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Pois bem, Michael Porter na sua contribuição para o livro "Rethinking the future" escreve:
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"There is no strategy that can be stretched beyond the boundaries of a particular business. One of the great mistakes that has been made over and over again by companies is the attempt to apply a universal strategy. This thinking leads companies into a trap.
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The first trap was that companies thought they had to have the largest market share, because this was the only way to win. The idea is wrong, because there are lots of companies with small market shares that are more profitable. What is worse, if all companies are trying to get the largest market share, a destructive battle ensues which is hard for any company to win.
Another trap was the idea that all companies should reduce their cycle times, and speed up the time to market. Again, as a universal `truth', this isn't true. In some markets, it's better to take more time to get it right, rather than introduce new products with short development cycles. In other markets it's different. But if all companies reduce their cycle times, then what results is a time race that nobody can win. In fact, everybody loses, because faster time to market eventually starts to drive up costs or reduce revenue, which dissipates profit.
Another trap was the idea that all companies should reduce their cycle times, and speed up the time to market. Again, as a universal `truth', this isn't true. In some markets, it's better to take more time to get it right, rather than introduce new products with short development cycles. In other markets it's different. But if all companies reduce their cycle times, then what results is a time race that nobody can win. In fact, everybody loses, because faster time to market eventually starts to drive up costs or reduce revenue, which dissipates profit.
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So the idea that there might be a universal strategy for the twenty-first century, that could be applicable across the board, is obviously wrong. And to think otherwise is, in my opinion, a very big mistake."
So the idea that there might be a universal strategy for the twenty-first century, that could be applicable across the board, is obviously wrong. And to think otherwise is, in my opinion, a very big mistake."
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