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McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.
“If you don’t know where
you are going, any road
will take you there.”
2-6
Developing a Strategic Vision
Phase 1
Involves thinking strategically about
Future direction of company
Changes in company’s
product/market/customer technology to improve
Current market position
Future prospects
2-8
Key Elements of a Strategic Vision
Delineates management’s aspirations for the
business
Provides a panoramic view of “where we are going”
Charts a strategic path
Is distinctive and specific to
a particular organization
Avoids use of generic language that
is dull and boring and that could
apply to most any company
Captures the emotions of
employees and steers them
in a common direction
Is challenging and a bit beyond a
company’s immediate reach
2-9
Role of a Strategic Vision
2-11
Table 2.3: Common Shortcomings in Company Vision Statements
2-12
Example of Strategic Vision
Red Hat
To extend our position as the most trusted
Linux and open source provider to the
enterprise. We intend to grow the market
for Linux through a complete range of
enterprise Red Hat Linux software, a
powerful Internet management platform,
and associated support and services.
2-13
Example of Strategic Vision
UBS
We are determined to be the best global financial services company.
We focus on wealth and asset management, and on investment
banking and securities businesses.
We continually earn recognition and trust from clients, shareholders,
and staff through our ability to anticipate, learn and shape our future.
We share a common ambition to succeed by delivering quality in what
we do.
Our purpose is to help our clients make financial decisions with
confidence.
We use our resources to develop effective solutions and services for
our clients.
We foster a distinctive, meritocratic culture of ambition, performance
and learning as this attracts, retains and develops the best talent for
our company.
By growing both our client and our talent franchises, we add
sustainable value for our shareholders.
2-14
Examples of Strategic Visions
Caterpillar
Be the global leader in customer value.
eBay
Provide a global trading
platform where practically anyone
can trade practically anything.
2-15
Strategic Vision vs. Mission
2-16
Characteristics of a Mission Statement
2-20
Linking the Vision
with Company Values
Companies often develop a statement of values to guide a
company’s pursuit of its vision and strategy and paint the white
lines for how a company’s business is to be conducted
Company values statements typically
contain four to eight beliefs, traits, and
behaviors relating to such things as
Fair treatment, integrity, ethical behavior,
innovation, teamwork, product quality, customer satisfaction,
social responsibility, community citizenship
But values statements remain a bunch of nice words until
espoused beliefs, traits, and behaviors are
Incorporated into company’s operations and work practices
Used as benchmarks for job appraisal, promotions, and
rewards
If company personnel are not held accountable
for displaying company values in doing their jobs, then the
company values statement is a bunch of empty words!
2-21
Example: American Express’
Company Values
Respect
Teamwork
for people
2-22
Example: Toyota’s Company Values
Teamwork
Learning
Continuous improvement
Safety Ethics
Respect Environmental
for people stewardship
2-24
Example: Abbott Laboratories’
Company Values
Pioneering Achieving
Caring Enduring
2-25
Example: Yahoo’s Core Values
What Yahoo Doesn’t Value – Singles out 54 things it does not value – losing,
bureaucracy, “good enough,” arrogance, status quo, formality, quick fixes …
2-26
Communicating the Strategic Vision
FedEx
“Satisfying worldwide demand for fast,
time-definite, reliable distribution.”
Home Depot
“Helping people improve the
places where they live and work.”
2-28
Capturing the Vision in a Slogan
Scotland Yard
“To make London the safest
major city in the world.”
Charles Schwab
“To provide customers with
the most useful and ethical financial
services in the world.”
2-29
Recognizing Strategic Inflection Points
1998
Shift focus from PC technology to becoming the
preeminent building block supplier to Internet
economy
2-31
Overcoming Resistance to
a New Strategic Vision
Mobilizing support for a new vision entails
Calming fears
Lifting spirits
2-32
Test Your Knowledge
The difference between a company's mission statement and
the concept of a strategic vision is that
A. the mission statement lays out the desire to make a profit,
whereas the strategic vision addresses what strategy the
company will employ in trying to make a profit.
B. a mission statement deals with “where we are headed ”
whereas a strategic vision provides the critical answer to
“how will we get there?”
