ࡱ> BD=>?@A[  bjbj ^ΐΐMNN8tqts%(%%%){1,3#s%s%s%s%s%s%sbvy%sQ)Z))@)Z)Z%s%%vseee)Z%%#se)Z#see#gKg%p p=\;gss0sCgybnyKgyKg 4 A( eJT R444%s%s-ev444s)Z)Z)Z)Zy444444444N W:  A CRITIQUE OF PORTERS COST LEADERSHIP AND DIFFERENTIATION STRATEGIES Y. Datta Ph.D., State University of New York at Buffalo Professor Emeritus College of Business Northern Kentucky University Highland Heights, KY 41099 (USA) 7539, Tiki Av. Cincinnati, OH 45243 USA Tel: (513) 984-1032 [Home] Fax: (513) 984-1032 HYPERLINK "mailto:datta@nku.edu" \hE-Mail: datta@nku.edu A paper accepted for presentation at the 9th Oxford Business & Economics Conference to be held in Oxford, England, June 22-24. Table of Contents  TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc220695221" A Critique of Porters Cost Leadership and Differentiation Strategies  PAGEREF _Toc220695221 \h 4  HYPERLINK \l "_Toc220695222" ABSTRACT  PAGEREF _Toc220695222 \h 4  HYPERLINK \l "_Toc220695223" Key Words  PAGEREF _Toc220695223 \h 4  HYPERLINK \l "_Toc220695224" INTRODUCTION  PAGEREF _Toc220695224 \h 5  HYPERLINK \l "_Toc220695225" COST LEADERSHIP STRATEGY  PAGEREF _Toc220695225 \h 5  HYPERLINK \l "_Toc220695226" Major Reliance on Modern Capital Equipment  PAGEREF _Toc220695226 \h 7  HYPERLINK \l "_Toc220695227" Relying on the Experience Curve to Underprice Competition Risky  PAGEREF _Toc220695227 \h 7  HYPERLINK \l "_Toc220695228" A Cost Leader Cannot Ignore Differentiation  PAGEREF _Toc220695228 \h 8  HYPERLINK \l "_Toc220695229" No Such Thing as a "Commodity": Everything Can Be Differentiated  PAGEREF _Toc220695229 \h 9  HYPERLINK \l "_Toc220695230" High Market Share a Prior Condition for Cost Leadership?  PAGEREF _Toc220695230 \h 10  HYPERLINK \l "_Toc220695231" Porter Identifies High Market Share with Cost Leadership Strategy  PAGEREF _Toc220695231 \h 10  HYPERLINK \l "_Toc220695232" Differentiation--Not Cost Leadership Alone--Behind GMs and Whirlpools Success  PAGEREF _Toc220695232 \h 11  HYPERLINK \l "_Toc220695233" Low-Cost or Low-Price Strategy?  PAGEREF _Toc220695233 \h 12  HYPERLINK \l "_Toc220695234" Thompson and Stricklands Low-cost Provider Strategy  PAGEREF _Toc220695234 \h 14  HYPERLINK \l "_Toc220695235" Internal Orientation of Cost Leadership Strategy  PAGEREF _Toc220695235 \h 14  HYPERLINK \l "_Toc220695236" DIFFERENTIATION STRATEGY  PAGEREF _Toc220695236 \h 15  HYPERLINK \l "_Toc220695237" Superiority of Differentiation over Cost Leadership Strategy  PAGEREF _Toc220695237 \h 16  HYPERLINK \l "_Toc220695238" Porter: Differentiation and High Market Share Incompatible  PAGEREF _Toc220695238 \h 17  HYPERLINK \l "_Toc220695239" Differentiation Compatible with High Market Share--and Low Cost  PAGEREF _Toc220695239 \h 18  HYPERLINK \l "_Toc220695240" Even higher quality may lead to lower cost  PAGEREF _Toc220695240 \h 18  HYPERLINK \l "_Toc220695241" High Market Share Contributes to Long-term Competitive Advantage  PAGEREF _Toc220695241 \h 20  HYPERLINK \l "_Toc220695242" Market Share Leadership Enhances Differentiation  PAGEREF _Toc220695242 \h 20  HYPERLINK \l "_Toc220695243" PURE COST LEADERSHIP STRATEGY VS. COST LEADERSHIP AS A RESULT OF DIFFERENTIATION STRATEGY  PAGEREF _Toc220695243 \h 20  HYPERLINK \l "_Toc220695244" Porter: Pure Cost Leadership Strategy Incompatible with Differentiation Strategy  PAGEREF _Toc220695244 \h 21  HYPERLINK \l "_Toc220695245" The Importance of Organizational Culture  PAGEREF _Toc220695245 \h 21  HYPERLINK \l "_Toc220695246" Need to Redefine Porters Narrow View of Differentiation  PAGEREF _Toc220695246 \h 22  HYPERLINK \l "_Toc220695247" A PROPOSED FRAMEWORK OF COMPETITION  PAGEREF _Toc220695247 \h 23  HYPERLINK \l "_Toc220695248" Differentiation the Cornerstone of Competitive Strategy  PAGEREF _Toc220695248 \h 23  HYPERLINK \l "_Toc220695249" Road to Market Share Leadership: Differentiation at Moderate Prices  PAGEREF _Toc220695249 \h 23  HYPERLINK \l "_Toc220695250" Need for Recognizing an Important Distinction: Segmentation vs. Differentiation  PAGEREF _Toc220695250 \h 24  HYPERLINK \l "_Toc220695251" Premium Price or Price Premium?  PAGEREF _Toc220695251 \h 24  HYPERLINK \l "_Toc220695252" The Importance of Positioning  PAGEREF _Toc220695252 \h 26  HYPERLINK \l "_Toc220695253" The Crucial Role of Outpacing Strategies  PAGEREF _Toc220695253 \h 27  HYPERLINK \l "_Toc220695254" DISCUSSION  PAGEREF _Toc220695254 \h 29  HYPERLINK \l "_Toc220695255" Shift in Porters Thinking  PAGEREF _Toc220695255 \h 29  HYPERLINK \l "_Toc220695256" CONCLUSION  PAGEREF _Toc220695256 \h 30  HYPERLINK \l "_Toc220695257" Suggestion for Future Research  PAGEREF _Toc220695257 \h 31  HYPERLINK \l "_Toc220695258" REFERENCES  PAGEREF _Toc220695258 \h 32  HYPERLINK \l "_Toc220695259" ENDNOTES  PAGEREF _Toc220695259 \h 38   SEQ CHAPTER \h \r 1A Critique of Porters Cost Leadership and Differentiation Strategies ABSTRACT TC \l1 "ABSTRACT Here we offer a critique of Porters cost leadership and differentiation strategies, and a synthesis of the relevant literature. Porter suggests a low-cost position often requires high market share. But how does a business get there first? Answer: market share leaders do it via a strategy of differentiation. Porter lists GM as a successful practitioner of cost leadership strategy. However, the 1976-1982 quality-data shows that higher quality (differentiation) also played a key role in this success. Mintzburg argues that Porters low-cost strategy is actually a differentiation strategy based on low price. Contrary to Porters views, differentiation strategies are more profitable than cost leadership strategies, because market share leaders prefer to compete more on the basis of differentiation than low cost. Finally, research shows that differentiation and cost leadership can co-exist. However, Porter insists that each generic strategy requires a different culture and a totally different philosophy. He says the strategic logic of cost leadership usually demands that a firm be the cost leader. The flaw is not in Porters logic but in his basic premise that associates differentiation with uniqueness and premium prices: a situation generally incompatible with high market share. So, we need to redefine Porters idea of differentiation. A vast majority of the best-selling brands are likely to be in the mid-price segment that offer better quality than the competition, and carry an above-average price tag. Then a business does not need to adopt the rigid culture and philosophy of Porters Cost Leadership strategy to achieve market share leadership. Key Words Michael Porter Cost Leadership strategy Differentiation strategy Market Segmentation Positioning INTRODUCTION A scholarly work that has received widespread attention and recognition in the Strategic Management area--and beyond--is Porters (1980, 1985) typology of generic competitive strategies: Cost leadership, differentiation, and focus. These three actually fall into two basic categories. The focus strategy calls for concentration on a niche or a narrow segment. But Porter says that success in this strategy can be achieved either via cost leadership or differentiation. Thus, cost leadership and differentiation are the two basic