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you how to do that. It does not offer guidance on when to keep to your current strategy versus when to change, or on what makes a good change versus a bad. Expert intuition, in contrast, offers concrete counsel on all these fronts. It seems just as flexible, but the standard for change for a new goal, a new path is much, much higher. You change when you see a chance to combine what worked in the past. To see the contrast, let s take one of Mintzberg s examples.

The sale of a safe isn t the end of the transaction. Delivery of a safe should be done as soon as possible after the sale. Slight paranoia is a natural symptom in a customer who has just purchased a safe. If it takes too long to deliver it, the customer may want to cancel the order. Only work with distributors who stock a lot of safes and who can get them to you quickly. Delivery should be done professionally and discreetly. Some safe retailers use unmarked vehicles to deliver safes. If you use an unmarked vehicle, be sure to point that out to the potential customer when you re trying to sell the safe. By taking a little time to evaluate your current marketing strategy, you ll find ways to make it better. Just remember to carefully coordinate your decisions about the four P s of marketing, and you ll improve the fifth P profits.

In Strategy Safari, Mintzberg tells a story of emergent strategy in action: Honda motorcycles in the American market. Let s see what the art of what works might add. Our story starts in the 1970s. The British government hired the Boston Consulting Group (known as BCG) to tell it why British motorcycle firms lost the American market to the Japanese in the early 1960s. BCG reported that the basic philosophy of Japanese manufacturers made all the difference. Their high volumes per model, plus capital intensive and highly automated techniques, yielded high productivity. Mintzberg notes that the BCG report was about experience curves and high market shares and carefully thought-out deliberate strategies. But is that how it really happened Mintzberg cites a 1984 article by Richard Pascale, who interviewed the Honda managers themselves.14 Pascale gives a very different view from that of BCG. The Honda managers told him that, in fact, they had no strategy other than seeing if they could sell something in the United States. Honda started in Los Angeles with big motorcycles, because that was what Americans rode. Britain too made big bikes, which sold well in the United States. But the Japanese bikes broke down. Americans drove motorcycles much faster and for much longer distances than the Japanese back home. But what about small bikes You found them all over Japan, but Honda did not try to sell them in the United States. The managers told Pascale that while small motorcycles were a smash suc-

heat exchanger deteriorate. For many modern furnaces, the projected life is between fifteen and twenty years, although some older ones have been safely operational for well over thirty years. A number of manufacturers are now providing replacement heat exchangers so that the overall life expectancy of the furnace can be extended indefinitely. Advantages Warm-air systems have an advantage over other types of heating systems in that the air in the house can be cleaned (dust particles removed by filtering) and humidified. Most systems use either inexpensive disposable filters or permanent-type filters that require periodic washing. Some systems utilize an electronic filter, which is very effective in removing dust and pollen from the air. Not all warm-air furnaces are equipped with a humidifier for adding moisture to the circulating air. If you do not see one, you should consider installing one. The humidifier may be mounted in the main return or supply duct and is usually located near the furnace. Humidifiers such as the evaporative-plate or wick type add some moisture to the circulating air. However, they are not totally effective. A more positive introduction of moisture into the airstream can be achieved with a power spray humidifier that is controlled by a humidity-sensing device. Additional advantages of a warm-air system: Adaptability to a central air-conditioning system. (See chapter 17.) The distribution ducts and the furnace blower can be used to circulate the cool air. This results in considerable cost savings when installing a central cooling system. There are no distribution pipes to freeze and burst. Consequently, if the heating system is not operational for

cess in Japan, they didn t seem to be the right match for the U.S. market, where everything was bigger and more luxurious. But the managers used the small bikes themselves around town. They were much cheaper and more convenient than the larger bikes or a car: