To implement a strategy: a practical guide for the Little Rabbit

UNIVERSIDADE NOVA DE LISBOA rACUWADE DE ECONOMJA

···... P

sow

TO IMPLEMENT A STRATEGY (A PRACTICAL GUIDE FOR THE LITTLE

RABBIT) Jorge Vasconcellos e

Sa

worki~g Paper H2 105

/'

.

.

-

.

UNIVERSIDADE NOVA D!': LISEN\,

Faculdade de Econo~ia

Trave$s. Estevio Pinto

1000 L:::SBOA Dezembro, 1988

--/ ;

ABSTRACT

. " . . . . L_{w,... .} s t.\' a t-eg i c plan,'lil"'l(4.

1": ;.·lanning h."s fail';2O b.:.> Pl';:~'Vlde

' . .'

- 1

I NTROOUCTl ON

Qlde, r;;:..bbit-. Pd.:;;S i.n,] bv,

beh<a ,-i D l' i

The ,;::.ld

slowly,

if 'LhcB.t'·",- &,11 :,hB_t's oct.he\"i~l'J

y,;;u, _I

wi 11 p-0'E';;

the y·::un';i l'&bbitJ Why didn'l. !

!

" -

..

: .-'."

planr.il,g 11te,atvre. Althcu,;}h much hE...$ beo:.-'l'n

W1' i L-t.e-n in

\':llIphas i S hz:.5 be~n on 5t:-ategy f Q !':f,U lbd.. i ':.n \' EI tr,ef' th,':\1"1

In,jeed, i t Oli~ looks

&t

the

1i

tera

tU!'.? j

seerHS

to

~0 l";?E<t~d ~~_-'

"

t(;!? \~ ~

detail

d

th~

Thi~ is

The

types (::.f

ef:.::::ctive,ncs;;s,

t.hing:;:,,) but not- effi:.iency

...j

8e:lc,w i"6

3

The___

Etr':iit

8t§R iD~lmP-lel'l)e\iting a S~

Q...es ~n th~" General F~"a~lework. of The DI~gar.izat ;cQ

us suppose a c';:'\-PQ1-atiol'" has Q stl~at~gy which

1'S , j t

can e~~ist_

This lSi the

appli2n:"2s, w~,ich can be sold oirect.ly t~

th~ t.irflin;; of d'21i1ery, dl.ll';;bili.t.y, 1.:;.",;:

v~i'i'::l,S c: ll.,.;::nts

single

One

of

- 4 ­

is to be f Qund - eofll1::<ng

I" the

client." t_he \';;;<';';

CNE. OF :tHE MARKET DIMEt~:3ION:;;c; (pI'oduct/na>i?d, client 0\'

c;+he:rs,

f.i,tst crileria upon w~,ich

ins;>=-, i1C. e,

d1.vt?I'siLy is client diolension, then

Th19 is thE:

-dl VEo?rs i

tv

is

slructuni?

should

thE:n be divisic'l1al, divlded by

This

levels can dtffer f"IYM one

t,yps; 07' ;;:;li>£,;,t can bE E>tl'uctured fll"<;;:t in

cJiV81'sit.\/, Th.?t is the

dlsi.int':t

Lhat

client,

het-'::'l·'.?9>?f1e~;:'LI~_~ h:O:J2... the t.!.<?t ~J::?!;.:tE?ne

iJ::..:.:

tc:.J::~~._.f..!:;:!::J2Jd ;'~L tr-~

F;_~hF::~JIOt~~l:-~.!3Ef::';:;,_ :1"-: suer, .... cc.sa,

t.h""

~Pl':}j,.;;;,p,.iat8 st;'L.O:tL.';'''''

Eo ­

( '

,'.,'

,

pl'c.duct./ne-ed,

client-f i fhr£; th\£' =lr~lil2,rlty Va\"10US

cl~e!,ts &l,d geographIcal al".as, 15 large

In

t.he case

a..

L..:nctl0112,l stf'uct.':.Jre is adequz'\te as

t-h\2 flli'<.r1<I?t-ing ci:::-p':'I'tment hills mana';;)~l'S which

1,' trn2 diff121'\?11t clients, 9Gographica.l ;a;"eas 0;.1"10::1

(:):',::dt,H:: ts/~,e'0 j5 (pl'):;duc t­ rr,anage~~s) .

•

If c.ne dir~enS1on i:clie:,t, ~'f';~ductjnee~, at·c.) 15

,

,

- 7 ­

:>:J

,

.:'

" "

..

" - ,,'i' Aft':?1'

bu; ldi',:;; strU':t:.ii'eS

(lu>'J..Jl'Y j fur (·)ais/'st?:u';\ (ll..._'~Ul"Y; f 1 )'(1,5 HOL.lAr~O HQi..,LAN: USA l)SA "00:1.;: stl'uctUi'\lit JAPAN

I

we

t..t-rus have four PrOOucts/nee&;

I\, .."t.ai t,Jt-,ing/buildin,,d

strvctur.;-s;

:.:-

-.

