Britains lonely high-flier (Rolls Royce)
Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 7
The Economist, 10 January 2008, Vol. 390 No. 8632, Start page: 62, No. of pages: 3
Purpose – identifies why the UK manufacturer, Rolls-Royce, has been so successful. Design/methodology/approach – puts forward how Rolls Royce in Derby is offering an alternative vision of what Britain may become in the future; puts forward that with the financial sector now in tatters,manufacturers, such as Rolls Royce, are becoming the focus of a new economic strategy. Reports on how Rolls-Royce has embraced globalization, successfully penetrated foreign markets, expanded into new areas and blended manufacturing with servicing. Records that while other engine-makers have improved engine manufacturing, Rolls-Royce gained the competitive edge by designing a completely different one; highlights how this provided the basis for Rolls-Royce’s winning engines. Draws the lessons of Rolls-Royce’s successful manufacturing and service strategy for other manufacturers. Originality/value– looks at how Rolls-Royce has gained the competitive edge over its rivals. ISSN: 0013-0613 Reference: 38AE040
Keywords: Aircraft engines, Business development, Corporate strategy, Innovation, Manufacturing, Rolls-Royce
