms organizational units. A good illustration
of this is Coors Brewery, which recently made the decision to integrate backward by
producing its own beer cans. A comprehensive, two-year schedule of actions and
targets for incorporating manufacture of beer cans and bottles into the product chain
contributed to the success of this strategy. Major changes in purchasing, production
scheduling, machinery, and production systems were but a few of the critical operating
areas that Coors scheduling efforts were meant to accommodate and control.
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Key Success Factors

One useful way to effect operational control is to focus on key success factors. Key
success factors identify performance areas that must receive continuous management
attention. These are the factors that are of greatest importance in implementing the
companys strategies. Examples of key success factors focused on internal performance
include: (1) improved productivity, (2) high employee morale, (3) improved product/
service quality, (4) increased earnings per share, (5) growth in market share, and (6)
completion of new facilities.
Each key success factor must have measurable performance indicators. Management
of 1-2-3 from Lotus, for example, identified product quality, customer service, employee
morale, and competition as the four key determinants of the success of their strategy to
rapidly expend Lotuss software offerings. They identified three measures to monitor
and control each key success factor as follows:
For product quality:
Performance data versus specifications.
Percentage of product returns.
Number of customer complaints.
For customer service:
Delivery cycle in days.
Percentage of orders shipped complete.
Field service delays
For employee morale:
Trends in employee attitude survey.
Absenteeism versus plan.
Employee turnover trends.
For competition:
Number of firms competing directly.
Number of new products introduced.
Percentage of bids awarded versus standard.
Key success factors succinctly communicate the critical elements for which operational
managers must be responsible in making the strategy successful. Because their
achievement requires the successful performance of several key individuals, these factors
can be a foundation for teamwork among managers in meeting the companys strategic
objectives.
Budgeting, scheduling, and monitoring key success factors are important means to
control the implementation of strategy at the operational level of the company. Common
to each operational control system is the need to establish measurable standard and to
monitor performance against these standards.
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Monitoring Performance and Evaluating Deviations

Operating control system require the establishment of performance standards. In
addition, progress must be monitored and deviations from standards evaluated as the
strategy is implemented. Timely information must be obtained so that deviations can be
identified, the underlying cause determined, and actions taken to correct or exploit
them.
Exhibit 14.5 illustrates a simplified report on the current status of key performance
indicators linked to the firms strategy. These performance indicators represent progress
after two years of a five-years plan intended to differentiate the firm as a customerservice-oriented provider of high-quality products.
Objective,
assumption
or budget
10%
Forecast
performance
at this time
15%
Current
performance
39%
40%
40%
0%
in
2.5 days
3.2 days
2.7 days
to
3.2
2.7
2.1
0.5
(ahead)
0.6
(behind)
Product quality:
Percentage of products
returned
1.0%
2.0%
2.1%
0.1%
(behind)
Product performance
versus specification
Marketing:
Sales per employee
monthly
Expansion of product
line
100%
92%
80%
Rs. 12,500
Rs. 1,500
Rs. 12,100
12%
(behind)
+ Rs 600
(ahead)
+2
product (ahead)
2.5%
5%
3.0%
0%
3.0%
15%
(on target)
8%
(behind)
3
(behind)
Key success factors

Cost control :
Ratio of indirect
overhead to direct field
and labor costs
Gross profit
Customer service:
Installation cycle
days
Ratio of service
sales personnel
Employee morale
service area :
Absenteeism rate
Turnover rate
12%
Current
deviation
+3
(ahead)
in
Competition:
New
product
introductions (average
number)
Analysis
Are we moving too
fast or is there more
unnecessary
overhead
than
originally thought?
Can this progress be
maintained?
Why are we behind
here?
How
can
we
maintain
the
installation
cycle
progress?
Why are we behind
here?
Ramifications
for
other operations?
Good progress. Is it
creating
any
problems to support?
Are the products
ready?
Are
the
perfect
standards
met?
Looks
like
a
problem! Why are
we so far behind?
Did
we
underestimate
timing>
Implications for our
basic assumptions?
Exhibit 14.5: Monitoring and Evaluating Performance Deviations
Managements concern is comparing progress to date with expected progress at this

point in the plan. Of particular interest is the current deviation because it provides a
basis for examining suggested actions (usually from subordinate managers) and for
finalizing decisions on any necessary changes or adjustments in the companys operations.
In Exhibit 14.5, the company appears to be maintaining control of its cost structure.
Indeed, it is ahead of schedule on reducing overhead. The company is well ahead of its
delivery cycle target, while slightly below its service/sales personnel ratio objective.
Product returns look OK, although product performance against specification is below
standard. Sales per employee and expansion of the product line are ahead of schedule.
Absenteeism in the service area is meeting projections, but turnover is higher than
392
planned. Competitors appear to be introducing products more rapidly than

