Wednesday, February 17, 2021

South Korea: A (brief) Economic History


Despite a small landmass, a lack of natural resources, and a history of being oppressed by larger neighbours in its vicinity, South Korea emerged from the 20th century as one of the world’s industrial powerhouses and home to some of the world’s most well-known brands. In 2019, the World Bank ranked it the world’s 12th largest economy in GDP terms, and it may even have crept into the top ten in the intervening period, thanks to South Korea’s success in containing a certain pandemic. So, how did this small peninsula achieve all this? In this video, we’ll look at some of the points in South Korea’s journey to being one of the world’s foremost economic powers.

First, let’s go back a bit. While it’s true to say that all countries’ economies at the beginning of the 20th century bear little resemblance to their present-day form, it’s unlikely that many have undergone the change that South Korea has undergone in little over a century. When neighbouring Japan annexed Korea - as it was before dividing in two in the 1950s - the country had a population of little over 17 million people, most of them peasant farmers. The Japanese set out to modernize the country, investing heavily in infrastructure such as railroads, roads, harbours and communication networks. Perhaps most importantly, it made education a prerogative. Between 1910 and 1943, primary school enrollment among the native population rose from 1% to over 40%.

Although modern-day Koreans are unlikely to thank Japan for this colonial period, it may be seen as sowing the seeds for modern-day South Korea. It is no coincidence that improved infrastructure and levels of the educated workforce were followed by industrialisation. In the period 1910 to 1940, agriculture fell from 76% of total GDP to around 40%, while in the same period, manufacturing grew from 6% to just under 30%. This movement was also helped by three other factors: A depression in agricultural commodities, the first waves of foreign investment on the Korean peninsula, and Japan making Korea an armaments manufacturing base in the northern half of the country, in what was later to become North Korea, for its impending war with China.

Rents and wages began to pick up and the falling infant mortality rate led to a surge in population growth. This in turn meant that labour was increasingly abundant, increasing labour competitiveness. Between 1911 and 1938, labour productivity rose more than a percentage point per year on average. And despite a fall in the per capita grain consumption during this period, per capita consumption picked up considerably. Before the Second World War, life expectancy at birth had risen to 43. By 1939, the country’s population had risen to 24.3 million people. The country now had a skilled labour force that was of sufficient scale to become one of the world’s leading manufacturing bases.

The end of the Second World War led to the partition of the Korean peninsula, with Russia occupying the northern half, and the United States occupying what is now known as South Korea. One of the first steps taken by the US in this post-war period was to privatize properties previously held by the Japanese government in Korea. And even though the United States’ occupation finished in 1948, its aid to the peninsula didn’t: In fact, US Aid to South Korea in the middle of the 20th century is now recognized by economists as one of the largest transnational aid packages between two countries in history. Between 1946 and 1952, this aid totalled $666.7 million, and grew to over $2.5 billion between 1953 and 1961. And the aid kept flowing, right up until 1975.

The scale of this aid gives some context to much of the economic growth that followed. For example, as late as 1961, diplomatic cables between the US Embassy in Seoul and Washington DC show the US Ambassador referring to South Korea as “an economic basket case” that would “always require US aid.” To put the size of the aid that South Korea received in perspective: The $6 billion aid that it received between 1946 and 1975 is almost as large as the $6.89 billion received by the entire continent of Africa, and just under half of the $14.89 billion received by Latin America. It’s hard to see how Korea’s growth story could have happened at such a pace without this influx of aid.

The postwar period also coincided with the South Korean government developing policy that aimed to promote the growth of indigenous industrial companies - a policy reflected across Europe as governments sought to stimulate economic growth. Companies in selected growth industries - particularly the industrial machinery, technology and automotive industries - were given special privileges that included the right to buy foreign currencies, import without tariffs, and receive loans at below-market rates. But this also extended to imposing tariffs on imported goods in the same industries, an import substitution policy that was doomed to failure. By 1961, the so-called First Republic suffered an economic collapse.

The military government that took control in 1961 placed a new emphasis on generating exports. Exposing indigenous firms to international competition allowed them to see how far they had to catch up. In short, it made exporting companies raise their game in order to compete with established international brands. This in turn accelerated productivity in the country. In the decade following the regime shift, South Korea’s productivity doubled, as the country increasingly moved away from agriculture into higher value added sectors that were slowly finding their market in North America and Europe.

In 1962, the South Korea government introduced the first of many 5-year economic plans, which targeted the industrialization and modernization of the country. The first two of these plans focus on an export-driven strategy, combined with generating adequate social conditions for this to become a reality, including export finance and increased training programs for engineers. The combination of these factors, combined with continuing economic support from the United States, allowed South Korea to grow at an average of over 7 percent per year for over a decade.

The country was being transformed. Between 1960 and 1970, the population grew from 25 million to 32.7 million, simultaneously lowering the country’s dependency ratio. The reduced dependency ratio then fed into increased savings and capital accumulation. Inevitably, an explosion in population growth also allowed South Korea to benefit from increased human capital, which was more high-skilled than ever thanks advances in the technical education policies begun by the Japanese over half a century before. In a relatively short period of time, South Korea had grown from being an agricultural outpost in Far East Asia to one primed to become one of the world’s technological hubs.

Economic growth was remarkably consistent. Between 1960 and 1996, there were only three years of negative GDP growth, with around half of the years in that time showing double digit GDP growth. Of course, all of this came to a rather sudden halt in 1997, with the Asian Financial Crisis. Most South Korea experts agree that this crisis, often referred to in the country as the “IMF Crisis” has shaped current day South Korea more than the preceding 50 years. There’s little doubt that it shook the country to its core, although it had some positive effects too, which we will discuss in a few moments.

