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Crafting and
Executing
Strategy
THE QUEST FOR COMPETITIVE ADVANTAGE:
Concepts
 Crafting and
Executing
Strategy
THE QUEST FOR COMPETITIVE ADVANTAGE:
Concepts | TWENTY-FIRST EDITION

Arthur A. Thompson Margaret A. Peteraf

The University of Alabama Dartmouth College

John E. Gamble A.J. Strickland III

Texas A&M University–Corpus Christi The University of Alabama
CRAFTING & EXECUTING STRATEGY: THE QUEST FOR COMPETITIVE ADVANTAGE,
CONCEPTS, TWENTY-FIRST EDITION

Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2018 by
McGraw-Hill Education. All rights reserved. Printed in the United States of America. Previous
editions © 2016, 2014, and 2012. No part of this publication may be reproduced or distributed
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This book is printed on acid-free paper.

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ISBN 978-1-259-89969-0
MHID 1-259-89969-1

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To our families and especially our spouses:
Hasseline, Paul, and Kitty.
ABOUT THE AUTHORS

Arthur A. Thompson, Jr., earned his B.S. and Ph.D. degrees in economics from The
University of Tennessee, spent three years on the economics faculty at Virginia Tech, and
served on the faculty of The University of Alabama’s College of Commerce and Business
Administration for 24 years. In 1974 and again in 1982, Dr. Thompson spent semester-long
sabbaticals as a visiting scholar at the Harvard Business School.
His areas of specialization are business strategy, competition and market analysis, and
the economics of business enterprises. In addition to publishing over 30 articles in some 25
different professional and trade publications, he has authored or co-authored five textbooks
and six computer-based simulation exercises. His textbooks and strategy simulations have
been used at well over 1,000 college and university campuses worldwide.
Dr. Thompson spends much of his off-campus time giving presentations, putting on
management development programs, working with companies, and helping operate a busi-
ness simulation enterprise in which he is a major partner.
Dr. Thompson and his wife of 56 years have two daughters, two grandchildren, and a
Yorkshire Terrier.

Margaret A. Peteraf is the Leon E. Williams Professor of Management at the Tuck School
of Business at Dartmouth College. She is an internationally recognized scholar of strategic
management, with a long list of publications in top management journals. She has earned
myriad honors and prizes for her contributions, including the 1999 Strategic Management
Society Best Paper Award recognizing the deep influence of her work on the field of Strate-
gic Management. Professor Peteraf is a fellow of the Strategic Management Society and the
Academy of Management. She served previously as a member of the Board of Governors
of both the Society and the Academy of Management and as Chair of the Business Policy
and Strategy Division of the Academy. She has also served in various editorial roles and
on numerous editorial boards, including the Strategic Management Journal, the Academy
of Management Review, and Organization Science. She has taught in Executive Education
programs in various programs around the world and has won teaching awards at the MBA
and Executive level.
Professor Peteraf earned her Ph.D., M.A., and M.Phil. at Yale University and held previous
faculty appointments at Northwestern University’s Kellogg Graduate School of Management
and at the University of Minnesota’s Carlson School of Management.

vi
John E. Gamble is a Professor of Management and Dean of the College of Business at
Texas A&M University–Corpus Christi. His teaching and research for nearly 20 years has
focused on strategic management at the undergraduate and graduate levels. He has con-
ducted courses in strategic management in Germany since 2001, which have been sponsored
by the University of Applied Sciences in Worms.
Dr. Gamble’s research has been published in various scholarly journals and he is the
author or co-author of more than 75 case studies published in an assortment of strategic
management and strategic marketing texts. He has done consulting on industry and market
analysis for clients in a diverse mix of industries.
Professor Gamble received his Ph.D., Master of Arts, and Bachelor of Science degrees
from The University of Alabama and was a faculty member in the Mitchell College of Busi-
ness at the University of South Alabama before his appointment to the faculty at Texas A&M
University–Corpus Christi.

Dr. A. J. (Lonnie) Strickland is the Thomas R. Miller Professor of Strategic Management

at the Culverhouse School of Business at The University of Alabama. He is a native of north
Georgia, and attended the University of Georgia, where he received a Bachelor of Science
degree in math and physics; Georgia Institute of Technology, where he received a Master
of Science in industrial management; and Georgia State University, where he received his
Ph.D. in business administration.
Lonnie’s experience in consulting and executive development is in the strategic manage-
ment arena, with a concentration in industry and competitive analysis. He has developed
strategic planning systems for numerous firms all over the world. He served as Director
of Marketing and Strategy at BellSouth, has taken two companies to the New York Stock
Exchange, is one of the founders and directors of American Equity Investment Life Holding
(AEL), and serves on numerous boards of directors. He is a very popular speaker in the area
of strategic management.
Lonnie and his wife, Kitty, have been married for 49 years. They have two children and
two grandchildren. Each summer, Lonnie and his wife live on their private game reserve in
South Africa where they enjoy taking their friends on safaris.

vii
PREFACE

B
y offering the most engaging, clearly articulated, and conceptually sound text on
strategic management, Crafting and Executing Strategy has been able to main-
tain its position as the leading textbook in strategic management for over 30
years. With this latest edition, we build on this strong foundation, maintaining the
attributes of the book that have long made it the most teachable text on the market,
while updating the content, sharpening its presentation, and providing enlightening
new illustrations and examples.
The distinguishing mark of the 21st edition is its enriched and enlivened presenta-
tion of the material in each of the 12 chapters, providing an as up-to-date and engross-
ing discussion of the core concepts and analytical tools as you will find anywhere.
While this 21st edition retains the 12-chapter structure of the prior edition, every
chapter—indeed every paragraph and every line—has been reexamined, refined, and
refreshed. New content has been added to keep the material in line with the latest
developments in the theory and practice of strategic management. In other areas, cov-
erage has been trimmed to keep the book at a more manageable size. Scores of new
examples have been added, along with 17 new Illustration Capsules, to enrich under-
standing of the content and to provide students with a ringside view of strategy in
action. The result is a text that cuts straight to the chase in terms of what students
really need to know and gives instructors a leg up on teaching that material effectively.
It remains, as always, solidly mainstream and balanced, mirroring both the penetrating
insight of academic thought and the pragmatism of real-world strategic management.
For some years now, growing numbers of strategy instructors at business schools
worldwide have been transitioning from a purely text-case course structure to a more
robust and energizing text-case-simulation course structure. Incorporating a competi-
tion-based strategy simulation has the strong appeal of providing class members with
an immediate and engaging opportunity to apply the concepts and analytical tools
covered in the chapters and to become personally involved in crafting and executing
a strategy for a virtual company that they have been assigned to manage and that
competes head-to-head with companies run by other class members. Two widely used
and pedagogically effective online strategy simulations, The Business Strategy Game
and GLO-BUS, are optional companions for this text. Both simulations were created
by Arthur Thompson, one of the text authors, are closely linked to the content of each
chapter in the text. The Exercises for Simulation Participants, found at the end of each
chapter, provide clear guidance to class members in applying the concepts and analyti-
cal tools covered in the chapters to the issues and decisions that they have to wrestle
with in managing their simulation company.
To assist instructors in assessing student achievement of program learning objec-
tives, in line with AACSB requirements, the 21st edition includes a set of Assurance of
Learning Exercises at the end of each chapter that link to the specific learning objec-
tives appearing at the beginning of each chapter and highlighted throughout the text.
An important instructional feature of the 21st edition is its more closely integrated
linkage of selected chapter-end Assurance of Learning Exercises to the publisher’s
web-based assignment and assessment platform called Connect™. Your students will
be able to use the online Connect™ supplement to complete two of the Assurance

viii
of Learning Exercises appearing at the end of each of the 12 chapters, and complete
chapter-end quizzes. Many of the Connect™ exercises are automatically graded,
thereby enabling you to easily assess the learning that has occurred.
In addition, both of the companion strategy simulations have a built-in Learning
Assurance Report that quantifies how well each member of your class performed on
nine skills/learning measures versus tens of thousands of other students worldwide
who completed the simulation in the past 12 months. We believe the chapter-end
Assurance of Learning Exercises, the all-new online and automatically graded Con-
nect™ exercises, and the Learning Assurance Report generated at the conclusion of
The Business Strategy Game and GLO-BUS simulations provide you with easy-to-use,
empirical measures of student learning in your course. All can be used in conjunction
with other instructor-developed or school-developed scoring rubrics and assessment
tools to comprehensively evaluate course or program learning outcomes and measure
compliance with AACSB accreditation standards.
Taken together, the various components of the 20th-edition package and the sup-
porting set of instructor resources provide you with enormous course design flexibility
and a powerful kit of teaching/learning tools. We’ve done our very best to ensure that
the elements constituting the 20th edition will work well for you in the classroom, help
you economize on the time needed to be well prepared for each class, and cause stu-
dents to conclude that your course is one of the very best they have ever taken—from
the standpoint of both enjoyment and learning.

