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« Introduction to the course » M1 – C 0

September 2014

16/09/14 M1 -‐ Strategy -‐ Pr Bruno M.WATTENBERGH -‐ © 1

Objectives of the Course ? Understanding the Strategic Imperative to create, deliver and capture value ; understand what is - and where are the sources of - competitive advantage ; defining strategy and other relevant elements as v i s i on , m i ss i on s ta temen t , va lue ; d i scove r methodologies to understand “Business models”, to analyze environment and understand industries dynamics ; understand the challenge to implement and execute strategy. Consider to be a “strategist” …


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Bruno M. WATTENBERGH

Manager Créateur "Partageur" "Appreneur" "Surveilleur"

M1 -‐ Strategy -‐ Pr Bruno M.WATTENBERGH -‐ © 16/09/14 4

M1 -‐ Strategy -‐ Pr Bruno M.WATTENBERGH -‐ ©

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Bruno Wa2enbergh EUB Ichec -‐ DSMA ULB Sciences du Travail MIT -‐ Sloan Harvard Business School

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MISM - Duration of the courses ? •  1 Introduction session •  10 courses of 3 hours •  1 revision session of 2 hours •  1 exam of 3 hours (2 x 1,5h) •  1 option session on “The Pitch”


M1 - Duration of the courses ? •  1 Introduction session •  15 courses of 2 hours •  1 revision session of 2 hours (option) •  1 exam of 3 hours (2 + 1h) •  1 option session on “The Pitch”



Corporate Strategy Model

From the book Exploring Strategy

Structure of the Course ? 1.  Introduction to the course

2.  What is strategy ?

The strategic Position

3.  The Environment analysis

4.  Strategic Capabilities - Resource-based view

5.  Purpose, Vision, mission statement, culture, history & value

Integrative Methodology

6.  Business Model – BMC

Strategic choices & Development

7.  Positioning, Value proposition & Blue Ocean Strategy

8.  Market segmentation & Customer management

9.  Value Chain

10.  Growth Strategies

11.  Partnership, mergers, acquisitions

12.  Strategy Execution

13.  Innovation (Guest Lecturer)

14.  Presentation of your case (PPT + Video)

15.  Review of the course

16.  Final Examination

17.  Option : Pitch course



Corporate Strategy Model

From the book Exploring Strategy

Teaching methods ? •  Theory :

–  Most of theory comes from own readings + slides AFTER the course

–  Slides sent to course secretary or website

–  Base of theory in the books (2)

•  Practice :

–  As much as possible

–  A lot of exchange in class (attempt / points)

–  Some homework … and a lot (a lot) of readings


Objectives of the Course ?


My objec[ve ?

ü  Let you understand clearly what strategy is

ü  Give you a large overview of strategies & methods

ü  Illustrate with a lot of cases / Let you prac[ce in one integra[ve case

ü  Make sure you develop a culture about strategy

ü  Create reflexes you can use when reading or when you will be in posi[on

Functioning of the Course ? •  Take away from previous class

•  You will be reading HBR & MIT articles (+- 13)

•  You have prepared Case studies (active reading + notes)

•  We debate extensively the case in class à Q&A / interactions (noted for final course grade)

•  Guest speakers commenting the case à interact !!!

•  Assignments Integrative case à pick a company, analyze it @ each course, diagnostic to be presented at the last session (noted for final course grade)


Cases Studies ? •  Some case readings •  According to the course topic •  Transversal •  Interactions with students (noted) •  Videos @ cases method @ the end of this session

(4 videos) •  See your secretary for case (own buy) L


Mandatory Readings ? A lot of HBR text to read … (a lot) … (see secretary) Part of the theory (most of) comes from those texts to read … Manage your time … Watch your English vocabulary (use on-line dictionary) … Highlight in color … Discuss in group …


Mandatory Readings ? One exam questions @bout an article on strategy of HBR in English : October, November, December.

Buy it, borrow it, read it on line.

You can ask what I call an article on strategy.

We can talk about it in class if you want / ask …

http://hbr.org


Assignment Next Course ? •  Describing what is expected from you for

the next course … •  Understand it & Do it … •  Allocate enough time … •  Talk about it with the others …


Integrative Case : your chosen company Elements to identify and think about ?

1.  Think about your case while in course

2.  Take some note about your case

3.  Write down question to search for after the course

4.  Talk about it & debate with your group members 16/09/14 M1 -‐ Strategy -‐ Pr Bruno M.WATTENBERGH -‐ © 19

Potential Exam Questions ? •  Indicative questions for the final exam

multiple choice …


The books … ? Exploring strategy Business Model Generation


The books ? •  Business Model Generation : 72 first pages can be

downloaded for free … if you want to create your business one day, or if you want to work as an executive … it make sense to buy the book !

•  Exploring Strategy : it is a bible of strategy … Your course is based on the book. I’ll give many references from the book. You can clarify some learning points reading the book. It makes sense to buy it for the course. If you never studied management, if you want to work as a manager … buy it and keep it … it might be useful à Amazon 60€


Other recommended books ? The Strategist : be the leader your business needs : The link between the strategy and the leadership …

Key Strategy Tools : +80 tools for every manager to build a winning strategy

Competitive Advantage : Creating and Sustaining Superior Performance Hardcover

Competitive Strategy : Techniques for Analyzing

Industries and Competitors

Strategic Transformation : Changing While Winning Hardcover (Chapter 1, 7 & 8 in particular) by Manuel Hensmans + …


Book ? •  Relevant chapters for this section :

–  –  – 

I will try to indicate the relevant sections of the book corresponding to the slides …


Final Examination ?