C. a mission deals with what a company is trying to do and a
vision concerns what a company ought to do.
D. a mission statement typically concerns an enterprise’s
present business scope and purpose—“who we are, what we
do, and why we are here”—whereas the focus of a strategic
vision is on the direction the company is headed and what
its future product-customer-market-technology focus will be.
E. a mission is about what to accomplish for shareholders
whereas a strategic vision concerns what to accomplish for
customers.
2-33
Payoffs of a Clear Strategic Vision
2-37
Examples: Financial Objectives
Annual revenue growth of X%
X % increase in after-tax profits annual
Earnings per share growth of X% annually
Annual dividend increases of X%
Profit margins of X%
X% return on capital employed (ROCE)
Annual stock price increases that average X% over
time
Strong bond and credit ratings
Sufficient internal cash flows to fund 100% of new
capital investment
Stable earnings during periods of recession
2-38
Examples: Strategic Objectives
Winning an X% market share within 3 years
Achieving lower overall costs than rivals
Overtaking key competitors on product performance
or quality or customer service within 2 years
Deriving X% of revenues from sale of new products
introduced in past 5 years
Being the recognized industry leader in product
innovation and/or technological know-how
Having a wider product line than rivals
Consistently getting new or improved products to
market ahead of rivals
Having stronger national or global sales and
distribution capabilities than rivals
2-39
Good Strategic Performance Is the Key
to Better Financial Performance
Achieving good financial performance is not enough
Current financial results are “lagging indicators” reflecting
results of past decisions and actions — good profitability now
does not translate into stronger capability for delivering even
better financial results later
However, setting well-chosen strategic
objectives and achieving them signals
Growing competitiveness
Growing strength in the marketplace
A company that is growing competitively stronger is
developing the capability for better financial performance
in the years ahead
Good strategic performance is thus a “leading indicator” of a
company’s capability to deliver improved
future financial performance
Unless a company sets and achieves stretch strategic objectives
it is not developing the competitive muscle to deliver even
better financial results in the years ahead!
2-40
A Balanced Scorecard Approach –
Setting Strategic and Financial Objectives
A balanced scorecard for measuring
company performance is optimal; it entails
Setting financial and strategic objectives
Placing balanced emphasis on achieving
both types of objectives
(However, if a company’s financial performance is dismal or if its very
survival is in doubt because of poor financial results, then stressing
the achievement of the financial objectives and temporarily de-
emphasizing the strategic objectives may have merit)
Just tracking financial performance overlooks the
importance of measuring whether a company is
strengthening its competitiveness and market
position
The surest path to sustained future profitability year after
year is to relentlessly pursue strategic outcomes that
strengthen a company’s business position and give it a
growing competitive advantage over rivals!
2-41
General Motors’ Objectives
2-46
For Discussion: Your Opinion
2-47
Both Short-Term and Long-Term
Objectives Are Needed
Short-term objectives
Long-term objectives
2-49
Characteristics of Strategic Intent
2-60
Figure 2.2: A Company’s Strategy-Making Hierarchy
2-61
Corporate Strategy
Establishing investment
priorities and steering
corporate resources into the
most attractive businesses
2-62
Business Strategy
Concerns the actions and approaches crafted
to produce successful performance in one
specific line of business. Is usually the
responsibility of the manager in charge of the
business and involves
Crafting competitive moves to build
sustainable competitive advantage
Seeing that lower-level strategies within
the business are well-matched to the
overall business strategy
Gaining approval of business-level strategic
moves by corporate-level officers and directors
2-63
Functional Strategies
Adding function-related
strategic details to the
overall business strategy
2-64
Operating Strategies
Corporate-Level Corporate
Managers Strategy
Two-Way Influence
Business-Level
Managers Business Strategies
Two-Way Influence
Functional
Functional Strategies
Managers
Two-Way Influence
Operating
Managers Operating Strategies
2-66
Levels of Strategy-Making in
a Single-Business Company
Business-Level
Business
Managers
Strategy
Two-Way Influence
Functional
Functional Strategies
Managers
Two-Way Influence
Operating
Managers Operating Strategies
2-67
Test Your Knowledge
The strategy-making hierarchy in a single business
company consists of
A. it pursues business strategy, divisional strategies,
and departmental strategies.