DIFFERENTIATING FEATURES OF THE 21ST EDITION

Seven standout features strongly differentiate this text and the accompanying instruc-
tional package from others in the field:
1. Our integrated coverage of the two most popular perspectives on strategic
­management—positioning theory and resource-based theory—is unsurpassed by any
other leading strategy text. Principles and concepts from both the positioning per-
spective and the resource-based perspective are prominently and comprehensively
integrated into our coverage of crafting both single-business and multibusiness strate-
gies. By highlighting the relationship between a firm’s resources and capabilities to
the activities it conducts along its value chain, we show explicitly how these two per-
spectives relate to one another. Moreover, in Chapters 3 through 8 it is emphasized
repeatedly that a company’s strategy must be matched not only to its external market
circumstances but also to its internal resources and competitive capabilities.
2. Our coverage of cooperative strategies and the role that interorganizational activ-
ity can play in the pursuit of competitive advantage, is similarly distinguished.
The topics of the value net, ecosystems, strategic alliances, licensing, joint ven-
tures, and other types of collaborative relationships are featured prominently in a

ix
x PREFACE

number of chapters and are integrated into other material throughout the text. We
show how strategies of this nature can contribute to the success of single-business
companies as well as multibusiness enterprises, whether with respect to firms
operating in domestic markets or those operating in the international realm.
3. The attention we give to international strategies, in all their dimensions, make this
textbook an indispensable aid to understanding strategy formulation and execu-
tion in an increasingly connected, global world. Our treatment of this topic as one
of the most critical elements of the scope of a company’s activities brings home
to students the connection between the topic of international strategy with other
topics concerning firm scope, such as multibusiness (or corporate) strategy, out-
sourcing, insourcing, and vertical integration.
4. With a stand-alone chapter devoted to this topic, our coverage of business eth-
ics, corporate social responsibility, and environmental sustainability goes well
beyond that offered by any other leading strategy text. Chapter 9, “Ethics, Cor-
porate Social Responsibility, Environmental Sustainability, and Strategy,” fulfills
the important functions of (1) alerting students to the role and importance of ethi-
cal and socially responsible decision making and (2) addressing the accreditation
requirement of the AACSB International that business ethics be visibly and thor-
oughly embedded in the core curriculum. Moreover, discussions of the roles of
values and ethics are integrated into portions of other chapters to further reinforce
why and how considerations relating to ethics, values, social responsibility, and
sustainability should figure prominently into the managerial task of crafting and
executing company strategies.
5. The text is now more tightly linked to the publisher’s trailblazing web-based
assignment and assessment platform called Connect™. This will enable professors
to gauge class members’ prowess in accurately completing selected c­ hapter-end
exercises, and chapter-end quizzes.
6. Two cutting-edge and widely used strategy simulations—The Business Strategy
Game and GLO-BUS—are optional companions to the 21st edition. These give
you an unmatched capability to employ a text-case-simulation model of course
delivery.

ORGANIZATION, CONTENT, AND FEATURES

OF THE 21ST-EDITION TEXT CHAPTERS
∙ Chapter 1 serves as a brief, general introduction to the topic of strategy, focusing
on the central questions of “What is strategy?” and “Why is it important?” As
such, it serves as the perfect accompaniment for your opening-day lecture on what
the course is all about and why it matters. Using the newly added example of Star-
bucks to drive home the concepts in this chapter, we introduce students to what we
mean by “competitive advantage” and the key features of business-level strategy.
Describing strategy making as a process, we explain why a company’s strategy
is partly planned and partly reactive and why a strategy tends to co-evolve with
its environment over time. We show that a viable business model must provide
both an attractive value proposition for the company’s customers and a formula
for making profits for the company. A key feature of this chapter is a depiction
of how the Value-Price-Cost Framework can be used to frame this discussion.We
 PREFACE xi

show how the mark of a winning strategy is its ability to pass three tests: (1) the
fit test (for internal and external fit), (2) the competitive advantage test, and (3) the
performance test. And we explain why good company performance depends not
only upon a sound strategy but upon solid strategy execution as well.
∙ Chapter 2 presents a more complete overview of the strategic management pro-
cess, covering topics ranging from the role of vision, mission, and values to what
constitutes good corporate governance. It makes a great assignment for the sec-
ond day of class and provides a smooth transition into the heart of the course. It
introduces students to such core concepts as strategic versus financial objectives,
the balanced scorecard, strategic intent, and business-level versus corporate-level
strategies. It explains why all managers are on a company’s strategy-making,
strategy-executing team and why a company’s strategic plan is a collection of strat-
egies devised by different managers at different levels in the organizational hier-
archy. The chapter concludes with a section on the role of the board of directors
in the strategy-making, strategy-executing process and examines the conditions
that led to recent high-profile corporate governance failures. A new illustration
capsule on Volkswagen’s emissions scandal brings this section to life.
∙ The next two chapters introduce students to the two most fundamental perspectives
on strategy making: the positioning view, exemplified by Michael Porter’s “five
forces model of competition”; and the resource-based view. Chapter 3 provides
what has long been the clearest, most straightforward discussion of the five forces
framework to be found in any text on strategic management. It also offers a set of
complementary analytical tools for conducting competitive analysis and demon-
strates the importance of tailoring strategy to fit the circumstances of a company’s
industry and competitive environment. The chapter includes a discussion of the
value net framework, which is useful for conducting analysis of how cooperative as
well as competitive moves by various parties contribute to the creation and capture
of value in an industry.
∙ Chapter 4 presents the resource-based view of the firm, showing why resource and
capability analysis is such a powerful tool for sizing up a company’s competitive
assets. It offers a simple framework for identifying a company’s resources and capa-
bilities and explains how the VRIN framework can be used to determine whether
they can provide the company with a sustainable competitive advantage over its com-
petitors. Other topics covered in this chapter include dynamic capabilities, SWOT
analysis, value chain analysis, benchmarking, and competitive strength assessments,
thus enabling a solid appraisal of a company’s cost position and customer value
proposition vis-á-vis its rivals. An important feature of this chapter is a table show-
ing how key financial and operating ratios are calculated and how to interpret them.
Students will find this table handy in doing the number crunching needed to evalu-
ate whether a company’s strategy is delivering good financial performance.
∙ Chapter 5 sets forth the basic approaches available for competing and winning
in the marketplace in terms of the five generic competitive strategies—low-cost
provider, broad differentiation, best-cost provider, focused differentiation, and
focused low cost. It describes when each of these approaches works best and
what pitfalls to avoid. It explains the role of cost drivers and uniqueness drivers in
reducing a company’s costs and enhancing its differentiation, respectively.
∙ Chapter 6 focuses on other strategic actions a company can take to complement
its competitive approach and maximize the power of its overall strategy. These
include a variety of offensive or defensive competitive moves, and their timing,
xii PREFACE

