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presentation of scientific papers      seminar: strategy-as-pratice»the Honda effect revisited«              University of...
»What it‘s all about?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zuric...
»What it‘s all about?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zuric...
»what they want to tell us«presentation of scientific papers      seminar: strategy-as-pratice              University of ...
»What it‘s all about?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zuric...
»any questions?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich     ...
»what is it for?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich    ...
»what is it for?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich    ...
»What it‘s all about?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zuric...
»tell us more about it«presentation of scientific papers      seminar: strategy-as-pratice              University of Zuri...
»What it‘s all about?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zuric...
»the way of success«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich ...
»the way of success«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich ...
»the way of success«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich ...
»the way of success«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich ...
»let the fight begin«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich...
»more of the same?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich  ...
»the way of success«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich ...
»What it‘s all about?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zuric...
»the last debate«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich    ...
»What it‘s all about?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zuric...
»any questions?«presentation of scientific papers      seminar: strategy-as-pratice              University of Zurich     ...
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Paper Presentation: "The Honda Effect Revisited" by Mintzberg, Pascale, Goold & Rumelt, 1996

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Presentation for the Seminar "Strategy-as-Practice" @ University of Zurich

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Paper Presentation: "The Honda Effect Revisited" by Mintzberg, Pascale, Goold & Rumelt, 1996

