By Constantinos Markides
Read Online or Download All the Right Moves: A Guide to Crafting Breakthrough Strategy PDF
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Extra resources for All the Right Moves: A Guide to Crafting Breakthrough Strategy
Subcontract the manufacture of the Nespresso machine to a prestigious OEM. · Focus on the manufacture of high-quality coffee capsules. · Sell the Nespresso machine through prestigious retailers, such as Harrods, Galeries Lafayette, and Bloomingdale's. " Page 8 As was the case with Edward Jones, Nespresso has made clear and explicit choices concerning who to target, what to sell, and how to do this. It turns out that the original choices made did not produce the desired results. However, the new choices made by Jean-Paul Gaillard in 1988-89 have rejuvenated Nespresso and turned it into a profitable unit within Nestlé.
A variety of companies have been the focus of this research, all of them strategic innovators in their industries. These are companies whose strategies have not only been fundamentally different from those of their competitors but have also turned out to be tremendously successful. By studying these successful innovators, I believe we can develop a deeper understanding of what accounts for the making of innovative strategies. I've observed that there are certain simple but fundamental principles underlying every successful strategy.
Define what business it believes it is in. 2. Decide who will be its targeted customers, what products or services it will offer them, and how it will achieve all this in an efficient way. 3. Construct the appropriate organizational environment that will support the choices made. " Although very few companies actually ask themselves this question, let alone answer it, my research suggests that this is the single, most important step in the crafting of a superior strategy. Why? " The definition of the business is the filter through which all information passes.