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Independent Journal of Management & Production 2017, 8 2

Autor: Leandro A. Viltard

Fuente: http://www.redalyc.org/articulo.oa?id=449551140013


Introducción



Independent Journal of Management & Production E-ISSN: 2236-269X ijmp@ijmp.jor.br Instituto Federal de Educação, Ciência e Tecnologia de São Paulo Brasil Viltard, Leandro A. STRATEGIC MISTAKES (AVOIDABLE): THE TOPICALITY OF MICHEL PORTER’S GENERIC STRATEGIES Independent Journal of Management & Production, vol.
8, núm.
2, abril-junio, 2017, pp. 474-497 Instituto Federal de Educação, Ciência e Tecnologia de São Paulo Avaré, Brasil Available in: http:--www.redalyc.org-articulo.oa?id=449551140013 How to cite Complete issue More information about this article Journals homepage in redalyc.org Scientific Information System Network of Scientific Journals from Latin America, the Caribbean, Spain and Portugal Non-profit academic project, developed under the open access initiative INDEPENDENT JOURNAL OF MANAGEMENT & PRODUCTION (IJM&P) http:--www.ijmp.jor.br v.
8, n.
2, April - June 2017 ISSN: 2236-269X DOI: 10.14807-ijmp.v8i2.580 STRATEGIC MISTAKES (AVOIDABLE): THE TOPICALITY OF MICHEL PORTER’S GENERIC STRATEGIES Leandro A.
Viltard Pontificia Universidad Católica Argentina, Universidad de Palermo, Buenos Aires, Universidad Argentina de la Empresa (UADE), Buenos Aires, Universidad de San Isidro, Argentina. Universidad del Pacífico, Ecuador E-mail: lviltard@yahoo.com.ar Submission: 29-11-2016 Revision: 09-12-2016 Accept: 19-12-2016 ABSTRACT This article explores the topicality of Porter’s generic strategies, assessing about their applicability on two specific automotive industry projects: The Smart and the New Beetle. After performing a documentation analysis on these two projects, it was concluded that both of them may be considered avoidable strategic mistakes as they show the risks of higher differentiation that is not being paid by the customer, no matter how if it is about recognized brands or icon products.
Hazards and risks, like big losses and negative margins, are applicable to every firm. This is a qualitative investigation with a not experimen...





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