Measuring strategy coherence through patterns of strategic choices

Strategies at different levels need to be coherent to ensure competitive advantage (Hofer and Schendel, 1978). Strategy coherence is the consistency of strategic choices across business and functional levels of strategy. In this paper we focus on strategy coherence. Using patterns of strategy, we develop a measure of the extent of strategy coherence. The relationship between coherence and performance is used to validate the measure. We illustrate the application of the measurement and validation process, in the context of acute care hospitals. The results indicate that our measure of coherence is monotonically related to performance. We also find performance differences between more and less coherent hospitals on the industry specific performance indicator of occupancy. Implications for theory and practice are highlighted.     

Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness

It seems logical that performance is maximized when a business produces a creative marketing strategy and achieves marketing strategy implementation effectiveness. However, cultural tensions and resource competition may make it difficult, or impossible, to achieve both. Contingency theory suggests that market and/or firm level influences may exist that make one or the other more important. Thus, it is important for researchers to investigate those conditions so that we can provide managers with guidance regarding where to allocate their resources. The study reported in this article assesses the impact that environmental conditions and business unit strategy have on the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. We discuss implications for managers and scholars.     

Cointegration relationships of strategy variables among firms within strategic groups

This study examines the long-term, dynamic equilibrium relationship for strategy variables of firms in strategic groups by conducting a cointegration analysis. Replicating the Nair and Filer (Strateg. Manage. J., 24: 145–159, 2003) methodology and extending it to four industries listed on the Taiwan Stock Exchange, we find that not all of non-stationary strategy variables have the cointegration relationships, and that only the strategy variables of strategic groups in our traditional industries (as compared to our high-tech industries) should have a long-term competitive equilibrium (cointegration relationship). In other words, we can proceed with an error correction model in some traditional industries to map out the relative positions of rival firm strategies and subsequently implement appropriate reactions.

Up-grading and performance: the role of design, technology and business strategy in Hong Kong's electronics industry

This study tests the hypothesis that companies who move away from the traditional Hong Kong business model by adopting ‘up-grading’ strategies enjoy superior performance. A set of 14 variables is used to capture the dimensions of strategy, encompassing the business, technology and design domains. The results of both comparative and configurational approaches show that there are indeed performance benefits to be had. The broader implication is that Hong Kong manufacturing firms are beginning to escape the ‘iron fetters’ of a business model originally imposed on them by both material and ideational constraints, and to reap performance benefits as a result.Howard Davies is an Associate Dean in the Faculty of Business at the Hong Kong Polytechnic University. David Ko completed his DBA thesis under Prof. Davies's supervision.     

The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures

This study extends research on entrepreneurial behavior by investigating the relationship between the marketing strategy innovativeness (MSI) and new product performance in technology-based new ventures in China. Specifically, premised on contingent resource-based view we argue that MSI is a firm capability that must be bundled with external managerial relationships and be deployed in the appropriate environment to ensure its success. We found that the team's extra industry relationships and market dynamism enhanced the impact of MSI on new product performance. In contrast, top management team's intraindustry relationships, financial relationships, and technology dynamism hindered the impact of MSI on new product performance.     

The B2B-RELPERF scale and scorecard: Bringing relationship marketing theory into business-to-business practice

It is becoming increasingly important from both theoretical and managerial perspectives to measure Customer Relationship Management (CRM) as a key intangible asset. This paper seeks to bring relationship marketing theory into practice by developing a new measure of relationship performance between two firms, the business-to-business relationship performance (B2B-RELPERF) scale. Survey findings from a sample of approximately 400 purchasing managers operating in a B2B e-marketplace reveal that relationship performance is a high-order concept, composed of several distinct, yet related, dimensions: (1) relationship policies and practices, (2) relationship commitment; (3) trust in the relationship, (4) mutual cooperation; and (5) relationship satisfaction. Findings reveal that the B2B-RELPERF scale relates positively and significantly with customer loyalty. The paper also presents the B2B-RELPERF balanced scorecard, which combines tangible and intangible metrics. While existing IT solutions usually focus exclusively on the use of tangible CRM indicators, this new tool includes the “voice of the customer”. At the managerial level, both the scale and scorecard could act as useful instruments for short- and long-term management, controlling, planning, and improvement of B2B relationships. Implications for relationship marketing theory are also presented.     

