Operations strategy framework update

Abstract

Based on qualitative research in market leading companies, it is proposed to update the classic Operations Strategy model by Horte, Lindberg, Tunalv (1987). Data were obtained through bibliographic research, semi-structured interviews, document consultation and systematic observations. The results point to include: (a) “Corporate Objectives”: In addition to growth and profitability, add Sustainability; (b) “Competitive Analysis”: In addition to market niches and competitor trends, add business model, legislation, position in the supply chain and stackholder trends; (c) “Competitive Strategy”: In addition to Leadership in Cost, Differentiation and Focus, add Creating Shared Value, Sustainability (Triple Botton Line, Environmental, Social and Governance and Sustainable Development Goals of the United Nations) and also the generic strategies by Hayes et al (2005) Low Cost and High Volume, Product Innovation and Unique Features and Customized Service in Select Niches; (d) “Manufacturing Objectives”, now called “Competitive Operations Priorities”: In addition to Cost, Flexibility, Quality and Delivery, add Environmental Factor, Innovation and Service; (e) “Decision Areas” of "Infrastructure": Maintains Quality and Organization, includes New Product Development, Environmental Management and Supply Chain Management, and changes the mention PICS for PCP and WorkForce for People / HR Management.