such as blue-ocean strategies and first-mover advantages and disadvantages. It

also includes choices concerning the breadth of a company’s activities (or its
scope of operations along an industry’s entire value chain), ranging from hori-
zontal mergers and acquisitions, to vertical integration, outsourcing, and strategic
alliances. This material serves to segue into the scope issues covered in the next
two chapters on international and diversification strategies.
∙ Chapter 7 takes up the topic of how to compete in international markets. It begins
with a discussion of why differing market conditions across countries must neces-
sarily influence a company’s strategic choices about how to enter and compete in
foreign markets. It presents five major strategic options for expanding a company’s
geographic scope and competing in foreign markets: export strategies, licensing,
franchising, establishing a wholly owned subsidiary via acquisition or “greenfield”
venture, and alliance strategies. It includes coverage of topics such as Porter’s Dia-
mond of National Competitive Advantage, profit sanctuaries, and the choice between
multidomestic, global, and transnational strategies. This ­chapter explains the impe-
tus for sharing, transferring, or accessing valuable resources and capabilities across
national borders in the quest for competitive advantage, connecting the material to
that on the resource-based view from Chapter 4. The chapter concludes with a dis-
cussion of the unique characteristics of competing in developing-country markets.
∙ Chapter 8 concerns strategy making in the multibusiness company, introducing
the topic of corporate-level strategy with its special focus on diversification. The
first portion of this chapter describes when and why diversification makes good
strategic sense, the different means of diversifying a company’s business lineup,
and the pros and cons of related versus unrelated diversification strategies. The
second part of the chapter looks at how to evaluate the attractiveness of a diversi-
fied company’s business lineup, how to decide whether it has a good diversifica-
tion strategy, and what strategic options are available for improving a diversified
company’s future performance. The evaluative technique integrates material con-
cerning both industry analysis and the resource-based view, in that it considers the
relative attractiveness of the various industries the company has diversified into,
the company’s competitive strength in each of its lines of business, and the extent
to which its different businesses exhibit both strategic fit and resource fit.
∙ Although the topic of ethics and values comes up at various points in this text-
book, Chapter 9 brings more direct attention to such issues and may be used as a
stand-alone assignment in either the early, middle, or late part of a course. It con-
cerns the themes of ethical standards in business, approaches to ensuring consis-
tent ethical standards for companies with international operations, corporate social
responsibility, and environmental sustainability. The contents of this c­ hapter are
sure to give students some things to ponder, rouse lively discussion, and help to
make students more ethically aware and conscious of why all companies should
conduct their business in a socially responsible and sustainable manner.
∙ The next three chapters (Chapters 10, 11, and 12) comprise a module on strategy
execution that is presented in terms of a 10-step framework. Chapter 10 provides an
overview of this framework and then explores the first three of these tasks: (1) staff-
ing the organization with people capable of executing the strategy well, (2) building
the organizational capabilities needed for successful strategy execution, and (3) cre-
ating an organizational structure supportive of the strategy execution process.
 PREFACE xiii

∙ Chapter 11 discusses five additional managerial actions that advance the cause of
good strategy execution: (1) allocating resources to enable the strategy execution
process, (2) ensuring that policies and procedures facilitate rather than impede
strategy execution, (3) using process management tools and best practices to drive
continuous improvement in the performance of value chain activities, (4) install-
ing information and operating systems that help company personnel carry out their
strategic roles, and (5) using rewards and incentives to encourage good ­strategy
execution and the achievement of performance targets.
∙ Chapter 12 completes the framework with a consideration of the roles of cor-
porate culture and leadership in promoting good strategy execution. The recur-
ring theme throughout the final three chapters is that executing strategy involves
deciding on the specific actions, behaviors, and conditions needed for a smooth
strategy-supportive operation and then following through to get things done
and deliver results. The goal here is to ensure that students understand that the
­strategy-executing phase is a make-things-happen and make-them-happen-right
kind of managerial exercise—one that is critical for achieving operating excel-
lence and reaching the goal of strong company performance.
In this latest edition, we have put our utmost effort into ensuring that the 12 chap-
ters are consistent with the latest and best thinking of academics and practitioners in
the field of strategic management and provide the topical coverage required for both
undergraduate and MBA-level strategy courses. The ultimate test of the text, of course,
is the positive pedagogical impact it has in the classroom. If this edition sets a more
effective stage for your lectures and does a better job of helping you persuade students
that the discipline of strategy merits their rapt attention, then it will have fulfilled its
purpose.

THE TWO STRATEGY SIMULATION SUPPLEMENTS:

THE BUSINESS STRATEGY GAME AND GLO-BUS
The Business Strategy Game and GLO-BUS: Developing Winning Competitive
­Strategies—two competition-based strategy simulations that are delivered online and
that feature automated processing and grading of performance—are being marketed
by the publisher as companion supplements for use with the 21st edition (and other
texts in the field).
∙ The Business Strategy Game is the world’s most popular strategy simulation, hav-
ing been used by nearly 3,000 different instructors for courses involving some
800,000 students at 1,185+ university campuses in 72 countries. It features global
competition in the athletic footwear industry, a product/market setting familiar to
students everywhere and one whose managerial challenges are easily grasped.
∙ GLO-BUS, a newer and somewhat simpler strategy simulation first introduced
in 2004 and freshly revamped in 2016 to center on competition in two exciting
product categories--wearable miniature action cameras and unmanned camera-
equipped drones suitable for multiple commercial purposes, has been used by
1,685+ different instructors for courses involving over 240,000 students at 730+
university campuses in 53 countries.
xiv PREFACE

How the Strategy Simulations Work

In both The Business Strategy Game (BSG) and GLO-BUS, class members are divided
into teams of one to five persons and assigned to run a company that competes head-
to-head against companies run by other class members. In both simulations, companies
compete in a global market arena, selling their products in four geographic regions—
Europe-Africa, North America, Asia-Pacific, and Latin America. Each management
team is called upon to craft a strategy for their company and make decisions relating to
plant operations, workforce compensation, pricing and marketing, social responsibility/
citizenship, and finance.
Company co-managers are held accountable for their decision making. Each com-
pany’s performance is scored on the basis of earnings per share, return-on-equity
investment, stock price, credit rating, and image rating. Rankings of company perfor-
mance, along with a wealth of industry and company statistics, are available to com-
pany co-managers after each decision round to use in making strategy adjustments and
operating decisions for the next competitive round. You can be certain that the market
environment, strategic issues, and operating challenges that company co-managers
must contend with are very tightly linked to what your class members will be read-
ing about in the text chapters. The circumstances that co-managers face in running
their simulation company embrace the very concepts, analytical tools, and strategy
options they encounter in the text chapters (this is something you can quickly confirm
by skimming through some of the Exercises for Simulation Participants that appear at
the end of each chapter).
We suggest that you schedule 1 or 2 practice rounds and anywhere from 4 to 10
regular (scored) decision rounds (more rounds are better than fewer rounds). Each
decision round represents a year of company operations and will entail roughly two
hours of time for company co-managers to complete. In traditional 13-week, semester-
long courses, there is merit in scheduling one decision round per week. In courses that
run 5 to 10 weeks, it is wise to schedule two decision rounds per week for the last sev-
eral weeks of the term (sample course schedules are provided for courses of varying
length and varying numbers of class meetings).
When the instructor-specified deadline for a decision round arrives, the simulation
server automatically accesses the saved decision entries of each company, determines
the competitiveness and buyer appeal of each company’s product offering relative to
the other companies being run by students in your class, and then awards sales and
market shares to the competing companies, geographic region by geographic region.
The unit sales volumes awarded to each company are totally governed by:

∙ How its prices compare against the prices of rival brands.

∙ How its product quality compares against the quality of rival brands.
∙ How its product line breadth and selection compare.
∙ How its advertising effort compares.
∙ And so on, for a total of 11 competitive factors that determine unit sales and market
shares.

The competitiveness and overall buyer appeal of each company’s product offer-
ing in comparison to the product offerings of rival companies is all-decisive—this
algorithmic feature is what makes BSG and GLO-BUS “competition-based” strategy
simulations. Once each company’s sales and market shares are awarded based on the
competitiveness and buyer appeal of its respective overall product offering vis-à-vis
 PREFACE xv

those of rival companies, the various company and industry reports detailing the out-
comes of the decision round are then generated. Company co-managers can access the
results of the decision round 15 to 20 minutes after the decision deadline.

