Overview
The article is well structured and written clearly, though its purposefulness and relevance is limited today as it is more than 25 years the article been written. GTE and NEC were the leading players in the technology then. Things have changed now with new players entering and ruling the market. The few of the renowned players discussed in the article are still in competition and doing well around the globe includes Cannon, Panasonic, Honda, and Phillips. Etc.
Despite being well organized every reader will have some problems in following the rhythm of the article. The authors seemed to use a more intuitive approach because they didn’t give any definite guidelines for their bigger concepts. They gave lots of examples of what different businesses were doing, but didn’t go into greater detail than that. The appreciable part of the article is that the article have not lost its track and has revolved around the basics of core competencies.
Though published some 20 years back, authors C.K. Prahalad and Gary Hamel still have an article that is applicable today. It is focused on the content of strategy and what many different companies include in their own private strategies. Having such concrete examples and thoughts makes this article a very conceptual piece of writing. They gave examples using GTE, NEC, Canon, Honda, Xerox, Chrysler, Yamaha, Sony, Komatsu, Casio, Black & Decker, Thomson, JVC, Mitsubishi, Hyundai, GM, Toyota, Motorola, Matsushita, Philips, Goldstar, Sam Sung, Kia, Daewoo, and Ford. The article talks a little about the new idea at the time of ‘going global.’ This of course was a big deal at the time and it was something that all business had to make amends for in their own strategies. This almost forces the authors to use an implicit definition for strategy, because it is bound to be different for every single company. To portray the ‘essence of strategy,’ the others give a vivid picture of a tree. They use this for the idea of a diversified corporation, but it is a model that should be at the core every corporation; including everything from the trunk being the major core products to the leaves being the end product.
Contents Summary
The article starts with the inability of GTE to find out its core competency and use it for the sustainable growth of the company, as a result in a matter of a decade NEC went ahead of GTE despite being far behind in terms of sales. So what was the factor behind this? In today’s world, the critical task of management is to create an organization that is capable of giving those products to the customer which they need but have not even imagined. In Short run core competencies are derived from price or performance of the current product, but in long run it derives from an ability to build at lower cost more speedily than competitors. And competency do not get diminished with more use like physical assets rather it fades if not use.
The concept of competencies of an organization is well illustrated through tree structure where entire organization regarded as a tree. Trunk and major limbs are core products, smaller branches are business units, leaves flowers and fruits are end products, the root system that provides the nourishment, sustenance and sustainability are the core competencies. The article deals with the importance of the core competencies and challenges the corporation to survive in absence of core competencies.
This article offers a new model of strategic thinking by basing the core of the resulting plans in certain competencies or in other words competitive advantage that companies possess in order to put themselves in a position to defend themselves against competitive forces and create end products that the consumer will be willing to purchase.
This article raises important questions and brings to light the fact that every corporation has a core competency, on which it must at least partially base its strategy. The quote that best captures the author’s ideas states, “Does the new market opportunity add to the overall goal of becoming the best player in the world.” This quote is key because it deals with the idea of a corporation going global, but it’s also just a good quote to consider in any decision making process.
So can the core competencies be identified? Since existence in long run for every corporation depends upon its core competence, it is more than essential for every organization to identify its core competency. Competencies provide access to potential large variety of market place. The core competence should make a significant contribution to perceived customer benefit of the end product. And finally core competence should be extremely very difficult for the competitors to imitate. The degree of difficulty is even higher when it is complex harmonization of individual technology and production skills. While we get to know how to identify the competency of the company it is equally important to know the cost of forgoing core competence as it can only be partly calculated earlier. Core competency are built through a process of continuous and enhancement that may span a decade or longer, a company that has failed to invest in core competency building will find it very difficult to enter an emerging market, unless of course, it will be content simply to serve as a distribution channel.
Understanding and inferences
People and corporation often misunderstand the concept of core competency and core products. The tangible link between core competency and end product is what is called core product. Core products are components or subassemblies that actually contribute to value of end products. It is very much important to have clear distinction between core competency, core products and end products because no players can afford to be left behind in the global competition. Well targeted core products can benefit the company beyond the calculations and imagination including cost, time and risk reduction. It can lead to the economies of scale and scope.
Not all company can identify their core competency and use it properly and gain the advantage to outrun their competitors. Time has changed so do a lot of things from then when business organization used to speak the words of leading management consultants. Having the proper resources doesn’t mean company will build the competency, it is a complete blend of several other factors. According to the authors US companies do not lack the technical resources to build competitive advantage but often the top management vision to build and administer them across all level of the organization.
Developing the strategic architecture is important to identify which core competency to build and their constituent technologies. When company is considerably diversified in terms of products and services, fragmentation of core competencies is inevitable. Core competency associated with single end product is not always enough for a large company to find in the global market. Architecture is helpful for product and market diversification. Every organization wants to be the best player in its field so they will have to analyze every organizational activity in terms of whether it exploits or add to the core competency of the company. The amount of time, money, effort invested by big players in the market in developing the core competencies is tremendous which reflects the need for developing the core competency in global market. The authors have cited an example of Cannon in the early 80s where they invited many under 30 engineers to make a team of 7 members to spend two years plotting cannon’s future direction, including its future architecture. This makes it clear that you either have a core competency that makes you sustainable in long run or fade away from the market and lose your shares to either existing player or the new comers.
Conclusion on Article
The author has ended the article on the note that core competencies are the wellspring of the new business development. And it’s not the just the work of SBUs or top level rather they must work aligning with each other to come to a focused strategy and core competency. Managers have to win manufacturing leadership in core products and capture global shares through brand building program through aimed at exploiting economies of scope. With more competitive decades in sight no players in the market can afford to stay passive if they are to protect their share in the market.
Personal Application, Evaluation and Conclusion
Achievement of core competency cannot be done in isolation, it is a collective learning. It doesn’t diminish with use like physical assets but gets better with every time use. Just like changing world and environment competencies are ever changing and are dynamic in nature. Business Organization cannot afford to take rest though they possess advanced and superior competency than that of the competitor. Because you never know when your competitor will take you over and leaves you behind fighting to go ahead ever after. Thus Research and Development plays a huge role in determination, identification and proper utilization of the competency. Corporation cannot develop competency even if they have potential if they think it’s just a bunch of business, every corporation must understand that core competency is more than just business.
The article is well framed by the author to make the reader keep in track during the course of reading but is unable to do so in reviewer point of view, despite the fact that one can take a lot of positives out of this article. Especially for new players aspiring to enter into the corporate world and those aspiring to be an entrepreneur. Because entering into a business or a corporate world is not everything but the real test begins once you get in. Keeping up the pace with latest technology and changing business environment is very challenging task. And one is bound to fall if they are myopic. A corporation should be able to see their position in long run. Can they maintain the same market share and can they remain as innovative as they are now? Will they keep their core competency changing according to the need of time? Every corporate person going through this article will have these questions in mind.
The corporate world has witnessed several examples of how brutally can it hit the corporation if they are not willing to change and keep up the pace of change in technology and events around the globe. Nokia, Kodak, Xerox are the recent very good illustration to the immediate world to explain the extent of brutality. The market share and valuation of the company pays nothing if corporation is not willing to address the current need of the market. No matter how good your product and service are, what matters is whether you are willing to update and change according to the trend and need. So, what every corporation need is core competencies not only to stand out against the competitors but also to gain a long term sustainability through regular revision.