This document discusses the challenges facing modern businesses from an increasingly chaotic world due to factors like globalization, rapid technology changes, and disruptive media. It argues that businesses need to adopt accelerated strategic management to keep pace, which requires being quicker to respond, more flexible, transparent, and not afraid to fail. Specifically, businesses need to plan in advance, proactively respond to events, have cohesive and data-driven organizations, and focus on the right metrics to outperform competitors in this chaotic environment.

1. STRATEGIC
MANAGEMENT
Strategy Accelerated
Matthew Sawyer
Adjunct Professor
BBA Program in Design + Management
Parsons The New School For Design
November 24, 2014

2. NEW CHAOTIC WORLD
2
Fast Company, October 15, 2012

3. CHAOTIC WORLD
Why the Chaos?
Modern businesses face:
- Increased globalization
- Rapid advances in technology
- Disruptive media channels
- Environmental concerns
- Wall Street and financial pressures
3
Driving Forces

4. 4
GLOBALIZATION
Key Driver
In late 90s, fiber optic cables connected the continents

5. 5
TECHNOLOGY
Key Driver
Internet Trends, Mary Meeker of KPCB, May 2014

6. 6
TECHNOLOGY
Key Driver
Internet Trends, Mary Meeker of KPCB, May 2014

7. 7
TECHNOLOGY
Key Driver
Internet Trends, Mary Meeker of KPCB, May 2014

8. 8
TECHNOLOGY
Key Driver
Internet Trends, Mary Meeker of KPCB, May 2014

9. 9
MEDIA CHANNELS
Key Driver
Internet Trends, Mary Meeker of KPCB, May 2014

10. 10
MEDIA CHANNELS
Key Driver
Internet Trends, Mary Meeker of KPCB, May 2014

11. CONSUMER
11
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

12. CONSUMER
12
Key Driver
Consumer Decision Journey:
- Importance of continuing relationship beyond purchase
Source: “Branding in Digital Age” by D. Edelman, HBR Dec. 2010

13. STRATEGIC MANAGEMENT
So how can business organizations
control the chaos?
13
Implications

14. ACCELERATED STRATEGY
In Chaotic World:
Requires organizations to be:
- Quicker to respond
- More flexible and proactive
- More cohesive
- More transparent
- Not afraid to fail
14
For Business Today

15. QUICK TO RESPOND
Example
Dell is committed to respond to all questions within 2 hours
15

16. QUICK TO RESPOND
16
Example

17. REQUIRES ADVANCED PLANNING
17 Source: Altimeter Group, 2013

18. FLEXIBLE AND PROACTIVE
18
Example

19. FLEXIBLE AND PROACTIVE
19
Example

20. FLEXIBLE AND PROACTIVE
20
Example
Immediately aftter Blizzard Nemo in February 2013

21. FLEXIBLE AND PROACTIVE
21
Negative Example
After an insensitive tweet following Egyptian riots in 2011

22. REAL-TIME MARKETING
22

23. COHESIVE ORGANIZATION
23
Enables Implementation
To be proactive and responsive organizations must be
available, coordinated, informed, and empowered
Teams Tools
Social Media Social Listening
Design, Copywriters Design
Brand Managers Collaboration
Communications/PR Digital Asset Management
Legal Publishing
Measurement Analytics

24. COHESIVE AND DATA-DRIVEN
Marketing requires developing cohesive organization that
that captures data and optimizes activities at every step
Build data-bases
Social
Media
Listening
Lead
Capture &
Nurturing
Activities
Engage
on Social
Media
SEM & SEO
Analyze,
Refine,
Optimize
Websites &
Social Hubs
Direct/Email
Targeted Ads
Events
Content
Creation
Experts

25. DATA-DRIVEN MARKETING
25
Example

26. DATA-DRIVEN MARKETING
26
Example

27. DATA-DRIVEN MARKETING
27
Example

28. STRATEGIC MANAGEMENT
28
Research of 10K Marketers
0 10 20 30 40 50 60 70 80
Focus on Right Metrics
Inspire Workers for
Results
Connect to Corp. Strategy
Purposed Positioning
Data-Driven Marketing
Underperformers
Overperformers
Source: Ultimate Marketing Machine, Harvard Business Review, July-Aug 2014

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