Thursday, February 11, 2010

Being Strategic

Take some time today and read the interview that Mary Jo Asmus had with Erika Andersen, consultant and author of Being Strategic. An excerpt:

Strategies fail for lots of reasons. One of the most common is that strategies are, all too often, not created to move toward a defined future, but simply in response to a threat. For example, in the early eighties, Pepsi had a strategy of “winning on cost.” It was how they thought they’d take market share from Coke, which at the time was beating them in most domestic markets. Unfortunately, that strategy wasn’t linked to a clear vision (other than “kill Coke”), so they made some sales decisions that weren’t sustainable, in terms of impact on long-term profitability.

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