August 2009
Beginner
128 pages
1h 57m
English
Content preview from Executing Strategy
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Articles
Gadiesh, Orit, and James L. Gilbert. “Transforming Corner-Office
Strategy into Frontline Action.” Harvard Business Review, OnPoint
Enhanced Edition, May 2001.
In addition to a strategic plan and companywide meetings,
organizations use other channels to communicate their
strategy to managers and employees. Orit Gadiesh and
James Gilbert call one of these channels a strategic principle—
a memorable, action-oriented phrase that distills the com-
pany’s strategy. Here are some examples: Southwest Airlines’
“Meet customers’ short-haul travel needs at fares competitive
with the cost of automobile travel”; AOL’s “Consumer
connectivity first—anytime, anywhere”; eBay’s “Focus on
trading communities.”
A good strategic principle encourages managers ...
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