7: Industry Evolution and Change ( critical thinking )

 The Nature of Change

In this module, we learned that everything is in a state of constant change. This is a challenge of strategic management, as the industry environment is driven by technology, consumer needs, politics, economic conditions, and many other influences. Consider these influences as you analyze the following case.Case 11: New York Times: Adapting to the Digital Revolution  p. 492 (in the textbook)To support the case analysis read Chapter 8 and the assigned reading. Remember that a case study is a puzzle to be solved, so before reading and answering the specific case questions, develop your proposed solution by following these five steps:

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  1. Read the case study to identify the key issues and underlying issues. These issues are the principles and concepts of the course module which apply to the situation described in the case study.
  2. Record the facts from the case study which are relevant to the principles and concepts of the module. The case may have extraneous information not relevant to the current course module. Your ability to differentiate between relevant and irrelevant information is an important aspect of case analysis, as it will inform the focus of your answers.
  3. Describe in some detail the actions that would address or correct the situation.
  4. Consider how you would support your solution with examples from experience or current real-life examples or cases from textbooks.
  5. Complete this initial analysis and then read the discussion questions. Typically, you will already have the answers to the questions but with a broader consideration. At this point, you can add the details and/or analytical tools required to solve the case.

Case Study Questions:

  1. What was the nature and sources of organizational inertia in this case?
  2. Explain “disruptive technology” and “architectural innovation” as it relates to this case.
  3. Evaluate the role of organizational ambidexterity, crisis management, capability development, dynamic capabilities, and knowledge management in this case.
  4. What general lessons for the management of strategic change did you gain from this case and how do they apply to the current state of this industry?

  • Be 4 to 5 pages in length, which does not include the required title and reference pages, which are never a part of the content minimum requirements.
  • Use  APA style guidelines.
  • Support your submission with course material concepts, principles, and theories from the textbook and at least two scholarly, peer-reviewed journal articles unless the assignment calls for more.
  • It is strongly encouraged that you submit all assignments into the Turnitin Originality Check before submitting it to your instructor for grading. If you are unsure how to submit an assignment into the Originality Check tool, review the Turnitin Originality Check—Student Guide for step-by-step instructions.

Required:

Recommended:

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CONTEMPORARY STRATEGY ANALYSIS

tenth edition

Robert M. Grant

John Wiley & Sons Ltd., 2019

Chapter 8

Industry Evolution and

Strategic Change

  • The industry life cycle
  • The challenge of organizational adaptation and strategic change
  • Managing strategic change

Industry Evolution and

Strategic Change

Copyright © 2019 John Wiley & Sons, Inc.

OUTLINE

37

INTRODUCTION

GROWTH

MATURITY

DECLINE

Industry Sales

Time

Stages of the Industry Life Cycle

THE INDUSTRY LIFE CYCLE

Drivers of industry evolution :

demand growth

creation and diffusion of knowledge

Copyright © 2019 John Wiley & Sons, Inc.

Product and Process Innovation Over Time

THE INDUSTRY LIFE CYCLE

© 2016 Robert M. Grant, www.contemporarystrategyanalysis.com

Product Innovation

Process Innovation

Time

Rate of Innovation

  • Life cycle model can help us to anticipate industry evolution—but dangerous to assume any common, pre-determined pattern of industry development

Color

B&W

Portable

HDTV

Flat screen

How Typical is the Life Cycle Pattern?

Copyright © 2019 John Wiley & Sons, Inc.

  • Technology-intensive industries (e.g. pharmaceuticals, semiconductors, computers) may retain features of emerging industries.
  • Other industries (especially those providing basic necessities, e.g. food processing, construction, apparel) reach maturity, but not decline.
  • Industries may experience life cycle regeneration, e.g. motorcycles, TVs:

Sales

Sales

1900 1950 1980 2017

1930 1950 1970 1990 2010

TELEVISIONS

MOTORCYCLES

THE INDUSTRY LIFE CYCLE

42

1840 1880 1900 1920 1940 1960 1980 2000 2018

“Category

Killers”

e.g. Toys”R”

Us, Home

Depot

Internet

Retailers

e.g. Amazon,

JD.com

Mail Order,

Catalogue

Retailers

e.g. Sears

Roebuck,

Montgomery

Ward

Chain

Stores

e.g. A&P,

Woolworth’s,

W.H. Smith

Discount

Stores

e.g. K-Mart

Wal-Mart

Warehouse

Clubs

e.g. Price Club

Sam’s Club

Pop-Up

Stores

Department

Stores

e.g. Le Bon

Marché,

Macy & Co.,

Harrods

Innovation and Renewal over

the Life Cycle: Retailing

THE INDUSTRY LIFE CYCLE

Copyright © 2019 John Wiley & Sons, Inc.

