Differentiate or die or be 'stuck in the middle' and survive!

“The reality is that traditional (marketing) implementation approaches have failed…” (Dobni et al., 2001, p. 402) Nevertheless recent research still seeks to identify relationships between Porter’s marketing strategies, implementation and performance (Kumar et al. 1997; Teach and Schwartz, 2000). Although each study included the Porter’s strategy types none actually classified business units into ideal differentiators, ideal cost leaders and combination differentiation cost leaders to conduct “implementation-performance process” comparisons.

This study has made a contribution to the study of marketing implementation and marketing performance by separating and comparing strategies such as ideal differentiation, ideal cost leadership, and combination (differentiation/cost leadership) strategies with the “stuck in the middle” marketing strategy type.

A key implementation finding was the importance of paying high salaries to attract the best employees when implementing either a differentiation strategy or a combined (differentiation/ cost leadership) strategy. However for the other six implementation tools, the findings support Kelliher and Perrett (2001, p.421) whose findings “do not indicate a clear relationship between business strategy and the approach to HRM.”

A key performance finding was that differentiation is the best strategy in terms of marketing performance while cost leadership is the worst performing strategy. Both differentiation and the combination strategy (differentiation/cost leadership) outperformed cost leadership.

Differences between differentiators and cost leaders in market research and internal CRM usage

The Porter strategy types of Differentiation and Cost Leadership are put forward as strategies leading to competitive advantage (Porter 1980). These types have quite contrasting implementation guidelines in terms of human resources, organisational structure, job design decision-making process, control systems, and information systems. These internal contrasts suggest Differentiators and Cost Leaders require contrasting roles for market research and internal CRM systems. Very few studies have explored the contingent role business strategy may have in explaining contrasting roles in marketing information systems or market research.

This study involved a cross-industry postal survey of 240 Australian marketing managers. One contribution of this study was to find market research having quite different roles in supporting Marketing (i.e. brand) Differentiators compared to Product (i.e. innovative feature) Differentiators. Surprisingly only one market research role differed when comparing Cost Leaders with Marketing Differentiator strategies. A final contribution was to find that no one strategy having a greater reliance on internal CRM systems in supporting decisionmaking.

Tourism, congestion, taxation, and strategic interaction

This paper examines the strategic interaction between firms and governments in two Small Island Tourism Economies (SITEs). In a situation where congestion can threaten the viability of tourism industries in SITEs, we highlight the role of two factors that determine the distribution of tourists across SITEs: whether the tourism market is vertically or horizontally differentiated, and the extent to which tourists care about congestion. Under these circumstances, counterintuitive results are possible: congestion in a SITE may rise in response to tourists caring more about congestion in the SITE. Moreover, maximising tourism tax revenue emerges as a dominant strategy for governments.

A model for the implementation of strategic human resource management

This paper has been developed out of an action research project involving the Australian Taxation Office (ATO). One of the outcomes of this project was the development of a model for the implementation of Strategic Human Resource Management (SHRM) for the purpose of cultural change and/or alignment to business strategy.

The paper brings together many of the theories that have arisen in SHRM in the last decade or so, including theories around human capital, the resource-based view, HR configuration, HR architecture, vertical and horizontal fit, HR systems and HR roles.

The new product development process in Australian grocery organisations

The idea that new product development is vital to many organisations'  business survival and growth is widely acknowledged. New products provide many business opportunities for organisations. The relationship between  new product development and business strategy is critical, as corporate  purpose and scope sets the guidelines for new product planning. This paper examines the new product development process in the Australian grocery organisations and the influence of strategic planning on new product  development. Top management’s skills and vision in addressing various  issues in new product development are vital to business success. The research findings highlighted the importance of top managements support during new product development phases. Creating an innovative culture within an organisation should be a management priority, so new product ideas can be generated from various levels in the organisation.

A critical review of performance measurement methods for healthcare facilities management

This paper aims to define the tools used for performance measurement in Healthcare Facilities Management. The research analyses relevant literature on various tools of performance measurement for healthcare facilities. Contributions made from the literature will be divided into three attributes namely soft performance measurement, hard performance measurement and a hybrid performance measurement. The findings discussed in this paper may give valuable insights to service providers with regards to the incorporation of both soft and hard attributes of performance measurement to strategically manage facilities. The organisation business strategy will eventually gain the benefits by cost saving of non-core activities.

