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 Mintzberg’s model Deliberate strategy Intended strategy Emergent strategy

Examples Intel’s exit from DRAM Intended strategy Emergent 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”

“The more I practice, the luckier I get” 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