Journal of Management Policies and Practices

How Agile is My Competitor? Can Strategic Agility Attenuate Latecomer
Challengers? The Case of Café Coffee Day (CCD) in India Laura J. Blake

Abstract
The paper examines the case of the burgeoning coffee café industry in India and seeks to explore whether a firm’s performance outcomes relative to order entry are influenced by its rivals’ strategic agility. Within the context of the coffee cafe´ industry, this investigation illustrates a global category leader’s inability to leverage follower strategies when delay of market entry occurred. Starbucks, the coffee cafe´ category leader applied a latecomer strategy in an attempt to exploit first mover disadvantages of free-rider ability, the in-agility of an entrenched incumbent and the building of an enhanced level of information. Through the lens of CCD’s strategic response, propositions are offered for consideration suggesting a local incumbent may successfully counter an attack from a strong global brand through a combination of three meta-capabilities of strategic sensitivity, leadership unity, and resource fluidity.

Full Text: PDF     DOI: 10.15640/jmpp.v6n1a1