strategies in Porters typology. These two then are the subject of discussion in this paper. This contribution of Porter (1980, 1985) has had a deep and pervasive influence on business theory and practice. Since then many strategists from diverse fields have examined or made reference to his work. Most of this voluminous literature appeared during the eighties and the nineties. The purpose of this paper is to offer a critique of Porters work, and a synthesis of this literature. Thompson and Strickland (2008, chap. 5) have expanded Porters generic strategies from three to five: overall low-cost provider strategy, broad differentiation strategy, best-cost provider strategy, focused low-cost strategy, and focused differentiation strategy. In addition to Porters work we will also briefly examine the contribution of Thompson and Strickland. COST LEADERSHIP STRATEGY TC \l1 "COST LEADERSHIP STRATEGY The cost leadership strategy requires the sale of a standard or no-frills product (Porter, 1985: 13) combined with aggressive pricing (Porter, 1980: 36). Thus, the strategy involves making a fairly standardized product and underpricing everybody else (Kiechel, 1981b: 181). Major Reliance on Modern Capital Equipment An important requirement of the cost leadership strategy is heavy up-front capital investment in state-of-the-art equipment (Porter, 1980: 36). So, Kiechel (1981a: 140) says that in order to maintain cost leadership a firm should therefore buy the largest, most modern plant in the industry. So, with such high stakes only the most stout-hearted can play. In basic industrial commodities, such as pulp, paper, and steel knocking a couple of percentage points off production costs has far more strategic impact than all the weapons the marketer could employ in these industries (Bennett & Cooper, 1979: 82). Porter (1980: 43), too, points out that in many bulk commodities its solely a cost game. So, cost leadership strategy makes a lot of sense in such industries. However, we shouldnt forget Levitts (1980) dictum, discussed later, that even a so-called commodity can be differentiated. In major consumer markets, such as automobiles, major appliances, and electronics, differentiation is much more critical. So, investing a big fortune in state-of-the-art equipment in the absence of some advantage in the market place means putting too many eggs in the low-cost basket. Relying on the Experience Curve to Underprice Competition Risky  TC \l2 "Role of the Experience Curve According to this theory, the market-share leader can underprice competition because of its lower costs due to its cumulative experience, thus further hastening its drive down the curve (Kiechel, 1981a: 140). A frequent result of such an aggressive strategy can be a kick-em, punch-em, wrestle-em-to-the-ground price war (Kiechel, 1981a: 140). Wars like these are quite bloody and often end without winners. Because price cuts are easy to imitate, they may not result in long-term advantage (Wensley, 1981). Since price is the primary competitive weapon of such a strategy, this approach implicitly assumes that most products are commodities (Giddens-Emig, 1983). Texas Instruments sad experience in the consumer watch market is a good case in point (Peters & Waterman, 1982, chap. 6; Porter, 1985: 13). Duponts adventure in the nylon market may be one more example of a similar failure (Kiechel). Another disadvantage of competing on price is that it can lead to a "cut rate" or discount image that may be hard to overcome. One example is Sharp which tried to compete on the basis of price even though it was offering quality products that were favorably rated (Rachman & Mescon, 1979: 218). Also it is far easier for a firm to cut prices in order to gain market share, but it is much more difficult to try to do the opposite, i.e., to raise prices in order to make some money as Du Pont found out in its nylon business (Kiechel). A Cost Leader Cannot Ignore Differentiation According to Porter (1985: 13), a cost leader cannot ignore differentiation. The cost reduction efforts of cost leadership strategy can be classified into three main categories: (1) reducing unit manufacturing costs through higher unit volume, efficient scale facilities, and experience curve; (2) exercising strict cost control over engineered costs; and (3) minimizing discretionary costs like R&D, service, sales force, advertising, quality control, and so on. However, the last category is a kind of cost that is radically different from the other two. While reducing costs in the first two categories may be practiced by any firm, the same cannot be said about the discretionary costs mentioned above: because such costs are more a determinant of sales than are determined by it. Here are two examples: C The management at Ore-Ida are  misers when it comes to overhead spending. But when it comes to market testing, the budget is gold-plated (Peters & Waterman, 1982: 185-186; emphasis added). C Sears traditional strategy of  value at a decent price, combined with its customary dedication to cost control, can be considered to be a chapter from the book of Porters cost leadership strategy (Peters & Waterman, 1982, p. 192). But Sears did not forget differentiation either. Sears commitment to service was a major factor in the success of its appliance business (Rothschild, 1979: 95). No Such Thing as a "Commodity": Everything Can Be Differentiated  TC \l2 "No Such Thing as a "Commodity": Everything Can Be Differentiated Levitt (1980) points out that everything can be differentiated--even a commodity. He says this is true even for those who produce and deal in primary metals, grains, chemicals, plastics, and money. Peters and Austin (1985: 61) declare that they just despise this word. They argue that if we put the label of commodity on a product it becomes a self-fulfilling prophecy. Buzzell and Gale (1987: 113), too, warn that if you think of your product/service offering as a commodity, thats what it will be--a commodity. In consumer markets even simple products, or the so-called commodities--such as, chicken, bananas, oranges, pineapples, potatoes, salt, oatmeal, and even ordinary bottled water--are now differentiated through branding (Levitt, 1980). This trend toward branding includes even ingredients. Some examples are: DuPont's Teflon, Lycra, Stainmaster, and Kevlar; G. D. Searle's Nutrasweet and Simplesse; and 3M's Scotchgard (Norris, 1992). Caves (1987: 22) argues that with the exception of industrial markets, most manufacturing industries that sell to other manufacturers are "nearly free of differentiation." He adds that these so-called undifferentiated commodities are sensitive to price. However, Levitt (1980: 84) offers an opposite view. He says this belief in high sensitivity of undifferentiated commodities to price is "seldom true except in the imaginary world of economics textbooks." For example, he states that when Detroit (the auto industry) buys sheet metal it stipulates exceedingly tight technical specifications, various delivery schedules, responsiveness in reordering, and the like. In addition, Detroit has an elaborate rating system for evaluating supplier