Chapter 6 Corporate-Level Strategy Diane M. Sullivan, Ph.D. 2010 Sections modified from Hitt, Ireland, and Hoskisson, Copyright © 2008 Cengage Sections modified from Gentner (2009)
Chapter 6
Corporate-Level Strategy
Diane M. Sullivan, Ph.D. 2010
Sections modified from Hitt, Ireland, and Hoskisson, Copyright © 2008 CengageSections modified from Gentner (2009)
The Strategic Management Process
Insert figure 1.1 graphic Previously, we have
examined firms competing in a single industry or product market. After solidifying a position in a single industry or product market, firms will often want to diversify into multiple businesses.
Corporate-level Strategy: Definitions Business-level strategy (Chapter 4)
Deals with how the business should compete (e.g., cost leadership, differentiation, focus, integrated strategies)
Corporate-level strategy (Chapter 6) Definition: Specific actions a firm takes to gain an
advantage by selecting and managing a group of different businesses
Primary form of corporate-level strategy is product diversification Diversification involves using expertise and knowledge gained in one business to
diversify into a business where it can be used in a related way
2 main concerns with corporate-level strategy:
1) What businesses the firm should be in
2) How the firm should manage the different business units
Corporate-level Strategy: Examples
Ex. 1: Proctor & Gamble’s Diversification Strategy Pre-2005: Product mix focused on women and baby care 2005: Acquired Gillette, which focused on consumer health care
products geared toward men Synergy created by combining Gillette’s toothbrush (Oral-B) and
P&G’s toothpaste (Crest) businesses to create Pro-Health oral care product line
Good for retailers (shelf space) Strategy had potential but was more difficult to create operational
relatedness between the products Comingle employees requiring actual physical re-location/talent exit
Different ways to make business decisions
Conflicting organizational cultures
In 2007, Pro-Health overtook Colgate in market share
Ex. 2: Disney
3 Levels of Diversification1. Low level of diversification
Single-business strategy
Dominant-business strategy
2. Moderate-to-high levels of diversification Related constrained diversification strategy
Related linked diversification strategy
3. Very high levels of diversification Unrelated diversification
Level of Diversification
Diversification and Firm PerformanceP
erfo
rman
ce
DominantBusiness
UnrelatedBusiness
RelatedConstrained
Low-level Diversification Single-business strategy
Firm generates 95% or more of its sales revenue from its core business area
Example (pre-2008): Wm. Wrigley Jr. Company—the world’s largest producer of chewing and bubble gums
Post-2008 Acquired by Mars Inc.
Dominant-business strategy Firm generates 70-95% of total sales revenue within a single
business area
Example: UPS generated 74% of revenue from U.S. package delivery business; 17% from international package business; 9% from non-package business
A
B
A
Moderate-to-High Diversification Related constrained diversification strategy
< 70% of revenue comes from the dominant business
There are direct links between the firm's businesses (e.g., share products, technology; marketing; and distribution linkages)
Example: Campbell’s
A
B C
Moderate-to-High Diversification Related linked diversification strategy
< 70% of revenue comes from the dominant business
Mix between related and unrelated diversification Linked firms share fewer resources and assets among their businesses
Interested in constantly adjusting the mix in their portfolio of businesses and how to manage the businesses
Example: Rachel Ray
A
B C
D
Moderate-to-High Diversification Related linked diversification strategy example 2 A
B CMars, Inc.
49%
7%
42%
2%Petcare
Food
Snack Food
Drinks
Very High Diversification Unrelated diversification strategy
Less than 70% of revenue comes from dominant business
No relationships between businesses
Often called conglomerates Example: Jarden Corporation
A
B C
Level of Diversification
Diversification and Firm PerformanceP
erfo
rman
ce
DominantBusiness
UnrelatedBusiness
RelatedConstrained
3 Reasons Firms Diversify
1. Value-creating reasons Economies of scope Market power
Vertical Integration Financial economies
2. Value-neutral reasons Antitrust regulation Tax laws Low performance Uncertain future cash flows Risk reduction for firm Tangible resources Intangible resources
3. Value-reducing reasons Diversifying managerial
employment risk Increasing managerial
compensation
Value-Creating Reasons to Diversify
Based a desire to develop resources that will enhance strategic competitiveness
Ok, but how? Two main ways diversification strategies can create value
1. Operational relatedness: sharing activities between businesses Ex: P&G’s paper towel business and baby diaper business both use
paper products as inputs; the firm’s paper production plant produces inputs for both businesses
2. Corporate relatedness: transferring core competencies into business Ex: Honda’s competence in engine design and manufacturing to
motorcycles, lawnmowers, cars and trucks
Often achieved via transferring or hiring personnel with competencies
Operational & Corporate Relatedness Value The value these create are referred to as
Economies of Scope (for related constrained and related-linked strategies)
Cost savings created by sharing its resources/capabilities or transferring core competencies of one businesses to another of its businesses
Market Power (for related constrained and related-linked strategies)
Exists when a firm sells its products above competitive levels and/or reduces the cost of its Value Chain activities below competitive levels
Influenced by a firm’s level of vertical integration
Financial Economies (for unrelated diversification)
Cost savings realized via improved allocations of financial resources based on investments inside or outside the firm—2 main types
1. Efficient internal capital allocations can reduce risk of the firm’s portfolio
2. Restructuring of acquired assets
Value-creating Strategies of DiversificationOperational and Corporate Relatedness
Sharing Activities:OperationalRelatedness
BetweenBusiness
Corporate Relatedness: Transferring Skills Into Business Through Corporate Headquarters
Low High
High
Low
Related Linked Diversification
(Economies of Scope & Market Power)
UnrelatedDiversification
(Financial Economies)
Both Operational and Corporate Relatedness
(Rare Capability; Can sometimes Create
Diseconomies of Scope)
Related Constrained Diversification
(Economies of Scope &Market Power)
External value-neutral reasons Antitrust Regulation and Tax Laws
Deregulation
Changing tax laws
Internal value-neutral reasons Low Performance
Uncertain Future Cash Flows
Firm Risk Reduction
Resources and Diversification Excess tangible resources like plant and equipment, sales force, etc.
Value-Neutral Reasons to Diversify
Value-Reducing Reasons to Diversify
Managerial Motives Diversifying managerial employment risk
If one business fails, the whole firm will stay intact
Increasing managerial compensation Larger firms are more complex
Generally mean larger compensation packages