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- Everything is important: but some things are more important than othersPublication . Sá, Jorge A. Vasconcellos eDid you ever wonder why Nestle is so concerned with its image? And why IBM focuses . so much on service (installation, client coaching and after-sales)?-Or why Scandinavian Airlines System puts such a strong emphasis on the punctuality of its flights? In fact, each of these firms focuses on the key success factors (KSF) of their environments that is, they focus on those tasks which must be performed particularly well for an organization to outperform its competition. In the baby food business, a good image is critical for success since it decreases the risk perceived by mothers when buying the product for their children. In the computer business, the client's information processing depends more on service (installation, teaching, repairs) than on things such as hardware and distribution. Scandinavian Airlines which concentrates on the executive segment, has found that punctuality is one of the critical factors for success in such a market segment. It so happens that all these organizations, distinguish between what is more and less important in their competitive settings and focus on the former. Paraphrasing George Orwell they discovered that in the market everything is important but some things are more important than others. In spite of its importance, the empirical evidence of the key success factors has been, up to the present, based upon case-studies and anedoctes. No large survey .has ever been conducted.
- How to complete and comunicate in nature industrial productsPublication . Sá, Jorge A. Vasconcellos eThis article addresses the subject of how manufacturers of mature industrial products conpete among themselves and how they communicate with customers. Data collected.in this research lends credibility to the hypothesis that within mature industrial products there are profound differences regarding how firms compete (based on cost, quality or delivery) and which variables firms use to promote their products (advertising, sales forceI etc). The survey data suggests that it is possible to predict which type of competition and promotion will dominate, based on two contextual characteristics faced by the firms: The risk of product malfunction and the risk of product availability. The study concludes by advancing suggestions for future research and by suggesting some implications for managers. The implications respect which areas of the firms should managers FOCUS on. That is, which areas of firms should receive most of managers attention, ' firms budget and people.
- A pratical way to evaluate synergyPublication . Sá, Jorge A. Vasconcellos eThere has been recently a renewed interest in the. concept of synergy due to increasing levels of economic, competitive complexity which are forcing synergy due to increasing levels of economic, technological organizations to achieve greater benefits from strategic planning to achieve greater benefits from strategic planning. There is however the need for a technique which will enable managers to evaluate on a case by case basis, the potential synergy of a new market entry. To present such a technique is the purpose of the paper.
- How to implement a strategy (a practical guide for the little Rabitt)Publication . Sá, Jorge A. Vasconcellos eSeveral articles have recently reported a growing disenchantement with strategic planing. More and more corporations that planing has failed to provide its expected benefits. This disenchantment with strategic can be attributed primarily to the problems corporations face when it comes to implementation. This article proposes a step by step procedure to the implementation of strategy.
- The importance of key success factors for the marketing of nature industrial productsPublication . Sá, Jorge A. Vasconcellos eEverything is important: but some things are more important than others This paper reports the implications of interest to industrial marketing managers of and empirical research project concerning the key success factors of mature industrial products. Four main conclusions can be drawn from the survey data: 1) There are critical success variables is the mature industrial context; 2) The critical success variables change from industrial product to product; 3) Homogeneity is grater in unit technology than in products using mass or process technology; and 4) The importance of the several competition modes (quality, cost, delivery) change within the mature industrial context. The paper concludes by extracting implications useful for industrial marketing managers .
- A model of the sources of benefits in strategyPublication . Sá, Jorge A. Vasconcellos eThis paper presents a model which interprets organizacional behavior in terms of five-sources of strategic benefits: environment; attractiveness (profits, sales, growth); size; time; diversity; and relevant strengths. These five sources of strategic benefit are used by organizations in order to pursue both effectiveness and efficiency. The utility of the model presented in this article lies in its capacity to interpret organizational phenomeno such as mergers, joint ventures and licensing and in its ability to put different types of organizational behavior into perspective, including specialization, opportunity, innovation and synergy. Based on the model it is also possible to see where some major opportunIties for tuture research lie.
- Macromarketing and Portugal : problems and prospectPublication . Adler, Roy D.; Sá, Jorge A. Vasconcellos eOver the past several months, a marketing revolution has begun in Portugal. This revolution will continue at least until 1992, at which time the European Economic Community will truly become a "Common Market", with the free passage across borders of goods, services, ideas, people, and capital. Portugal, the small country on the far Western edge of Europe has, after years of socialism, one of the lowest per capita income in a all of the EEC. As a result, it is in a most vulnerable position regarding the enormous changes that will occur in 1992. It has staked its economic survival past 1992 on free enterprise. The inescapable conclusion is that marketing is the lifeboat upon which the economic survival of the country depends. It is difficult to imagine a more consequential test of the power of macromarketing, and this particular case is clearly worthy of serious study.
