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STRATEGY ORCHESTRATION
BALAS 2011. Santiago de Chile
Alejandro Ruelas-Gossi, PhD
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Denominator (recession mindset) vs Numerator (growth mindset)
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The failure of Corporate Entrepreneurship is blamed on a lack of imagination
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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The primary impediment to Revenue growth is not a lack of creativity but an unhealthy addiction to Power……..
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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Managers and researchers typically discuss strategy as means to create economic
value, but strategic choices have as much to do with power as value.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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The 2 dominant streams of strategy thinking:
•Industry Structure
•Resource-based view of the firm
Both connect strategic choices to value creation by way of Power
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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No wonder powerful firms are so attractive to investors, such as Warren Buffett, who
described his ideal company as an economic castle protected by an
unbreachable moat.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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Executives crave strategic power as much or more than investors do…..it
makes their lives much easier…..
1. Managers can get things done by the raw exercise of power over employees, suppliers, distributors,
and even customers.2. Strategic power provides greater certainty about
future revenues and profits.3. Strategic power allows firms to weather changes in
the marketplace without having to respond immediately.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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General Motors’ market power in the 1950s allowed the automaker to survive decades
of change in technology, regulations, competition and consumer preferences
before finally succumbing to bankruptcy.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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Strategy is Power……..but Power corrupts….
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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But the more insidious risk is that the very market power that companies use to
protect their established business hinders them from seizing new opportunities.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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Strategy Orchestration flips traditional strategy on its head. Rather than starts
with what you control, and looks for ways to leverage it, managers begin with the
opportunity and then assemble the required resources in its wake.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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Strategy Orchestration happens when a firm pursues an opportunity, NOT by
leveraging strategic power, and NOT by controlling all the required resources BUT by assembling and managing a network of
partners (nodes).
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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Classic Strategy Orchestration
Vantage point The Individual Firm Individual
Opportunity/Network
Source of funds(investment)
Firm´s own resourcesMobilizing other´s
resources
MethodologyUpstream/Downstream
Integration
Identify the needed resources
(assemble the network)
Window of opportunity
Value chain – 180ºNo-boundaries.
Peripherical-360º
Locus of control Egocentric central control
Allocentric distributed control
Scope of valueFirm
(Adam Smith)Network
(Nash)
Skills Power Diplomacy
“How orchestration differs from classic strategy”
Ruelas-Gossi, Orchestration, EGOS Colloquium, Gothenburg, July 2011.
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An allocentric view allows executives to recognise and, more importantly, seize a whole range of opportunities that could
only be pursued by a network rather than an individual firm, no matter how powerful.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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Strategy Orchestration:•Allows firms to get to market faster•Adapt to changing circumstances•Lower their invested capital
•Allowing them to pursue less profitable opportunities such as serving emergingmarket consumers……
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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But it also applies to Apple iphone/ipod, RyanAir’s ancillary
Services and Nestle’s Nespresso.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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I. Put yourself in your customers’ (and partners’) shoes.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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Asking the same question leads to the same tired answers – use better
raw materials and hope the customer will notice, cut prices to steal share, boost advertising, add
features or simply give up and focus on cost reduction.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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Feeling
Being
Doing
Knowing
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What really matters to our customers and partners?
What emotional need, beyond the purely functional, is unmet?
What do they hope for?What do they fear?
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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II. Get partners to play ball.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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When faced with the need to find partners, managers accustomed to
exercising power often look for companies they can easily boss around, and when that does not
work……
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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They look to pay the partners to play….and that has at least 3
problems:•At BOP, not enough profit to do that
•Risk the winners curse (there is always a best offer)
• Unilateral/transactional attitude
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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III. Guide the network with a light-touch, not a heavy hand.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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Managers aspire to strategic power, but power corrupts. The same power
that helps capture and sustain profits in the short and mid term can limit a firm’s ability to thrive in the
long term.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.
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Strategy Orchestration, however, allows firms to assemble and guide
the networks necessary to seize many opportunities that lie outside
the grasp of any one firm.
Sull and Ruelas-Gossi, Strategic Orchestration, Business Strategy Review, Winter 2010.