Evolution of Industry Structure over the Life Cycle

Copyright © 2019 John Wiley & Sons, Inc.

THE INDUSTRY LIFE CYCLE

INTRODUCTION GROWTH MATURITY DECLINE
DEMAND Early adopters Rapid increase in market penetration Replacement/ repeat buying; price sensitive customers Obsolescence
TECHNOLOGY Competing technologies; rapid product innovation Standardization; rapid process innovation Diffused know how; incremental innovation Little innovation
PRODUCTS Wide variety of features and designs Design & quality improve; dominant design emerges Commoditization; brand differentiation Differentiation difficult
MANUFACTURING Short-runs, skill intensive Capacity shortage, mass-production Over-capacity emerges; deskilling Overcapacity
TRADE ——Production shifts from advanced to emerging countries——
COMPETITION Few companies Entry, mergers exit Shakeout & consolidation Price wars & exit
KSFs Product innovation Design for manu-facture; Process innovation Cost efficiency (scale economies, low cost inputs) Low overheads; rationalization

43

Customers become

more knowledgeable

& experienced

Diffusion of

technology

Demand growth

slows as market

saturation approaches

Customers become

more price conscious

Products become

more standardized

Distribution channels

consolidate

Production shifts

to low-wage

countries

Price competition

intensifies

Bargaining power

of distributors

increases

BASIC CONDITIONS INDUSTRY STRUCTURE COMPETITION

Excess capacity

increases

Production

becomes less R&D

& skill-intensive

Quest for new

sources of

differentiation

8

The Driving Forces of Industry Evolution

Copyright © 2019 John Wiley & Sons, Inc.

THE INDUSTRY LIFE CYCLE

44

Source: S. Klepper, Industrial & Corporate Change, August 2002, p. 654.

Changes in the Population of Firms over the Industry Life Cycle: US Auto Industry 1895-1960

Copyright © 2019 John Wiley & Sons, Inc.

THE INDUSTRY LIFE CYCLE

Note: The figure shows

standardized means for each variable for businesses at each stage of the life cycle.

Strategy and Performance across the Industry Life Cycle

11

Copyright © 2019 John Wiley & Sons, Inc.

THE INDUSTRY LIFE CYCLE

Chart1

ROI ROI ROI
Value Added/Revenue Value Added/Revenue Value Added/Revenue
Technical Change Technical Change Technical Change
New Products New Products New Products
% Sales from New Products % Sales from New Products % Sales from New Products
Product R&D/Sales Product R&D/Sales Product R&D/Sales
Age of Plant & Equip. Age of Plant & Equip. Age of Plant & Equip.
Investment/Sales Investment/Sales Investment/Sales
Advertising/Sales Advertising/Sales Advertising/Sales
Growth
Maturity
Decline
4.5
4.8
1.67
6.5
5.6
0.7
7.8
0.4
1.5
4.85
4.5
3.9
8.9
2.2
0.2
9.4
4.4
0.4
0.8
6.1
10.1
5.1
2.3
1.5
3.5
2.7
2.1

Sheet1

ROI Value Added/Revenue Technical Change New Products % Sales from New Products Product R&D/Sales Age of Plant & Equip. Investment/Sales Advertising/Sales
Growth 4.5 6.5 7.8 4.85 8.9 9.4 0.8 5.1 3.5
Maturity 4.8 5.6 0.4 4.5 2.2 4.4 6.1 2.3 2.7
Decline 1.67 0.7 1.5 3.9 0.2 0.4 10.1 1.5 2.1

Organizational Routines: existing patterns of coordinated activity make it difficult to develop new capabilities

Social & political structures: change threatens existing social relationships and power structures

Conformity: imitation locks firms into common structures and strategies (“institutional isomorphism”)

Limited Search: “bounded rationality” encourages local search; this is reinforced by managers’ contentment with satisfactory rather than optimal solutions

Complementarities between strategy, structure, and systems: firms create unique configurations of close-fitting organizational features–localized changes tend to be dysfunctional, while systematic change difficult

Organizational Adaptation and Change:
The Sources of Inertia

Copyright © 2019 John Wiley & Sons, Inc.

THE CHALLENGE OF ORGANIZATIONAL ADAPTATION AND STRATEGIC CHANGE

The World’s Biggest Companies by Market Capitalization, 1912 and 2018

Copyright © 2019 John Wiley & Sons, Inc.