- How to suceed in industrial marketing managementPublication . Sá, Jorge A. Vasconcellos eThe study focused on mature industrial products because it was hoped that by limiting the study’s domain to a specific type of product, it would be possible to asses whether different requirements for success could be identified, even within apparently similar product, contexts. Second,mature industrial products are of great importance both in terms of' their relative numbers and in terms of their contribution and value in the American Economy (Thorelly and Burnett. [25].
- Teorias do comércio internacional e padrão de especialização da indústria transformadora portuguesa : 1973 - 82Publication . Roque, Fátima M.; Barros, Pedro Pita; Fontoura, Maria PaulaEste artigo consiste numa análise do padrão de vantagens comparativas da indústria transformadora portuguesa, entre 1973-82 (1). Este objectivo é prosseguido com base numa compilação dos principais aspectos metodológicos e modelos utilizados por Anthony Courakis e Fátima Moura Roque em estudos anteriores sobre o padrão de especialização da indústria transformadora portuguesa, realizados para o período 1972-79. Na secção 1 são sumariamente referidas as principais teorias do comércio internacional do lado da oferta. Essas teorias teorias são testadas ao lango da secção 2 modelo Heckscher-Ohlin-Samuelson na secção 2.1; teorias neofactoriais na secção 2.2; teorias neo-tecnológicas na secção 2.3. Na secção 2.2 propõe-se um melhoramento da especificação tradicional das teorias neo-factoriais. Na secção 2.3 conclui-se que nenhuma das principais teorias que explicam a influência da tecnologia na formação do padrão de vantagens comparativas se revela satisfatória para a explicação do padrão de comércio de um país semi-desenvolvido. Courakis e Moura Roque (1986) procederam, consequentemente, a novos desenvolvimentos teóricos, apresentados e testados ao longo da secção 2.4. Na secção 3 articulam-se os resultados obtidos com o conhecimento “a priori” da economia portuguesa, e enuncim-se as principais conclusões
- A banca portuguesa e o planeamento estratégicoPublication . Ferreira, João da SilvaA produção e distribuição de alguns serviços bancários, designadamente o serviço de depósitos, vão ser profundamente alterados com a generalização e novos desenvolvimentos da tecnologia das telecomunicações e dos computadores e, sobretudo, devido ao agravamento dos custos de captação dos depósitos à ordem, em virtude do desenvolvimento de novos instrumentos financeiros, que sendo sucedâneos próximos proporcionam uma rentabilidade mais elevada, como por exemplo, os fundos de gestão de caixa. Isso, poderá exigir uma restruturação muito profunda da rede de balcões. A nova tecnologia poderá ter um efeito muito mais profundo sobre a actividade bancária do que a simples readaptação e redefinição da produção e distribuição de serviços tradicionais. Certamente, passará a constituir mais um novo instrumento na panóplia da concorrência, podendo constituir um factor de diferenciação e fonte de duráveis vantagens ou desvantagens concorrenciais. Mas, sobretudo, poderá constituir a base em que assenta uma nova maneira de estar na actividade bancária, a qual tradicionalmente dependia principalmente do capital e da perícia na concessão de crédito ("credit skill"), e que agora repousará na perícia de desenvolvimento e utilização de sistemas de tratamento gestão e distribuição de informação. Não é por acaso, que a American Express e a Reuter estão a afirmar-se como dois temíveis concorrentes na área dos serviços financeiros. O aumento da concorrência. resultante da desregulamentação e do Mercado Único, vai obrigar as empresas bancárias a terem de passar de uma cultura de produção para uma cultura de comercialização, em como ao desennvolvimento das suas capacidades de R&D. São bem conhecidas as consequências disruptivas que tais transformações tiveram nas empresas industriais, não sendo de esperar que as coisas se passem de modo muito diferente na banca. Outros reajustamentos internos serão necessários, pois o aumento da concorrência irá eliminar a possibilidade de subsídios inter-serviços, o que juntamente com a redução das margens de juro, vai exigir uma politica de preços baseada nos custos dos serviços, que neste momento os bancos ainda não conhecem.