expected.
After deviations and the underlying reasons for them are identified, the implications of
these deviations for the ultimate success of the strategy must be seriously considered.
For example, the rapid product line expansion indicated in exhibit 14.5 may be in response
to competitors increased rate of product expansion. At the same time, product
performance is still low and, while the installation cycle is slightly above standard
(improving customer service), the ratio of service to sales personnel is below its target.
Contributing to this substandard ratio (and perhaps reflecting a lack of organizational
commitment to customer service) is the exceptionally high turnover in customer service
personnel. The rapid reduction in indirect overhead costs might mean that administrative
integration of customer service and product development requirements had been reduced
too quickly
As a result of this information, operations managers face several options. The deviations
observed may be attributed primarily to internal factors or discrepancies. In this case,
priorities can be scaled up or down. For example, greater emphasis might be placed on
retaining customer service personnel while de-emphasizing overhead reduction and
new product development. On the other hand, the management team could decide to
continue as planned in the face of increasing competition and decide to accept or gradually
improve the customer service situation. Another possibility is reformulating the strategy
or a component of the strategy in the face of rapidly increasing competition. For
example, the firm might decide to shift emphasis toward more standardized or lowerpriced products to overcome customer service problems and take advantage of an
apparently ambitious sales force.
This interpretation of Exhibit 14.5 is but one of many possible explanations. The important
point is the critical need to monitor progress against standards and give serious, indepth attention to both the reasons underlying observed deviations and the most
appropriate responses to them.
Evaluations such as this are appropriate for organizational subunits, product groups,
and operating units in a firm. Budgets, schedules, and other operating control systems
with performance targets and standards linked to the strategic plan deserve this type of
attention in detecting and evaluating deviations. The time frame is more compressed
usually quarterly or even monthly during the budgeted year. The operating manager
typically reviews year-to-date progress against budgeted figures. After deviations are
evaluated, slight adjustments may be necessary to keep progress, expenditures, or other
factors in line with programmed needs of the strategy. In the unusual event that
deviations are extremeusually because of unforeseen change management is alerted
to the possible need for revising the budget, reconsidering certain functional plans related
to budgeted expenditures, or examining the units and effectiveness of the managers
responsible.
An acceptable level of deviation should be allowed before action is taken; if not, the
control process will become an administrative overload. Standards should not be
regarded as absolute because the estimates used to formulate them are typically based
on historical data, which, by definition, are after the fact. Furthermore, absolute
standards (keep equipment busy 100 percent of the time, or meet 100 percent of quota)
are often used with no provision for variability. Standards are also often derived from
averages, which, by definition, ignore variability. These difficulties suggest the need for
definition acceptable ranges of deviation in budgetary figures or key indicators of
strategic success. This approach helps in avoiding administrative difficulties, recognizing
measurement variability, delegating more realistic authority to operating managers in
making short-term decisions, and hopeful improves motivation.
Some companies use trigger point for clarification of standards, particularly in monitoring
key success factors. A trigger point is a level of deviation of a key indicator or figure
(such as a competitors actions or a critical cost category) that management identifies
in the planning process as representing either a major threat or an unusual opportunity.
When that point is hit, management is immediately alerted (triggered) to consider
necessary adjustments in the firms strategy. Some companies take this idea a major
step forward and develop one or more contingency plans to be implemented once
predetermined trigger points are reached. These contingency plans redirect priorities
and actions rapidly so that valuable reaction time is not wasted on administrative
assessment and deliberation of the extreme deviation.
Correcting deviations in performance brings the entire management task into focus.
Managers can correct performance by changing measures. Perhaps deviations can be
resolved by changing plans. Management can eliminate poor performance by changing
how things are done, by hiring new people, by retaining present workers, by changing
job assignments, and so on. Correcting deviations from plans, therefore, can involve all
of the functions, tasks, and responsibilities of operations managers. Operational control
systems are intended to provide essential feedback so that company managers can
make the necessary decisions and adjustments to implement the current strategy.
Ratio Analysis
Ratios of financial statement items (here, balance sheets and income statements) are
widely used to measure strategic and management performance. With the exception of
the current and quick ratios, few generally acceptable and appropriate ratio values
exist. The exact number of ratios to use (Exhibit 14.6) the circumstances in which to
use them, their components, and their exact meanings are often not agreed upon. Every
financial analyst seems to have a preferred system.
The major problem with using these sources is finding the exact industry or group of
firms against which to compare the subject firm. While data on large organization is
abundant, the multiplicity and diversity of products among firms makes comparisons
suspect. Data on intermediate-sized firms is virtually nonexistent. Even where
comparative ratios are available, they must be used with caution. Financial statement
information is subject to varying accounting practices which hamper comparisons.
Footnotes to these statements often make significant differences as to the true value of
certain items.
Return on Investment (ROI)