performance. Thus, Detroit does not regard sheet metal as just a "commodity." Interestingly, Porter (1985: 121), too, agrees with Levitts position. In price-sensitive markets where prices tend to be uniform a business can gain competitive advantage by achieving differentiation based on service (D'Aveni, 1994: 48; Friedman, 1983: 54; Gale & Buzzell, 1989; Hambrick, 1983). Even Caves (1987: 22) admits that undifferentiated commodities may achieve some differentiation due to a seller's reputation for reliable delivery, or the supporting services provided. Lawless (1991) suggests that sellers often use commodity bundling--combining the physical product with service--to differentiate their offerings in a market. High Market Share a Prior Condition for Cost Leadership? Porter (1980: 36) maintains that achieving a low overall cost position often requires a high relative market share or other advantages, such as favorable access to raw materials (italics added). But, how does one acquire high market share in the first place? As Gale (1992) suggests, market share leaders accomplish this distinction via a strategy of differentiation--higher quality--rather than through cost leadership. Hambrick (1983) also argues that market share leaders tend to compete more on the basis of differentiation than low cost. Porter Identifies High Market Share with Cost Leadership Strategy  TC \l2 "Porter Seems to Identify High Market Share With Cost Leadership Strategy Porter has employed the U-shaped curve in describing the link between profitability and market share. According to this curve, the most profitable firms are the low-market share differentiated (e.g., Mercedes) or focused firms at one end, and the largest high-market share practitioners of cost leadership strategy at the other (e.g., General Motors). Porter (1980: 41-42) says this curve is applicable to two important industries: the global automobile industry, and the U.S. fractional horsepower electric motor industry. For lack of space we will focus here only on the auto industry. Porter cites General MotorsGM--(low cost) and Mercedes (differentiation) as the profit leaders in this industry. But, GMs success raises two important questions. First, it is not quite clear, how GM achieved low cost? Was it because of a persistent pursuit of cost leadership strategy, as suggested by Porter, or was low cost mainly the result of the high market share GM enjoyed, or both? It was GMs CEO Alfred Sloan who came out with the pioneering strategy of a car for every purse and purpose. He rationalized GMs cars into five price-quality segmentsfrom a Chevrolet, to a Pontiac, to an Oldsmobile, to a Buick, to a Cadillac. In order to differentiate GM brands from their competition, he positioned each car line at the top of the price scale in its price-quality segment (Datta, 1996; Sloan, 1972: 63, chap. 4). For more than half a century GM dominated the U.S. auto industry like a colossus with a market share as high as 50% which made it a low-cost leader. It was GMs differentiation strategy that spelled the doom of Henry Fords Model T--and his cost leadership strategy--an event Porter (1980: 45) himself has acknowledged. So, it is ironic that even the most prestigious handiwork--Cadillacof the man wrote the book on market segmentation and differentiation failed the threshold of a differentiated product in Porters scheme of things. We would like to point out here that while multiple brands might have been a good strategy for GM in the past it is not so in todays global competition in which the successful firms like Toyota and others concentrate only on a limited number of car lines (Womack, 2006). Differentiation--Not Cost Leadership Alone--Behind GMs and Whirlpools Success Porter (1980: 36, 43) and Hall (1980) have identified General Motors as a successful practitioners of cost leadership strategy. Another example is Whirlpool (Hall, 1980). As the following evidence shows one must seriously question the notion that their success was primarily due to a single-minded pursuit of low-cost strategy. Based on the data below--from the annual guide publications of Consumer Reports--an obviously much better explanation is that differentiation was also a major contributor to their success: ( From the model years 1976 through 1982, GM full-sized non-luxury cars scored first and second in every year except Ford(s second place for 1981 (no data reported for second place for 1982). Similarly, GM also made a clean sweep of the domestic midsize/compact category for the same period except for Dodge(s first and second showing for 1982 and 1977 respectively. These two categories of cars probably represented the biggest and most profitable segments of cars in the U.S. for that period. ( Based on the washing-machines data ranging from 1973-83 Whirlpool shows an impressive record that is often better than those of more prestigious brands at that time. For example, for the model years 1973, 1974, 1975, 1976, 1977, 1981, and 1983, Whirlpool scored the rank of 3, 1, 2, 7, 2, and 2 among a dozen or so competitors (ibid.). Low-Cost or Low-Price Strategy?  TC \l2 "Low-Cost or Low-Price Strategy? How does a business go about the task of becoming a low-cost leader? Porter (1980: 35) describes the core philosophy of this strategy as follows: Cost leadership requires aggressive construction of efficient-scale facilities, vigorous pursuit of cost reductions from experience, tight cost and overhead control, avoidance of marginal customer accounts, and cost minimization in areas like R&D, service, sales force, advertising, and so on. A great deal of managerial attention to cost control is necessary to achieve these aims. Low-cost relative to competition becomes the theme running through the entire strategy, though quality, service and other areas cannot be ignored (italics added). The above philosophy of cost leadership--on the cost side--thoroughly matches Porters earlier advocacy of aggressive pricing on the revenue front. However, in his later book Porter (1985: 13) seems to suggest a different pricing posture. He says that a company following this strategy cannot be an above-average performer unless it can command prices at or near the industry average (italics added). Mintzberg (1988: 15) says the implication of the above statement by Porter (1985) is that price differentiation may have to follow cost leadership, implied almost as a necessary evil: All good for the cost (italics added) side of the ledger. But hardly the basis for attracting customers, that is, for sustaining competitive advantage...But what advantage in the marketplace (italics in the original) is there to cutting costs? Why should the customers care?... (p. 15). ...