  1. 1. presentation of scientific papers seminar: strategy-as-pratice»the Honda effect revisited« University of Zurich 23rd of September, 2010 A. Schwarzinger Boris MorgounovskiMintzberg, Pascale, Goold & Rumelt, 1996. Page 1 Presentation and Discussion of scientific papers in the field of Strategy-as-Pratice University of Zurich Seminar in Strategy-as-Pratice 23rd of September, 2010 Andreas Schwarzinger Boris Morgounovski
  2. 2. »What it‘s all about?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Agenda. A. Schwarzinger Boris Morgounovski Page 2 » main message of the paper » research question(s) & purpose » what is Honda? » the Honda effect » summary » discussion
  3. 3. »What it‘s all about?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Agenda. A. Schwarzinger Boris Morgounovski Page 3 » main message of the paper » research question(s) & purpose » what is Honda? » the Honda effect » summary » discussion
  4. 4. »what they want to tell us«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 main message of the paper A. Schwarzinger Boris Morgounovski Page 4 main message » Honda became one of the motorcycle market leaders in Japan and the US in basically just 5 years » research questions & purpose » Strategy is ”all things necessary for the successful » functioning of an organization as an adaptive what is Honda? mechanism” » the Honda » Strategy is not something that always happens or is intended or planned intentionally effect » summary » The Honda case is a perfect example of how complicated it is for outsiders to judge what the » discussion strategy of successful companies were or are
  5. 5. »What it‘s all about?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Agenda. A. Schwarzinger Boris Morgounovski Page 5 » main message of the paper » research question(s) & purpose » what is Honda? » the Honda effect » summary » discussion
  6. 6. »any questions?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 research questions of the paper A. Schwarzinger Boris Morgounovski Page 6 main message » Understand the success factors of Honda’s motorcycle division in Japan and the US market » research questions & purpose » Understand how Honda was dealing with » what is Honda? problems and challenges they had during the penetration of the US motorcycle market » the Honda effect » Debate: Did Honda use any strategy to become » successful? If so, which one? summary » discussion
  7. 7. »what is it for?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 purpose of the paper A. Schwarzinger Boris Morgounovski Page 7 » Major shift in the 1960s: US motorcycle registrations main increased from 0,575 to 1,38 Mio in 1965 message » 1960: Harley Davidson was the main market player in » research questions the US motorcycle industry & purpose » US motorcycle industry attracted only few people (the » what is “leather jacket stereotype”) Honda? » the Honda effect » » 1965: Market share loss and profitability declines summary (market share of British motorcycles in the US dropped from 49% to 9%) » » Scale disadvantages in technology, distribution and discussion manufacturing in comparison to the competitors in the US market
  8. 8. »what is it for?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 purpose of the paper A. Schwarzinger Boris Morgounovski Page 8 » Major shift in the 1960s: US motorcycle registrations main increased from 0,575 to 1,38 Mio in 1965 message » 1960: Harley Davidson was the main market player in » research questions the US motorcycle industry & purpose » US motorcycle industry attracted only few people (the » what is “leather jacket stereotype”) Honda? » Market Entry of Honda to the US Market the Honda effect » » 1965: Market share loss and profitability declines summary (market share of British motorcycles in the US dropped from 49% to 9%) » » Scale disadvantages in technology, distribution and discussion manufacturing in comparison to the competitors in the US market
  9. 9. »What it‘s all about?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Agenda. A. Schwarzinger Boris Morgounovski Page 9 » main message of the paper » research question(s) & purpose » what is Honda? » the Honda effect » summary » discussion
  10. 10. »tell us more about it«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Honda as a company A. Schwarzinger Boris Morgounovski Page 10 » The Honda Motor Company, Ltd. main message » Manufacturer of automobiles and motorcycles » research questions » World’s largest manufacturer for & purpose internal combustion engines » (e. g. used in boats, lawn-mowers, …): what is >14 Mio. each year Honda? » World’s largest manufacturer of » motorcycles the Honda effect » Second-largest Japanese automotive manufacturer, » fourth-largest in the US, sixth-largest in the world summary » Revenue: 120 billion USD in 2009 » » Net income: 1.4 billion USD in 2009 discussion » Employees: 182’000 » Motorcycle sales: 2 Mio. units in 2009 (peak: 3 Mio. in 1982)
  11. 11. »What it‘s all about?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Agenda. A. Schwarzinger Boris Morgounovski Page 11 » main message of the paper » research question(s) & purpose » what is Honda? » the Honda effect » summary » discussion
  12. 12. »the way of success«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Honda‘s success factors in Japan A. Schwarzinger Boris Morgounovski Page 12 » Honda in the late 40s one of many producer of clipon engines main message » 1949: Honda meets Fujasawa » research questions » 1950: Introduction of D-type motorcycle, which was not successful & purpose » Combination of two people: technological ability and wish to express » what is himself through invention together with marketing and financial Honda? strengths » » 1951: Honda invents a new design that has double of horsepower of the Honda effect the competitors’ four-stroke engine » » Market demand required new organization, plant, production summary facilities » » By 1954 Honda has a market share of 15% of the Japanese motorcycle discussion market » DESIGN AND PRODUCTION METHODS
  13. 13. »the way of success«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Honda‘s success factors in Japan A. Schwarzinger Boris Morgounovski Page 13 main message » research questions & purpose » what is Honda? » the Honda effect » summary » discussion
  14. 14. »the way of success«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 challenges in penetrating the US market A. Schwarzinger Boris Morgounovski Page 14 » “Success against all odds” culture, Honda implemented main message » Focus on competition with European firms » research questions » Started in Los Angeles, with the inventory of 25% each of the & purpose Supercub CC model » » Distribution channel: direct through retailers (1960: 40 dealers) what is Honda? » 1960: machines were leaking oil and encountering clutch failure » the Honda effect » Different market conditions: motorcycles are driven much faster, much farther and the motorcycles are much bigger and luxurious » (testing lab trying replicate the failure) summary » Self-marketing led to first success » discussion » While it was harming the image in the “heavily macho market”, it was a big success in sporting goods stores (customers: Every-day Americans)
  15. 15. »the way of success«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Honda‘s success story in the US A. Schwarzinger Boris Morgounovski Page 15 main message » research questions & purpose » what is Honda? » the Honda effect » summary » discussion
  16. 16. »let the fight begin«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Mintzberg vs. Goold – the Honda paper debate A. Schwarzinger Boris Morgounovski Page 16 main message » research questions & purpose • Reply to Goold report. Left Critics on BCG • Managerial perspective of » • What is managerial report? out main points the case what is Honda? • • Random experiments vs. No rational planning • Incremental learning and process byto the chance to exposing Honda deliberate planning don’t » • More incremental/ be surprised by the “intetrwine” the Honda effect emergent learninglearn marketplace and and • Mintzberg would say “try • Honda people came with deliberate planing are something, see if it works » needed their experience to US and learn from your summary • You can’t work all out in prepared to learn experience” • Argues with Goold: future, » advance , predict the • Learning 1, Planning 1 identify non-starters in “danger to go too far discussion • Learning 1, Planning 0 other direction”
  17. 17. »more of the same?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 BCG report on the Honda case A. Schwarzinger Boris Morgounovski Page 17 main message » BCG: recognize importance of relative cost/experience/ market share and aim to build sufficient share in targeted » research segments of the market questions & purpose » Report was not able to come up with a strategy to save the » British motorcycle industry what is Honda? » Strategy proposed by Mintzberg/Pascal is problematic, » because the British motorcycle industry was already in the Honda effect decline and needed practical advices » » Rumelt: success comes from innovative products summary » discussion
  18. 18. »the way of success«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 competence, intent and strech A. Schwarzinger Boris Morgounovski Page 18 main message » Creation of new resources and strengths in the pursuit of long-term intent » research questions & purpose » Usage of innovating approaches is important » » According to the view of Prahalad and Hamel, company’s what is Honda? direction is deliberate and managed, but at the same time they reject BCG’s view » the Honda effect » Honda with long-term vision of global leadership, building competences in design and manufacturing and competing » through innovations summary » discussion
  19. 19. »What it‘s all about?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Agenda. A. Schwarzinger Boris Morgounovski Page 19 » main message of the paper » research question(s) & purpose » what is Honda? » the Honda effect » summary » discussion
  20. 20. »the last debate«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 summary A. Schwarzinger Boris Morgounovski Page 20 main » All views agree to a number of key points: message » » Honda had a superior competence at engine design research questions & purpose » Honda had success in Japan before entering the US market » » Honda was successful with smaller bikes in the US market and extended deliberate & emergent that success to larger bikes strategies » But which strategy if any did Honda use? Different views, different » 8 types opinions, not possible to prove or disprove writers’ assumptions of strategy » Rumelt’s view: “process/ emergent” school is right to be non-linear: » Generate new knowldege, quickly reactions  Vision and swift summary adaptation » » “Design” school is right about the reality of forces discussion » Strategic thinking is overrated
  21. 21. »What it‘s all about?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 Agenda. A. Schwarzinger Boris Morgounovski Page 21 » main message of the paper » research question(s) & purpose » what is Honda? » the Honda effect » summary » discussion
  22. 22. »any questions?«presentation of scientific papers seminar: strategy-as-pratice University of Zurich 23rd of September, 2010 discussion A. Schwarzinger Boris Morgounovski Page 22 main message » Which approach of strategic planning did Honda use according to your opinion? » research questions » In your opinion, which of the introduced 8 types & purpose » deliberate & emergent of strategy was Honda following when entering strategies the US market? » 8 types of strategy » Was it more of an induced or more of an » autonomous strategy process Honda was summary following when entering the US market? » discussion

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