Enabling strategic transformations with enterprise systems : beyond operational efficiency

The last few decades have seen the widespread adoption of large-scale, integrated, packaged software suites collectively called Enterprise Systems. However, most studies done so far have largely focused on the operational efficiency achieved by using these systems. This paper reports on research-in-progress that seeks to explore the strategic potential of Enterprise Systems to enable business transformations. In doing so, a new model is proposed that places the emphasis on the potential of Enterprise Systems to achieve innovation and reshape business strategy, rather than merely focusing on operational benefits. This model proposes that Enterprise Systems, when used to integrate, optimise and informate, can help firms achieve alliance innovation, process innovation and reshaped business strategy. The paper also provides preliminary empirical evidence that supports the propositions. This model will be tested further through primary case studies and a survey. This research, once completed, will assess the strategic role of Enterprise Systems in enabling business transformations beyond operational benefits.

Implementation of enterprise resource planning (ERP) software in a major construction contracting organization in Hong Kong

Purpose – The purpose of this paper is to summarize the scope, methodology and main findings of a doctoral thesis about the implementation of enterprise resource planning (ERP) software in a major construction contracting organization in Hong Kong. This research is taken from a leadership and power and project management (PM) perspective.

Design/methodology/approach – The project adopted a case study approach in which the candidate was an employee/observer, who was embedded as a member of the business transformation team taking an action learning approach to study the ERP adoption. The research used the soft system methodology to identify gaps in the observed maturity level which exists in the organization. Data was gathered using public and private documentation, semi-structured interviews, observation and was validated through review of evidence with participants.

Findings – The results identified the importance of leadership and cultural issues in implementation of the business strategy. This research includes a contribution in two spheres: PM and construction procurement. The first implication for PM theory was to illustrate how knowledge has been efficiently managed within a construction organization by using information communication technology (ICT). It can be represented by the ladder of ICT>ERP>KM>PM. The second implication was to pave the way for the use of partnering strategies in PM practice. It can be represented by the ladder of National Culture>Organizational Culture>Leadership>Partnering Strategy>PM.

Practical implications – This model could be adapted to other large and complex organisational contexts. The research project also has implications as opening up a PM perspective on business transformation.

Originality/value – The contribution of this research is proving the success of adopting KM in a construction company by using an ERP system. The importance of culture in the traditionally collectivistic construction industry, and the issues senior management should take into account when formulating business strategies.

Peanuts and publicists : 'letting Australian friends know the Chinese side of the story' in interwar Sydney

In the wake of an Australian government embargo on Chinese peanuts, a group of Sydney Chinese merchants launched a pro-Chinese publicity campaign in late 1927. To do so, they hired a newspaper editor previously employed by the anti-Chinese Labor Daily and Beckett’s Budget. The campaign was an act of minority resistance to the White Australia Policy, a shrewd business strategy, and a sophisticated example of cross-cultural public relations. By tracing two historical actors in this ‘drama of spin’, the peanut and the publicist, this article reveals unexpected links between the Chinese-Australian and Anglo-Australian communities. In seeking ‘the Chinese side of the story’, we find an alternative history of race, representation and citizenship in interwar Sydney.

Perceived factors affecting the integration-responsiveness framework: an analysis from Chinese multinationals operating in Australia

This study extends quantitative and conceptual studies that have clarified and assessed the underlying factorsinfluencing multinational corporations (MNCs) international business strategy choices relating to globalintegration and local responsiveness with the use of cross–level and in-depth interviews. Top managementperceptions from nine Chinese MNCs (CMNCs) with operations in Australia are detailed and it is argued acontingency approach tends to prevail within firms with organisational, industrial, and environmentalcontingencies predominating.

Strategic implications of global integration and local responsiveness for Chinese multinationals: an area for future study

Purpose – Based on the review of extant international business and management literature, this paper aims to examine the global integration (GI) and local responsiveness (LR) paradigm and its impact on the adoption of international business strategy (IBS) by multinational corporations (MNCs); second, discuss determinants that are critical in the process of forming IBS by MNCs; and third identify the lacuna in current research with respect to strategic implications of the framework for MNCs from emerging economies such as Chinese multinational corporations (CMNCs).Design/methodology/approach – Based on the extant literature review, this paper identifies a research gap and proposes several research questions for future study. First, the paper reviews prior studies on the GI-LR model and its impact on and strategic implications for IBS. Second, it examines how MNCs from developed countries adopt different types of IBS and what determinants drive their decision-making. Third, it attempts to discuss why CMNCs should be studied in terms of their choice of IBS based on the GI-LR mode. The paper concludes with research questions for future study.Findings – This paper summarizes determinants of IBS in a three-category table mainly based on prior studies on the GI-LR model from developed countries. As a consequence, it identifies a future research area in the field of international management.Originality/value – This paper is based on a comprehensive review of prior studies related to the GI-LR framework. The aim of the study is to identify a new research area in international management, that is, how MNCs from emerging country contexts, such as China, to co-ordinate GI and LR for their IBS.