[T]he differentiation likely to result from cost leadership is negative: less service, lower quality, fewer features, fewer options. Price differentiation then becomes not the fallback position, not even the derivative strategy, but the very raison d etre for the overall generic strategy. What attracts the customers is the price: cost reductions simply makes low pricing a viable strategy. The customers pay less, they get less, and the firm hopefully makes more money (p. 16; italics added). On the basis of these arguments, Mintzberg (1988) makes an intriguing statement. He calls cost leadership a differentiation strategy! This characterization is radically different from Porters (1980, 1985) definition of differentiation. Porter (1980: 37) defines product differentiation rather narrowly and equates it with uniqueness. On the other hand, Mintzbergs view of differentiation is more in conformity with its usage in the marketing area. According to marketers Dickson and Ginter (1987: 4), a differentiated product is one that is perceived by the customer to differ from its competition on any physical or nonphysical product characteristic including price (italics added; also see Datta, 1996). So, Mintzberg sees cost leadership as a differentiation strategy in which the basis of differentiation is not higher quality, but lower price. Based on the foregoing arguments, Mintzberg (1988) takes the position that business strategy has only two dimensions: differentiation and scope. Speed (1989), too, agrees with Mintzberg (1988) in his evaluation of Porters cost leadership strategy. He argues that if a cost leader is unwilling to compete on a lower price then it must retain enough appeal to induce customers to buy its product at a price equivalent to those of its competition. In other words, it is required, in Porters words, to maintain parity or proximity in differentiation. Speed then offers the following provocative comment: Thus the cost leader is required to be a differentiator, just as the differentiator is required to maintain costs reasonably close to those of the competitors to enjoy sufficient profits from its efforts. It is therefore not difficult to suggest, with some force, that cost leadership, because of this qualitative difference between it and other generic strategies Porter discusses, should not be considered a strategy at all...since operated alone it has no value (p. 11; italics added). Sharp (1991) also concurs with Speed (1989). Like Speed, Sharp argues that having a cost advantage is merely a facilitator to differentiate, usually on price (italics added). So, he says that Porters definition of low cost is quite simply not a strategy. Partridge and Perren (1994) also concur with Sharps view that cost leadership is not a separate strategy. Miller (1992b) and Miller and Dess (1993) also argue that Porters model does not represent a set of generic strategies, but rather dimensions along which an individual business could fashion a strategy of its own. Thompson and Stricklands Low-cost Provider Strategy Thomson and Strickland (2008, chap. 5) cite Motel 6 as a follower of what they call a low-cost provider strategy. In contrast, we argue instead that Motel 6 is pursuing a low-price strategy by competing in the economy segment of the hotel/motel industry. Then within this segment it has differentiated itself by positioning the brand with a claim of offering the lowest prices of any national chain (HYPERLINK "http://www.motel6.com/?WT.mc_id=Google_Brand_motel_6"http://www.motel6.com/?WT.mc_id=Google_Brand_motel_6; italics added). Internal Orientation of Cost Leadership Strategy  TC \l2 "Cost Leadership Strategy According to Mathur (1986: 93), Porter (1985) seems more concerned with the internal configuration of activities and how these could be managed to gain a competitive advantage in the market; customer perceptions seem to play a lesser role (italics added). In our opinion, the cost leadership strategy has clearly an internal orientation. Placing cost first before the customer seems like putting the cart before the horse. We submit that, with a few exceptions, cost leadership, per se, should not be the primary goal of any strategy. However, we can visualize three scenarios where a cost leadership strategy may be useful. One is when the very survival of a business is at stake. Another is in starting a new business on a shoestring because of severe lack of financial resources. Third, it can play an important role in mature basic industrial commodities such as pulp, paper, steel, and so on, as already stated. DIFFERENTIATION STRATEGY TC \l1 "DIFFERENTIATION STRATEGY Porters (1980: 37) differentiation strategy calls for a product or service that is perceived industry-wide as being unique (italics in the original). In a sequel to this work, Porter (1985: 14) explains his notion of uniqueness as follows (also see Porter, 1990: 37): In a differentiation strategy, a firm seeks to be unique in its industry along some dimensions that are widely valued by buyers. It selects one or more attributes that many buyers in an industry perceive as important and uniquely positions itself to meet those needs. It is rewarded for its uniqueness with a premium price (italics added). A notable example of this strategy cited by Porter is Mercedes (Porter, 1980: 37). In what they call a broad differentiation strategy, Thompson and Strickland (2008, chap. 5) present a view of differentiation that is far more inclusive, because they do not make a distinction between the premium price-quality segment (e.g., Mercedes and BMW) on the one hand, and the mid-price segment (e.g., Toyota and Honda) on the other. Another strategy they offer is best-cost provider strategy: a hybrid version that adopts a middle ground between low cost and differentiation. One example they cite is Lexus (ibid). They suggest that relying on its prowess as a low-cost producer, Toyota used the classic best-cost provider strategy when they launched Lexus. However, Hamel and Prahalad (1994: 89) offer a different perspective. Instead of looking inwards first, Toyota ventured outside offering customer value by pricing Lexus well below the German luxury cars. And then they worked backwards from that point to reinvent the very idea of a luxury car. Stalk and Webber (1993) give us an insight into the holistic process followed by Toyota to launch its Lexus automobile line into a resounding success. Toyota had collected a massive array of information on what upper-income customers value in a car, and then reverse-engineered Lexus to hit the bulls-eye on the very first launch. Stalk and Webber further add: The array of information went beyond ordinary product data. Toyota examined the whole buying experience of prospective customers and, on the basis of the information, decided to sell Lexus through a unique channel, one structured and managed to make the consumer feel special and valued. For Toyota, the Lexus was not just a new car; it represented a whole new way of doing business (pp. 97-98; italics added). It is important to point out that Toyotas success as a low-cost producer did not come from a relentless pursuit of cost reduction, as prescribed by Porters cost leadership strategy. Rather, it came from Toyotas revolutionary lean production system which was based on a philosophy of pursuing a differentiation strategy with a persistent focus on the customer--and an unflinching dedication to quality (Nayak & Ketteringham, 1994, chap. 9). Superiority of Differentiation over Cost Leadership Strategy According to Porter (1980: 35) cost leadership and