Algo que divulgamos aqui quase desde o primeiro dia deste blogue e sumarizado num texto de 2008 com esta figura:
"Firms have effectively used low-cost or focus strategies to improve their performance. Our study demonstrates that although firms pursuing either strategy individually can benefit, pursuing these two generic strategies of low-cost and focus simultaneously actually hurts firms’ profitability. In essence, we show that when firms pursuing a low-cost strategy already possess a cost efficiency advantage over their rivals for the full customer base, firms have nothing to gain by simultaneously limiting rivalry—through focusing on a smaller customer segment—and thus giving away revenue to rivals. Our insights regarding the combination of different generic strategies caution managers to not be misled by the performance gains of either low-cost and focus strategies individually, but to realize that these two in tandem actually may harm profitability.
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In his seminal work that examined the nuances of the understudied combination of these two generic strategies—low-cost and focus—Makadok (2010) showed analytically how these mechanisms work to reduce firm profit. Consistent with prior work, we find that having either a high cost efficiency advantage (i.e. an effective low-cost strategy) or reducing rivalry through a high level of horizontal differentiation (i.e., an effective focus strategy) is more likely to increase a firm’s profit. In addition, our empirical analysis shows that combining these two strategies has a negative relationship with firm profit, supporting Makadok’s (2010) analytic models. These findings emphasize the importance of looking beyond the most often discussed combination of firms pursuing simultaneously a low-cost (Generic Strategy 1) and a differentiation strategy (Generic Strategy 2), and that it is also ill-advised to simultaneously pursue a low-cost (Generic Strategy 1) and a focus strategy (Generic Strategy 3).
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In conclusion, our empirical study strengthens the Strategy outlook that firms do best when pursuing one generic strategy. Indeed, our study complements the existing insight regarding the negative outcomes of pursuing both a low-cost strategy (Generic Strategy 1) and a differentiation strategy (Generic Strategy 2) by explicating the logical arguments and providing empirical support for the negative outcome of pursuing both a low-cost strategy (Generic Strategy 1) and a focus strategy (Generic Strategy 3)."
Trechos retirados de "Competing Both Ways: How Combining Porter’s Low-Cost and Focus Strategies Hurts Firm Performance"
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