As a result of the positive aspects of decentralization, it has become a popular
organizational design technique. The need arises to control the resulting subsystems.
Two primary types of control systems exist to exert financial control over these
decentralized units: those that control projects and those that control responsibility centres.
Anthony, Dearden, and Vaneil describe five types of responsibility centres.
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394
1. Standard cost centers are those for which standard costs can be computed. By
multiplying this cost times units, an output measure is devised.
2. Revenue centers are those for which revenues can be determined.
3. Discretionary expense centers are organizational units, normally staff units, whose
output is not commonly measured in financial terms.
4. Profit centers are subsystems for which both costs and revenues can be measured
and where responsibility for the differenceprofithas been assigned.
5. Investment centers are profit centers for which the assets employed in obtaining
profit are identified. (These are SBUs or major project divisions.)
ROI (net income divided by total assets) is the performance measure most frequently
used for the last of these responsibility centers the investment center. ROI is a critical
issue in large organizations. Inappropriate division control systems reduce executive
motivation. This can and usually does result in reduced profits. Indeed, while ROI
analysis has several advantages, it also has several limitations.
Advantages of ROI analysis include the following :
Ratio
Formula for Calculation
Liquidity:
Current
Current assets
Current liabilities
Quick, or acid test
Current assets Inventory

Current Liabilities
Leverage:
Debt to total assets
Calculation
Industry
Average
2.5 times
Satisfactory
400,000
= 1.3 times
300,00
1.0 times
Good
Total debt
Total assets
1,000.000
= 50 percent
2,000,000
33 per cent
Poor
Times interest
earned
Pr ofit before taxes plus int erest ch arg es

Interest changes
245,000
= 5.4 times
45,000
8.0 times
Fair
Fixed charge
coverage
Income available for meeting fixed ch arg es

Fixed ch arg es
273.000
= 3.7 times
73,000
5.5 times
Poor
Rs
700,000
= 2.3 times
300,00
Evaluation
Activity:
Inventory turnover
Sales
Inventory
3,000,000
= 10 times
300,000
9 times
Satisfactory
Average collection
collection period
Re ceivables
Sales per day
200,000
= 24 days
8,333
20 days
Satisfactory
Fixed assets
turnover
Sales
Fixed assets
3,000,000
= 2.3 times
1,300,000
5.0 times
Poor
Total assets turnover
Sales
Total assets
3,000,000
= 1.5 times
2,000,000
2 times
Poor
Profitability
Profit margin or
sales
Return on total
assets
Net profit after taxes

Sales
120,000
= 4 percent
3,000,000
5 percent
Poor

Total assets
120,000
= 6.0 percent
2,000,000
10 percent
Poor

Net worth
120,000
= 12.0 percent
1,000,000
15 percent
Poor
Return on net worth
Exhibit 14.6: Summary of Financial Ratio Analysis
1.
ROI is a single comprehensive figure influenced by everything that happens.
2.
It measures how well the division manager uses the property of the company to
generate profits. It is also a good way to check on accuracy of capital investment
proposals.
3.
It is a common denominator which can be used to compare many entities.
4.
It provides an incentive to use existing assets efficiently.
5.
395
It provides an incentive to acquire new assets only when such acquisition would
increase the return.
Limitations of ROI analysis include the following:

1.
ROI is very sensitive to depreciation policy. Depreciation write-off variances

among divisions affect ROI performance. Accelerated depreciation techniques
reduce ROI, conflicting with capital budgeting discounted cash flow analysis.
2.
ROI is sensitive to book value. Older plants with more depreciated assets and
lower initial costs have relatively lower investment bases than newer plants (note
also the effect of inflation on raising costs of newer plants and on the distortion of
replacement costs), thus causing ROI to be increased. Asset investment may be
held down or assets disposed of in order to increase ROI performance.
3.
In many firms that use ROI, one division sells to another. As a result, transfer
pricing must occur. Expenses incurred affect profit. Since in theory the transfer
price should be based on total impact on firm profit, some investment center
managers are bound to suffer, Equitable transfer prices are difficult to determine.
4.
If one division operates in an industry with favourable conditions and another in

an industry with unfavourable conditions, one will automatically look better than
the other.
Marketing Management
Growth
Promotion
Market Share
Differential Advantage
Price
Quality
Market Reserch
Logistics
Inventory
Purchasing
Distribution
Production R&D
Personnel
Cost, Motivation,
Leadership
Communication
Labor Relations
3M
Sales
12M
Net Income
Cost of
Goods Sold
2.58M
Operating
Expenses
.09M
Cost of Sales
Profit
On Sales
4%
2.88 M
Sales
Interest
3M
Competitive
Environment
Taxes
Depreciation
Master
Strategy
.03M
.08M
.1M
ROI
Other
income
6%
Cash
Social/
Government
Acceptability
.05M
3M
Inventory
Sales
.35M
.7M
Working
Capital
Turnover
1.5
Overall Factors
Planning
Management Philosophy
Organization Structure
Location
Asset
Management
Total
Assets
2M
Fixed
Assets
1.3M
Accounts
Receivable
Marketabl
e
Securities
Capital
Budgeting
Exhibit 14.7 Financial Analysis Using ROI
.3M
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5.
The time span of concern is short range. The performance of division managers
should be measured in the long run. This is top managements time span capacity
how long it takes for their performance to realize results.
6.
The business cycle strongly affects ROI performance, often despite managerial
performance.
Despite these criticisms, ROI will likely continue as the leading index of management
performance if for no other reason than its simplicity. Importantly, though, ROI must
be supplemented with other decision information.
ROI is an important concept in terms of both total organizational control and subsystem
control. As noted, it is the most widely used measure of a firms operating efficiency.
While ROI represents net income as a percentage of total assets, it is a function of
many variables ROI results from two key factors, profit margin on sales and assets
turnover.
Management Audits
One of the major questions confronting organization today is how to evaluate the
performance of the top management team. In order for this end to be achieved, several
factors must be considered:
1.
Did top management accomplish the objectives it established?
2.
How good were the objective it established? How good were the strategies it
employed to accomplish these objectives?
3.
What factors beyond the control of top management affected its performance?
4.
How well has it responded to and how well has it anticipated these factors?
These questions are operational control criteria for top management. Note, it is strategy
that is at issue.
Several systems have attempted to measure top managements performance. One of
the more promising is the management audit which examines all facets of organizational
activity.
The audit has been widely used in many or the largest corporations and in smaller firms
as well. Importantly, the audit can be adapted to organizations with missions other than
profit, such as commonweal, service, and mutual benefit organizations.
Although management audit activity has seemed to decline in recent years, several
additional approaches to the management audit have been suggested. Of interest is
Greenwoods management audit. He suggests that a management audit should examine.
1.
Strategy and strategy determinants, especially environmental factors.
2.
The major functional activities of a firmmarketing, operations (production),

personnel, and accounting and finance.
3.
Whether managers are performing the major functions of managementplanning,

organizing, staffing, directing, and controlling.
Finally, Greenwood recognizes the need for an annual organization policy audit. In this
audit Greenwood has followed a management theory approach more traditional than
Martindells.
Management audits may also follow a format parallel to the content of the master
strategy. Such an analysis is divided into four major parts: those for enterprise, corporate,
business, and functional strategies. This approach includes recognition of product
divisions but examines strategy on the basis of functional activities within divisions if
they exist.
In observing any technique, it is important to note its weaknesses. While the strength
of the management audit is that it often has been able to successfully predict corporate
performance, it is not always accurate. Such audits have predicted success for some
companies that failed miserably. Why? First, and probably most important at this time,
the environment may change drastically.
Regardless of its weaknesses, the audit serves an important function in its comprehensive
examination of the organization. While examination of the bottom line indicates
problems, the auditing of other areas is vital in explaining the causes of these problems.
The audit is primarily effective because it looks beyond financial information and
systematically appraises the performance of top management.
Human Resource Accounting (HRA)