So, what was the Asian Financial Crisis in 1997 and why did it have such a devastating impact on South Korea? Well, the roots of the crisis began in July of that year when Thailand’s currency, the baht, experienced a collapse in value after its peg to the US dollar was removed. As is all too commonly known by now, this set a chain reaction in the region - what later became known as ‘Asian contagion.’ Capital outflows increased and countries’ debt-to-GDP ratios began to surge. In South Korea, the ratio rose from 13% to 40% in just two years. A country which had become accustomed to double digit economic growth saw GDP fall by 7.5% in 1997 and a massive 33.2% in 1998.

The crisis also brought to light the level of exposure of South Korea’s banks to its chaebol, most of whom had been funding aggressive international expansions. Worse was to follow. It was revealed that one of the Chabeol, Hanbo Steel, had been receiving preferential treatment from high ranking government officials in the years leading up to the Asian Financial Crisis. And in 1998, Daewoo, the second-largest South Korean Chabol of the day, entered bankruptcy owing to financial debts amounting to around $50 billion, and an inability to refinance on international markets because of a lack of investor confidence. You begin to see why the crisis left such a scar on the nation.

In an effort to get back on track, the government turned to the IMF - the International Monetary Fund - for assistance. The IMF agreed to provide a loan of $58 billion but demanded a series of structural reforms in return. Chief among these reforms was the requirement that the financial services industry treat foreign investors in the same way as Korean investors. Even though it was trying to gain access to the OECD, successive South Korean governments had shied away from allowing too much foreign capital enter the country. The IMF brought that to an abrupt halt. This essentially opened up South Korea to the same forces of liberalization and globalization that the rest of the world had been undergoing.

But the IMF demands didn’t end there. Until the 1997 Asian Financial Crisis, South Koreans never considered the reality of layoffs. When the economy is growing by an average of seven per cent a year, layoffs are an outlier. South Korea had laws which prevented layoffs because basically, layoffs were never really required. The IMF demanded that these regulations be removed to allow companies to rid themselves of excess labour capacity. This wasn’t just an economic shift - it was a cultural one. Unemployment rose from 2.1% - full employment - in 1996 to 6% in 1998. Understandably, Koreans that had expected jobs-for-life were now left in a situation that came with a significant stigma attached.

But the biggest demand of all from the IMF was that the government adopt a high-interest rate policy. Once again, this went against everything that South Korea had stood for over the previous half century. Successive South Korean governments had used low interest rates as a means to fuel economic growth. Cheap finance encouraged factories to keep growing and consumers to continue spending. But with lending rates sometimes hitting 40%, companies stopped borrowing almost entirely. The IMF believed that only by returning Korea’s currency, the won, to its natural value, would the economy recover.

The IMF waited and waited for the economy to recover. Then it waited some more. With no sign of it recovering and the economic situation apparently only disimproving by the day, the IMF had a change of heart. Perhaps the spur was a visit by Joseph Stiglitz in 1998 who suggested that high interest rates were achieving little other than to destroy the economy and that the IMF was guilty of applying an ‘Anglo Saxon’ mindset to an Asian problem. The IMF listened. It allowed South Korea to return to low interest rates and the effect was immediate. In 1999, the economy bounced back with growth of just under 11%. Korea had officially left what most Koreans still refer to as “the IMF crisis.”

Scarred by the experience, South Korea set about building its economy with renewed vigour. The government joined forces with its Chaebol to address where it could generate the most growth. The first target was information technology. In 1998, South Korean exports in the information technology sector were less than $20 billion. A decade later, in 2008, they had reached $100 billion. And by 2019, this figure had jumped to $153 billion, making the country the third-biggest technology exporter in the world after China and Germany. This was driven by well-known names in the world of technology such as Samsung. Its revenues were $16.6 billion in 1998. In 2019, they were in excess of $200 billion.

The technology revolution wasn’t just felt in microchips, although that did underpin much of the success. There is hardly a corner of the South Korean economy that has not been touched by its advances in technology - automobiles, home appliances, and electronic goods all received a boost from the government’s unerring focus on making the country a technological superpower. Take automobiles as an example. In 1998, Korean cars were considered the budget option. In 2021, the Hyundae Lantra was awarded the North American Car of the Year Award by a media jury.

South Korea’s economy underwent a complete metamorphosis in the space of a century. Perhaps only China or Singapore can compare with the kind of transformation this represents. A warning bell needs to be sounded that unemployment reached a two- decade-high during a certain ongoing pandemic. However, it’s still relatively low at 5.4%. The country’s debt to GDP ratio is also below the OECD average, hovering at around 43%, and according to the World Bank figures, the economy had grown every year this century up to 2020. It appears like the South Korean economic miracle still has plenty of time to run.







Tuesday, June 9, 2020

Covid 19 means the future of work is now

Future of work

The future of work may have arrived faster than we were expecting. While the economy at large has changed irrevocably even in the past 20 years, with movements in the markets being dictated by technology firms rather than their peers in manufacturing, the working environment has remained largely the same for the past 50 years. That is, until the beginning of 2020, when Covid 19 arrived and made everyone rethink this arrangement.

The advent of millions of professionals all over the world has underlined to companies just how effective the tools at their disposal really are. One senior executive at international accounting firm BDO captured this reality when telling the Financial Times: “In six weeks we’ve taken almost the entirety of the back offices of corporate America and moved them to kitchens and living rooms and it’s been pretty seamless.”

For one thing, this has made some companies question the need for a centralized physical workplace at all. S4 Capital, a London-based financial firm, recently noted that it spends £35 million a year renting office space when Covid 19 has shown that this money could be better spent on people development. Likewise, Twitter - itself with 35 offices around the world - has told its employees that it can continue to work from home after Covid 19 has passed.

With a quiet workspace and an internet-enabled laptop computer connected to the company’s network, the physical presence of people at a company’s office is no longer a prerequisite for getting the work done. Meetings can be conducted by pre-existing technology such as Zoom, Whatsapp and Google Hangouts. Document sharing can be conducted through virtual data rooms such as DealRooms. Workflows are easily handled with Trello and others.