A model for R&D performance measurement

R&D activities are increasingly costly and risky and, as a consequence, measuring their performance and contribution to value becomes critical. This paper illustrates a formal model for measuring R&D performance, based upon a balanced and synthetic evaluation of quantitative indicators from five different perspectives of performance: financial, customer, innovation and learning, internal business, alliances, and networks. The model is built in coherence with the suggestions coming from the theory of measurement in soft systems, which gives relevant guidelines for ensuring validity, objectivity and inter-subjectivity of the model. Then, an application in a real R&D setting is described, which helps to understand the model and to enlighten its main advantages and limits.     

论石油企业实施名牌战略

名牌从不同的角度看有着不同的含义。实施名牌战略从转变经济体制、转变经济增长方式、参与国际竞争、提高产品质量、加快企业发展、建设企业文化等五个方面有着十分重要的意义。石油企业实施名牌战略,要抓住企业商誉和商标、提高产品档次、建立全方位的营销中快改组改制、加快科技进步突出创新等五个方面做出努力。     

交通规划环境影响评价指标体系研究

研究分析了中国交通规划的特点和国外交通规划环境影响评价的指标体系后,提出了建立中国交通规划环境影响评价指标体系的基本思路和程序以及准则,并以某省高速公路网规划为例进行规划环境影响评价的指标体系研究,并建立了相应的指标体系。     

The latecomer strategy for global ICT standardization: Indigenous innovation and its dilemma

This article reviews China׳s changing standardization strategies amidst the standards competitions that take place both domestically in China and globally. The relevant policies in China now support indigenous innovation, particularly in the information and communication technologies (ICT) industry by using standards, encourage domestic firms to patent their standard-related technologies, and promote innovation-oriented inter-firm alliances. The three cases examined illustrate the challenges that the Chinese government faces in implementing the policies. Most of all, while the government has actively promoted indigenous innovation as a latecomer strategy for global standardization, there are possibilities of clash with the international norms for free competition and economic liberalization which China is supposed to comply with. There are also oppositions from those domestic firms that mainly export products compliant with the international standards set by advanced countries, and from local authorities that support those firms. The demands for international compliance are often strengthened by multinationals importing products compliant with the international standards. These clashes and oppositions give a dilemma to the policy makers who want to push the standardization strategy based on indigenous innovation.     

Marketing strategy and the efficacy of procedural justice: The mid-level marketing manager in industrial service firms

A principal challenge confronting the senior marketing team in B2B firms is how to ensure that the marketing strategies they develop are implemented effectively. The literature indicates that mid-level marketing managers' perceptions of the procedural justice within the firm may be critical in this respect. However, there has been little empirical research on this issue. The authors develop and test a conceptual model of the key drivers and consequences of marketing managers' procedural justice perceptions. The findings show that if mid-level marketing managers trust their senior marketing colleagues and simultaneously operate within moderately organic structures, then procedural justice will thrive. A consequence of this is more effective implementation of marketing strategy which, in turn, leads to increased market performance.     

A Process model of strategic business exit: Implications for an evolutionary perspective on strategy

The process model of strategic business exit (SBE) maps the activities of different levels of management onto the business and corporate levels of strategy making involved in Intel Corporation's exit from its core dynamic random access memory (DRAM) business. The SBE process model contributes to the development of an evolutionary process theory of strategy making by conceptualizing the pattern of managerial activities through which resources and corporate competencies are internally redirected toward more viable business opportunities, and the strategic context of a core business dissolves. The SBE process model corroborates the usefulness of the Bower-Burgelman process model for conceptualizing strategy making in complex organizations.     

Forming a 5G strategy for developing countries: A note for policy makers

This paper aims to provide policy makers in low income and middle income countries with a pragmatic review of the critical issues in formulating effective strategies and planning to embrace the next generation of mobile cellular technology. In a context of industry lobbying of governments to promote 5G, the paper attempts to bring clarity to just what are the critical issues, specifically for an industrial policy to deal with this novel but complex technology. Planning for 5G is a series of complicated choices as there are issues at the levels of creating ecosystems to support it, unproven business models, with claims for applications which may not be financially viable, yet, plus confusion over choices of radio spectrum, and selection of equipment suppliers, even potential issues over public health, as well as the real level of industrial and consumer demand beyond the hype. The emphasis here is on the importance of making balanced strategic choices, by identifying the basic issues, in a ‘realpolitik’ fashion - including why embrace 5G at all. The paper develops its insights from lessons learnt in the introduction of the previous mobile generation, LTE, also from policy studies on small cells and on designing auctions for 5G networks, as well as various 5G-focused publications from governments, regulatory authorities, mobile industry associations and global suppliers over the past six years (2015–2020). It examines whether to regulate 5G deployment with a heavy or light-touch regime, also whether to focus on more than the traditional indicators, such as penetration and coverage, or on “transformational outcomes” (as the promotional literature terms them) for the private and public sectors.     

