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Time pacingProf. Dr. Martin Knahl
Le Minh, PhienTran Minh, Phuoc
Agenda
▣ What’s Time Pacing▣ Managing Transition▣ Managing Rhythms▣ Case Study - Gillette▣ Conclusion
1.What’s Time
Pacing
‘’ Moore's lawThe number of transistors incorporated in a chip will doubles approximately every two years
https://en.wikipedia.org/wiki/Moore%27s_law
Time PacingA strategy for competing in fast-changing,
unpredictable markets by scheduling change in predictable time intervals
Event Pacing
Event pacing is about creating new product when:
▣A promising technology comes out of R&D laboratory
▣Entering a new market in response to a move by a competitor
▣Marking an acquisition
In stable market, event pacing is an opportunistic and effective way to deal with change.
Time PacingMore creative and proactiveImportant psychological impact within corporation.
Time Pacing Vs. Event Pacing
Event PacingMore traditionalResponding to events, seasons, etcMore reactive and often erratic strategy.
2 critical of Time Pacing
ManagingTransitions
ManagingRhythms
2 critical of Time Pacing
2.Managing
Transitions
‘’In fast-paced markets, transitions are like changing the fan belt while the car is still moving
Time pacing: Competing in markets that won’t stand still
by Kathleen M. Eisenhardt and Shona L.Brown
What is the Transitions?
Involves executing and integrating changes into the company.Common transitions:
▣A shift from one product-development project to the next
▣Advertising campaign▣Season of merchandise to the next▣Entering or leaving markets▣Absorbing new acquisitions▣Launching new alliances▣Bringing volume production on-line
Managing Transitions
▣Particularly important in fast-changing markets
▣Often ignored▣The best transitions help managers to learn,
reflect, change direction, and accomplish other goals
▣Transition processes vary from company to company
3.Managing Rhythms
What is the Rhythm?
▣Rhythm helps people plan ahead and synchronize their activities
▣Without rhythm, manager tend to be reactive and to see unwelcome changes
‘’For most companies, getting in step with the market means moving faster. But for some, finding the right rhythm means slowing down.
Time pacing: Competing in markets that won’t stand still
by Kathleen M. Eisenhardt and Shona L.Brown
What is the Right Rhythm?
▣Time pacing should be aligned withs important rhythms of the marketplace
There are natural rhythms that can set tempo for the time pacing
Source of Rhythm
Customer
Supplier
Complementer
Source of
Rhythm
General management has its rhythms
▣The planning and review process altered to one more tailored to the rate of change in specific market
▣Exploit changes by having executives from other businesses within company attend the reviews and influence strategies
Review cycles of some industries
Review cycles
Electronic components Business 6 months
Home appliances business 1-3 years
Heavy industrial Industries 18 months
Computing & Networking industries Weekly/Daily basics
Time pacing: Competing in markets that won’t stand still by Kathleen M. Eisenhardt and Shona L.Brown
Choose a manageable pace
▣As fast as the company internal capacities
▣Time pacing requires not just setting rhythms but executing it
Case study
Case Study
Gillette’s Product pipeline
Volume production Product Prototype Next Product Prototype
4 years
ExcelSensor
3 years
20 new products/year
40% of salesfrom new products
25% of cycle timeslashed down
Conclusion
Time pacing opens strategic options. We can exploit it to:
▣Gaining ground
▣Set competitive pace
▣And keeping up
Reference
▣ Time pacing: Competing in markets that won’t stand still by Kathleen M. Eisenhardt and Shona L.Brown
▣ http://gillette.com/en-us
▣ https://en.wikipedia.org/wiki/Moore%27s_law
Thanks!Any questions?