2. What does strategy mean ?
Etymology
"art of a general"
from Fr. stratégie, from Gk. strategia "office or
command of a general," from strategos "general,"
from stratos "multitude, army, expedition "
Based on the Online Etymology Dictionary. Douglas Harper, Historian. 22 May. 2007.
10. “the direction and scope of an organization
over the long term, which achieves
advantage for the organization through its
configuration of resources within a changing
environment and to fulfill stakeholders
expectations”
Exploring Corporate Strategy, Johnson and Scholes, 2002
13. Vocabulary Resources/Core capabilites
Vision/Goals
Strategy/Plan
Point B
Environment/
Decisions Circumstances
Point A
Competitors
time
now the future
14. Different approaches, different tools,
different purposes
rivalry
alignment processes
A D1
strategy as… B C
D2 E
co-creation
free rider
environment
learning process x
x x
x
x x
x
technology
cognition
manipulation
24. The need for focus
Here Ok
Here
CEOs
Managers
Staff
25. Strategy-Focused Organization principles
2. TRANSLATE STRATEGY TO 1. Mobilize CHANGE THROUGH
OPERATIONAL TERMS EXECUTIVE LEADERSHIP
2.1 Strategy map developed 1.1 Top leadership committed
2.2 Balanced Scorecard created 1.2 Case for change clearly articulated
2.3 Targets established 1.3 Leadership engaged
2.4 Initiatives rationalized 1.4 Vision and strategy clarified
2.5 Accountability assigned 1.5 New way of managing understood
1.6 Program manager identified
STRATEGY-
FOCUSED
3. ALIGN THE Organization Organization 5. GOVERN TO MAKE STRATEGY A
TO THE STRATEGY CONTINUAL PROCESS
3.1 Corporate role defined
BEST PRACTICES 5.1 BSC reporting system established
3.2 Corporate – SBUs aligned 5.2 Strategic review meetings conducted
3.3 SBU – Support units aligned 5.3 Planning, budgeting, and strategy integrated
3.4 SBU – External Partners aligned 5.4 HR and IT planning linked to strategy
3.5 SBU – Board of directors aligned 5.5 Process management linked to strategy
4. MOTIVATE TO 5.6 Knowledge sharing linked to strategy
MAKE STRATEGY 5.7 Strategic Management Office
EVERYONE’S JOB established
4.1 Strategic awareness created
4.2 Personal goals aligned
4.3 Personal incentives aligned
4.4 Competency development aligned
Balanced Scorecard Collaborative • bscol.com
35. Strategic Options
System lock-in
Total
customer Best
solutions Product
Total customer solutions System lock-in Best product
Competition for the Competition around the control Competition based on
customer « interaction of the ecosystem determinants product ’s economic
system » attributes
Complementors lock-in
Redefining customer ’s competitor lock-out Low cost or mere
experience differentiation
Proprietary standard
40. Kim and Mauborgne
“The only way to beat the
competition is to stop trying
to beat the competition”
41. Red and blue ocean strategies
Red Ocean Strategy Blue Ocean Strategy
Compete in existing market space. Create uncontested market space.
Beat the competition. Make the competition irrelevant.
Exploit existing demand. Create and capture new demand.
Make the value/cost trade-off. Break the value/cost trade-off.
Align the whole system of a company’s Align the whole system of a
activities with its strategic choice of company’s activities in pursuit of
differentiation or low cost differentiation and low cost.
42. Strategic canvas
5 - high
value curve
performance
3 - medium
1 - low
1 2 3 8
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48. Collaboration as co-creation of value
discovering and
creating new
opportunities
sharing and
shared destiny
creating and co-creation
prerequisites for collaboration
knowledge of value
sharing
shared practices
information and co-innovation
(transaction
data)
collaboration with
suppliers, key
customers, partners
arm’s-length
relationship traditional
business
approach
market-based, improved joint Joint goals;
transaction business development; joint leverage of
driven; across processes; co-management competencies
business unit across legal of the enhanced
boundaries boundaries network
collaboration intensity
57. 1% 18%
Strategy
300%
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Development plan
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Words
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70. Intentionality
The intentionality characteristic of humans is a result of
evolutionary processes. Humans have goals and desires
and tend to operate in order realize their goals
(according to their understanding of the world or their
beliefs).
75. Different approaches, different tools,
different purposes
rivalry
alignment processes
A D1
strategy as… B C
D2 E
co-creation
free rider
environment
learning process x
x x
x
x x
x
technology
cognition
manipulation
76. Quick checklist
Identify the strategic issues
1. What’s the problem ? What’s the context ?
Select the right method and tools
1. Read reference books
2. Ask questions to experts
3. Use the internet
Co-create strategy with all future participants
Operationalize: translate concepts into daily activities
Monitor execution (measure progress)
Update strategic destination if necessary