The Compelling Case for Incorporating

Use of a Strategy Simulation
There are three exceptionally important benefits associated with using a competition-
based simulation in strategy courses taken by seniors and MBA students:
∙ A three-pronged text-case-simulation course model delivers significantly more
teaching-learning power than the traditional text-case model. Using both cases
and a strategy simulation to drill students in thinking strategically and applying
what they read in the text chapters is a stronger, more effective means of helping
them connect theory with practice and develop better business judgment. What
cases do that a simulation cannot is give class members broad exposure to a vari-
ety of companies and industry situations and insight into the kinds of strategy-
related problems managers face. But what a competition-based strategy simulation
does far better than case analysis is thrust class members squarely into an active,
hands-on managerial role where they are totally responsible for assessing market
conditions, determining how to respond to the actions of competitors, forging a
long-term direction and strategy for their company, and making all kinds of operat-
ing decisions. Because they are held fully accountable for their decisions and their
company’s performance, co-managers are strongly motivated to dig deeply into
company operations, probe for ways to be more cost-efficient and competitive, and
ferret out strategic moves and decisions calculated to boost company performance.
Consequently, incorporating both case assignments and a strategy simulation to
develop the skills of class members in thinking strategically and applying the con-
cepts and tools of strategic analysis turns out to be more pedagogically powerful
than relying solely on case assignments—there’s stronger retention of the lessons
learned and better achievement of course learning objectives.
To provide you with quantitative evidence of the learning that occurs with
using The Business Strategy Game or GLO-BUS, there is a built-in Learning
Assurance Report showing how well each class member performs on nine skills/
learning measures versus tens of thousands of students worldwide who have com-
pleted the simulation in the past 12 months.
∙ The competitive nature of a strategy simulation arouses positive energy and steps up
the whole tempo of the course by a notch or two. Nothing sparks class excitement
quicker or better than the concerted efforts on the part of class members at each deci-
sion round to achieve a high industry ranking and avoid the perilous consequences of
being outcompeted by other class members. Students really enjoy taking on the role of
a manager, running their own company, crafting strategies, making all kinds of operat-
ing decisions, trying to outcompete rival companies, and getting immediate feedback
on the resulting company performance. Lots of back-and-forth chatter occurs when
the results of the latest simulation round become available and co-­managers renew
their quest for strategic moves and actions that will strengthen company performance.
Co-managers become emotionally invested in running their company and figuring out
what strategic moves to make to boost their company’s performance. Interest levels
climb. All this stimulates learning and causes students to see the practical relevance of
the subject matter and the benefits of taking your course.
xvi PREFACE

As soon as your students start to say “Wow! Not only is this fun but I am learn-
ing a lot,” which they will, you have won the battle of engaging students in the
subject matter and moved the value of taking your course to a much higher plateau
in the business school curriculum. This translates into a livelier, richer learning
experience from a student perspective and better instructor-course evaluations.
∙ Use of a fully automated online simulation reduces the time instructors spend
on course preparation, course administration, and grading. Since the simulation
exercise involves a 20- to 30-hour workload for student teams (roughly 2 hours
per decision round times 10 to 12 rounds, plus optional assignments), simulation
adopters often compensate by trimming the number of assigned cases from, say,
10 to 12 to perhaps 4 to 6. This significantly reduces the time instructors spend
reading cases, studying teaching notes, and otherwise getting ready to lead class
discussion of a case or grade oral team presentations. Course preparation time is
further cut because you can use several class days to have students meet in the
computer lab to work on upcoming decision rounds or a three-year strategic plan
(in lieu of lecturing on a chapter or covering an additional assigned case). Not
only does use of a simulation permit assigning fewer cases, but it also permits you
to eliminate at least one assignment that entails considerable grading on your part.
Grading one less written case or essay exam or other written assignment saves
enormous time. With BSG and GLO-BUS, grading is effortless and takes only
minutes; once you enter percentage weights for each assignment in your online
grade book, a suggested overall grade is calculated for you. You’ll be pleasantly
surprised—and quite pleased—at how little time it takes to gear up for and admin-
ister The Business Strategy Game or GLO-BUS.
In sum, incorporating use of a strategy simulation turns out to be a win–win propo-
sition for both students and instructors. Moreover, a very convincing argument can be
made that a competition-based strategy simulation is the single most effective teaching/
learning tool that instructors can employ to teach the discipline of business and com-
petitive strategy, to make learning more enjoyable, and to promote better achievement
of course learning objectives.

A Bird’s-Eye View of The Business Strategy Game

The setting for The Business Strategy Game (BSG) is the global athletic footwear
industry (there can be little doubt in today’s world that a globally competitive strategy
simulation is vastly superior to a simulation with a domestic-only setting). Global
market demand for footwear grows at the rate of 7 to 9 percent annually for the first
five years and 5 to 7 percent annually for the second five years. However, market
growth rates vary by geographic region—North America, Latin America, Europe-
Africa, and Asia-Pacific.
Companies begin the simulation producing branded and private-label footwear in
two plants, one in North America and one in Asia. They have the option to establish
production facilities in Latin America and Europe-Africa, either by constructing new
plants or by buying previously constructed plants that have been sold by competing
companies. Company co-managers exercise control over production costs on the basis
of the styling and quality they opt to manufacture, plant location (wages and incentive
compensation vary from region to region), the use of best practices and Six Sigma pro-
grams to reduce the production of defective footwear and to boost worker productivity,
and compensation practices.
 PREFACE xvii

All newly produced footwear is shipped in bulk containers to one of four geographic
distribution centers. All sales in a geographic region are made from footwear inven-
tories in that region’s distribution center. Costs at the four regional distribution cen-
ters are a function of inventory storage costs, packing and shipping fees, import tariffs
paid on incoming pairs shipped from foreign plants, and exchange rate impacts. At the
start of the simulation, import tariffs average $4 per pair in Europe-Africa, $6 per pair
in Latin America, and $8 in the Asia-Pacific region. However, the Free Trade Treaty
of the Americas allows tariff-free movement of footwear between North America and
Latin America. Instructors have the option to alter tariffs as the game progresses.
Companies market their brand of athletic footwear to footwear retailers worldwide
and to individuals buying online at the company’s website. Each company’s sales and
market share in the branded footwear segments hinge on its competitiveness on 11 fac-
tors: attractive pricing, footwear styling and quality, product line breadth, advertising,
use of mail-in rebates, appeal of celebrities endorsing a company’s brand, success in
convincing footwear retailers to carry its brand, number of weeks it takes to fill retailer
orders, effectiveness of a company’s online sales effort at its website, and customer
loyalty. Sales of private-label footwear hinge solely on being the low-price bidder.
All told, company co-managers make as many as 53 types of decisions each period
that cut across production operations (up to 10 decisions per plant, with a maximum of
four plants), plant capacity additions/sales/upgrades (up to 6 decisions per plant), worker
compensation and training (3 decisions per plant), shipping (up to 8 decisions per plant),
pricing and marketing (up to 10 decisions in four geographic regions), bids to sign celeb-
rities (2 decision entries per bid), financing of company operations (up to 8 decisions),
and corporate social responsibility and environmental sustainability (up to 6 decisions).
Each time company co-managers make a decision entry, an assortment of on-
screen calculations instantly shows the projected effects on unit sales, revenues, mar-
ket shares, unit costs, profit, earnings per share, ROE, and other operating statistics.
The on-screen calculations help team members evaluate the relative merits of one
decision entry versus another and put together a promising strategy.
Companies can employ any of the five generic competitive strategy options in
selling branded footwear—low-cost leadership, differentiation, best-cost provider,
focused low cost, and focused differentiation. They can pursue essentially the same
strategy worldwide or craft slightly or very different strategies for the Europe-Africa,
Asia-Pacific, Latin America, and North America markets. They can strive for compet-
itive advantage based on more advertising, a wider selection of models, more appeal-
ing styling/quality, bigger rebates, and so on.
Any well-conceived, well-executed competitive approach is capable of succeed-
ing, provided it is not overpowered by the strategies of competitors or defeated by the
presence of too many copycat strategies that dilute its effectiveness. The challenge for
each company’s management team is to craft and execute a competitive strategy that
produces good performance on five measures: earnings per share, return on equity
investment, stock price appreciation, credit rating, and brand image.
All activity for The Business Strategy Game takes place at www.bsg-online.com.