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Examina:on Mul[ple Choice Open Ques[on BMC

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Final grade Exam Integra[ve Case

Final Grade ? •  Participation to course (individual) ?

•  Presentation of strategic diagnostic (collective)

•  Exam : –  Multiple choices (individual)

–  Open question (individual)

–  BMC (collective or individual)


Integrative case : Strategic Diagnostic ? •  Pick a great company •  With available data’s (not in the “case list” see slides), annual reports, … •  Collect data’s, understand the model, … •  @ each course find out relevant info’s to understand the company

•  Build progressively a structure to present @ the end of course / video •  Sketch the strategy in 10 slides max – structure up to you •  Present collectively @ end of course with slides (don’t read !) •  20% of the final grade : “it matters” J

•  Watch the “source and paste” temptation J


•  Pick a great company

•  With available data’s (not in the case list see slide)

•  Collect data’s, understand the model, …

•  @ each course find out relevant info’s to understand the company

•  Build progressively a structure to present @ the end of course

•  Sketch the strategy in 10 slides max – structure up to you

•  Present collectively @ end of course with slides (don’t read !)

•  20% of the final grade : “it matters”

•  Watch the “source and paste” temptation J


Form a group ASAP !!!!

A list of group to be communicated to me BEFORE next class

Integrative case : Strategic Diagnostic ?

Integrative case : Presentation for grade ?

•  10 – 12 pages PPT •  1 video of max 10 minutes •  Movenote of whatever you want •  Delivered for the Sunday 9th of December

(Master 1) •  Presentation Friday 31st of October (MISM)


Case List ?

•  Yahoo •  Henkel •  Inditex (Zara) •  Apple •  Spotfire •  Ducati

•  Harley Davidson •  Coca-Cola •  Pepsi-Cola •  Nissan •  Renault


Don’t choose a company in this list for your integra5ve case … !!!

Election of the Course Secretary ? •  Communicate with me …

•  Distributing material … (Bus Case L)

•  Confirming assignment …

•  Organizing optional session …

•  Organizing revision session … if you want …

•  … 16/09/14 M1 -‐ Strategy -‐ Pr Bruno M.WATTENBERGH -‐ © 31

How to contact me ? Pr. Bruno M. WATTENBERGH

•  [email protected] or [email protected] / @gmail.com

•  Skype : wattbru (if connected and you need me give a try)

•  Personal Assistant :

–  Dominique Esther – [email protected] - 02/800.00.55

•  Urgent matters : +32475266770


Cases teaching ?


Cash teaching (2) ?


Case preparing ?


Case Preparing (2)


Manage your time !


Tips @bout cases ? 1.  Start reading the questions … 2.  Invest (a lot) in reading the case … 3.  Put yourself in the protagonist shoes 4.  Consider the exhibits and if necessary crunch the numbers 5.  Don’t be satisfied with your first conclusion 6.  Talk about your conclusions in group

7.  Develop a persuasion strategy 8.  Case Solutions on the Web ?

20% of grade à I need to see you name … ! 16/09/14 M1 -‐ Strategy -‐ Pr Bruno M.WATTENBERGH -‐ © 38

Reading PDF cases ? 1.  Print and …

–  Stabilo ?

–  Pencil ?

–  Both ?

2.  Use a PDF program ? –  PDF Professional

–  Iannotate PDF


Watch the « cold call »


•  Beginning of the class … cold, sleeping ?

à Cold Call L

•  Tag with your name

•  No tag : no point for participation ! L

Assignment Next Course •  Cases

•  Readings

•  Videos


Assignments for next session Case to prepare :

WSJ & Yahoo Peanut Butter Manifesto


Assignments for next session Reading HBR :

•  What is strategy

•  Can you say what strategy is ?


Assignments for the next session

Deloitte’s Research : •  Read carefully •  Understand the strategic issue •  Understand the drives of

superior performances •  Prepare questions for the guest


Some videos for next session •  M.PORTER What is strategy:

http://www.youtube.com/watch?v=ibrxIP0H84M

•  Strategy in a downturn:http://www.youtube.com/watch?v=mwc073nNl3Q&feature=player_detailpage

•  ¨Michael Porter – 3 mistakes in strategy – 1’47 minute:http://www.youtube.com/watch?v=ibrxIP0H84M

•  ¨The 5 components of a business strategy:http://www.youtube.com/watch?v=BnNW5VViGJs

•  HBR – The secret origin of Corporate Strategy – iTunes


Interesting Videos related to the course ?

•  https://www.youtube.com/user/stanfordbusiness •  https://www.youtube.com/user/businessmodeltv •  https://www.youtube.com/channel/

UCc5cYNhQ8oYNdjmXBy7Z-ug •  https://www.youtube.com/channel/

UCWo4IA01TXzBeGJJKWHOG9g


You said “Culture” ? •  http://blogs.hbr.org •  http://hbr.org/tip •  http://sloanreview.mit.edu •  http://www.strategy-business.com •  http://www.mckinsey.com/insights


Guest for next session ? •  Guest :

– Partner from Deloitte Strategy Consulting Business – author of the study

– Check profile on LinkedIn – Prepare questions


Let’s see you next session ? •  Allocate time for reading & preparing

•  Manage your time with efficiency

•  Talk with others about the case

•  Stabylo / notes

•  Don’t hesitate to prepare questions : “There are no stupid questions”. 16/09/14 M1 -‐ Strategy -‐ Pr Bruno M.WATTENBERGH -‐ © 50

Ready to dive ? Good Luck

J



Many thanks to Pr Manuel HENSMANS

for the authoriza5on to use some of some of his slides and some results of his research

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