Strategic implications of global integration and local responsiveness for Chinese multinationals: an area for future study

Purpose – Based on the review of extant international business and management literature, this paper aims to examine the global integration (GI) and local responsiveness (LR) paradigm and its impact on the adoption of international business strategy (IBS) by multinational corporations (MNCs); second, discuss determinants that are critical in the process of forming IBS by MNCs; and third identify the lacuna in current research with respect to strategic implications of the framework for MNCs from emerging economies such as Chinese multinational corporations (CMNCs).Design/methodology/approach – Based on the extant literature review, this paper identifies a research gap and proposes several research questions for future study. First, the paper reviews prior studies on the GI-LR model and its impact on and strategic implications for IBS. Second, it examines how MNCs from developed countries adopt different types of IBS and what determinants drive their decision-making. Third, it attempts to discuss why CMNCs should be studied in terms of their choice of IBS based on the GI-LR mode. The paper concludes with research questions for future study.Findings – This paper summarizes determinants of IBS in a three-category table mainly based on prior studies on the GI-LR model from developed countries. As a consequence, it identifies a future research area in the field of international management.Originality/value – This paper is based on a comprehensive review of prior studies related to the GI-LR framework. The aim of the study is to identify a new research area in international management, that is, how MNCs from emerging country contexts, such as China, to co-ordinate GI and LR for their IBS.

Decisões estratégicas de produção como suporte a uma estratégia de negócios : um estudo de caso na indústria de fertilizantes

A formulação de estratégias de produção deve estar em consonância com a estratégia de negócios da empresa. Neste trabalho, um estudo de caso simples, formulou-se um conjunto de planos de melhorias para uma fábrica de fertilizantes, com objetivo de realizar as mudanças em capacidades e custos de produção das atividades existentes, melhorando assim sua competitividade. O foco deste trabalho foi na determinação das melhorias das atividades de produção necessárias para que a unidade de análise atinja padrões de competitividade compatíveis com as demais unidades do grupo, através da utilização de indicadores de benchmarking internos da empresa e da comparação dos mesmos aos resultados obtidos na unidade de análise, identificadas as lacunas de desempenho da empresa. A partir da identificação das lacunas, foram propostos os planos de ação de melhorias, para que a unidade de análise mudasse do patamar em que se encontrava para a condição de melhores práticas, dando, assim, suporte à estratégia de negócios da empresa. Os resultados dos planos de melhorias executados, bem como uma nova estratégia de Produção implantada, não prevista, decorrente de um processo de formação de uma nova empresa, mostraram-se efetivos na obtenção dos objetivos perseguidos. Para este estudo, em produção de commodities, a escala de produção mostrou-se como determinante para atingir custos industriais competitivos.

Estratégia empresarial e modos de busca de novos negócios - uma análise das estratégias de busca de novos negócios em empresas brasileiras

O objetivo deste trabalho é a investigação de como as empresas brasileiras, no contexto nacional, empreendem a busca de novas oportunidades de negócios, identificando quais os fatores que mais claramente influenciam este comportamento. Este trabalho se estruturou a partir da operacionalização do modelo de modelo de busca estratégica e interpretação ambiental proposto por Richard Daft e Karl Weick em 1984. Foram para tanto realizadas análises estatísticas e teóricas a partir de uma pesquisa empírica realizada entre 182 empresas brasileiras.

Proposta para uma métrica de vantagem competitiva - a heterogeneidade da performance, suas causas e o conceito de vantagem competitiva

A performance das empresas, contrariamente ao que prevê o modelo econômico neoclássico, apresenta grande heterogeneidade. A disciplina de estratégia empresarial, em especial, tem se preocupado em entender esta heterogeneidade, explicá-la e prevê-la. As diversas correntes do pensamento estratégico apresentam diferentes abordagens para isto. Uma noção fundamental neste processo é o conceito de vantagem competitiva. Este trabalho inspira-se nas análises de componentes de variância de performance para propor uma definição mais precisa de vantagem competitiva e uma métrica para medi-la e compará-la. A métrica proposta é aplicada a uma amostra de empresas brasileiras.