segunda-feira, abril 06, 2015

Acerca da estratégia

Nem de propósito, na sequência de um tweet recebido, que vincava a cada vez menor relevância das estratégias corporativas:
"As I understand the term, strategy consists of two categories: corporate strategy and business unit strategy. [Moi ici: Eu acrescento um terceiro nível, o departamental ou temático] Corporate strategy consists of CEOs and top executives making just three basic choices:
  • What should be the capabilities that distinguish the company?
  • What should be the company’s comparative advantage in adding value to its individual businesses?
  • What businesses should the company be in?
...
For a business unit, there are also three key decisions that cannot be delegated by its leader. They are different but no less fundamental:
  • Who should be the customers that define our target market?
  • What should be the value proposition that differentiates our products and services with those customers?
  • What should be the capabilities that make our business better than any other in delivering that value proposition?
...
Implementing a strategy consists of all the decisions and activities required to turn the two sets of strategic choices I’ve just described into reality.
...
What, then, is execution? I define the term as the decisions and activities you undertake in order to turn your implemented strategy into commercial success. To achieve “execution excellence” is to realize the best possible results a strategy and its implementation will allow."

Trechos retirados de "Defining Strategy, Implementation, and Execution"

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