Taking operations strategy into practice: Developing a process for defining priorities and performance measures

Enterprises’ operations systems and environments, characterized by their complexity and dynamics, are challenging operations strategic management models. The study presented in this paper develops a process to integrate operations strategy content to operations performance measurement system design. Essentially, the developed methodology is based on Process Approach (Cambridge Approach) technique that systematizes procedures for generating a performance measures set coherent to operations strategy objectives and also produces a consistent strategy implementation process. To illustrate the development and the application of the proposed design methodology, findings of two case studies related to telecom engineering services companies are used. Results are discussed focusing on testing the proposed methodology in terms of its feasibility, usability, and utility. A refined process, organized in phases, steps, and procedures, is the final result of the presented study.     

卓越绩效评价准则中的平衡计分卡思想

就美国鲍德里奇国家质量奖标准中体现出来的平衡计分卡思想进行了探讨，从标准的各个章节分别就其与平衡计分卡的联系进行了阐述，试图阐明鲍德里奇国家质量奖和平衡计分卡的关系。     

Examining sustainability performance in the supply chain: The case of the Greek dairy sector

This paper evaluates the sustainability performance of the Greek dairy chain and the performance of its individual members by using key indicators in relation to efficiency, flexibility, responsiveness and product quality. We assessed the importance of these indicators based on the relevant perceptions of key members of this chain. A structured questionnaire was developed where nineteen sustainability-related issues were examined. Two hundred and fifty three members of the Greek dairy supply chain responded including breeders, manufacturers, wholesalers, retailers and catering companies. Our findings illustrate the immediate need for improvement in many key sustainability performance indicators. They also show the critical role of large dairy manufacturers who are the “sustainability performance champions” in this chain and are the driving force for the implementation of many sustainability initiatives.     

A resource-advantage perspective of product-market strategy performance & strategic capital in high technology firms

Contrary to common misconceptions, firms tend generally to remain constant in their strategic approach to markets and rarely deviate from their prevailing strategic archetype. Consequently, the effectiveness of a firm's product-market strategy is as important as its persistence in achieving overall strategic performance. Adopting a resource-advantage perspective, we examine the extent to which resource bundles differ among firms within a product-market strategy performance typology. Analyzing data generated from high-technology industrial manufacturers, we find that successful strategists are endowed with significantly greater levels of resources-that include ‘strategy championing’, ‘strategy commitment’, ‘implementation support’, ‘implementation effectiveness’, ‘learning’, and ‘memory’-in contrast with unsuccessful strategists, hopeful strategists, and fortunate strategists. Further, important inter-group differences are identified and discussed, along with the implications of this study for researchers and marketing managers.     

成功的市场进驻策略是决定市场地位的关键——宝洁公司在中国的市场进驻成功个案

美国宝洁公司在中国改革开放之际,敏锐地察觉到中国市场的巨大潜力,向中国日用品市场进驻。在多元品牌政策和差异性市场策略的总体策略指引下,宝洁公司充分考虑中国经济,政治,文化背景,以中国东西部经济差距,城乡消费者需求差异,中国消费者对传统文化的要求和可持续发展为基础,开发具有中国传统品味的高科技环保产品,建立特殊的分销体系,建立了在中国市场的首席地位。同时,宝洁公司以遵守中国法律,履行社会责任和道德准则为己任,与当地政府配合,协助开展文化和经济辅导活动,保护生态环境与自然资源,在消费者心目中建立了良好的企业形象,为进一步发展提供了有利基础,达到了双赢的目的。     

Who directs strategic change? Director experience,the selection of new CEOs,and change in corporate strategy

We develop a theory of board-directed strategic change in which directors (1) conceive changes in corporate strategy that reflect the strategies of their own home companies, and (2) select new CEOs who have prior experience with similar strategies to facilitate implementation. The findings show that, while the experience of new CEOs appears to predict corporate strategic change, these effects disappear after accounting for board experience. Thus, our results suggest that executive effects on strategy can mask board effects. Copyright © 2001 John Wiley & Sons, Ltd.