differentiation are the two basic generic strategies that offer an equally successful path to outperforming the competition. However, Hambrick (1983) argues that differentiation strategies are more profitable than cost leadership strategies, because market share leaders tend to compete more on the basis of differentiation than low cost. Peters and Waterman (1982: 186) also report a similar conclusion. They say that the high-performing companies in different industries tend to be oriented more to customer value than to the cost side of the profitability equation. Such companies tend to be driven more by close-to-the-customer attributes than by either technology or cost. As we have argued earlier, the foundation of differentiation strategy generally is to provide superior quality compared to the competition. Research coming out of the PIMS database supports this conclusion. According to this research, customer-perceived quality is far more fundamental to competitive position and profitability than any other factor: including market share, low cost, position on the "learning curve", and so on (Gale, 1992; Buzzell & Gale, 1987: 7; Jacobson & Aaker, 1987). Other researchers using the PIMS database have also reported the primacy of quality. These include Prescott, Kohli, and Venkatraman (1986), Hambrick (1983), and Luchs (1986). Outstanding reliability and meticulous attention to outward appearance and fit, along with high gas mileage, enabled the Japanese to capture the small car market in the U.S. during the 1970s (Burck, 1980; also see Peters & Waterman, 1982: 37). Lower quality and lack of innovation played a key role in the virtual disappearance of U.S. companies from the consumer electronics industry, and their loss of world dominance in such markets as automobiles, steel, and tires (Dertouzos, Lester, Solow, & others, 1989: 1-2, 166; Kotter, 1995, chap. 3). Porter: Differentiation and High Market Share Incompatible  TC \l2 "Porter on Differentiation and Market Share Earlier we have observed Porters statement that differentiation strategy calls for a unique product or service for which customers will be willing to pay a premium price. Porter (1980: 38) suggests that differentiation and high market share do not generally go together: Achieving differentiation may sometimes preclude gaining a high market share. It often requires a perception of exclusivity, which is incompatible with high market share (italics added). Porter (1985: 127-28) says that this is so because differentiation is usually costly. Later, Porter (1990: 38) emphasizes the idea that cost leadership is generally incompatible with differentiation: It is difficult, though not impossible, to be both lower-cost and differentiated relative to competition. Achieving both is difficult because providing unique performance, quality, or service is inherently more costly, in most instances, to seeking only to be comparable to competitors on such attributes (italics added). Based on the above review of Porters ideas, one theme emerges again and again: that differentiation requires uniqueness which is inherently costly and therefore calls for premium prices--a competitive arena not generally compatible with high market share. Differentiation Compatible with High Market Share--and Low Cost Contrary to Porters thinking, high market share can be achieved by pursuing a strategy of differentiation. Market share leadership can provide three major benefits: (1) It can dramatically lower cost and may even lead to cost leadership, (2) It can be a major contributor to long-term competitive advantage, and (3) It can be a significant source of differentiation.  TC \l3 "Market Share Leadership, Differentiation, and Low Cost.Hill (1988) argues that a differentiation strategy can often lead to a low-cost position. Such a favorable outcome is brought about by increase in sales volume, the learning curve, and economies of scale and scope. Pitelis and Taylor (1996) also suggest that one can achieve differentiation and cost leadership through higher volume. Empirical research by Phillips, Chang, and Buzzell (1983) supports this view. In this research, based on the PIMS database, Phillips, et. al., found a positive relationship between higher relative quality and market share. Higher market share in turn led to lower unit cost. Even higher quality may lead to lower cost  TC \l2 "Higher Quality May Lead to Lower Cost Porter (1985, p. 127) is generally right that differentiation is usually costly. However, the relationship between differentiation and cost is not always so simple. As Porter (1980: 44), too, realizes low overall cost position may not be incompatible with differentiation. A product design aimed at ease of manufacturing can reduce production cost (Deming, 1986; Miller, 1992a). Simplifying product design by reducing the number of parts can also result in lower cost (Porter, 1985: 105). It may even improve quality. For example, the 1997 Toyota Camry had seven fewer parts than its 1996 counterpart. Yet, it was able to withstand a 5-mile an-hour impact, unlike the earlier model (Krebs, 1996). An innovative process technology can also lead to lower cost (Porter, 1985: 105). In some cases it may even produce a higher standard of quality simultaneously with lower cost. A notable example is the introduction of solid state technology in the TV Set industry which resulted in higher reliability--and lower cost (Porter, 1983: 482-503). Another example is the mobile telephone industry in which process technology not only drove cost down, it also raised performance levels at the same time (Oskarsson & Sjoberg, 1994). Quality assurance activity can be a major contributor to raising conformance quality--doing it right the first time. But such a process can also reduce overall costs by decreasing waste and increasing productivity (Deming, 1986), and by eliminating the need for inspection, rework, expediting, fire fighting, or the hidden plant (Flynn & Flynn, 1996: 372; also Porter, 1985: 44-45). Reducing product defects can also lower service costs (Porter, 1985: 155). Cost reduction vs. Cost advantage  TC \l3 "Cost Reduction vs. Cost Advantage. With regard to the above-mentioned efforts at cost reduction, Porter (1985: 18) makes an important point. He says that there is a significant distinction between one-time or temporary cost reduction on the one hand, and achieving a more sustainable long-term cost advantage on the other. He points out that when confronted by capable competitors seeking cost leadership, a business will ultimately reach a stage where further cost reduction will require a sacrifice in differentiation. Porter (1990: 50) himself provides an answer to this dilemma in favor of differentiation strategy grounded in continuous improvement and innovation: Ongoing rapid investment in process technology, marketing, global service networks, or rapid new product introductions often makes it even more difficult for competitors to respond. High Market Share Contributes to Long-term Competitive Advantage  TC \l3 "High Market Share Contributes to Long-term Competitive Advantage.Market share or market standing is considered