Strategy Tools for a Shifting Landscape
It's time to reinvent the way companies develop strategy. Traditional strategy frameworks operate under the assumption that industries have distinct boundaries and that companies know who their rivals, customers, and suppliers are. Moreover, those frameworks create categories and visual representations that are static, using, for instance, maps and comparative value curves. Today, as the competitive landscape is continually redrawn and most industries are in a constant state of flux, the existing strategy tools do not offer much help. Instead of using maps, graphs, and numbers, executives should use words to write a playscript: a narrative that sets out the cast of characters in a sector, the way in which they are connected, the rules they observe, the plots in which they play a part, and how they create and capture value as the sector changes. Playscripts force companies to focus on the causes of change, and they allow companies continually to assess the relevance of their strategies. They also acknowledge that strategy could involve changing a company's links to other players. Companies can follow a three-step process to reinvent their strategies using playscripts. Step 1: Write the current playscripts for your company and your sector. Step 2: Rewrite your company's playscript and perhaps the playscript for the entire sector, focusing on how you could change the way value is created and which elements of the plot you could influence. Step 3: Future-proof your playscript by considering how customers' needs are evolving and building relationships that can reinforce your position. As the new year dawns-and as businesses crawl out from under the weight of the global recession-our focus is on reinvention. This HBR Spotlight examines that theme from various perspectives: how to manage corporate transformation, what we understand about personal resilience, whether the United States can reclaim its leadership role in innovation and invention, and how executives in strategy and marketing are reconceiving the work they do.
【書誌情報】
ページ数:16ページ
サイズ:A4
商品番号:HBSP-R1001D
発行日:2010/1/1
登録日:2012/3/28