Select Strategic Themes to Underpin Your Strategy

1 Select Strategic Themes to Underpin Your Strategy 

Porter s framework begins with strategic themes. Strategic themes are the cornerstones of the activity system. Porter observes that the themes require clear choices regarding how to compete. This is a difficult but necessary step not to be taken lightly. Too often, companies try to be all things to all people. Failure to choose how one will compete implies there s no strategy at all. 

The choices for Acme centered on the four themes listed in the left-hand column of Table 7.1. The table shows the as-is choice implicit in the way Acme operated. These positions had evolved historically and were not the result of conscious strategy decisions along the way. The last two columns illustrate the range of options from the high to the low end. Various competitors had chosen to compete along the spectrum from high to low. Most successful competitors had made conscience choices. 

Technical leadership Provide a variety of resources — engineers, laboratories, etc. Cutting edge Copy cat 

Flexible production Inflexible scheduling. First in, first out. Excess capacity, short lead times Take a number. Get it when it s ready. Production designed to fill Boeing orders. 

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