B. business strategy, functional strategies, and
operating strategies, whereas in a diversified
company it consists of corporate strategy, business
strategies (one for each business the diversified
company is in), functional strategies, and operating
strategies.
C. business strategy and operating strategy.
D. company strategy, divisional strategies, and
functional strategies.
E. corporate strategy, divisional strategies, and
departmental strategies.
2-68
Uniting the Company’s
Strategy-Making Effort
A firm’s strategy is a collection of initiatives
undertaken by managers at all levels in the
organizational hierarchy
Pieces of strategy should fit
together like the pieces of a puzzle
Key approaches used to unify
all strategic initiatives into a
cohesive, company-wide action plan
Effectively communicate company’s vision,
objectives, and major strategies to all personnel
Diligently review lower-level strategies for
consistency and support of higher-level
strategies—revise as needed
2-69
What Is a Strategic Plan?
2-70
Implementing and Executing Strategy
Phase 4
Operations-oriented activity aimed at
performing core business activities in a
strategy-supportive manner
Tougher and more time-consuming
than crafting strategy
Key tasks include
Improving the efficiency with which
the strategy is being executed
Showing measurable progress in achieving
both operating excellence and targeted results
2-71
What Does Implementing and Executing
the Strategy Involve?
Building a capable organization
Allocating resources to strategy-critical activities
Establishing strategy-supportive policies
Instituting best practices and programs
for continuous improvement
Installing information, communication,
and operating systems
Motivating people to pursue the target objectives
Tying rewards to achievement of results
Creating a strategy-supportive corporate culture
Exerting the leadership necessary to drive the
process forward and keep improving
2-72
Organizational Characteristics of
Good Strategy Execution
Requires a concerted effort to achieve
operating excellence
Involves a company’s entire management
team
Hinges on skills and cooperation
of operating mangers who can
Push needed changes in their
organizational units
Consistently deliver good results
Success is best indicated by
Meeting or beating performance targets
Progress in achieving the strategic vision
2-73
Evaluating Performance and
Making Corrective Adjustments
Phase 5
Crafting and implementing a strategy is not a
one-time exercise
Customer needs and competitive conditions change
New opportunities appear; technology
advances; any number of other
outside developments occur
One or more aspects of executing the
strategy may not be going well
New managers with different ideas take over
Organizational learning occurs
All these trigger a need for corrective actions
and adjustments on an as-needed basis
2-74
Monitoring, Evaluating, and
Adjusting as Needed
Taking actions to adjust to the march of
events tends to result in one or more of the
following
Culture
Taskmaster Mentor
Visionary Builder
2-77
Things a Chief Strategy Implementer
Must Do to Be Successful
1. Stay on top of what’s happening
2. Make sure company has a
good strategic plan
3. Put constructive pressure on
company to achieve good results
4. Push corrective actions to improve overall
strategic performance
5. Lead development of stronger core
competencies and competitive capabilities
6. Display ethical integrity and lead social
responsibility initiatives
2-78
Role #1: Stay on Top
of What’s Happening
Develop a broad network of formal
and informal sources of information
Requires deciding
When adjustments are needed
What adjustments to make
Involves
Adjusting long-term direction, objectives, and
strategy on an as-needed basis in response to
unfolding events and changing circumstances
Promoting fresh initiatives to bring internal
activities and behavior into better alignment with
strategy
Making changes to pick up the pace when
results fall short of performance targets
2-84
Steps Involved in Making
Corrective Adjustments
Sensing needs
Gathering information
2-89
For Discussion: Your Opinion
2-90
Actions Demonstrating Commitment
to a Strategy of Social Responsibility
Craft a strategy that positively improves
well-being of employees, environment,
communities, and society
Use social and environmental metrics
to evaluate company performance
Tie social and environmental performance
to executive compensation
Take special pains to protect environment
Take an active role in community affairs
Generously support charitable causes and
projects benefiting society
Support workforce diversity and commit to
improving the overall well-being of employees
2-91
Corporate Governance:
Strategic Role of a Board of Directors
Shareholders or
Stakeholders