The evaluation of human assets offers great promise, but to date this promise has been
largely unfulfilled. The relevance of human resource accounting to strategic management
is connected principally to evaluating the worth of the abilities, skills, knowledge,
aspirations, and so forth of the strategic decision makers. But, in addition, the evaluation
of corporate strengths and weaknesses requires an assessment of all employees and
their potentials related to threats and opportunities.
To date, much of the implementation of HRA has involved calculations of the historical
cost of human assets to the organization. A typical cost model observes the cost of
recruiting and acquisition, formal training, orientation, development, familiarization, and
related human resource expenses. Other HRA cost models exist. One might calculate
opportunity costfor example, and replacement costbased on historical cost with
operation costs added. In addition to cost models of HRA, one other major modelthe
economic value approachexists in aggregate or on an individual basis. Ultimately, this
latter is the information sought, but the difficulties, and even impossibilities of estimation,
in this authors opinion, severely limit the applicability of the approach. The main problem
with the economic value approach is one of validity. Such approaches require estimation
of the worth of individuals to the organization. The question is, how can one be sure
these estimations are meaningful?
The Social Audit

In recent years, businesss critics have demanded that social audits of corporations be
conducted. The term social audit refers to any device which attempts to evaluate an
organizations social performance. Areas which might be audited include environmental
protection, equal employment opportunity, consumer satisfaction, governmental
relationships, energy usage, and employee job satisfaction.
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Ultimately the aim is to determine the social impact of the firm on its stakeholders.
While some social areas are readily definable, a quantitative measure of both
requirements and performance for many of these areas is extremely difficult, if not
impossible, to obtain. Furthermore, it is difficult to obtain agreement as to exactly what
business should accomplish. Each pressure group seems to have its own set of demands.
Obviously, business cannot respond to all of them. Many corporations have audited
their activities in several of the social responsibility areas, and the scoring systems
which have been used are becoming more quantitatively oriented. The process of strategic
evaluation and control does into operate in isolation; it works on the basis of the different
organisational systems that are used to implement strategies. Here, we shall briefly
review the role of organisational systems in evaluation.
Information System
Evaluation is done by comparing actual performance with standards. The measurement
of performance is done on the basis of reports generated through the information system.
In fact that purpose of information management system is to enable mangers to keep
track of performance through control reports. Several of the techniques described in
the previous section, whether for strategic surveillance of financial analysis, are based
on the use of an information system to provide relevant and timely data to managers to
allow them to evaluate performance and strategy, and initiate corrective action. In fact,
with the increasing sophistication of the information management systems and the use
of IT it is possible to devise elaborate methods for evaluation. Techniques such as data
warehousing and datamining enable organisations to delve deeper into their internal
systems and come up with information that can be useful for evaluation and control
purposes.
Control System
The control system, of course, is at the heart of the any evaluation process, and is used
for setting standards, measuring performance, analysing variances, and taking corrective
action.
Appraisal System
The appraisal system actually evaluates performance and so is a part of the wide
control system. However, its significant role in evaluation, is yet to be acknowledged.
When the performance of managers is appraised, it is their contribution to the
organisational objectives which is sought to be measured. In practice, it is difficult to
differentiate strictly between the performance of individuals and that of the organisational
units they belong to. Thus, the achievement of a department or a profit centre is the
sum total, or even more, synergistically, of the individual performance of managers and
employees in the department or profit centre. The evaluation process, through the
appraisal system, measures the actual performance and provides the basis for the control
system to work.
Motivation System
The central role of the motivation system is to induce strategically desirable behaviour
so that managers are encouraged to work towards the achievement of organisational
objectives. Now, if we look at the way the evaluation process works, we will observe
that its efficacy depends on the extent to which it is able to bring actual performance to
the level of the standards. In other words, the lesser the deviation of actual performance
from standards, the higher is the efficacy of the evaluation process. The motivation
system plays a significant role in ensuring that deviations do not occur, or if they do,
then they are corrected by the means of rewards and penalties. Incentive systems are
directly related to the amount of deviation. Performance checks, which are a feedback
in the evaluation process are done through the motivation system.
Development System
The development system prepares the managers for performing strategic and operational
tasks. Among the several aims of development, the most important is to match a person
with the job to be performed. This, in other words, is matching actual performance
with standards. This matching can be done provided it is known what a manager is
required to do, and what is deficient in terms of knowledge, skills, and attitude. Such a
deficiency is located through the appraisal system. In reality, what we term as corrective
action in the evaluation process is, in reality, the taking of steps that would lead to the
development of individuals who are enabled to perform as required. The role of the
development system in evaluation is, therefore, to help strategists to initiate and implement
corrective action.
Planning System
In the planning system (which is more concerned with the formulation of strategies),
we deal with the issue of planning for evaluation. Since the evaluation process is a
part of strategic management it has to be planned for. Questions such as these are to
be dealt with: who will perform evaluation? How will the information generated be
used? How much resource will be required? To what extent will control be exercised
so that it is cost-effective? And what administrative systems will be required to support
the evaluation system? Further, the evaluation processes also provides feedback to the
planning system for the reformulation of strategies, plans, and objectives. Thus, the
planning system closely interacts with the evaluation process on a continual basis. Several
additional factors should be considered with respect to control.
Control Policies
Just as organizations establish strategic and implementation policies, they must also
establish policies which guide control of the organization. Control policies naturally
evolve from the objectives and standards established for performance. The organization
must simply indicate to its mangers and other employees, what the specific objectives
are, how performance against these will be measured, what comparisons will ensure,
and how differences between expectations and performance will be handled. Rewards
must naturally be tied to results.
The organization needs policies establishing total performance measurements,
intermediate organizational level performance measurements, and work group and
individual performance measurements. Of principal concern is that the what and
how of control is sufficiently definitive to motivate employees to perform.
399
400
Characteristics of
information
Operational Control
Management Control
Strategic Control
Source
Largely internal
Internal, partly
environmental
Internal and environmental
Scope
Well defined, narrow
Moderately broad
Broad in scope
Level of aggregation
Detailed
Aggregated
Aggregated
Time horizon
Historical
Historical
Future and historical
Frequency of use
Very frequent, continuous
Periodic
Occasional, but with

