The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership
by Tamara L. Gillis
Strategic Planning
If there is any one concept that drives the planning process in today's turbulent marketplace, it is the need for strategic agility, the capacity to identify and capture opportunities more quickly than your rivals do (Fathi & Wilson, 2009; Sull, 2010). Writing in the McKinsey Quarterly, Donald Sull argues that in turbulent markets, organizational agility is invaluable. A recent McKinsey survey found that executives ranked organizational agility both as critical to business success and as growing in importance over time. The benefits of enhanced agility, the survey respondents said, include higher revenues, more satisfied customers and employees, improved operational efficiency, and faster time to market (Sull, 2010, p. 48). ...
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