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Role of strategy in value capture from foresight exercises: firms' responsiveness to long term trends in the passenger car industry

机译：战略在远见卓识中获取价值的作用：公司对乘用车行业长期趋势的响应

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Purpose - This paper aims to address the broad question of how organizations capture value from foresight exercises. Through a comparative case analysis, this paper looks at what firms do to make the information usable and create value. It explores factors that cause different firms to respond differently to the same trends. It analyzes the passenger car segment of the automobile industry and the response of six major firms to fossil fuel and changing environmental regulations through an analysis of their policies and strategic activities, such as new product development. It finds foresight to be an important link between firm capabilities and environmental changes. Design/methodology/approach - This paper adopts the case approach to capture the linkage between the issue and the context (Yin, 1994) and uses multiple cases to explore the variables by comparing and contrasting the cases on key aspects (Eisenhardt and Graebner, 2007). As the paper's objective is to understand the similarities and differences between dominant firms in the sector, it chooses through theoretical sampling, six firms that have a presence in all the major regions of the world - two each from the USA, Europe and Japan - Ford, General Motors, Volkswagen, Renault, Toyota and Honda. This sample represents the firms and regions traditionally strong in the passenger car industry. Findings - Thus, it is seen that the relationship that was posited in the conceptual model between the goal of the firms, the vision of the future and the nature of products and approach to technology/ competence development seems to be valid. However, in addition, the paper perceives that some additional linkages that link between foresight and the goals and vision of the future seem to be influenced by the extent of uncertainty. In addition, the decisions regarding portfolio of products and approaches to technology and competence development seem to be also influenced by the perception of existing competencies and the external competitive context. Research limitations/implications - This paper was based on multiple cases created out of secondary information, hence the constructs used are those which are perceived and stated. Practical implications - The paper could help firms understand decisions related to technology choices in field involving high levels of uncertainty and competition. Social implications - This paper could improve learning processes from foresight exercises, and enable strategic decisions to be taken on these. Originality/value - Thus, this paper has explored the linkages between what firms perceive and state, and what is reflected in their actions. It has looked at this linkage from the perspective of foresight, and the strategic perspective of the firm. It has come up with additional issues and questions that influence this relationship. These can inform future research in this domain.
机译：目的-本文旨在解决组织如何从远见卓识中获取价值这一广泛问题。通过比较案例分析，本文研究了企业为使信息可用并创造价值所做的工作。它探讨了导致不同公司对同一趋势做出不同反应的因素。通过分析其政策和战略活动（例如新产品开发），分析了汽车行业的乘用车细分市场以及六家主要公司对化石燃料和不断变化的环境法规的反应。它发现远见是企业能力与环境变化之间的重要联系。设计/方法论/方法-本文采用案例方法来捕获问题与上下文之间的联系（Yin，1994年），并通过比较和对比关键方面的案例，使用多个案例来探讨变量（Eisenhardt和Graebner，2007年） ）。由于本文的目的是了解该行业中优势企业之间的异同，因此，本文通过理论抽样选择了六家在世界所有主要地区都有业务的公司-两家分别来自美国，欧洲和日本-福特，通用汽车，大众，雷诺，丰田和本田。该样本代表了乘用车行业传统上实力雄厚的公司和地区。调查结果-因此，可以看出，在概念模型中，企业的目标，未来的愿景与产品的性质以及技术/能力发展方法之间的关系似乎是正确的。然而，此外，本文认为，在预见力与未来目标和愿景之间存在的其他联系似乎受到不确定性程度的影响。另外，关于产品组合以及技术和能力发展方法的决策似乎也受现有能力的感知和外部竞争环境的影响。研究的局限性/意义-本文基于从辅助信息中产生的多个案例，因此所使用的结构是可以感知和陈述的结构。实际意义-本文可以帮助公司了解与高度不确定性和竞争相关的现场技术选择相关的决策。社会影响-本文可以改善远见锻炼的学习过程，并可以针对这些问题做出战略决策。原创性/价值-因此，本文探讨了企业感知与状态之间，以及企业行为所反映的之间的联系。它从远见和公司的战略角度研究了这种联系。它提出了影响这一关系的其他问题。这些可以为该领域的未来研究提供参考。

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