None of this is to dismiss the power of an office setting entirely. The benefits of bringing colleagues together in one place such as idea sharing, bond-making and developing networks outside immediate work circles outweigh such a scenario. But by allowing people to work from home on a more regular basis - say, 2 to 3 days a week - would create efficiencies elsewhere that the companies themselves would gain from.

Outside of the costs associated with running offices, less traffic on the roads would mean lower commute times, allowing companies to appeal to workers spread across a larger catchment area. More time at home would also mean them giving better options to their workers in areas such as childcare (still a major hurdle for women, even at the best companies) and study programs, where study is easier when a large chunk of the day isn’t spent commuting.

Covid 19 has wrought a dreadful human and economic cost. If there has been one bright spot amidst the gloom, it’s that it may have made us look at some things differently - how we carry out our work, being a prime example. It has even brought what we always considered to be the ‘future of work’ to the current day. Many years from now, we may look back and see Covid 19 as a pivotal moment in the history of how people work.

Friday, June 5, 2020

Becoming: NIKE

Early Nike Running Shoe
The shoe that launched a billion-dollar company
“If you have market power like Nike, you can set terms that are much tougher because athletes value the endorsement of Nike – it means as much to them as it does to the company. They feed off each other.”
John Quelch, Professor of Marketing at Harvard University[i]

Nike is, by some distance, the largest sports and leisurewear firm in the world. Its 2018 revenue was in excess of US$36 billion and its roster of sports stars includes the biggest names in every sport, including Lebron James (basketball), Mike Trout (baseball), Patrick Kane (ice hockey) Roger Federer (tennis) and Kylian Mbappé (soccer).[ii]

Anyone who has read Phil Knight’s autobiography, Shoe Dog, will know that the road from selling handmade sneakers at track events to the largest sportswear manufacturer in the world is one full of pitfalls. Looking at that journey, there are several key takeaways that allowed Nike to overtake its rivals.

Nike grasped the value chain faster than its competitors

Global value chains have been one of the features of globalization over the past 30 years, but Phil Knight can be said to be a pioneer in the field for sportswear apparel. Knight’s autobiography, Shoe Dog, outlines how he wrote a paper in business school about the possibility of producing running shoes in Japan (then a cheap manufacturing base) rather than the US.[iii]

Nike – then operating under the name ‘Blue Ribbon Sports’ – began outsourcing the production of shoes to a Japanese manufacturer in 1963, taking advantage of its high-quality production at a fraction of the cost in the US. At that time, sportswear was a virtual duopoly between Adidas and Puma, both manufacturing in Germany.

In the years that followed, Nike moved from Japan to Taiwan and South Korea. From there, it moved to China, as Knight noted: “The same conditions that brought down Japan—fluctuating currency, rising labor costs, government instability—were beginning to coalesce in Taiwan and Korea. The time had come, yet again, to seek new factories, new countries.”[iv] It moved to China.

In every location, Knight outlines how Nike had to meet with local officials and factory owners and assess the value of establishing links there. By contrast, competitors like Adidas and Puma only began production in Asia in the 1990s.[v] In 2019, Nike has manufacturing bases in Indonesia, India, Pakistan, Malaysia, Thailand, Vietnam, and the Philippines.[vi]

Nike foresaw the arrival of fringe sports in the mainstream

In 1994, the United States hosted the soccer world cup for the first time. According to one survey, 71% of Americans didn’t know that the tournament was taking place.[vii] Furthermore, soccer ranked 67th among the most popular sports in the United States – lagging behind sports such as tractor pulling.[viii]

Despite this, Nike was investing in soccer. That year, it signed a deal to sponsor the men’s and women’s national teams of the United States.[ix] In 1996, the US women’s team won gold at the Olympic games. In 1998, Nike announced that its marketing focus for the coming years would be soccer.[x]

20 years later, a 2018 Gallup Poll showed that soccer was due to become the third most popular sport in the United States.[xi] Research conducted by Macquarie Capital estimated that it made €1.8 billion from merchandise sales at the world cup in the same year. One headline heralded: “The real World Cup final isn’t France vs. Croatia, it’s Nike vs. Adidas.”[xii]

Nike communicates what it is better than any of its competitors

In Shoe Dog, Phil Knight refers to the first high-profile athletes that Nike contracted – Steve Prefontaine, a young self-assured US middle-distance runner, and Ilie Năstase, an outspoken Romanian tennis player. Knight notes that the athletes were: “making our brand a symbol of rebellion and iconoclasm.”[xiii]

While the message being portrayed by rivals such as Adidas and Puma is often less clear to decipher, Nike has been consistent with its brand image since 1973. In 2018, its ‘dream crazy’ and Colin Kapernick commercials continued the pattern. In this regard, Nike has communicated better what it is, and what it represents, than any other company in the field.

[i] See: https://www.theguardian.com/lifeandstyle/2016/jun/11/brands-count-cost-celebrity-links-johnny-depp-maria-sharapova-

[ii] Nike (2019). “2018 Annual Report.” Available online at: https://s1.q4cdn.com/806093406/files/doc_financials/2018/ar/docs/nike-2018-form-10K.pdf

[iii] Knight, P. (2007). “Shoe Dog: A Memoir by the Creator of Nike.” Scribner.

[iv] Knight (2007) p.324.

[v] https://www.theguardian.com/world/2016/may/25/adidas-to-sell-robot-made-shoes-from-2017

[vi] Nike.com

[vii] https://guce.oath.com/collectConsent?sessionId=1_cc-session_043c59e9-5d2a-433a-bd7f-0c484bce5ba3&lang=en-GB&inline=false

[viii] Van Sterkenburg, J., Spaaij, R., (2014). “Mediated football: representations and audience receptions of race/ethnicity, gender and nation.” Soccer and Society, Vol 16, Issue 5-6, pp.593-603.