one of the most important business objectives (Ansoff, 1965, chap. 4; Drucker, 1974: 105-107). Achieving market share leadership in a product-market or segment can play a major role in enhancing the long-term competitive advantage of a business. A business with a small market share will ultimately become marginal in the market, and therefore become quite vulnerable. Also the sales volume of a marginal supplier may be too small to provide the level of service customers may expect (Drucker). Many customers therefore prefer to deal with high-market share businesses because they perceive less risk in dealing with a business that is considered substantial, and whose position in the industry appears to be secure (Datta, 1996; Gale, 1992). Market Share Leadership Enhances Differentiation  TC \l3 "Market Share Leadership Enhances Differentiation. Ries (1996, chap. 7) points out an important connection between market share and differentiation. He says that once a brand attains the status of a market share leader it can acquire a halo that may transcend objective measures of quality. Most people associate the largest selling brand with quality. This is based on the belief that the better product will win. Therefore the best selling product must be the better quality product (p. 85; also Datta, 1997). PURE COST LEADERSHIP STRATEGY VS. COST LEADERSHIP AS A RESULT OF DIFFERENTIATION STRATEGY Porters critics argue that cost leadership and differentiation are not a dichotomy, but rather part of a broad continuum (Hambrick, 1983; Jones & Butler, 1988; Karnani, 1984). Writers such as Hill (1988), Murray (1988), and Jones and Butler (1988) have advanced theoretical arguments in support of the idea that cost leadership and differentiation can be combined to gain competitive advantage (see Dess, Gupta, Hennert, & Hill, 1995). Empirical research also supports the notion that some businesses can excel both at differentiation and low cost. One example is the global TV set industry in which Japanese firms were able to achieve higher quality and lower cost: both at the same time (Magaziner & Reich, 1982, chap. 14). Studies by Hall (1980), White (1986), Wright, et al. (1991), and others also report a similar conclusion. Miller (1992b) found that firms in his study were able to pursue a combination of cost leadership and differentiation strategies without any penalty to financial performance. Likewise, in their study based on the PIMS database, Miller and Dess (1993) found hybrid strategies not only feasible, but also profitable. Porter: Pure Cost Leadership Strategy Incompatible with Differentiation Strategy TC \l2 "Porters Cost Leadership Strategy is Incompatible with Differentiation Strategy The literature we have presented so far suggests that differentiation and cost leadership may be combined successfully. So, Dess & Rasheed (1992: 409) raise the question whether these generic strategies are mutually exclusive or not (italics added). They add that numerous studies support the viability of combining (italics in original) more than one generic strategy (p. 410; italics added). In contrast, Porter (1985: 11) has steadfastly maintained that each generic strategy represents a fundamentally different route to competitive advantage (italics added). Thus, a firm must make a choice among generic strategies, otherwise it will become stuck in the middle. So, is Porter wrong? The answer is both yes and no. The Importance of Organizational Culture Porter (1980: 35, 41-42; 1985: 24, 99) maintains that each generic strategy requires a different culture: different resources, different organizational structures, different management styles--and radically different philosophies. Porter (1985: 13) says that the strategic logic of cost leadership usually requires that a firm be the cost leader (italics in original). So we have labeled this characterization of cost leadership strategy by Porter as pure cost leadership strategy to distinguish it from cost leadership that may come as a result of pursuing differentiation strategy. So, the pure cost leadership and differentiation strategies, as Porter has portrayed them, are not merely dimensions that could be mixed or matched to concoct a strategy, but a set of strategies that are both coherent and logically consistent. So, Porter is right in insisting that cost leadership and differentiation strategiesas he has defined them--are generally incompatible. Thus the fault does not lie in his logic but in his basic premise that: (1) designates pure cost leadership strategy as the sole path to market share leadership, and (2) links differentiation strategy with uniqueness and premium prices: a situation generally not compatible with high market share. Need to Redefine Porters Narrow View of Differentiation So, to resolve this dilemma we need to redefine Porters characterization of differentiation that equates it with uniqueness and premium price. We submit that a vast majority of the best-selling brands are very likely to be in the mid-price segment that offer better customer-perceived quality than the competition. Customers often use price as a symbol of quality (Oxenfeldt, 1960), and so market leaders usually price their brands somewhat above the competitors prices, as GM did after the 1920s. Thus if we accept the above proposition a business does not need to adopt the rigid culture and philosophy of Porters pure cost leadership strategy to achieve market share leadership. Besides, as we have indicated above, even higher quality may lead to lower cost. Organizational culture can play an important role in shaping firm behavior. That is why Porter (1980: 45-46) has cautioned against the pitfalls of the pure cost leadership strategy as he has defined it. A major potential danger from this strategy is that its single-minded pursuit can create a low-cost mentality that can lead to a major disaster. Notable examples are: Henry Fords Model T (already cited), Schlitz (Buzzell & Gale, 1987: 115-116), and Food Lion (Dess & Picken, 1999). A PROPOSED FRAMEWORK OF COMPETITION So, based on the foregoing discussion, we present below a framework of competition that is quite different from that of Porters typology we have examined in this paper. Differentiation the Cornerstone of Competitive Strategy  TC \l2 "Differentiation as the Cornerstone of Competitive Strategy We agree with Mintzberg (1988) that competitive strategy has only two dimensions: differentiation and scope. So, if we temporarily set scope aside, differentiation is the only game in town. This position also seems to fit in with the notion, espoused by Levitt (1980)--and many others, including Porter--that even a so-called commodity can be differentiated. Thus, product differentiation is a broad continuum, not a polarity. So, the critical question is not whether to differentiate, but how? Road to Market Share Leadership: Differentiation at Moderate Prices Providing a high quality product and charging a premium price is not the only way to achieve successful differentiation in the consumer market. Another viable alternative is to seek market share leadership by catering to a broad middle class by offering