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
Intended
strategy
Deliberate
strategy
Emergent strategy
Examples
• Intel’s exit from DRAM
– Intended 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”
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
SJSU Washington Square