Competence building and corporate renewal

In 1996, the French business publication “Capital” carried an analysis of what it called “the resurrection of the dinosaurs”: the revival of corporations that had been viewed as moribund. Examples abound in every industrialised country: Chrysler, IBM or General Electric in the United States and Usinor-Sacilor, Siemens or Fiat in Europe. What strategies are behind these cases of revival? This article describes how, starting in 1993, a French company sought to renew itself by implementing one particular strategy which has been widely discussed among managers and academics alike: competence building. It then discusses the general lessons which can be drawn from the case. In particular, the article aims to reveal empirically the relationship between competence building and the corporate renewal process and then to use the case history to help develop the theory of competence-based competition between firms.