THE CHALLENGE OF ORGANIZATIONAL ADAPTATION AND STRATEGIC CHANGE

1912 $ bn. 2018 $ bn.
US Steel 0.74 Apple 876
Standard Oil NJ (Exxon) 0.39 Alphabet 737
J&P Coates 0.29 Microsoft 658
Pullman 0.20 Amazon 567
Royal Dutch Shell 0.19 Facebook 511
Anaconda 0.18 Tencent 496
General Electric 0.17 Berkshire Hathaway 488
Singer 0.17
Alibaba 441
American Brands 0.17 Johnson & Johnson 376
Navistar 0.16 JP Morgan Chase 371
British American Tobacco 0.16
De Beers 0.16

Some types of technological change are more difficult for established firms to adapt to than others:

  • Competence Enhancing versus Competence Destroying Technological Change—established firms will have difficulty in adjusting if the new if technology requires different resources and capabilities from those they already possess
  • Architectural versus Component Innovation—established firms have greater difficulty adjusting to innovation that involve a new product architecture than those that relate to particular components
  • Sustaining versus Disruptive Technologies—new technologies that augment existing performance attributes are easier to adapt to that than those that incorporate different performance attributes than the existing technology

The Threat of Technological Change

THE CHALLENGE OF ORGANIZATIONAL ADAPTATION AND STRATEGIC CHANGE

Copyright © 2019 John Wiley & Sons, Inc.

Managing Strategic Change: Dual

Strategies and Organizational Ambidexterity

Dual Strategies

Firms need

  • A strategy for today that exploits existing resources and capabilities and current market positions
  • A strategy for tomorrow that prepares the firms for the future

Organizational Ambidexterity

Firms need to

  • Exploit existing resources and capabilities and market positions
  • Explore new opportunities for the future

Doing both simultaneously requires ambidexterity:

Structural ambidexterity: exploration and exploitation allocated to different organizational units

Contextual ambidexterity: same organizational units and people perform both exploration and exploitation

MANAGING STRATEGIC CHANGE

Copyright © 2019 John Wiley & Sons, Inc.

  • Creating Perceptions of Crisis—a crisis facilitates organizational change. If there’s no crisis—create the perception of one!
  • Establishing Stretch Targets—demanding performance targets can generate ambition and mobilize effort
  • Organizational Initiatives—initiatives launched by the CEO can be vehicles for change
  • Reorganizing Company Structure—restructuring breaks down existing power bases and creates openings for external hires
  • New Leadership—capacity of the existing leadership to initiate change is limited by investment in the status quo and lack of cognitive flexibility—hence, the need for new leadership
  • Scenario Analysis offers a structured approach for managers to address the forces s that are changing their business environment and to prepare for the future

Combatting Organizational Inertia

MANAGING STRATEGIC CHANGE

Copyright © 2019 John Wiley & Sons, Inc.

Firm Capability Early history

Exxon Financial Exxon’s predecessor, Standard Oil (NJ) was the

management holding co. for Rockefeller’s Standard Oil Trust

RD/ Coordinating Shell a j-v formed from Shell T&T founded to

Shell decentralized sell Russian oil in China, and Royal Dutch

global empire founded to exploit Indonesian reserves

BP “Elephant Discovered huge Persian reserves, went on to

hunting” find Forties Field and Prudhoe Bay

ENI Managing deals & Pioneering spirit of the founder, Enrico Mattei; the

relationships in challenge of managing government relations in post-

difficult political war Italy

environments

Mobil Lubricants Vacuum Oil Co. founded in 1866 to supply

patented petroleum lubricants

Distinctive Capabilities as a Consequence of Childhood Experiences: The Oil Majors

Copyright © 2019 John Wiley & Sons, Inc.

MANAGING STRATEGIC CHANGE

ORGANIZATIONAL

CAPABILITIES

RESOURCES

TANGIBLE INTANGIBLE HUMAN

  • Financial
  • Physical

  • Technology
  • Reputation
  • Culture
  • Skills/know-how
  • Capacity for communication & collaboration
  • Motivation

Integrating Resources to Create Organizational Capability

Processes

Organizational

Alignment

Motivation

Organizational

Structure

MANAGING STRATEGIC CHANGE

  • Assembly
  • Production

engineering

  • Local

marketing

  • Auto styling &design
  • Casting & forging
  • Chassis design
  • Tooling
  • Body production
  • Export mktg.
  • FWD

engineering

  • CAD/CAM
  • Assembly

control

systems

  • Advanced

component

handling

  • Hydrodynamics
  • Thermodynamics
  • Fuel engineering
  • Emission control
  • Lubrication
  • Kinetics& vibration
  • Ceramics
  • Electronic control

systems

  • Large-scale design integration
  • Global logistics
  • Lifecycle engineering

SKD CKD

Ford Cortina

Pony

Accent

Avante

Sonata

Excel

Products

Capabilities

‘Alpha’

engine

1968

1970

1974

1985

1994-95

Hyundai Motor: Developing Capabilities through

Product Sequencing

MANAGING STRATEGIC CHANGE

Copyright © 2019 John Wiley & Sons, Inc.