[ix] https://news.nike.com/news/the-definitive-history-of-nike-in-football

[x] https://www.nytimes.com/1998/05/11/business/media-business-advertising-nike-will-focus-soccer-women-s-sports-markets-while.html

[xi] https://www.forbes.com/sites/filipbondy/2018/01/08/soccer-will-soon-be-americas-third-favorite-spectator-sport/#75eeb79b3c53

[xii] https://www.cnbc.com/2018/07/13/the-real-world-cup-final-isnt-france-vs-belgium-its-nike-vs-adidas.html

[xiii] Knight (2007) p.211.

Becoming: Standard Oil

Standard Oil Founder
Rockefeller: Uncommonly wealthy
“The secret of success is to do the common things uncommonly well.”
John D. Rockefeller, Founder of Standard Oil 

It can be reasonably argued that the men behind Standard Oil, principally John D. Rockefeller, understood the power of monopoly better than anyone in the 19th century. Effectively, every part of the Standard Oil operation was designed, maintained, and built on to give the company a sustained monopoly in a commodity industry.

It was its steadfast determination to build this monopoly which was ultimately the company’s undoing, bringing it into the focus of the Department of Justice which filed an antitrust lawsuit against the company in 1909. At the time of the lawsuit, Standard Oil could have controlled as much as 90% of oil refining in the United States.[i]

Standard Oil was subsequently broken into 34 separate companies (Chevron, Exon, Mobil, Conoco and others). None were ever able to reach the scale achieved by Standard Oil, which aside from antitrust legislation suggests that the original company provided a number of lessons for achieving scale and fast. Some of these lessons follow below:

Monopolizing technology

Standard Oil’s monopolization of oil fields in the United States is well documented. However, under the instruction of its founder John D. Rockefeller, it also meticulously sought out the most valuable patents in the extraction industry. This phenomenon was outlined by Harvard professor of economics, Frederic M. Scherer.[ii]

Scherer says: “Standard had an expressly articulated policy of […] screening the patents of outside inventors and acquiring rights to those it considered attractive.” This created what Scherer calls a ‘demand-pull’ among petroleum-process inventors, often giving it first access to acquire the most valuable patents before its competitors had even seen them.

Distribution is key to reaching scale
At the outset of the oil industry, the barriers to entry to oil refining were low. As John D. Rockefeller later noted: “All sorts of people went into it: the butcher, the baker and the candlestick maker began to refine oil.”[iii]Inevitably, most of them operated on a small scale, not seeing the potential in expanding beyond their state lines, where greater margins awaited.

Transportation was key to the success of Standard Oil. Unlocking cheap transportation meant it could supply cheaper oil than other refiners, accumulating massive market share in the process. A competitor of Standard Oil noted at the time that it had arranged transportation costs of ninety cents a barrel per rail, while competitors were paying around $1.30.[iv]

“Be greedy when others are fearful”

Following the Warren Buffett maxim, “be fearful when others are greedy and greedy when others are fearful,” Standard Oil saw every drop in the oil price not as a warning sign, but as an opportunity to acquire more. Rockefeller once said: “we must not lose our nerve when the market gets to the bottom as most people always do. We’ll make a mistake if we don’t buy.”[v]

This might also be termed ‘understanding the intrinsic value of what your product,’ and it’s clear from the behavior of many refinery owners at the end of the 19th century that they didn’t grasp the opportunity that oil entailed.

[i] See: https://learning.blogs.nytimes.com/2012/05/15/may-15-1911-supreme-court-orders-standard-oil-to-be-broken-up/

[ii] Scherer, F.M (2011). “Standard Oil as a Technological Innovator.” Faculty Research Working Paper Series, Harvard Kennedy School.

[iii] Yergin, D. (1991). “The Prize: The Epic Quest for Oil, Money and Power.” Free Press.

[iv] For further reading, see: Tarbell, I.M. (1904). “The History of the Standard Oil Company.” McClure, Phillips and Co.

[v] Yergin, D. (1991). “The Prize: The Epic Quest for Oil, Money and Power.” Free Press.

Becoming: Pan American

In flight service Pan American
Early Pan-American flights
“It may be hard for today's all-too-frequent fliers to remember that once, air travel was an adventure; that airlines once had a soul. Pan Am certainly did. It ushered in cross-Pacific air travel in the mid-'30s with its China Clipper and commercial-jet travel with its Boeing 707--the first jet was christened in grand manner by First Lady Mamie Eisenhower. The carrier came to stand for a questing American spirit--and sound business sense.”
Text from 1991 Newsweek article[i]

Pan American World Airways – more commonly known as ‘Pan Am’ – can be credited with inventing modern commercial air travel. From its foundation in 1927, it became the unofficial flag carrier of the United States at the dawn of the commercial aviation industry. At its peak, it held up to 90% of flights to the Caribbean and over 50% of those to Latin America.[ii]

Pan Am ultimately fell victim to the changing competitive dynamics which arose as a result of deregulation in the aviation industry at the end of the 1970s.[iii] It filed for Chapter 11 bankruptcy and was forced to liquidate its remaining assets in 1991. Despite its ignominious end, many of the airline’s practices provide a template for how modern airlines operate:

Pan Am transformed aviation into a consumer industry

Pan Am founder, Juan Trippe, once said: “air transport does have the choice... of becoming a luxury service to carry the well-to-do at high prices or to carry the average man at what he can afford to pay. Pan American has chosen the latter course.”[iv] This is essentially the thinking which underpins the modern aviation industry.

In a 1998 Time magazine article[v], Richard Branson wrote: “Before anyone else, he believed in airline travel as something to be enjoyed by ordinary mortals, not just a globe-trotting elite. In 1945 other airlines didn't think or act that way. Trippe decided to introduce a "tourist class" fare from New York to London. He cut the round-trip fare more than half, to $275.”