higher quality--relative to competition--at moderate prices. For example, Toyota Camry, a mid-price car, has been the best- selling car in America for nine of the last ten years (HYPERLINK "http://www.wired2theworld.com/cambodia2002traveltime.html" \o "http://www.wired2theworld.com/cambodia2002traveltime.html"Wired 2 The World, Nov. 15, 2007). Toyota is also regarded as the leading low-cost producer in the global automobile industry (Thomson & Strickland, 2008: 152). Other examples of market share leadership are Coleman (Coleman Co., 1999a), Kenmore home appliances (Beatty, 1999), Crest (Datta, 1996), and Zenith (Datta, 1979). All these brands are in the mid-price segment. Edge is another mid-priced brand that dominates the mens shaving cream/gel market (Ries, 2009). Need for Recognizing an Important Distinction: Segmentation vs. Differentiation  TC \l2 "Need for Recognizing An Important Distinction: Segmentation vs. Differentiation Porter (1985: 14) suggests that a firm is rewarded for uniqueness of its products with a premium price (italics added; also see Porter, 1990: 37). However, it is not quite clear what he means by premium price. An important question that needs to be answered is this: premium price in relation to what? Premium Price or Price Premium? TC \l3 "Premium Prices or Price Premium? According to Porter (1985: 163) differentiation is inherently relative, and so a firms value chain must be compared to those of competitors (italics added). Thus, the first step a firm must take in formulating its differentiation strategy is to define what its competition is. Let us take the case of Mercedes which has often been cited as an example of a company pursuing a differentiation strategy (Porter, 1980: 37; Barney, 1997: 220; Dickson & Ginter, 1987; Schnaars, 1991: 142-151). As reported in the April 1996 issue of Consumer Reports (pp. 22, 30, 38), the luxury Mercedes-Benz E-class model, the luxury BMW 5-series model, and the mid-price Ford Taurus--all medium-sized cars--had a sticker price range, respectively, of $39,900-$49,900, $37, 900--$49,900, and $17,995-$22,000. It is clear from the above example that Mercedes primary competition is BMW 5-seies, not Ford Taurus. The buyers of a Mercedes E-class and Ford Taurus represent different classes of customers that belong to two distinct price-quality segments: the premium segment for Mercedes (and BMW) and the mid-price segment for Ford Taurus. So, it is much more meaningful to compare the Mercedes E-class with other cars in its own price-quality segment--such as the BMW 5-series--rather than with Ford Taurus which then competed more directly with moderately-priced cars like Chevrolet Lumina (now replaced by Malibu) and Toyota Camry (Datta, 1996). It is clear from the above discussion, that we cannot discuss differentiation separately from price-quality segmentation. So when we consider these two concepts together, we can see that differentiation can be visualized two ways: (1) differentiation across or between segments, and (2) differentiation within segments. The comparison between Mercedes E-class and Ford Taurus is an example of differentiation between segments. But the comparison between Mercedes E-class and BMW 5-series is a case of differentiation within a segment. Clearly, one would find more competition within rather than between segments. Thus, the distinction between market segmentation and differentiation is more a matter of degree than of kind (Datta, 1996). Now let us use the above discussion to clarify the implications of Porters statement that a firm pursuing a differentiation strategy can charge premium prices. Clearly, Mercedes E-class does not compete directly with Ford Taurus. Thus, it is not very meaningful to say that the Mercedes commands a premium price over the Ford. The next step is to compare Mercedes E-class with its most direct competitor, the BMW 5-series. Based on the price data provided above, it is clear that the Mercedes does not command a price premium over the BMW. Now let us compare Mercedes E-class with another competitor in the luxury segment: Lincoln Continental. While the Mercedes had a price range of $39,900-$49,900, as mentioned earlier, the Lincoln had a price tag of $41,800 (Consumer Reports, April 1996: 36). Thus, if we take the high end or even the mid-point of the Mercedes price range, we can say that the Mercedes is getting a price premium over the Lincoln. Several authors have noted that Porters typology of generic strategies ignores market segmentation (Chrisman, Boulton, & Hofer, 1988; Sandberg, 1986; Wind & Robertson, 1983). Based on the above discussion, we, too, have come to the conclusion that Porters generic strategy model does ignore price-quality segmentation. However, we hasten to point out that Porter (1985, chap. 7; 1990: 38) does recognize the importance of market or industry segmentation in relationship to competitive scope. The Importance of Positioning Let us take the example of the luxury segment of the U.S. automobile industry. Consumers Union recognizes four broad dimensions in rating cars: performance, comfort, reliability, and fuel economy (Consumer Reports, October 1999: 25). Out of these, it is not unreasonable to argue that fuel economy is not a major concern for buyers of luxury cars, leaving performance, comfort, and reliability as the three critical dimensions The two major German competitors in luxury cars have positioned themselves in the performance segment: Mercedes and BMW. On the other hand, Cadillac and Lincoln have traditionally tried to differentiate themselves by offering customers the roomy comfort of a big car. Like their American counterparts, the Japanese, too, have concentrated more on comfort and less on performance (Protzman, 1990). For example, with the introduction of Lexus LS400 in 1990, Toyota positioned this new luxury car--relatively speaking--along the comfort dimension (Consumer Reports, November, 1993: 745). In addition, all Japanese luxury cars--Acura, Infiniti, and Lexus--have established a superior record in reliability (Consumer Reports, April 2007: 23-25). Volvo has positioned itself in the luxury automobile segment by consistently focusing on safety (Goldman, 1993; Porter, 1990: 45). Toyota designed Lexus 400 to provide the smoothest and quietest ride (Consumer Reports, Nov., 1993: 745), while BMW has positioned itself as the ultimate driving machine in targeting the yuppie segment. [http://www.motortopia.com/groups/view/id/651/i/bmw_the_ultimate_driving_machine]. It seems a countrys geography and culture play an important role in creating a cluster of native firms that compete generally on a common theme. For example, Americas vast and open landscape has given rise to large cars with a boulevard ride. On the other hand, Germany produces high-performance cars because of Europes narrow streets and the high-speed German autobahn. The Japanese--a small nation with limited natural resources--have produced cars that are very reliable, thanks to Toyotas lean production system (Consumer Reports, Apr. 2008: 23-25). This system is not merely an innovation in process technology (Porter, 1990: 51), but a