Images(From Strategy Safari by Henry Mintzberg, Bruce Ahlstrand, Joseph Lampel, and republished with permission of Richard Rumelt).

A story by Richard Rumelt.

In 1977 my MBA final exam on the Honda Motorcycle case asked "Should Honda enter the global automobile business?"  It was designed as a "giveaway" question.  Anyone who said "yes" flunked.

  • Markets were saturated.
  • Efficient competitors existed in Japan, the U.S., and Europe.
  • Honda had little to no experience in automobiles.
  • Honda had no auto distribution system.

In 1985, my wife drove a Honda.

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