How Strategy Met Tactics and Killed the Strategic Plan
Authors: Outram, ChrisFree Preview
- Articulates a phenomenon that we already know is happening but hadn't named yet
- Quality of input from real life practitioners
- Looks at the impact of digital not just on marketing but on wider corporate strategy
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- About this book
In the world of digital business, the line between strategy and tactics is blurring. Traditionally large companies would adopt strategic frameworks which planned over three- to five-year timescales, while most digital start-ups had little interest in comprehensive and rigorous strategic processes and simply set themselves vision and worked out how to get there along the way.
In today's digital economy even large companies are finding that their planning horizons are being measured in months rather than years or quarters (if not yet in the weeks or even days of startups). On the other hand, investors are less swayed by the excitement of 'digital' and expect harder and more rigorous medium term planning from start-ups.
As a result, while the empirical process of learning by doing is becoming part of traditional companies' strategy processes, digital pure plays are no longer just making it up as they go along, but actively learning and changing as they go along. In short: on the battlefield of online commerce, strategy blends with tactics.
Indeed, the distinction between pure play and hybrid is increasingly redundant as more holistic business models begin to emerge. Digital Stractics captures the experience and insights of some 60 entrepreneurs, CEOs and chairmen of both pure plays and hybrids to formulate frameworks within which both pure plays and hybrids can shape their strategy and business models.
As timescales between 'plan' and 'do' collapse strategy and tactics have to blend. The world of STRACTICS is upon us.
- About the authors
Chris Outram is Founder and Chairman of OC&C, a leading strategy consultancy. He has been a strategy consultant for more than 30 years. In that time he has consulted to a multitude of corporations around the world in many industry sectors. OC&C conducts strategy assignments designed to enhance their client's commercial success in a value creating and sustainable way. Prior to his career in Strategy Consulting, Chris honed his managerial skills with firms such as The Mobil Oil Co and Air Products. Chris graduated from Birmingham University with a Double First in Mechanical Engineering and Industrial Economics and was awarded an MBA with Distinction from INSEAD.
- Bibliographic Information
- Book Title
- Digital Stractics
- Book Subtitle
- How Strategy Met Tactics and Killed the Strategic Plan
- Chris Outram
- Palgrave Macmillan UK
- Copyright Holder
- The Editor(s) (if applicable) and The Author(s)
- eBook ISBN
- Hardcover ISBN
- Edition Number
- Number of Pages
- XXV, 160