increasing frequency
Exhibit 14.8: Information Requirements by Type of Control
A Note on the Role of Information in Control

A decision can be only as good as the information upon which it is based. In strategic
control, management control, and operational control situations, for both feedforward
and feedback control systems, comparison and adjustment occur as information is
received. The absence of information, such as is the rule in management-by-exception
control systems, is also important. There are differences in the characteristics of the
information required in strategic control, management control, and operational control.
These differences are portrayed in Exhibit 14.8 mass of information at operational
levels must be meaningfully reduced before top management reports are prepared.
Integrated Planning and Control Systems
In a previous text, the importance of integrated planning and control was stressed from
a planning perspectiveobjectives provide direction and motivation. Objectives are
anticipated results. As such, for control purposes, they provide standards against which
to compare performance. PERT , CPM, MBO, PPBS, budgets, and other planning and
control systems can and should be applied to ensure successful mission accomplishment.
It is essential that implementation be controlled if it is to be effective.
Execution and control of strategy ultimately depend on individual organizational members,
particularly key managers. And motivating and rewarding good performance by
individuals and organizational units are key ingredients in effective strategy
implementation. While positive reinforcements are given primary emphasis, sanctions
or negative reinforcements are important tools for controlling and adjusting poor
performance. Motivating and controlling individuals efforts, particularly those of
managerial personnel, in execution of strategy is accomplished through a firms reward
sanction mechanismscompensation, raises, bonuses, stock option, incentives, benefits,
promotions, demotions, recognition, praise, criticism, more (or less) responsibility, group
norms, performance appraisal, tension, and fear. These mechanisms are positive and
negative, short run and long run.
Control mechanisms align personal and subunit actions and objectives with the objectives
and needs of the firms strategy. This is not easy, and rewardsanction structures
controlling strategy execution vary greatly across different firms. For example, Harold
Geneen, former CEO of ITT, purportedly used an interesting combination of money
(compensation and incentives), tension (strict accountability for results), and fear to
control individual managers efforts toward strategy implementation. According to one
author.
Geneen provides his managers with enough incentives to make them tolerate the system.
Salaries all the way through ITT are higher than averageGeneen reckons 10 percent
higherso that few people can leave without taking a drop. As one employee put it:
Were all paid just a bit more than we think were worth, At the very top, where the
demands are greatest, the salaries and stock options are sufficient to compensate for
the rigors. As someone said, Hes got them by their limousines.
Having bound his men to him with chains of gold, Geneen can induce the tension that
drives the machine. The key to the system, one of his men explained, is the profit
forecast. Once the forecast has been gone over, revised, and agreed on, the managing
director has a personal commitment to Geneen to carry it out. Thats how he produces
the tension on which the success depends. The tension goes through the company,
inducing ambition, perhaps exhilaration, but always with some sense of fear: what happens
if the target is missed?
Financial incentives are important reward mechanisms. They are particularly useful in
controlling performance when they are directly linked to specific activities and results.
Intrinsic, non financial rewards, such as flexibility and autonomy in the job and visible
control over performance, are important managerial motivators. And negative sanctions,
such as withholding financial and intrinsic rewards or the tensions emanating from
possible consequences of substandard performance, are necessary ingredients in directing
and controlling managers efforts.
The time horizon on which rewards are based is a major consideration in linking rewards
and sanctions to strategically important activities and results. Numerous authors and
business leaders have expressed concern with incentive systems based on short-term
(typically annual) performance. They fear short-term reward structures can result in
actions and decisions that undermine the long-term position of a firm. A marketing
director who is rewarded based on the cost effectiveness and sales generated by the
marketing staff might place significantly greater emphasis on established distribution
channels than on inefficient nurturing and development of channels that the firm has
not previously used. A reward system based on maximizing current profitability can