A Bird’s-Eye View of GLO-BUS

In GLO-BUS, class members run companies that are in a neck-and-neck race for global
market leadership in two product categories: (1) wearable video cameras smaller than
a teacup that deliver stunning video quality and have powerful photo capture capa-
bilities (comparable to those designed and marketed by global industry leader GoPro
xviii PREFACE

and numerous others) and (2) sophisticated camera-equipped copter drones that incor-
porate a company designed and assembled action-capture camera and that are sold
to commercial enterprises for prices in the $850 to $2,000+ range. Global market
demand for action cameras grows at the rate of 6-8% annually for the first five years
and 4-6% annually for the second five years. Global market demand for commercial
drones grows briskly at rates averaging 20% for the first two years, then gradually
slows over 8 years to a rate of 4-6%.
Companies assemble action cameras and drones of varying designs and performance
capabilities at a Taiwan facility and ship finished goods directly to buyers in North
America, Asia-Pacific, Europe-Africa, and Latin America. Both products are assembled
usually within two weeks of being received and are then shipped to buyers no later than
2-3 days after assembly. Companies maintain no finished goods inventories and all parts
and components are delivered by suppliers on a just-in-time basis (which eliminates the
need to track inventories and simplifies the accounting for plant operations and costs).
Company co-managers determine the quality and performance features of the cam-
eras and drones being assembled. They impact production costs by raising/lowering
specifications for parts/components and expenditures for product R&D, adjusting work
force compensation, spending more/less on worker training and productivity improve-
ment, lengthening/shortening warranties offered (which affects warranty costs), and
how cost-efficiently they manage assembly operations. They have options to manage/
control selling and certain other costs as well.
Each decision round, company co-managers make some 50 types of decisions
relating to the design and performance of the company’s two products (21 decisions,
10 for cameras and 11 for drones), assembly operations and workforce compensa-
tion (up to 8 decision entries for each product), pricing and marketing (7 decisions
for cameras and 5 for drones), corporate social responsibility and citizenship (up to 6
decisions), and the financing of company operations (up to 8 decisions). In addition,
there are 10 entries for cameras and 7 entries for drones involving assumptions about
the competitive actions of rivals; these entries help company co-managers to make
more accurate forecasts of their company’s unit sales (so they have a good idea of how
many cameras and drones will need to be assembled each year to fill customer orders).
Each time co-managers make a decision entry, an assortment of on-screen calculations
instantly shows the projected effects on unit sales, revenues, market shares, total profit,
earnings per share, ROE, costs, and other operating outcomes. All of these on-screen
calculations help co-managers evaluate the relative merits of one decision entry versus
another. Company managers can try out as many different decision combinations as
they wish in stitching the separate decision entries into a cohesive whole that is pro-
jected to produce good company performance.
Competition in action cameras revolves around 11 factors that determine each
company’s unit sales/market share:

1. How each company’s average wholesale price to retailers compares against the
all-company average wholesale prices being charged in each geographic region.
2. How each company’s camera performance and quality compares against industry-
wide camera performance/quality.
3. How the number of week-long sales promotion campaigns a company has in each
region compares against the regional average number of weekly promotions.
4. How the size of each company’s discounts off the regular wholesale prices during
sales promotion campaigns compares against the regional average promotional
discount.
 PREFACE xix

5. How each company’s annual advertising expenditures compare against regional

average advertising expenditures.
6. How the number of models in each company’s camera line compares against the
industry-wide average number of models.
7. The number of retailers stocking and merchandising a company’s brand in each
region.
8. Annual expenditures to support the merchandising efforts of retailers stocking a
company’s brand in each region.
9. The amount by which a company’s expenditures for ongoing improvement and
updating of its company’s website in a region is above/below the all-company
regional average expenditure.
10. How the length of each company’s camera warranties compare against the war-
ranty periods of rival companies.
11. How well a company’s brand image/reputation compares against the brand images/
reputations of rival companies.
Competition among rival makers of commercial copter drones is more narrowly
focused on just 9 sales-determining factors:
1. How a company’s average retail price for drones at the company’s website in each
region compares against the all-company regional average website price.
2. How each company’s drone performance and quality compares against the all-
company average drone performance/quality.
3. How the number of models in each company’s drone line compares against the
industry-wide average number of models.
4. How each company’s annual expenditures to recruit/support 3rd-party online elec-
tronics retailers in merchandising its brand of drones in each region compares
against the regional average.
5. The amount by which a company’s price discount to third-party online retailers is
above/below the regional average discounted price.
6. How well a company’s expenditures for search engine advertising in a region
compares against the regional average.
7. How well a company’s expenditures for ongoing improvement and updating of its
website in a region compares against the regional average.
8. How the length of each company’s drone warranties in a region compares against
the regional average warranty period.
9. How well a company’s brand image/reputation compares against the brand images/
reputations of rival companies.
Each company typically seeks to enhance its performance and build competitive
advantage via its own custom-tailored competitive strategy based on more attractive
pricing, greater advertising, a wider selection of models, more appealing performance/
quality, longer warranties, a better image/reputation, and so on. The greater the differ-
ences in the overall competitiveness of the product offerings of rival companies, the
bigger the differences in their resulting sales volumes and market shares. Conversely,
the smaller the overall competitive differences in the product offerings of rival com-
panies, the smaller the differences in sales volumes and market shares. This algorith-
mic approach is what makes GLO-BUS a “competition-based” strategy simulation and
accounts for why the sales and market share outcomes for each decision round are
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[Contents]
VIII
 LARVA AND NYMPH

The egg of Sphex flavipennis is white, elongated, and cylindrical,

slightly curved, and measuring three to four millimetres in length.
Instead of being laid fortuitously on any part of the victim, it is
invariably placed on one spot, across the cricket’s breast—a little on
one side, between the first and second pairs of feet. The eggs of the
white bordered, and of the Languedocian Sphex occupy a like
position—the first on the breast of a cricket, the second on that of an
ephippiger. This chosen spot must possess some highly important
peculiarity for the security of the young larva, as I have never known
it vary.

Hatching takes place at the end of two or three days. A most delicate
covering splits, and one sees a feeble maggot, transparent as
crystal, somewhat attenuated and even compressed in front, slightly
swelled out behind, and adorned on either side by a narrow white
band formed by the chief trachea. The feeble creature occupies the
same position as the egg; its head is, as it were, engrafted on the
same spot where the front end of the egg was fixed, and the
remainder of its body rests on the victim without [102]adhering to it. Its
transparency allows us readily to perceive rapid fluctuations within its
body, undulations following one another with mathematical regularity,
and which, beginning in the middle of the body, are impelled, some
forward and some backward. These are due to the digestive canal,
which imbibes long draughts of the juices drawn from the sides of
the victim.

Let us pause a moment before a spectacle so calculated to arrest

attention. The prey is laid on its back, motionless. In the cell of
Sphex flavipennis it is a cricket, or three or four, piled up; in that of
the Languedocian Sphex there is a single victim, but proportionately
large, a plump-bodied ephippiger. The grub is a lost grub if torn from
the spot whence it draws nourishment. Should it fall, all is over, for
weak as it is, and without means of locomotion, how would it again
find the spot where it should quench its thirst? The merest trifle
would enable the victim to get rid of the animalcule gnawing at its
entrails, yet the gigantic prey gives itself up without the least sign of
protestation. I am well aware that it is paralysed, and has lost the
use of its feet from the sting of its assassin, but at this early stage it
preserves more or less power of movement and sensation in parts
unaffected by the dart. The abdomen palpitates, the mandibles open
and shut, the abdominal styles and the antennæ oscillate. What
would happen if the grub fixed on one of the spots yet sensitive near
the mandibles, or even on the stomach, which, being tenderer and
more succulent, would naturally suggest itself as fittest for the first
mouthfuls of the feeble grub? Bitten on the quick parts, [103]cicada,
cricket, and ephippiger would display at least some shuddering of
the skin, which would detach and throw off the minute larva, for
which probably all would be over, since it would risk falling into the
formidable, pincer-like jaws.

But there is a part of the body where no such peril is to be feared—

the thorax wounded by the sting. There and there only can the
experimenter on a recent victim dig down the point of a needle—nay,
pierce through and through without evoking any sign of pain. And
there the egg is invariably laid—there the young larva always attacks
its prey. Gnawed where pain is no longer felt, the cricket does not
stir. Later, when the wound has reached a sensitive spot, it will move
of course as much as it can; but then it is too late—its torpor will be
too deep, and besides, its enemy will have gained strength. That is
why the egg is always laid on the same spot, near the wounds
caused by the sting on the thorax, not in the middle, where the skin
might be too thick for the new-born grub, but on one side—toward
the junction of the feet, where the skin is much thinner. What a
judicious choice! what reasoning on the part of the mother when,
underground, in complete darkness, she perceives and utilises the
one suitable spot for her egg!