Branson continued: “This went over like a lead balloon in the industry, where air fares were fixed by a cartel, the International Air Transport Association; it didn't want to hear about the tourist class. Incredibly, Britain closed its airports to Pan Am flights that had tourist seats. Pan Am was forced to switch to remote Shannon, Ireland.”

Trippe’s concept of aviation becoming a ‘glorified bus operation’ (to quote the CEO of Ryanair, Europe’s largest airline by passenger numbers)[vi], has subsequently been refined to the extent that air travel is accessible to all but a few: Nearly 4 billion people flew in 2018[vii] – a statistic that owes much to the vision of Juan Trippe.

Pan Am was the first to demand custom-built planes

In order to fulfill its goal of universal passenger air travel, Pan Am needed Boeing to provide it with specially designed passenger aircraft. With each new aircraft built, marginal costs fell, lowering Pan Am’s capital costs, which eventually fed through to the customer. The first of these aircraft was the Sikorsky S-38 in 1938.[viii]

By the 1950s, airplane manufacturers were already making airplanes with mass market appeal. The DC-6 “Super Six,” ordered in 1952, was the first plane ever designed for low-cost passenger service.[ix] Not only did Pan Am turn travel a customer-focused industry, by extension it made airplane manufacturers more customer-focused.

Pan Am integrated the travel industry

In order to effectively deliver on its mandate to provide cheap international travel, Pan Am had to bring together a number of stakeholders for the first time. An example of this came in 1932, when it was the first airline to sell all-expense international air tours, bringing together airports, hotels and other tourist providers under one offering.[x]

[i] See: https://www.newsweek.com/pan-american-world-airways-1927-1991-204910

[ii] See: Gale, B (2017). “Corporate Disasters: Management and Leadership Failures.” Cengage Learning.

[iii] See: Fischbacher-Smith, D., Sipika, C., (1993). “From Disaster to Crisis: The Failed Turnaround of Pan American Airlines,” Journal of Contingencies and Crisis Management Vol. 1 (3), pp. 138-151.

[iv] https://www.panam.org/golden-age/541-air-travel-for-all

[v] Branson, R. (1998). “Juan Trippe: Pilot of the Jet Age.” Time, Dec 7, 1998.

[vi] Howe Verhovek, S. (2010). “Jet Age: The Comet, the 707, and the race to shrink the world.” Penguin Group.

[vii] https://edition.cnn.com/travel/article/2018-year-in-aviation/index.html

[viii] https://www.panam.org/images/HistoryResourcesMuseumLinks/Pan-Am-Firsts.pdf

[ix] https://www.panam.org/golden-age/541-air-travel-for-all

[x] https://www.panam.org/images/HistoryResourcesMuseumLinks/Pan-Am-Firsts.pdf

Becoming: Qualcomm

Blue building with Qualcomm in big letters
Qualcomm Headquarters
“In the search for innovative excellence, set aside the stories of Intel, Microsoft, and IBM. They have had their day. Shun the likes of Sony, Cisco Systems, Nokia, and NEC. They still fall short... an American company called Qualcomm is the best technology company in the world today.”
George Gilder, in his foreword to The Qualcomm Equation[i]

In 2018, semiconductor manufacturer Qualcomm generated revenue of $22.73bn. The firm has two primary revenue streams: Qualcomm Technology Licensing, focusing on licensing the company’s intellectual property, and Qualcomm CDMA Technologies, primarily focused on the sale of its semiconductors.[ii]

For a company of such massive revenues, Qualcomm remains relatively unknown. Its success is a result of it occupying what the Economist once called: “the most toothsome of sweet spots in one of the fastest-growing industries the world has ever seen.”[iii] Below are some of the takeaways about how it reached and then maintained that so-called sweet spot:

Focus on cash cows
For reasons which were part necessity, part design, Qualcomm spun off its handset division in 1998. At a time when the mobile telephone market was still in its infancy, the company was getting out. It spun-off its hardware production unit to Ericsson, instead deciding to focus on its cash cows: its lucrative chip manufacturing and intellectual property assets.[iv]

The move was warmly greeted by the stock market. The following year, in 1999, the stock price of Qualcomm grew faster than any other – 2,619% in a 12-month period.[v] The move away from headsets was also significant for another reason: It showed shareholders that the company was focused on innovating and generating returns, rather than wasting time in more glamorous parts of the industry.

Qualcomm lobbied key stakeholders about the effectiveness of its technology

At the outside of the age of mobile communications, several different technologies had the potential to become the industry standard. Chief among these technologies were TDMA (time-division multiple access) and CDMA (code-division multiple access), the latter of which was advocated by Qualcomm.

In 1989, at a time when industry standards were being drawn up, the CTIA[vi] and TIA[vii] endorsed TDMA. Upon hearing of the endorsement, Irwin Jacobs, Cofounder and CEO of Qualcomm visited the FCC. Officials at the FCC informed Jacobs that despite the endorsement, operators could use any technology as long as it didn’t interfere with existing analog networks.[viii]

Within months, Qualcomm had convinced Pacific Telesis (PacTel) of the benefits that CDMA held over TDMA. With over 100,000 subscribers, it was already becoming too large for TDMA technology. It invested in Qualcomm, providing it with the funds that it needed to build a network, whilst benefitting from the technology itself.[ix]

By convincing PacTel – and numerous others - of the benefits of CDMA, Qualcomm was able to become a pioneer, if not an inventor, of CDMA. With an industry standard established, it was then able to begin innovating several of the improvements in CDMA, building its patent profile in the process, which subsequently became the firm’s major source of revenue.

In a crowded field, Qualcomm has been vigilant in protecting its patch

The extent to which Qualcomm jealously guards its patch is best exhibited by the fines it has paid to antitrust agencies across the world since the beginning of the 21st century. Between 2001 and 2016, these fines amounted to an average of nearly $1 billion per year, or about 5% of the company’s annual revenue.

