Management Challenges for the 21st Century

2 Strategy — The New Certainties

Why Strategy? • The Collapsing Birthrate • The Distribution of Income • The Present Growth Industries • Defining Performance • Global Competitiveness • The Growing Incongruence Between Economic Reality and Political Reality

Introduction

Why Strategy?

Every organization operates on a Theory of the Business,* that is, a set of assumptions as to what its business is, what its objectives are, how it defines results, who its customers are, what the customers value and pay for.

Strategy converts this Theory of the Business into performance. Its purpose is to enable an organization to achieve its desired results in an unpredictable environment. For strategy allows an organization to be purposefully opportunistic. ...