revolutionary philosophy that has globally transformed the competitive landscape. The Crucial Role of Outpacing Strategies  TC \l3 "Importance of Outpacing Strategies. Just as low-cost leaders cannot ignore differentiation, leaders in differentiation, too, cannot ignore costs. Gilbert and Strebel (1989: 20) suggest that an important source of change in many industries has not received adequate attention. The source of this change is the ability of some companies to modify the rules of the competitive game. They point out that traditional approaches to strategy have been strongly influenced by the product life cycle theory. This theory assumes as if the product life cycle was a given to which strategy should respond, rather than a process that the strategy should shape (italics added; Datta, 1998). Gilbert and Strebel (1987: 29) believe that although there are differences in how technologies and markets evolve, they share two common phases of transition: (1) standardization of the product or service, which marks the transition from a high perceived value strategy to low delivered cost strategy, and (2) rejuvenation, which marks the transition in the opposite direction, from an emphasis on delivered cost back to high perceived value (italics added). So, Gilbert and Strebel (1987) argue that in evolving markets success does not come from a single-minded pursuit of either cost leadership (process cost reduction), or differentiation (perceived product value) strategy. Rather, it comes from an outpacing strategy to outdistance the competition. An outpacing strategy involves an explicitly-developed ability to add one strategy to the other as a market goes through a back-and-forth transition between standardization and rejuvenation. Gilbert and Strebel (1989) add that they have arrived at this conclusion after an evaluation of 100 companies over a long period of time. Gilbert and Strebel (1987) point out that an outpacing strategy is not a middle-of-the-road strategy. Depending upon the industry phase, it is dominated by either product (differentiation) or process (low cost). Second, the timing of the shift from one phase to another involves an element of risk and even luck. Third, the strategy may not be easy to implement because the organizational setting for creating product value is often the opposite of one for seeking low cost. Nevertheless, successful firms somehow manage to combine both in their outpacing strategies. Porter (1985: 194), too, has recognized this innovation-efficiency dilemma, because product innovation is the enemy of efficiency. Abernathy and Wayne (1974) suggest that to achieve a successful evolution of the learning curve, a manufacturer needs a standard product. Instead of introducing a stream of products continually, a follower of this strategy relies instead on setting the industry pace through major periodic model changes. The time between such periodic innovations is then used to attain the lowest possible cost in a relatively stable environment. IBM practiced this strategy successfully in the computer industry (Levitt, 1986: 10-14). Also, the auto industry often follows a similar strategy. DISCUSSION TC \l1 "DISCUSSION Let us summarize the major themes that have emerged from this critique. First, the cost leadership strategy is not really a low-cost strategy but a differentiation strategy based on low-price. Second, differentiationand scopeare the only two dimensions of business strategy. Third, market share leaders compete more on the basis of differentiation than low-cost. Fourth, differentiation strategy can lead to market share leadership which, in turn, can lead to low cost. Fifth, cost leadership strategy--as characterized by Porter (which we have labeled as the pure cost leadership strategy)--cannot be combined with differentiation strategy because the two are based on very different organization cultures and philosophies. Sixth, we need to modify Porters narrow view of differentiation that is grounded in uniqueness and premium price. Finally, we have proposed a new framework of competition that is based on achieving market share leadership through: (a) differentiation at moderate prices, (b) recognizing the distinction between market segmentation and differentiation, (c) the importance of positioning, and (d) the salience of outpacing strategies. Shift in Porters Thinking  TC \l2 "Shift in Porters Thinking A major criticism of Porters (1980, 1985) work is that its framework is static, and is applicable under stable conditions (Datta, 1997, 1998; DAveni, 1994: 13-14; Ghoshal & Bartlett, 1997: 275-276; Hamel & Prahalad, 1994: xiii; Mintzberg, 1990; Moran & Ghoshal, 1999). Nevertheless, Porter (1990: 578-584) has recognized the importance of innovation in creating and sustaining competitive advantage. That is why he has proposed a dynamic theory of strategic management (1991). It seems Porters own views on differentiation and cost leadership strategies have also undergone a significant change. In his book, The Competitive Advantage of Nations, Porter (1990: 49-51, 581-582) says a differentiation-based competitive strategy offers higher-order advantages because they are more sustainable. In contrast, a competitive position based on low cost provides lower-order advantages because they can be easily imitated. Bolstering the importance of differentiation a step further, Porter (1990: 578) suggests that competitive advantage grows primarily out of improvement, innovation, and change. But perhaps the most notable clue to this change in his views is this stunning statement: that "most products are differentiated" (p. 13; italics added)! As we have mentioned earlier, Porter (1985: 121) had long subscribed to the idea that even a so-called commodity can be differentiated. This process of change seems to have started much earlier. The following comments from Porter (1985: 38) further reinforce the notion that a major shift seems to have occurred in his thinking toward the superiority of differentiation over cost leadership in sustaining competitive advantage: [Customer] [v]alue, instead of cost must be used in analyzing competitive position since firms often deliberately raise their cost in order to command a premium price via differentiation (italics added). CONCLUSION We have suggested earlier, that one criticism of cost leadership strategy is that it is internally, rather than externally, or customer-oriented. However, this deficiency represents a more general problem. The word customer rarely appears in [management] journal article titles, management textbook indexes, or session titles at the Academy of Management meetings! Whereas Total Quality Management (TQM) considers customer-driven quality central to business strategy, the traditional view in strategic management regards quality as only one among several variables (Dean & Bowen, 1994: 408). No wonder "customer" represents a big gap in management theory (Datta, 1997). Suggestion for Future Research We think it is a good idea to test Porters theory that market share leadership is associated generally with aggressive pricing. 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