potentially shortchange the future in terms of current investments (time, people, and
money) from which the primary return will be in the future. If the firms grand strategy
is growth through, among other means, horizontal integration of current products into
new channels and markets, the reward structure could be directing the managers
efforts in a way that penalizes the ultimate success of the strategy. And the marketing
director, having performed notably within the current reward structure, may have moved
on to other responsibilities before the shortcoming emerge.
Short-term executive incentive schemes typically focus on last years (or last quarters)
profits. This exclusive concentration on the bottom line has four weaknesses in terms
of promoting a new strategy:
1.
It is backward looking. Reported results reflect past events and, to some extent,
past strategy.
2.
The focus is short term, even though many of the recorded transactions have
effects over longer periods.
3.
Strategic gains or losses are not considered due to, among other things, basic
accounting methods.
401
402
4.
Investment of time and money in future strategy can have a negative impact.
Since such outlays and efforts are usually intermingled with other expenses, a
manger can improve his or her bonus by not preparing for the future.
While there are clear dangers in incentive systems that encourage decidedly short-run
thinking and neglect the longer term, there is real danger in hastily condemning shortterm measures. Arguing that managers must be concerned with long-run performance
is easy; it also may be too easy to make the mistake of concluding that short-term
concerns are not important or that they are necessarily counterproductive to the strategic
needs of the organization. Such a simplistic and quick conclusion can be dangerous. In
an effectively implemented strategy, short-term objectives or aims support, and are
critical to, the achievement of long-term strategic goals. The real problem is not the
short-versus long-term concerns of management; it is the lack of integration of and
consistency between long-and short-term plans and objectives in the control system
that is vital to the successful implementation of strategy. The critical ingredients for the
achievement of this consistency are appropriate rewards and incentives.
To integrate long-and short-term concerns, reward systems must be based on the
assessment and control of both the short-run and long-run (strategic) contributions of
key managers. An effective reward system should provide payoffs that control and
evaluate the creation of potential future performances as well as last years results.
Exhibit 14.9 illustrates a management reward system tied to a five-year cycle of strategy
implementation. Review and evaluation in a specific year include both an assessment
of performance during that year and an evaluation of progress toward the five-year
strategic objectives. The annual objectives and incentives in each year can reflect
adjustments.
Set up incentives based
on annual
(1-year) and
long-term (5-year)
objectives
Year 1
Revised annual incentive

plan based on strategy
adjustments
Year 2
Subsequent revised
annual incentive plans
Year 3
Year 4
Year 5
Cumulative, long-term-oriented, strategic incentive program
Exhibit 14.9: Annual Incentive System with Long-term Perspective
necessary for successful implementation of the strategy. This helps integrate short-and
long-term considerations in strategy implementation by linking adjustments necessary
in supporting revised, long-term considerations to next years reward structure. The
second component in the management reward system in Exhibit 14.9 is an incentive
based on cumulative progress towards strategic objectives. It is shown as increasing in
size or amount over time, which reinforces a long-term, strategic perspective. Incentives
403
such as stock option, deferred bonuses, or cumulative compensation indexed to future

performance indicators are ways this reward component could be structured. The key
ingredient is an incentive system linked to longer-term progress toward strategic goals.
This approach reinforces the interdependence or performance over the five-year period
rather than the importance of any one year.
These incentive priorities (long-term versus short-term) should vary depending on the
basic nature of the strategy. Exhibit 14.10 provides the results of a recent study illustrating
this point. Comparing the importance of 11 criteria used in determining bonuses for
SBU managers, the researchers found that long-term criteria were more important
determinants of bonuses in SBUs with build-oriented strategies than in SBUs with
harvest-oriented strategies. Short-term criteria were important in both types of SBUs,
although these criteria were much more important than long-term criteria for determining
incentive structures in harvest-oriented SBUs.
Measure progress toward strategic targets separately from results of established

