The New Strategic Landscape
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The New Strategic Landscape Innovative Perspectives on Strategy Julie Verity
Julie Verity 2012 All remaining chapters respective authors Softcover reprint of the hardcover 1st edition 2012 978-0-230-35837-9 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6 10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted her right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2012 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-34749-0 ISBN 978-1-137-28336-8 (ebook) DOI 10.1057/9781137283368 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress. 10 9 8 7 6 5 4 3 2 1 21 20 19 18 17 16 15 14 13 12
Contents List of Figures and Table Acknowledgements Notes on Contributors vi vii viii 1 Introduction 1 Julie Verity 2 Strategy for a Complex World 13 Jean Boulton 3 Strategy and the New Uncertainty 31 Robert Davies 4 Design Thinking 52 Julie Verity and Kevin McCullagh 5 Behavioural Strategy 69 Julie Verity 6 Strategy and Human Nature 87 Julie Verity 7 Strategy as Practice 106 Katie Best 8 Strategy and Discourse 123 Gill Ereaut 9 Strategy as Serious Play 144 Julie Verity and Lewis Pinault 10 Strategy as Social Process 161 Bill Critchley Index 179 v
Figures and Table Figures 3.1 The Universal Thought Space 43 3.2 Relationships of influence 45 3.3 Potential relationships 46 Table 3.1 Old and new relationships 47 vi
Acknowledgements This book came about because of the encouragement from two colleagues, Robert Davies and Jeremy Kourdi, and the inspiration of working on strategy topics with the executive MBA students at Cass Business School. I have been supported throughout by Robert, Janis and Mike. Contributors joined the fray with enthusiasm and have been great people to work with. Thanks to all. vii
Contributors Katie Best, PhD, is Foundation for Management Education Fellow at the London School of Economics, UK, as well as a freelance educator and consultant. She focuses on issues relating to work practice and communication in a range of workplaces, including higher education, the cultural sector and technology-rich environments. Jean Boulton, PhD, MBA, MPhil, is a consultant and part-time academic, holding visiting academic positions at Cranfield School of Management, Bristol Business School and the University of Bath, in the UK. She is Director of Claremont Management Consultants Ltd, specialising in strategy and organisation development. Bill Critchley, MBA, MSc, Clinical Diploma in Psychotherapy, Diploma in Organisational Consulting, practises as an organisation consultant, an executive coach and psychotherapist. He is Founder of the Ashridge Business School s Master s in Organisation Consulting and Joint Founder of the Ashridge Professional Doctorate in Organisation Consulting in the UK. He is also Founder and Director of the Ashridge Coaching for Organisation Consultants programme. Robert Davies, PhD, MBA, FCII, provides advisory and educational services to a range of organisations in the fields of organisational change, global foresight, scenario planning, strategy development and innovation. He is a senior visiting fellow at Cass Business School, UK. Gill Ereaut, MA FMRS FRSA, founded the consultancy Linguistic Landscapes in 2002, pioneering the application of methods developed from linguistics and discourse analysis to real and persistent organisational issues. Her work connects organisational culture and culture change with corporate, operational and brand strategy. Kevin McCullagh founded Plan, following a background in design, marketing, engineering and academia. While at Plan and previously as Director of Foresight at the design consultancy Seymour Powell, he has viii
Notes on Contributors ix offered consultancy services to design, marketing and corporate strategy departments of global brands. Kevin writes, speaks and broadcasts on design, technology and society. Lewis Pinault has 20 years of consulting experience in improving organisational performance through people. He has designed and led transformation work in Europe, the United States and throughout Asia. He is the author of two books, The Play Zone: Unlock Your Creative Genius and Connect with Consumers and Consulting Demons: Inside the Unscrupulous World of Global Corporate Consulting, which was named one of Fortune Magazine s Best Business Books.