  • Dynamic capability is a “firm’s ability to integrate, build, and reconfigure internal and external competences to address rapidly changing environments”
  • Dynamic capabilities typically viewed as “higher order” capabilities that orchestrate change among lower-level “ordinary” or “operational” capabilities.
  • There are three types of dynamic capability:
  • sensing and shaping of opportunities and threats
  • seizing opportunities
  • maintaining competitiveness through enhancing, combining, protecting, and, when necessary, reconfiguring the enterprise’s intangible and tangible assets

Dynamic Capabilities

MANAGING STRATEGIC CHANGE

Copyright © 2019 John Wiley & Sons, Inc.

OLD BRICK

NEW BRICK

Top management is responsible

for setting strategy

Everyone is responsible for setting strategy

Getting better is the way to win

Innovation is the way to win

IT creates competitive advantage

Unconventional business concepts

create competitive advantage

Being revolutionary is high risk

More of the same is high risk

We can merge our way to

competitiveness

There’s no correlation between

size and competitiveness

Innovation is new products

and technologies

Innovation is entirely new business concepts

Strategy is the easy part,

Implementation the hard part

Strategy is the easy only if you’re

content to be an imitator

Change starts at the top

Change starts with activists

Big companies can’t innovate

Big companies can become gray-haired revolutionaries

Gary Hamel: The New Foundations of Management

Copyright © 2019 John Wiley & Sons, Inc.

MANAGING STRATEGIC CHANGE

Knowledge Management and the

Knowledge-based View: Types of Knowledge

Copyright © 2019 John Wiley & Sons, Inc.

MANAGING STRATEGIC CHANGE

Type of Knowledge Characteristics Implications
Explicit: knowing about Easy and cheap to transfer. A “public good” (non-exclusive) Easy to exploit within the firm—but difficult to protect from rivals: hence, a weak basis for sustainable advantage
Tacit: knowing how Difficult to articulate or codify. Transfer is slow and costly: requires observation and practice Sound basis for sustainable competitive advantage; challenge is to replicate it internally

Knowledge

identification

  • Managing intellectual

property

Corporate “yellow pages”

Texas Instruments’ appraisal and

licensing of its patent portfolio

Knowledge

Retention

Skandia (Swedish insurance co.);

Dow Chemical

Knowledge

Transfer and

Sharing

US Army Center for Lessons Learned

distils kn. from maneuvers & operations

into procedures

Accenture's Knowledge Xchange

Communities-of-Practice

Best practices transfer

Databases

Knowledge

Measurement

  • Intellectual capital

accounting

Ford Motor’s best practice replication

Benchmarks processes across all

its plants

Lessons learned

Knowledge Management Practices

Copyright © 2019 John Wiley & Sons, Inc.

Knowledge Types of Examples

process activity

BP's ‘Connect’ database of employees’ skills and experience

Schlumberger’s Eureka project of

virtual, distributed teams of experts

MANAGING STRATEGIC CHANGE

Data Analytics

Big data analysis

Walmart’s analysis of >1m. Customer

transactions every hour

Robert grant (Rg)

Individual

Organization

Explicit

Tacit

Skills,

Know-how

Organizational

routines

Types

of

Knowledge

Levels of knowledge

Facts, Information,

Scientific kn.

Databases, Rules,

Systems, IP

Internalization

Externalization

Systematization

CRAFT

ENTERPRISES

INDUSTRIAL

ENTERPRISES

Combination

Socialization

Routinization

Knowledge Conversion and the Power of Systematization

Copyright © 2019 John Wiley & Sons, Inc.

MANAGING STRATEGIC CHANGE

0

50

100

150

200

250

1895190519151925193519451955

No. of firms

024681012

ROIValue Added/RevenueTechnical ChangeNew Products% Sales from New

Products

Product R&D/SalesAge of Plant & Equip.Investment/SalesAdvertising/Sales

GrowthMaturityDecline

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