Purpose of strategy
operations.
2.
Determine incentiveHarvest
awards separately for established operations and for progress
towards Long-termstrategic targets.
Short-term-
Build
oriented
criteria
oriented
criteria
Operating profits
Return on Investment
Cost reduction programs
Cash flow
Public affairs
Personnel development
Market development
Research and development
New-product development
Market share
1
Sales growth rate
A great
deal
1.
High
Little or
none
Importance in the determinator of

the incentive bonus
Another refinement suggested in constructing incentives systems that reward longterm (strategic) as well as short-term thinking is the use of strategic budgets. In this
approach, strategic budgets are employed simultaneously with operating budgets, but
the objectives and plans associated with each budget vary a great deal. The focus of
the operating budget is control and evaluation of business as usual. The strategic
budget specifies resources (and targets) for key programs or activities linked to major
initiatives that are integral to the long-term strategy. Concerned that executive incentive
plans can and should give more explicit weight to strategic activities, proponents of a
strategic budget approach suggest three basic steps:
Exhibit 14.10: Perceived Importance of Various Performance Dimensions in

Determination of SBU General Managers Incentive Bonus
404
3.
Devise a long-term, stock option equivalent to encourage revisions of strategy

and entrepreneurial risk taking.
Common to each of these reward and sanction approaches is growing recognition of

the need for a two-tiered incentive system linked to short-run and long-term
considerations. The relative emphasis in terms of reward linkages should be determined
by the focus of the strategy. For businesses with growth-oriented strategies, for example,
incentive systems weighted towards long-term payoffs are more appropriate.
Incentive emphasizes long-term value based on either stock appreciation, length of the
option, or a combination of both. While this emphasis is appropriate, short-term operating
objectives deserve attention so that short-term performance is geared towards longterm objectives. For businesses pursuing more immediate strategic goals, the incentive
emphasis should shift accordingly. In harvest business units of large firms, for example,
greater emphasis on short-term, easily quantified performance indicators appears to be
the basis for reward systems designed to evaluate strategic results.

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What are the different levels at which strategy operates?

What are the different levels at which strategy operates?

What are the different approaches to strategic decision making?

What are the different approaches to strategic decision making?

Qklhokn

Directorate of Distance Education

Maharshi Dayanand University

Copyright 2004, Maharshi Dayanand University, ROHTAK

Strategic Management An Introduction

Levels and Approaches to Strategic Decision Making

Process of Strategic Management

Roles of Strategists, Mission and Objectives

Strategic Business Unit

Environment-Concept, Components and Appraisal

Organisational Dynamics and Structuring Organisational Appraisal

Strategy Analysis and Choice

Strategy Implementation Aspects, Structures, Design and Change

Behavioural Implementation Leadership, Culture, Politics, Power, Values and Ethics

Functional Implementation Plans and Policies

Strategic Evaluation and Control

Max. Marks.: 100

Strategic Management An Introduction

The ability to solve complex and more complex problems;

The knowledge to be more anticipatory in perspective and approach, and

The willingness to develop options for the future.

Strategy implementation requires a firm to establish annual objectives, devise policies,

The strategic-management process must be a people process to be successful! People,

Strategic Management An Introduction

The strategic-management process is based on the belief that organisations should

Environmental Turbulences Management Strategy

Strategic Management An Introduction

Management Control System

Exhibit 1.2 Accelerating Environmental Change

Revenues, expenses and income for a number of levels of sales volumes.

Manufacturing costs for a corresponding number of production volumes.

Direct labour budget

Direct materials budget

Manufacturing overhead budget

Sales budget (by products and departments)

Selling and distribution expense budget

Administrative expense budget

Other incomes and expenses budget

Strategic Management An Introduction

The master budget is summarised in two forms:

The budgeted balance sheet showing annual assets and liabilities.

Leverage/capital structure ratios

Strategic Management An Introduction

Exhibit 1.3: The Total Corporate Plan Development Process

The process is being undertaken in the context of changing environment, based

A corporation is a purposive organisation, and it is evident, therefore, that efficient

The primary, or profit objective of the business, set in advance of strategy.

The secondary objectives, largely narrative, again set in advance of strategy.

Goals that are time-assigned targets derived from the strategy.

Standards of performance (often coterminous with goals) assigned to particular

Primary or Profit Objectives

The dimensional aspects of profitquantity and efficiency. An efficiency target

Trends over previous years.

Progress by other firms of similar size or in the same industry.

Performance of leading companies quoted on the stock exchange.