PerspectivesonStrategicManagementAComparativeStudyofFiveSchoolsofThought

MACAUSTUDIESINMANAGEMENTSERIESEditedbyNelsonJosedosSantosAntonioThisseries,publishedbytheMacauFoundationinassociationwiththeFacultyofBusinessAdministrationattheUniversityofMacau,willmakeavailablebothoriginalresearchandtextbooksonawiderangeofmanagementsubjectswithspecialemphasisonChina,thenearbyAsianregion,andEurope.QualityManagement:100QuestionsandAnswersQualityResearchGroupQuality:TheoryandPracticeNelsonJosedosSantosAntonioConsumerValuesandMarketSegmentationinChinaIssuesandImperativesforMarketingManagers-anExploratoryStudyLeonardoAnthonyNajarroDiokoTheDynamicImpactofCultureonOrganizationsEditedbyTadashiUmezawa,SiewHua/Kong,andCarlosNoronhaQualityManagementandChineseCompaniesinMacauAntonioTeixeiraMacau1960s-1990s:TechnologyUpgradinginaToyManufacturerADynamicandInteractiveSystemofStrategicManagementJorgeR.S.BasloDirectTaxationinMacauCarlosNoronhaReformofLarge-or-MediumScaleStateEnterprisesKeyTransitionfromCentralPlanningtoSocialistMarketEconomyXueliWangTheMarketSystemIntermediateMicroeconomicsRobertHaneyScot/CultureandManagementObservationsinAsia,Europe,andAfricaEditedbyHideolnoharaandCarlosNoronhaTheImpactofTechnologyonOrganizationsTheCaseofaGovernmentDevelopmentLamUTongCulturalDiversityandManagementTheCaseofWorkMotivationPedroCorreiaMultinationalsinHongKongThomasPresentinPerspectivesonStrategicManagementAComparativeStudyofFiveSchoolsofThoughtAlvaroAugustoRosaF

PERSPECTIVESONSTRATEGICMANAGEMENT:acomparativestudyoffiveschoolsofthoughtAlvaroAugustodaRosaMacauFoundation

Firstpublished1999byMacauFoundationP.O.Box3052,MacauTel:(853)966777Fax:(853)968658©1999MacauFoundationandthe·author.PrintedandboundinMacaubyTipografiaWelfareLda.DistributedbyCulturalPlazaMacauLtd.Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmitted,inanyformorbyanymeans,electronic,mechanical,photocopying,recordingorotherwise,withoutthepriorwrittenpermissionofthepublisher.Price:MOP$60ISBN972-658-112-5~T[111l/.

coNTENTsTheconceptofstrategy.......•••...1-23Designschool.................25-38Theplanningschool..............39-56Thepositioningschool..............57-78TheResource-BasedSchool.............79-99TheLearningSchool.......101-121AComparativeAnalysis.......123-144FutureDevelopmentofthetheoryofstrategicmanagement:Amotivetothinkabout.......145-155Bibliography.....................................................................................157-170

TomykidsFrancisca,Joana,JoaoandGuilhermeandmywifeIsabel

Ackno,vledgementThisbookhasbeenconceivedlon~ago.However,itneededalotofresearchworkinordertobecompleted.MayIsayIcouldonlymakeittocometolightwiththestrongencouragementfromtheEditorofthisMacauStudiesinManagementSeries,prof.NelsonAntonio,whomIamdulyindebted.Mygratefulthanks.MyextendedthankstoMs.SilviaIeongwhohelpedmetorevisemyEnglishandtoMr.IeongChiKin,theonewhospentlongnightstoeditthetext.ThankstoMacauFoundation,thesponsorofthispublication.AlvaroRosa

PREFACEWhenevermystudentsaskmeabouttheconceptofstrategy,Iusetosayitisanissuesoancientasmishandled.Militaryofficials,politicians,economists,managers,engineers,professorsandmanyotherprofessionals,muchmorethatIcouldmention,haveusedandabusedintheirspeechesandreportsthewordstrategysothateveryoneofusthinkthatweknowwhatisstrategy.Indeed,veryfewreallyunderstanditsrealsense.Thisbook(whoseattentivereadingIdorecommend)showsushowtheconceptofstrategyhasfirstemergedinthewarringarenaandonlyfromthedecadeofthe60s,peoplestartedtorealizethatthewaramongcountrieswouldbeessentiallyintherealmoftheeconomy.Sincethen,economistsandmanagersbegantograspuptheconceptandde-velopit.Thenumberofbooksandarticlesonstrategyhasgrownupexponentially,aligningdifferentauthorsintodifferentschoolsofthoughts.Groupingthemintoschoolsofthoughtsis,infact,notaneasyjob,onceeveryonetendstoclaimhimselfasunique.Wecancomparetheextantliterature(whenthisbookwaswritten)asaforestandthismanualasaguidingmapthatorientusinthemulti-tudeoftrails,wheremanyofthemleadustonowhere.Aswithallguidebooks,managersneedtodistinguish(intheforestofliteratureonstrategicmanagement)themaintrailsfromthesecondaryonesandareadingofthisbookcouldhelpustosimplifythetask.NelsondosSantosAntonioMacau,May1999