In one of the higher profile cases, it was alleged to have been paying Apple to use its chips in its mobile devices. It has also been accused of licensing its intellectual property to hardware markers, charging them a percentage of the total selling price of their devices.[x] As recently as March 2019, the company won a lawsuit against Apple for infringing its IP.[xi]

The field of mobile technology has been a battle field for intellectual property; Microsoft alone noted in 2013 that it had fought over 3,000 patent infringement battles in the previous year.[xii] Qualcomm, (perhaps because it was founded by MIT academics) realized the importance of IP to its success and has always aggressively guarded its patents accordingly.

[i] Mock, D. (2005). “The Qualcomm Equation: How a fledgling telecom company forged a new path to big profits and market dominance.” AMACOM Publishing.

[ii] https://seekingalpha.com/article/4227933-qualcomms-challenges-may-get-worse

[iii] Economist (2000). “Qualcomm’s Dr. Strangelove.” The Economist, June 15th, 2000.

[iv] Mock, D. (2005), p. 145

[v] https://www.sandiegomagazine.com/San-Diego-Magazine/September-2010/A-Qualcomm-Quarter-Century/

[vi] Cellular Telecommunications Industry Association

[vii] Telecommunications Industry Association

[viii] Mock, D. (2005), p. 60.

[ix][ix] https://www.telenor.com/wp-content/uploads/2012/05/T05_3-4.pdf#page=24

[x] https://www.economist.com/business/2018/01/27/qualcomm-is-fined-for-anti-competitive-practices-again

[xi] https://www.business-standard.com/article/news-ani/apple-to-pay-usd-31-million-to-qualcomm-in-patent-dispute-119031801121_1.html

[xii] https://www.theinquirer.net/inquirer/news/2280686/microsoft-claims-it-has-settled-3-265-copyright-infringement-cases-in-a-year

Becoming: Microsoft

Microsoft founder
Microsoft Founder Bill Gates: Not the last time he got in trouble with the law
“The way to be successful in the software world is to come up with breakthrough software, and so, whether it’s Microsoft Office or Windows, it’s pushing that forward: new ideas, surprising the marketplace, so that good businesses and good engineering are the same.”
Bill Gates, Co-founder of Microsoft[i]

A version of Microsoft Windows is used by over 1.5 billion people every day, with about 80% of those using the Microsoft Office package[ii]. Even the arrival of Google Docs, the free-to-use cloud-based version of Microsoft Office hasn’t yet significantly affected the dominance of Microsoft in the software industry. Three of the reasons for Microsoft’s ongoing ubiquity are outlined below:

Microsoft was a pioneer in network effects

Network effects describe the phenomenon that exists whereby increased numbers of participants improve the value of the product or service to new participants.[iii] For many years, Microsoft provided the textbook example of network effects in action: the more users of MS Office that existed, the more likely it was the latest consumer would also purchase it.

One set of authors describes this thus: “Microsoft succeeded in making MS Office the dominant suite of office productivity applications, encouraging users to standardize on MS Office for both business and personal use […] users had little incentive to switch to another word processing software if none of their colleagues were using it.”[iv]

In negotiations with IBM in 1982 to provide its personal computers with operating systems, Paul Allen and Bill Gates purposely decided to forgo per-copy royalty payments on the DOS operating system in order to gain the license for other manufacturers.[v] IBM agreed, allowing DOS to become the standard software package for new computers and providing Microsoft with insurmountable network effects for decades.

Bill Gate has always been a businessman first and a programmer second

From the outset of Microsoft, Bill Gates’ programming wasn’t programming for its own sake (he wasn’t a ‘hobbyist’ as it was known at the time). Finding the right price point for the software – a high enough price to find margin, with a low enough price to scale up quickly – was a key concern for Gates.

As Paul Allen wrote: “Later that year, we made our first sales to third- party manufacturers: Data Technology Corporation, National Cash Register, Citibank, General Electric. All were for flat fees, which locked us in as the exclusive provider of BASIC for their machines. Our strategy was to price our products so low that it wouldn’t pay for hardware companies to develop their own BASIC.”[vi]

Likewise, Gates saw the entry of every new hardware company on the market as a new opportunity to sell Microsoft software. As the United States vs. Microsoft Corp lawsuit[vii] showed, Gates was also not averse to using methods such as bundling to keep Microsoft ahead of the competition. This ongoing commitment to driving sales and market share is what made Microsoft the behemoth it became as much as the programming, for which it is arguably more well-known.

Microsoft maintained a strict focus on software

In 1979, Microsoft had an agent in Japan, who saw the synergies that existed between what was emerging as the world’s most popular software firm (Microsoft) with some Asian tech manufacturers. The agent, Kay Nishi, wanted to introduce Sony to Microsoft. Paul Allen saw the potential, saying that it could be “a true multimedia machine with state-of-the-art audio and video, the sort of thing I’d been talking about for years.”[viii]

Major shareholder Bill Gates refused the offer, however. He was adamant that Microsoft would stay out of hardware for one simple reason: “we’d be in conflict with our customers.” He told the agent that, with over 50 companies licensing Microsoft software at that time, he had the potential to turn them into competitors. Broadly speaking, Microsoft stayed out of hardware for another 30 years.

[i] See: https://www.theguardian.com/lifeandstyle/2016/jun/11/brands-count-cost-celebrity-links-johnny-depp-maria-sharapova-

[ii] https://www.onmsft.com/news/microsoft-numbers-look-how-many-people-are-using-microsofts-products-and-services

[iii] For further reading, see: https://www.investopedia.com/terms/n/network-effect.asp

[iv] Tucker, C. (2018). “Network Effects and Market Power: What have we learned in the last decade?” Antitrust, Spring 2018, pp.72-79.

