503). In particular these companies have set the pace with a 'follow-the-leader' type of pattern where most automobiles are crafted to follow similar size classes among other features (Hanssens & Johansson, 1991: p
717). Further, the researchers conclude that most automobile experts would agree that Honda is a firm "that focuses on a product differentiation strategy, as opposed to a low-cost strategy; to the greatest extend among the seven Japanese assemblers" (Kajihara & Takagi, 1994; Dyer, Madhok & Nobeoka, 2002: p
Honda has traditionally been characterized as an independent thinking risk taking corporation with a will and mind of its own; it often fails to follow the patterns established by other automakers, as is evidenced by its operations in Europe (Shameen & Mustuko, 2001; Dardis & Soberon-Ferrer, 1994; Taylor, 2002). Need for More Descriptive and Exploratory Studies Researchers in the past have focused their attentions heavily on product design, manufacturing processes and Japanese strategic management (Lincoln, 1992; Dardis & Soberon-Ferrer, 1994; Hanssens & Johansson, 1991; Chapman et
Recent moves to expand into Europe however, have been considered bad, even labeled as failure. Though a reputable company, the Japanese automaker which established corporate headquarters for European affairs in the UK has been slow to adopt consumer preferences in Europe, including a desire for more diesel models (Shameen & Mustuko, 2001)
37). Why study Honda? In a recent article in Fortune magazine, Honda was described as holding on fiercely to the 'do it alone" strategy, a strategy which has worked for the organization since 1948 (Taylor, 2002, n
Survey methodology will enable the researcher to examine the opinions of a broad selection of people. Uniform data can be collected in a survey situation provided the same questions are asked of all survey participants (Wolfe, 1988)
will increase speed by reducing the time needed to bring a new model to mass production or add an existing model to a different plant. It also will increase efficiency by cutting much of the investment normally needed for retooling (Wright)