I have brought up Sphex larvæ by giving them successively crickets

taken from cells, and have thus been able, day by day, to follow the
rapid progress of my nurslings. The first cricket—that on which the
egg is laid—is attacked, as I have already said, toward the point
where the dart first struck—between the first and second pairs of
legs. At the end of a [104]few days the young larva has hollowed a
hole big enough for half its body in the victim’s breast. One may then
sometimes see the cricket, bitten to the quick, vainly move its
antennæ and abdominal styles, open and close its empty jaws, and
even move a foot, but the larva is safe and searches its vitals with
impunity. What an awful nightmare for the paralysed cricket! This first
ration is consumed in six or seven days; nothing is left but the outer
integument, whose every portion remains in place. The larva, whose
length is then twelve millimetres, comes out of the body of the cricket
through the hole it had made in the thorax. During this operation it
moults, and the skin remains caught in the opening. It rests, and
then begins on a second ration. Being stronger it has nothing to fear
from the feeble movements of the cricket, whose daily increasing
torpor has extinguished the last shred of resistance, more than a
week having passed since it was wounded; so it is attacked with no
precautions, and usually at the stomach, where the juices are
richest. Soon comes the turn of the third cricket, then that of the
fourth, which is consumed in ten hours. Of these three victims there
remains only the horny integument, whose various portions are
dismembered one by one and carefully emptied. If a fifth ration be
offered, the larva disdains or hardly touches it, not from moderation,
but from an imperious necessity.
It should be observed that up to now the larva has ejected no
excrement, and that its intestine, in which four crickets have been
engulfed, is distended to bursting. Thus, a new ration cannot tempt
its [105]gluttony, and henceforward it only thinks about making a
silken dwelling. Its repast has lasted from ten to twelve days without
a pause. Its length now measures from twenty-five to thirty
millimetres, and its greatest width from five to six. Its usual shape,
somewhat enlarged behind and narrowed in front, agrees with that
general in larvæ of Hymenoptera. It has fourteen segments,
including the head, which is very small, with weak mandibles
seemingly incapable of the part just played by them. Of these
fourteen segments the intermediary ones are provided with stigmata.
Its livery is yellowish-white, with countless chalky white dots.

We saw that the larva began on the stomach of the second cricket,
this being the most juicy and fattest part. Like a child who first licks
off the jam on his bread, and then bites the slice with contemptuous
tooth, it goes straight to what is best, the abdominal intestines,
leaving the flesh, which must be extracted from its horny sheath,
until it can be digested deliberately. But when first hatched it is not
thus dainty: it must take the bread first and the jam later, and it has
no choice but to bite its first mouthful from the middle of the victim’s
chest, exactly where its mother placed the egg. It is rather tougher,
but the spot is a secure one, on account of the deep inertia into
which three stabs have thrown the thorax. Elsewhere, there would
be, generally, if not always, spasmodic convulsions which would
detach the feeble thing and expose it to terrible risks amid a heap of
victims whose hind legs, toothed like a saw, might occasionally kick,
and whose jaws could still grip. Thus it is motives of [106]security, and
not the habits of the grub, which determine the mother where to
place its egg.
A suspicion suggests itself to me as to this. The first cricket, the
ration on which the egg is laid, exposes the grub to more risks than
do the others. First, the larva is still a weakly creature; next, the
victim was only recently stung, and therefore in the likeliest state for
displaying some remains of life. This first cricket has to be as
thoroughly paralysed as possible, and therefore it is stabbed three
times. But the others, whose torpor deepens as time passes,—the
others which the larvæ only attack when grown strong,—have they
to be treated as carefully? Might not a single stab, or two, suffice to
bring on a gradual paralysis while the grub devours its first
allowance? The poison is too precious to be squandered; it is
powder and shot for the Sphex, only to be used economically. At all
events, if at one time I have been able to see a victim stabbed thrice,
at another I have only seen two wounds given. It is true that the
quivering point of the Sphex’s abdomen seemed seeking a
favourable spot for a third wound; but if really given, it escaped my
observation. I incline to believe that the victim destined to be eaten
first always is stabbed three times, but that economy causes the
others only to be struck twice. The study of the caterpillar-hunting
Ammophila will later confirm this suspicion.

The last cricket being finished, the larva sets to work to spin a
cocoon. In less than forty-eight hours the work is completed, and
henceforward the skilful worker may yield within an impenetrable
shelter to the overpowering lethargy which is stealing [107]over it—a
state of being which is neither sleeping nor waking, death nor life,
whence it will issue transfigured ten months later. Few cocoons are
so complex as is this one. Besides a coarse outer network, there are
three distinct layers, forming three cocoons, one within another. Let
us examine in detail these various courses of the silken edifice. First
comes an open network, coarse and cobwebby, on which the larva
places itself and hangs as in a hammock to work more easily at the
cocoon properly so called. This incomplete net, hastily spun to serve
as a scaffolding, is made with threads carelessly placed and holding
grains of sand, bits of earth, and remains from the larva’s banquet—
cricket’s thighs, still banded with red, feet, and skull. The next
covering, which is the first of the real cocoon, is a felted wrapper,
light red, very fine, very supple, and somewhat crumpled. A few
threads cast here and there connect it with the preceding scaffolding
and the following covering. It forms a cylindrical purse, with no
opening and too large for what it contains, thus causing the surface
to wrinkle. Then comes an elastic case, markedly smaller than the
purse which contains it, almost cylindrical, and rounded at the upper
end, toward which is turned the head of the larva, while at the lower
it makes a blunt cone. Its colour is light red, except towards the lower
end, where the shade is darker. It is fairly firm, though it yields to a
moderate pressure, except in the conical part, which resists and
seems to contain a hard substance. On opening this sheath it is
seen to be formed of two layers closely pressed together, but easily
separable. The outer is a silken felt [108]precisely like that of the
preceding purse, the inner one, the third of the cocoon, is a kind of
lacquer—a brilliant violet-brown varnish, fragile, very soft to the
touch, and of quite a different nature to the rest of the cocoon. The
microscope shows that instead of being a felt of silky filaments like
the other coverings, it is a homogeneous covering of a peculiar
varnish, whose origin is, as we shall see, sufficiently strange. As for
the resistance of the conical end of the cocoon, one finds it caused
by a load of friable matter, dark violet, and shining with numerous
black particles. This load is the dry mass of excrement, ejected once
for all by the larva, inside its cocoon, and to it is due the darker
colour of the conical end. The average length of this complex
dwelling is twenty-seven millimetres, and its greatest width nine.

Let us return to the purple varnish which covers the interior of the
cocoon. At first, I thought it should be attributed to the silk glands,
which, after serving to spin the double wrapper of silk and the
scaffolding, must finally have secreted it. To convince myself, I
opened larvæ which had just completed their task of weaving, and
had not yet begun to lay on the lacquer. At that period I found no
trace of violet fluid in their glands. It is only seen in the digestive
canal, which is swelled with a purple pulp, and later in the stercorous
load sent down to the lower end of the cocoon. Elsewhere all is
white, or faintly tinged with yellow. I am far from suggesting that the
larva plasters its cocoon with excrement, yet I am convinced that this
wash is produced by the digestive organs, and I [109]suspect—
though I cannot positively assert it, having several times missed the
moment to ascertain it—that the larva disgorges and applies with its
mouth the quintessence of the purple pulp in its stomach to make the
wash of lacquer. Only after this last piece of work would it eject the
remains of digestion in a single mass, and thus is explained the
disgusting necessity of storing the excrement within the larva’s
habitation.

