team j judo strategy[1]
TRANSCRIPT
• The term first used (in business context) by David B. Yoffie and Michael A. Cusumano• Strategy for smaller players to take-on heavyweights• Example: Netscape v/s Microsoft, Palm OS v/s Microsoft• But, those companies didn’t do well..!• So, was it just a metaphor..?• Is it a full-fledged strategy?
Background
Netscape: - (Violated Judo Rules)•Refusal to cooperate with Microsoft and AOL: Remember leveraging rival’s resources?•Refusal to offer it free-of-charge (Microsoft did it!)
Palm: - (Mastered Judo Rules)•Avoided head to head battles with Microsoft•But was there any competitive advantage?
Failures of Netscape and Palm
"an ambitious and compelling ... dream that energizes ... that provides the emotional and intellectual energy for the journey ... to the future.”
Strategic Intent
ConceptStrategic Intent Judo Strategy
Ambitions Stretch targets Stay under radar
Competitive Advantages
Build Ignore
Sustainability Stable over time Short Span
Resources Misfit High degree of fit
Analogy Video Picture
Strategic Intent = Competitive Advantage + Competitive Innovation
Strategic IntentGary Hamel; C.K. Pralahad. Harvard Business Review, 1989
Competitive Advantage Competitive Innovation
Case Study- ebay
•The business mission was to create online market place
•Earned $3.3 billion in the 10th year of operations-Microsoft, Dell and Cisco Systems could not do it! (currently, it’s $7.7 billion!)
Yahoo! Amazon.com ebay
Market Cap. $37.1 billion $30.27 billion $41.66 billion
Revenues $6.9 billion $14.8 $7.6 billon
P/E ratio 59.15 64.66 123.99
ebay: Judo Strategy
•Ebay used Judo techniques throughout the journey: - •Select Niche (online auction); don’t take bigger competitors head-on (e-mail): (Movement) •Alliance with AOL: Grip the bigger competitor (Balance)•Use opponent's strength against it: capture auction market share on AOL network! (Leverage)•Avoid tit-for-tat: No response to “free access” strategy by Yahoo!, Amazon.com
ebay: Strategic Intent
•Establish Sense of urgency: - •Leverage networks; move towards striking ambitious deals (AOL)
•Competitive Focus: •Establish SWAT teams; weekly reporting
•Launch Initiatives: -•Buy PayPal (adding to business proposition)
•Establishing clear milestones: - •Objectives in terms of users, creation of communities