(-

.

furnisrlin9s; v,<;"t.che-s/lu>Ul'y S t<.>l t.US; Bn,j fUl" co,;.1.s/1u::u\"y

tJ-,,,,,, CQI1ClU'i:1CHI w~t.hil1 fil"St EO 1'0-;0... d::V>21'sit'l

,

' .

,

t.he di ff8hlH1Ct:"S ':)1;2, t ,.,"::' , ( of 2_1'ld

'3

ro;,:ds in the USA and fur coat.s in J'apc.n) 1.4, Sand 6 in L;hit:nt.

T·;,:. sUrllf!!iO-.riz;?, ~ach

OJ'

- 10 ­ The

I

,,

I

I

,

t..c the I t veill S,,",I'V?

It

j~-;'­

,

sc~.le at­ thli? p\',:,duction l,:;:ve-l ore 1-21";]8, alurilinum

..

-..;

- 1 1

.

The shE.<\~ing of these j,:)u,'

Ijt;iIFOF\MITY push

c·:.rpol':EotlQn.

of

geQQ".::.phir..2,1 and t:l:;'ents

the flrn'l operates in .

- 12 ­

I."

"

.'

2>:clii:.'11ent s~.ti'::;.fa.Lt(!;'y pl:?l'foi~r"Bl"'C>2 is suf1'lceni.- in all

~!"ri th

C1'1 tiCB.l

in Eo given

",': 11

If,

f'Jf

e\B.iilple,

Sel'VICe,

Image

and C]'i"tical su:;cess in s. gl-vl2n

)::.f fel' suct.ess. '0, i npl.;t m~int.-8in 0, •

- 14 ­ profit=.: t:2r1..0.i1"': I'his wi 11 pl.?ce q:.i-;:' 1i. ty c:;)ntrol \J~,ich I ,

on j c·s ~un profil.abilit.y. Tht?r$<fo·;~e, the

i

i

.--;

1'?t·7

CO~!:fl)uli i s~- Party E\!'g;..!ed

3ppl i~s

is

... hich

!:: -:: .

CI'i':.iCll'-l

is not crit.ic~l for success in

T --.

'.~

- 16 ­

-.~

'.:'

ihe

Characteristics

..

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That

Objectives

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,

Should Have

.' • 1 • '.' a.l1. plus

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be is ar; ''"'.: 11 4} in

- 17 ­

ifl'lp8I'rue2!billty':' de-si.;;n?

1./81 I dti:fini:d Ocj~Ct.lve5

the end

pel"iod,

L:

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Th~~~h St~~! DeveloQ tbe ~~~mA

to Ach i.:~.y~_!t:t~"~bj E!:$: t i vl!!,.'!ii.

OnCE! the obje:::t.ives have bes-n set, the ne:·,t =tep is to

,;.ctlvities

train t~,e s~le~ forc~;

inst6'nt.8, FQ1' car d±V1Si,:)\"\ of i t·s ;:.\'lCe industt"y,

"cr·of s" of G'.Jtenberg, () f win,,;;:;;; The In us i C 2i I'!: l"<:.ft wlLn lns·;~.:::"n::e , c':.>uld all be lHlprovi n~ th8 ~TAJ,: _{::::EO of} •

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can

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-

23 ­

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1 ml=' .. effler, ,.

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In or',jel' t.his, [HUS :' first

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-

24 ­

of .John Qt,:;:,';:.1!'?, can thInk >:If n':.!

In cornpa:"ly justification for l S imp':Jrt-anl ((1tiC2'1 e-quiprl\8nt,.. ·....hich cons1..itvt>2 '1<: in the fil'1$': t.."sk

"..j

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>:;f t.r,\0 cudget: s~:>uld be cor;'I~()ltte-.j to th8 crit.i.c2<.l sections, $:0,11

Just >£'\1,:':....1';1:.

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REFERENCES

-: .­ .. "1"1-__ f (', t' ,,!~ ( . Fe;. I,'

,

c

PCn-1A;\' , [4 ] ~h<2 (I <::;­ _In::;u~try" i

Annu2<.l F;~.f;'()l't C7J

_th"'"

::'7,

n::; :;'

.:... . 1,)"5<25

~-Exhibit. Onl!!

ii

I

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ii

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II

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§ ,,'

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t.yp,::. ,:,f t:)1'nductlneed, tli,?nt ft.lNCTIUNtlL SF,J.'CTlIRE

an-j gC".)-;;lr?phical al'>;?il, t.h12n ..