[v] Allen, P. (2016). “Idea Man: A Memoir by the Cofounder of Microsoft.” Penguin Publishing.

[vi] Allen (2011) p. 111

[vii] https://en.wikipedia.org/wiki/United_States_v._Microsoft_Corp.

[viii] Allen, P. (2016). “Idea Man: A Memoir by the Cofounder of Microsoft.” Penguin Publishing.

Wednesday, June 3, 2020

Becoming: NUCOR

Thing Nucor sheets of metal
Metal produced at Nucor
“We are a cyclical business... Basically when you are at the peak of the cycle—times are good, interest rates are low, people are building—our margins increase. When we go to the trough, of course, the margins are squeezed. But over the last 25 years Nucor has never had a losing quarter. Not only a losing quarter, we have never had a losing month or a losing week.”
John Correnti, Former Nucor CEO[i]

In 2019, Nucor is the largest steel company in the United States with a market capitalization of nearly $18 billion.[ii] When founded in 1940, it wasn’t even a steel producing company. Production only began at the end of the 1960s, with the arrival of Kenneth Iversen, whose insights (see below) transformed the firm into the behemoth it is today.

Nucor was the first US steelmaker to see the potential of mini-mill technology

Mini-mill technology was key to allowing small operations like that of Nucor to overtake industrial giants like US Steel. This involved converting scrap steel into finished steel using small-scale electric furnaces. Although this form of steel production was already popular in Japan and Europe, Nucor was the first to bring it to the United States. [iii]

In 1969, Nucor opened its first mini-mill in Darlington, South Carolina. At just 5 to 10% of the typical capital cost involved, it gave mini-mill operators like Nucor a significant cost advantage over integrated steel producers. In 1966, US Steel controlled over half of the US steel market; twenty years later, this figure had fallen to less than 20%.[iv]

Nucor brought lean management to the steel industry

In the 1960s, when management structures were still largely hierarchal, Nucor set about bringing a lean management structure to the steel industry. Only four levels of management separated CEO Kenneth Iversen from the hourly employees – a decentralized system that also allowed these managers to make decisions more efficiently.[v]

At the company’s headquarters, there were just 22 employees – 8 managers and 14 support workers. The company lists no corporate cars, jets or even personal parking spaces.[vi] This culture of lean management also helped the company to avoid the pitfalls of unionization which dogged the US steel industry for decades.

Nucor fostered a culture of innovation which was atypical in the steel industry

The mini-mill technology which Nucor advanced in the United States was just the first of a number of industry innovations, which also included significantly more efficient production of fastener steel, and later, modifying a German caster and using it for to make sheet metal in a completely new and unconventional method.[vii]

As one Nucor plant manager once said, paraphrasing then CEO Kenneth Iversen: “Success is making the correct decision 60 percent of the time. What’s important isn’t the mistakes that are made, says Iverson, but the ability to learn from the 20 percent that are truly mistakes and the 20 percent that are suboptimal decisions.”[viii]

[i] Franklin,R (1996). “An Interview with John D. Correnti, President and CEO, Nucor Corporation,” The Wall Street Corporate Reporter, September 9-15, 1996, pp. 19-20.


[ii] Yahoo! Finance.


[iii][iii] http://mba.tuck.dartmouth.edu/pages/faculty/chris.trimble/osi/downloads/20015_Nucor_A.pdf


[iv] http://www.briankboyd.com/DocFiles/Nucor_Case_HHI4e.pdf


[v] Shetty, K (1991). “The quest for competitiveness: Lessons from America’s productivity and quality leaders.” Praeger Publishing.


[vi] https://www.managerwise.com/nucor-steel-recipe-of-productivity/


[vii] http://www.briankboyd.com/Nucor/nucinnov.htm


[viii] Berry, B. (1993) “Hot band at 0.66 manhours per ton.” Iron Age New Steel. 1(1): 20-26.

Wednesday, May 27, 2020

Becoming: SONY

“More than any other individual, Akio Morita (1921-1999) personified the integration of Japanese industry into the global community from the 1960s to the end of the century.”
The Economist[i]

The transition of Japan from an agrarian economy to a technologically advanced economy is best illustrated by the consumer electronics firm, Sony. At the time of its foundation in 1946 (when it was known as “Totsuken”), it had to explain to Japanese people what tape recorders were.[ii] By the beginning of the 21st century, Japan was already a world leader in technology.


Sony Factory in the 1950s
The First Sony Factory

In the same period, Sony moved led the introduction of the Walkman, floppy discs, CDs, DVDs (in conjunction with Philips) and the world’s most popular video game console, the Sony Playstation. Sony’s role in the advancement of consumer electronics is often understated. And many of the steps taken to achieve it, outlined below, have provided a template for the most successful firms in its industry today:

Everything follows the brand

Sony was the first Asian technology firm to create a brand. In the 1950s, Pentax was making products for Honeywell, Ricoh for Savin and Sanyo for Sears[iii]. As long as a negative perception existed around the ‘made in Japan,’ there seemed little added value in taking ownership of a Japanese brand.

In January 1958, Akio Morita changed the name of his nascent electronics firm from Totsuken to Sony, with the intention of creating a name that would be easily understood abroad.[iv] Instead of making products under other companies’ brands, it would produce its own. In 1998, Sony was named the number one consumer brand in the United States.

Realize what the consumer wants before they do
A common refrain of innovators is that they need to show the consumer what they want before the consumer even knows they want it.[v]Removing itself from the constraints of developing products for US consumer electronics firms allowed Sony to put this into practice. Akio Morita wrote in his autobiography: “Our plan is to lead the public with new products rather than ask them what kind of products they want. The public does not know what is possible, but we do.”

