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management is devoting less than 3% of the time of its time in building corporate perspective on the future. This should ideally be 20-50% over several months. But if future is not occupying senior managements time, then what is? Its restructuring and reengineering.
To create the future a company must: Change in some fundamental way the rules of engagement in a long standing industry Redraw the boundaries between industries Create entirely new industries Organizational transformation agenda must be driven by a point of view about the industry transformation agenda: How do we want this industry to be shaped in the next five or ten years? What must we do to ensure that the industry evolves in a way that is maximally advantageous for us? What skills and capabilities must we begin building now if we are to occupy leadership position? How should we organise ourselves for opportunities that may not fit neatly in the current business units and divisions?
When you ask managers across the industry whats the secret to making money
in this industry ,do you get more or less the same answer?
industry?
Is the industrys take-up rate for new technology slower than most? Have the leaders tended to rely on high barriers to entry, rather than product
The need for foresight Developing foresight The foundation of foresight Empathizing with human needs
Accumulatio n of abundant resources A view that resources will win out Resources substitute for creativity
Success confirms strategy Momentum is mistaken for independent Failure to reinvent leadership
Strategy as stretch
Starting resource positions are a very poor predictor of
future industry leadership. A firm can sit atop mountains of cash and command legions of talented people, and still lose its leadership position.
Likewise a firm can sometimes overcome enormous handicaps and successfully scale the heights of industry leadership.
Strategic intent
Strategic intent is a term for an animated dream. Strategic architecture is the brain ,strategic intent is the
heart. Strategic intent implies a significant stretch for the organization. Strategic intent also implies a particular point of view about the long-term market or competitive position that a firm hopes to build over the coming decade. Hence it conveys a sense of direction.
Strategy as leverage
Resource leverage can be achieved in five ways:
By more effectively concentrating resources on key
strategic goals, By more efficiently accumulating resources, By conserving resources wherever possible, And by rapidly recovering resources by minimizing the time between expenditure and payback.
Examples
Organization Benefit Core competence Sony Pocketability miniaturization
Federal Express
On time delivery
EDS
System integration
Intercorporate competition
Competition for competence E.g. : American Airlines competes with British Airways.
How strongly your customer is getting influenced Core competence should be difficult to imitate Core competencies should open up good no. of potential markets
Can contribute to one of the high priority projects, that individual can self promote himself or herself onto the team.
The team leader may not choose to take the applicant, but if the
skills offered are critical to the projects success, the team leader can ask that the individual be transferred.
As one might expect, the existence of such a system helps ensure
that unit managers do their best to keep key people occupied with truly challenging projects.
It also ensures that the best people end up working on the biggest
potential opportunities.
When the goal is to create new competitive space, it is usually impossible to know in advance :
Configuration of products or service features,
market.
EXPEDITIONARY MARKETING
expeditionary marketing forging new markets before
competitors
It acknowledges that failure might take place, but it is a worth
risk taking.
It is based on the question of:
1.
Whether your business is there to simply serve customers and create new markets? Do your marketing efforts follow consumers wants and needs or does it lead them in new directions?
2.
!!Thank You!!