At all events the usefulness of this layer is clear; its absolute

impermeability protects the larva from the damp which would
certainly penetrate the poor shelter hollowed for it by its mother.
Recollect that it is buried but a few inches deep in sandy, open
ground. To judge how far cocoons thus varnished are capable of
resisting damp, I have plunged them in water for several days, yet
never found any trace of moisture within them. Let us compare the
Sphex cocoon, with manifold coverings to protect the larva in a
burrow itself unprotected, with that of Cerceris tuberculata, sheltered
by a layer of sandstone, more than half a yard down in the ground.
This cocoon has the form of a very long pear, with the small end cut
off. It is composed of a single silken wrap, so fine that the larva is
seen through it. In my many entomological researches I have always
found the labour of larva and mother supplement each other. In a
deep well-sheltered dwelling the cocoon is of light materials; for a
surface abode, exposed to wind and weather, it is strongly
constructed.

Nine months pass, during which a work is done which is quite

hidden. I pass over this period, [110]occupied by the unknown
mystery of transformation, and to come to the nymph, go from the
end of September to the first days of the following July. The larva
has thrown aside its faded vestment, and the chrysalis, a transitory
organisation, or rather, a perfect insect in swaddling bands, awaits
motionless the awakening which is still a month off. Feet, antennæ,
the visible portions of the mouth, and the undeveloped wings, look
like clearest crystal, and are regularly spread out under the thorax
and abdomen. The rest of the body is of an opaque white, slightly
tinged with yellow; the four intermediary segments of the abdomen
show on either side a narrow, blunt prolongation; the last segment
has above a blade-like termination, shaped like the section of a
circle, furnished below with two conical protuberances, side by side,
thus making in all eleven appendages starring the contour of the
abdomen. Such is the delicate creature which, to become a Sphex,
must assume a particoloured livery of black and red, and throw off
the fine skin which swaddles it so closely.

I have been curious to follow day by day the progress and coloration
of the chrysalid, and to experiment whether sunlight—that rich
palette whence Nature draws her colours—could influence their
progress. With this aim I have taken chrysalids out of their cocoon
and kept them in glass tubes, where some, in complete darkness,
realised natural conditions, while others, hung up against a white
wall, were all day long in a strong light. These diametrically opposed
conditions did not affect the colouring, or if there were some slight
difference, it was to the disadvantage of those exposed to light.
[111]Quite unlike to what occurs with plants, light does not influence
insect-colouring, nor even quicken it. It must be so, since in the
species most gifted with splendid colour—Buprestids and Carabids
for instance—the wonderful hues that would seem stolen from a
sunbeam are really elaborated in darkness, deep in the ground, or in
the decayed trunk of some aged tree.

The first indication of colour is in the eyes, whose horny facets pass
successively from white to tawny, then to a slaty hue, and lastly to
black. The simple ones at the top of the forehead share in their turn
in this coloration before the rest of the body has at all lost its whitish
tint. It should be noted that this precocity in the most delicate of
organs, the eye, is general in animals. Later a smoky line appears in
the furrow separating the mesothorax from the metathorax, and four-
and-twenty hours later the whole back of the mesothorax is black. At
the same time the division of the prothorax grows shaded, a black
dot appears in the central and upper part of the metathorax, and the
mandibles are covered with a rusty tint. Gradually a deeper and
deeper shade spreads over the last segments of the thorax, and
finally reaches the head and sides. One day suffices to turn the
smoky tint of the head and the furthest segments of the thorax into
deep black. Then the abdomen shares in the rapidly increasing
coloration. The edge of the anterior segments is tinted with daffodil,
while the posterior segments acquire a band of ashy black. Then the
antennæ and feet take a darker and darker tint, till they become
black, all the base of the abdomen turns [112]orange-red, and the tip
black. The livery would then be complete, but that the tarsi and
mouthpieces are transparent red and the stumps of wings ashy
black. Four-and-twenty hours later the chrysalis will burst its bonds.
It only takes six or seven days to acquire its permanent tints; the
eyes have done so a fortnight before the rest of the body. From this
sketch the law of chromatic evolution is easily apprehended. We see
that, omitting the eyes and ocelli, whose early perfection recalls what
takes place in the higher animals, the starting-point of coloration is a
central one, the mesothorax, whence it invades progressively by
centrifugal progression—first the rest of the thorax, then the head
and abdomen, and finally the various appendages, antennæ, and
feet. The tarsi and mouthpieces take colour later still, and the wings
only on coming out of their cases.

Now we have the Sphex in full costume, but she still has to free
herself from the chrysalis case. This is a very fine wrap, enfolding
every smallest detail of structure, and hardly veiling the shape and
colours of the perfect insect. As prelude to the last act of
metamorphosis, the Sphex, rousing suddenly from her torpor, begins
to shake herself violently, as if to call life into her long-benumbed
limbs. The abdomen is alternately lengthened and contracted, the
feet are suddenly spread, then bent, then spread again, and their
various joints are stiffened with effort. The creature, curved
backwards on its head and the point of the abdomen, with ventral
surface upward, distends by vigorous shakes the jointing of its neck
and of the petiole [113]attaching the abdomen to the thorax. At last its
efforts are crowned with success, and after half an hour of these
rough gymnastics the sheath, pulled in every direction, ruptures at
the neck, at the insertion of the feet and petiole, and, in short,
wherever the body has been movable enough to allow of sufficiently
violent displacement.

All these tears leave several irregular strips, the chief of which
envelops the abdomen and comes up the back of the thorax. To it
belong the wing sheaths. A second strip covers the head. Lastly,
each foot has its own sheath, more or less dilapidated toward the
base. The biggest, which forms the chief part of the whole covering,
is got off by alternate dilatations and contractions of the abdomen,
which gradually push it back into a little ball connected for some time
with the animal by tracheal filaments. Then the Sphex again
becomes motionless, and the operation is over, though head,
antennæ, and feet are still more or less covered. It is clear that the
feet cannot be freed in one piece on account of the roughnesses and
thorns with which they are armed. These rags of skin dry up and are
got rid of later by rubbing the feet together, and by brushing,
smoothing, and combing the whole body with the tarsi when the
Sphex has acquired full vigour.

The way in which the wings come out of their sheaths is the most
remarkable feature in this casting of the skin. In their undeveloped
state they are folded lengthways and much contracted. A little while
before they acquire their normal appearance one can easily draw
them out of their sheaths; [114]but then they do not expand, remaining
always crumpled, while, when the large piece of which the sheaths
are a part is pushed back by the movements of the abdomen, they
may be seen issuing gradually from the sheaths, and immediately
they gain freedom, assuming dimensions out of all proportion to the
narrow prison from which they emerge. They are then the seat of an
abundant influx of vital juices which swell and spread them out, and
the turgescence thus induced must be the chief cause of their
coming out of their sheaths. When freshly expanded the wings are
heavy, full of moisture, and of a very light straw colour. If the influx
should take place in an irregular manner, the point of the wing is
seen to be weighed down by a yellow droplet contained between its
under and upper surface.

After denuding itself of the abdominal sheath, which draws away with
it the wing-cases, the Sphex again is motionless for about three
days. During this interval the wings assume their normal colouring,
the tarsi take colour also, and the mouth-parts, at first spread out,
assume their normal position. After twenty-four days as a nymph the
insect attains its perfect state, tears its imprisoning cocoon, opens a
way through the sand, and appears one fine morning in the light as
yet unknown to it. Bathed in sunshine, it brushes wings and
antennæ, passes its feet again and again over its abdomen, washes
its eyes with its forefeet moistened with saliva, like a cat, and, its
toilette made, flies joyfully away. Two months of life are before it.

Beauteous Sphegidæ, hatched under my eyes [115]and brought up by

my hand, ration by ration, on a bed of sand, at the bottom of an old
feather box,—you whose transformations I have followed step by
step, waking up with a start at night for fear of missing the moment
when the nymph breaks through her swaddling bands and the wings
issue from their cases. You have taught me so many things, learning
nothing yourselves, knowing without teachers all that you need to
know. Oh, my beautiful Sphegidæ! fly away without fear of my tubes,
my phials, and all my boxes and cages, and all my prisons for you;
fly through the warm sunshine, beloved by the cicadas! Go, and
beware of the Praying Mantis, who meditates your destruction on the
purple thistles; beware of the lizard watching for you on the sunny
slopes. Depart in peace, hollow out your burrows, stab your crickets
scientifically, and continue your race, so as to afford to others what
you have afforded to me—some of the few moments of happiness in
my life. [116]
[Contents]
IX
 ADVANCED THEORIES

There are many species of Sphex, but for the most part strangers to our country.
As far as I know, the French fauna contains but three—all lovers of the hot sun
in the olive region—namely, Sphex flavipennis, S. albisecta, and S. occitanica. It
is not without keen interest that an observer notices in all three of these
predatory insects a choice of provender in conformity with the strict laws of
entomological classification. To nourish their larvæ each confines itself to
Orthoptera. The first hunts grasshoppers, the second crickets, and the third
ephippigers.

