Accelerated Strategy_Sawyer

STRATEGIC MANAGEMENT Strategy Accelerated Matthew Sawyer Adjunct Professor BBA Program in Design + Management Parsons The New School For Design

November 24, 2014

NEW CHAOTIC WORLD

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Fast Company, October 15, 2012

CHAOTIC WORLD

Why the Chaos? Modern businesses face:

-  Increased globalization

-  Rapid advances in technology

-  Disruptive media channels

-  Environmental concerns

-  Wall Street and financial pressures

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Driving Forces

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GLOBALIZATION Key Driver

In late 90s, fiber optic cables connected the continents

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TECHNOLOGY Key Driver

Internet Trends, Mary Meeker of KPCB, May 2014

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Internet Trends, Mary Meeker of KPCB, May 2014

TECHNOLOGY Key Driver

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Internet Trends, Mary Meeker of KPCB, May 2014

TECHNOLOGY Key Driver

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Internet Trends, Mary Meeker of KPCB, May 2014

TECHNOLOGY Key Driver

9 Internet Trends, Mary Meeker of KPCB, May 2014

MEDIA CHANNELS Key Driver

10 Internet Trends, Mary Meeker of KPCB, May 2014

MEDIA CHANNELS Key Driver

CONSUMER

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Key Driver

Expectations: • Consumers expect

quick responses

• Over half surveyed want a response in <1 hour

• 38% feel negative about company if not receive response

CONSUMER

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Key Driver

Consumer Decision Journey: -  Importance of continuing relationship beyond purchase

Source: “Branding in Digital Age” by D. Edelman, HBR Dec. 2010

STRATEGIC MANAGEMENT

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So how can business organizations control the chaos?

Implications

ACCELERATED STRATEGY

In Chaotic World: Requires organizations to be: -  Quicker to respond

-  More flexible and proactive

-  More cohesive

-  More transparent

-  Not afraid to fail

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For Business Today

QUICK TO RESPOND

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Example

Dell is committed to respond to all questions within 2 hours

QUICK TO RESPOND

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Example

REQUIRES ADVANCED PLANNING

17 Source: Altimeter Group, 2013

FLEXIBLE AND PROACTIVE

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Example

FLEXIBLE AND PROACTIVE

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Example

FLEXIBLE AND PROACTIVE

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Example

Immediately aftter Blizzard Nemo in February 2013

FLEXIBLE AND PROACTIVE

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Negative Example

After an insensitive tweet following Egyptian riots in 2011

REAL-TIME MARKETING

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COHESIVE ORGANIZATION

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Enables Implementation

Teams Tools

Social Media Social Listening

Design, Copywriters Design

Brand Managers Collaboration

Communications/PR Digital Asset Management

Legal Publishing

Measurement Analytics

To be proactive and responsive organizations must be available, coordinated, informed, and empowered

COHESIVE AND DATA-DRIVEN

Social Media

Listening

Build data- bases

Lead Capture & Nurturing Activities

Engage on Social

Media

SEM & SEO Analyze, Refine,

Optimize

Websites & Social Hubs

Direct/Email Targeted Ads Events

Experts

Content Creation

Marketing requires developing cohesive organization that that captures data and optimizes activities at every step

DATA-DRIVEN MARKETING

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Example

DATA-DRIVEN MARKETING

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Example

DATA-DRIVEN MARKETING

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Example

STRATEGIC MANAGEMENT

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Research of 10K Marketers

0 10 20 30 40 50 60 70 80

Data-Driven Marketing

Purposed Positioning

Connect to Corp. Strategy

Inspire Workers for Results

Focus on Right Metrics

Underperformers Overperformers

Source: Ultimate Marketing Machine, Harvard Business Review, July-Aug 2014

Matthew Sawyer Adjunct Professor BBA Program in Design + Management Parsons The New School For Design sawyerm@newschool.edu