Honda in America• Honda’s entry into the US Market

– Intended strategy• Large (305cc) motorcycles• Existing distribution channels• Current motorcyclists as target market

– Emergent strategy• Honda Cub (50cc)• New channel (Sears, sporting goods stores)• Non-riders as target market

– The role of luck• Sear’s buyers• Student project

Emergent Strategy

Intended strategy

Deliberate strategy

Emergent strategy

Mintzberg’s model

Examples• Intel’s exit from DRAM

– Intended strategy• “Intel is the memory company” A. Grove, c

1984– Emergent strategy

• Rule – access to ‘fab’ capacity based on profitability of the product line

• Though volumes were small, 8086, 80286 accounted for 60% of Intel’s profits

– Deliberate resource allocation v.s. “Autonomous strategic behavior”

Some words of caution

• “The more I practice, the luckier I get”– Gary Player, professional golfer

• “(In the fields of observation) chance favours only the prepared mind.”– Louis Pasteur, microbiologist, 1845

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