These prey are so different outwardly that to associate them and seize their
analogies, either the practised eye of the entomologist, or the not less expert
one of the Sphex is needed. Compare the grasshopper with the cricket: the
former has a round, stumpy head; it is short and thickset, quite black, with red
stripes on its hind thighs; the latter is grayish and slim, with a small conical head,
springing suddenly by unbending its long hind legs, and carrying on this spring
with fanlike wings. Now [117]compare both with the ephippiger, who carries his
musical instrument on his back, two harshly toned cymbals, shaped like hollow
scales, and who drags his obese body heavily along, ringed with pale green and
butter colour, and ending in a long dagger. Place these three species side by
side, and own with me that to be able to choose creatures so unlike, and yet
keep to the same entomological order, the Sphex must have such an eye as not
only a fairly observant person, but a practised entomologist would not be
ashamed of.

In the presence of these singular predilections, which seem to have limits laid
down by some master of classification,—a Latreille for instance—it becomes
interesting to inquire if foreign Sphegidæ hunt game of the same order.
Unfortunately information as to this is scanty or absolutely nil as regards most
species. This regrettable lack is chiefly caused by the superficial method
generally adopted. An insect is caught, transfixed with a long pin, fastened in a
box with a cork bottom; a ticket with a Latin name is put under its feet, and all is
said. This way of looking at entomological history does not satisfy me. It is
useless to tell me that such a species has so many joints in its antennæ, so
many nerves in its wings, so many hairs on a part of the abdomen or thorax; I do
not really know the creature until I have learned its manner of life, its instincts
and habits. And observe what a luminous superiority has a description of the
latter kind, given in two or three words over long descriptions, sometimes so
hard to understand. Let us suppose that you want to introduce Sphex occitanica
to me; [118]you describe the number and arrangement of the wing nerves, and
you speak of cubital and recurrent nerves; next follows the written description of
the insect. Here it is black, there rusty red, smoky brown at the wing tips, at such
a spot it is black velvet, at another silvery down, and at a third smooth. It is all
very precise, very minute—one must grant that much justice to the clear-sighted
patience of him who describes; but it is very long, and besides, not always easy
to follow, to such a degree that one may be excused for being sometimes a little
bewildered, even when not altogether a novice. But add to the tedious
description just this—hunts ephippigers, and with these two words light shines at
once; there can be no mistake about my Sphex, none other selecting that prey.
And to illuminate the subject thus, what was needed? Real observation, and not
to let entomology consist in rows of impaled insects. But let us pass on and
consider such little as is known as to the manner in which foreign Sphegidæ
hunt. I open Lepeletier de St. Fargeau’s History of Hymenoptera, and find that
on the other side of the Mediterranean, in our Algerian provinces, S. flavipennis
and S. albisecta have the same tastes that characterise them here. In the land
of palms they catch Orthoptera just as they do in the land of olives. Although
separated by the width of the sea, these sporting fellow citizens of the Kabyle
and the Berber hunt the same game as their relatives in Provence. I see
mentioned a fourth species, S. afra, as hunting crickets round Oran. Moreover, I
have a recollection of having read—I know not where—of a fifth [119]species,
which makes war on crickets upon the steppes in the neighbourhood of the
Caspian Sea. Thus in the lands bordering the Mediterranean we have five
different species whose larvæ all live on Orthoptera.

Now let us cross the equator, and descend in the other hemisphere to the
Mauritius and Réunion Islands, and we shall find, not a Sphex but a
Hymenopteron, nearly allied, of the same tribe, Chlorion or Ampulex, chasing
the horrid kakerlacs, the curse of merchandise in ships and colonial ports. These
kakerlacs are none other than cockroaches, one species of which haunts our
houses. Who does not know this stinking insect, which, thanks to its flat shape,
like that of an enormous bug, insinuates itself into gaps in furniture and
partitions, and swarms everywhere that there is food to devour. Such is the
cockroach of our houses—a disgusting likeness of the not less disgusting prey
beloved by the Chlorion. Why does a near relation of our Sphex select the
kakerlac as prey. The reason is simple: With its buglike form the kakerlac is an
Orthopteron by the same rights as the grasshopper, ephippiger, and cricket.
From these six examples, the only ones known to me, and from such widely
distant localities, may we not conclude that all Sphegidæ hunt Orthoptera?
Without adopting so sweeping a conclusion, one at least sees what the usual
food of their larvæ must be.

There is a reason for this surprising choice. What is it? What motives fix a diet
which in the strict limits of one and the same entomological order is now
composed of ill-smelling kakerlacs, now [120]of dry, but well-flavoured crickets,
and in yet another of plump grasshoppers, or corpulent ephippigers? I confess
that to me it is incomprehensible, and I leave the problem to others. Observe,
however, that the Orthoptera rank among insects as the ruminants do among
mammalia. Endowed with a mighty paunch and a placid character, they feed on
herbage, and easily get corpulent. They are numerous and met with
everywhere, slow of gait, and thus easy to catch, and, moreover, of a size just
right for prey. Who can say if the Sphegidæ—vigorous hunters which require a
large prey—do not find in these ruminants among insects what we find in our
domestic ruminants—the sheep and ox, peaceful victims rich in flesh? This is,
however, a mere supposition.

[To face p. 120.

SPHEX FLAVIPENNIS ABOUT TO SEIZE GRASSHOPPER
I have more than a supposition in another case, equally important. Do the
consumers of Orthoptera ever vary their diet? Should their favourite game fail,
can they do with another? Does S. occitanica think that except a fat ephippiger,
there is nothing in the wide world worth eating. Does S. albisecta admit nothing
but crickets to her table, and S. flavipennis only grasshoppers? Or according to
time, place, and circumstance, does each replace the favourite food by some
equivalent? It would be of the highest importance to bring forward such facts if
they exist, as they would tell us whether the suggestions of instinct are absolute
and immutable, or if they vary, and within what limits. It is true that in the cell of a
Cerceris are buried most varied species of Buprestids or of the Weevil group,
which shows that she has a great latitude of choice; [121]but such an extension of
hunting ground cannot be supposed for the Sphex, which I have found so faithful
to one exclusive prey, invariable for each species, and which, moreover, finds
among the Orthoptera kinds of very different shapes. I have, however, had the
good fortune to meet with one case—only one—of complete change in the
larva’s food, and I mention it the more willingly in the archives of the Sphegidæ
because such facts, scrupulously observed, will one day be corner-stones for
him who may desire to build the psychology of instinct on solid foundations.

This is my fact. The scene is on a jetty by the Rhône. On one side is the great
river, with its thunder of waters, on the other, a dense thicket of osiers, willows,
and reeds, and between the two a narrow path with a bed of fine sand. A yellow-
winged Sphex appears, hopping and dragging its prey along. What do I see! It is
no grasshopper, but a common Acridian! And yet the Hymenopteron really is the
Sphex so well known to me (S. flavipennis), the energetic huntress of
grasshoppers! I can hardly believe my eyes. The burrow is not far off; she enters
and stores her booty. I seat myself, determined to await a new expedition—wait
hours if need be to see if so extraordinary a capture is repeated. Seated there I
occupy the whole width of the path. Two simple conscripts come up, new-
clipped, with that incomparable, automaton-look conferred by the first days of
barrack life. They are chattering together—no doubt talking of their homes and
the girls they left behind them; each is peeling a willow switch with a [122]knife. A
fear seizes me; ah! it is not easy to try an experiment on the public way, where,
when some fact watched for during long years does present itself, a passer-by
may disturb or annihilate chances which may never occur again! I rise anxiously
to make way for the conscripts; I withdraw into the osier bed, and leave the
narrow way free. To do more was not prudent; to say, “My good fellows, do not
go that way,” would have made bad worse. They would have supposed some