1~1:;-;:-C;~-FI:';:-[-"--Tl.!£,re is SO~Il? fjivefsll.y

anlQ\1':;) pl'oduc ts/n€'~ds, FUNG} J9NAL S,TRl)CTURE

',)1' ge'~'dl'aJ:'hical (lrA;;!S, ('.>'1 th 1\'10).11"'921''3 lI'i thin

or eli ents, th'.:;'n the market-trig ,jf.'pa!'f.,fll>2l1t

~

~

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ru :;J

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£

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E9"'-

tj::-.:Cl_.c~_lJIjt;Lell:> j :~~n. 1 Sf'lirt leI 1 fll'nd; thE'n if _T

­

~ t QJ.l')~

:n"5

Lqr:

specializing in t.he variou$

pl'0duct!n0~!';j',;, cli'E'nts Qr

g,?o'::lr:::.~.1"ll t:a 1 :I reas:

fh"re iq (f110

hvwket din,,?nsiQn DIVI':;lGNAL12EO :.TR\.~~T(}f\~

1I.'lLh ,~\'e_),tp.,.. div('~r'5ity (by produc 1..:; , cllents

than all others _ _ _ _ _ _.... 01' g2og\"~Dhic.dl ;lrea~),

dep;:ndin::J upon whi>;h dl!l)l?n"EiQn has ,,;;reater

dl Vel"!; 1 t y

Divo?rsified

F i \'m;

\ Uum ...

-then if ...

The!'€' arB' tl~:~,

dimensions ;..ttth

-

t1ATR I X :;:;TR,IJCTt)F,E,

equal dlVl':'I'siLy

• -i

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CRITEF:IA TO ANSWER

l,.:h:;..t s~!f)uhj t'"'e

9EnEral sln.lI:tu.:-e

[>:. V-;::;'5 i.t.Y (He t>=<roCler!,; 1. t Y

((,f tip:;: s\?vlii;t'.?l Clfllenslf)n-s.;!

cf tl""l'~ wh,; LiS' product/nee.::s> :::11ent3. EtC.)

L.\r;ich Tunct.i':;(lSc

be c2'1~·\';;.+1i.::Ed7

shGuld Ecer:Ofilll!t'" of scale 2Illd

tni f '))'1:1:

t·t

v",,"sus I""i.::.,;:j

((r\' aj."'pt.a.bi IJfl

(.,:11 t"'l~ fu;-cti.:.t'\S!

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m~fket sh.. re. pT',-,flt,;jnl:ty

cll'j ::·:·:·tl'-1tX!;?c~ 'S Flfth ·:m t.h\? lm!;~t:' of Ob,t'i?ctlves the pr\;:;g"?li1S CriU::;;;Uty.: ?,iX~~ili2f':..t:Y; b':'l1.~.r~'=~atl<J"~ and

":""':.r

1 b'.1ti'::,n »1 t:"l2 Seq!);:; cf [0,',\"0:;.1 as 1;;:.rge 21'S p0-:o5:"b18

(l"it:calJty I:of li·18

WIllOS !lORKING PAPEIlS PUBllCM!JS

.,

'- ' "

.'

BARCIA,

Paulo

e

PAlxAo..

J,:

"Combining Surrogate

Duality

With

Bound

Improving

SDequenoes

for

Integer Programming". (Julho. 1988).

,

.'

,-: n~

92-

COELHO,

Josb

Dias:

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1I0LINERO. Jo•• Miguel Sanchez: "Individu.l Motivations

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95 -

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MACEDO,

Jorge

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Manuel: "Publio

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and

Implioit

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the

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experienoo".

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1988).

!fIRMAN.

Leonard

J.

e URBANO.

Amparo:

"A8yJlllIletrio

Information

and

EndogenoQs signalling

the Case of

Unknown Interoe!'t and

~ndom

OUtput ... (Jlovembro.

1986) .

COSTA,

Claudia Sofia

Tavar~s &

SOUSA,

Pedo Miguel

Moita de: "ConstruQ!o do Indice de Re-numeraoBes

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100 -

ALPAI11AO. Rui

M.:

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tnioiais: 0 Cast)

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n'

101 -

NASCIMENTO.

Maria

Jo!o

do

e

lIOURATO,

Oliveira:

"ProgramaQao oom

Multiobjeot.:wos -

AplioaQ8o ao

Planeamento

Anual

de

uma

Empresa

Agricola

Familiar" ,(Novemhro, 19.58).

nlil

102 -

CHAU,

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"Credi

t

Mark$u

With

A8~tric

Iniorm..'\t.ioll: an overview on the

rationing issue",

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n'

103 -

SA.

Jorge

VasQ¢no~ll(l~

e:

"The-

Importaf.lot'

of Key

SuooeBs

Faotors

tor

the JtJrketing of

Nature

Indu.trial Produots'·.

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WRIGHT,

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llttle

_rabbit

1" ,

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1988).

Oualquer informa9ao sabre as Working Papers ja puhlicados sera

prostada pelo Seoretariado de Apoio aos Dooentea. podendo os mesmos

ser adquiridos na

Sec~io

de Vendas

da

Faculdad-a de Eoonrnnia, UNL,