The Sony Walkman was the most striking manifestation of this. After traveling with a heavy cassette player in 1979, Sony chairman Masaru Ibuka said to Akio Morita: “Don’t you think a stereo cassette player that you can listen to while walking around is a good idea?’ Within months, Sony had developed the Walkman, which old over 220 million units over its lifetime.[vi]

Sony was the first to emphasize design in consumer electronics

The importance of design and aesthetics in technology is by now well-versed, but Sony were the first to emphasize this importance. Its former head of design, Yasuo Kuroki cited Louis Sullivan’s maxim “form follows function” and remarked that Sony’s products should have “functional beauty” in the 1980s, when competitors still emphasized utility.[vii]

Following this, Akio Morita installed a ‘design philosophy’[viii] at the company which provides a roadmap for new product development. One of the core values of this states: “through a relentless process of considered refinement, we determine the distinct essence. Expressed in its clearest and most beautiful form, this essence symbolizes what we strive to achieve in all our design.”

[i] https://www.economist.com/news/2008/11/07/akio-morita

[ii] Gershon, R.A. (2002). “The Sony Corporation: A case study in transnational media management.” The International Journal on Media Management, Vol 4, No 2, pp. 105-117.

[iii] Morita, A., Shimomura, M., Reingold, E. (1986). “Made in Japan.” E.P. Dutton, New York.


[iv] Gershon, R.A. (2002). “The Sony Corporation: A case study in transnational media management.” The International Journal on Media Management, Vol 4, No 2, pp. 105-117.

[v] Notable examples include Henry Ford (‘”if I had asked customers what they wanted, they would have told me ‘a faster horse’” and Steve Jobs (“People don’t know what you want until you show it to them.”).

[vi] https://www.economist.com/business/2010/11/04/from-walkman-to-hollow-men

[vii] See: http://design-cu.jp/iasdr2013/papers/2116-2b.pdf

[viii] See: https://www.sony.net/SonyInfo/design/philosophy/

Tuesday, May 26, 2020

Becoming: McDonald's

Big Mac against white background
No ordinary burder
“McDonald's revolutionized fast food. They introduced a way to eat food without knives, forks or plates. Most fast foods can be eaten while steering the wheel of a car and the restaurants are usually drive through.”
Eric Schlosser, author of Fast Food Nation[i]

A data brief published by the National Center for Health Statistics in late 2018 showed that between 2013 and 2016, around 37% of US adults consumed fast food on an average day[ii]. The prevalence of fast food in people’s lives, not just in the United States but globally, is to a large part attributable to one fast food business: McDonald’s.

The brand value of the world’s largest fast-food enterprises confirms this. In 2018, McDonald’s had a brand value of approximately US$126 billion. Burger King, which might be considered McDonald’s closest rival in selling hamburgers to the masses, had a brand value of just over US$6.5 billion – a little over 5% of that of McDonald’s[iii].

Most of the fast-food brands among the top 10 have implemented at least some, if not all, of the methods introduced by McDonald’s since it was founded in 1950. In the middle of the 20th century, these methods allowed them to outgrow incumbents. In the 21st century, it’s almost impossible to think of a fast-food company succeeding without them:

McDonald’s created a fast-food system

McDonald’s annual report is remarkable for several reasons, not least because it may be the only annual report that exists which capitalizes the word ‘System.’[iv] Nothing can be spontaneous about how it operates when over 90% of its locations are run by franchisees. Ironically, by far the most capitalist restaurant in the world is also the most centrally-planned.

Customers play their part in this system as much as franchisees and employees. Richard McDonald, one of the company’s co-founders, said: “if we gave people a choice, there would be chaos.”[v] To this end, the menu was initially streamlined to just 9 items. Although the menu subsequently expanded, it’s small enough for most people to remember every available product.

McDonald’s takes a much longer-term horizon than its peers

In 1976, George Cohen, the then President, and CEO of McDonald’s, broached the subject of entering Russia with his restaurant chain. This led to a series of talks over the following 12 years, eventually culminating in an agreement in 1989, leading to the opening of McDonald’s first Russian outlet in 1990.[vi] This kind of long-term planning is unprecedented in any form of retail.

By taking a much longer-term view than any of its competitors, McDonald’s was able to crack a difficult market well in advance. Burger King, by contrast, opened its first restaurant in Russia in 2010.[vii] By the time its closest rival had entered the market, McDonald’s already opened 290 outlets – a numerical advantage which it holds to this day.

It knew what it wanted and worked backward

In the late 1970s, people consumed chicken in the same manner in which they had done so for centuries. Then McDonald’s invented the chicken nugget. As Eric Schlosser notes: “The chicken nugget changed the way Americans ate chicken. The overwhelming majority of chicken sold is as chunks and processed meat as opposed to whole birds.”[viii]

The chicken nugget was the answer to the question: ‘how do we make bite-sized chicken?’ Bringing them to market involved overcoming a range of technical difficulties and even ensuring the price of chicken through sophisticated forward contracts.[ix] The scale of the challenge was exemplified by KFC, which only introduced its first chicken nugget four years later.

[i] See: https://www.cbsnews.com/news/americans-are-obsessed-with-fast-food-the-dark-side-of-the-all-american-meal/


[ii] For further reading, see: https://www.cdc.gov/nchs/products/databriefs/db322.htm


[iii] See: https://www.statista.com/statistics/273057/value-of-the-most-valuable-fast-food-brands-worldwide/


[iv] McDonald’s Corp (2018). 2017 Annual Report.


[v] Love, J.M. (1995). “McDonald’s: Behind the Arches.” Bantam Publishing.


[vi] Love, J.M. (1995). “McDonald’s: Behind the Arches.” Bantam Publishing.


[vii] See: http://interfax.com/newsinf.asp?pg=10&id=793904


[viii] See: https://www.cbsnews.com/news/americans-are-obsessed-with-fast-food-the-dark-side-of-the-all-american-meal/


[ix] For further reading, see: https://www.cnbc.com/2018/05/03/how-ray-dalio-helped-launch-mcdonalds-chicken-mcnugget.html