1. PFE // 2011
EM LYON BUSINESS SCHOOL
RETHINKING
STRATEGIC
MODELS:
ECOSYSTEM
&
STAKEHOLDERS
JUSTINE VICHARD
MSC IN MANAGEMENT

2. “ Strategy is designed working with and against the uncertainty
hazards, multiple play of interactions and retroactions”
Edgar Morin

3. INTRODUCTION
WHAT? WHY? HOW?
The purpose of this white We suggest to renew the We may seem ambitious to
paper is to give some breath strategic paradigm because announce that we want to
and insights to the strategic of the change of the invent or develop a new way
thought. environment as business, as to do strategy.
physical, as cultural, as social
We step back a moment to (…). As we’ve said we only
think more globally and links suggest insights and the
what we consider at the time Some feel stifled by the beginning of an open though
separated or opposed. constraints arisen and are that can be picked, debated,
stuck in an uncertain horizon. developed (…)
Thinking is not the unique
action of the mind but a To find new solutions we As we are at the beginning of
tangible pace to engagement think that we have to invent a a possible way to see our
and strategic action new framework, a new way environment differently; we
to plan the world around us. will borrow our references to
a large kind of authors from
all formation and
experiences.
LET’S GO!

4. SUMMARY !
TRADITIONAL
STRATEGIC
1 MODELS:
ARE THEY STILL
USEFUL?
HOW TO DEAL
WITH COMPLEXITY
2 IN STRATEGIC
THINKING?
A NEW MODEL:
3 THE ECOSYSTEM

5. OUR STRATEGIC MODELS ARE THEY STILL USEFUL?
IT’S TIME TO MAKE A POINT ON THE MODELS WE ARE USED TO.
- WHAT ARE THEY DESIGNED FOR? DO THEY STILL REFLECT THE CURRENT VIEWS OF THE INDUSTRY?
- WHAT IS AT STAKE BEHIND THE USE OF EACH MODEL?
- CAN WE DETECT SOMETHING MISSING OR ARE THEY STILL DESIGNED TO MAKE FIRMS GRASP
OPPORTUNITIES?
THE ONES WHICH HELP ANALYZING THE MARKET:
LIFE CYCLE, RISK PREVENTION, TECHNOLOGY & TRENDS WATCH
THE ONES WHICH HELP POSITIONING THE FIRM ON THE MARKET:
BCG MATRIX, MC KINSEY MATRIX
THE ONES WHICH HELP ANALYZING THE RESOURCES AND THE WEIGHTS OF THE FIRM:
BCG MATRIX
HOW CAN WE LINK ALL THEIR BENEFITS INTO A GLOBAL MODEL?

6. SUMMARY !
TRADITIONAL
STRATEGIC
1 MODELS:
ARE THEY STILL
USEFUL?
HOW TO DEAL
WITH COMPLEXITY
2 IN STRATEGIC
THINKING?
A NEW MODEL:
3 THE ECOSYSTEM

7. MANAGING COMPLEXITY
WE HAVE DETECT SOME DIFFICULTIES FOR THE MODELS WE’VE USED TO REFLECT AND TAKE INTO
ACCOUNT THE CURRENT ENVIRONMENT WITH ITS CONSTRAINTS AND OPPORTUNITIES.
- FIRST WHAT HAVE TO DEFINE WHAT HAVE CHANGE IN OUR PERCEPTION AND THE WAY WE CONCEIVE
THE STAKEHOLDER AROUND US. WHY THE ORGANIZATION OF A FIRM IN ANY BUSINESS DOESN’T REALLY
MATCH WITH THE PROBLEM THEY HAVE TO SOLVE?
-WE WILL ANCHOR OUR THOUGHTS AROUND THE INTERESTING CONCEPT OF COMPLEXITY AND WHAT IT
IMPLIES IN BUSINESS WORLD.
THE CHALLENGE OF THE COMPLEX THINKING:
WHAT WE’VE LEARN FROM COMPLEX SYSTEM
THE CONSEQUENCES OF A COMPLEX ENVIRONMENT OVER BUSINESS:
ENVIRONMENT PERCEPTION AND MANAGEMENT TOOLS
TO HOW TO RENEW THE PARADIGM?
THE ECOSYSTEM PARADIGM
WHAT ARE THE KEY CONCEPTS TO UNDERSTAND AND HAVE KEYS TO ACT OUR ENVIRONMENT?

8. SUMMARY !
TRADITIONAL
STRATEGIC
1 MODELS:
ARE THEY STILL
USEFUL?
HOW TO DEAL
WITH COMPLEXITY
2 IN STRATEGIC
THINKING?
A NEW MODEL:
3 THE ECOSYSTEM

9. ECOSYSTEM
NOW THAT WE HAVE MORE ELEMENTS ABOUT IS OUR ENVIRONMENT TODAY, WHAT DOES IT IMPLY AT A
STRATEGIC LEVEL? WHAT WILL BE THE PILLARS OF A STRATEGIC REPRESENTATION OF OUR
ENVIRONMENT?
TO CONDUCT IT WE WILL EXPLORE THE ECOSYSTEM PARADIGM. WHAT IS AN ECOSYSTEM? WHAT DOES
THAT MEAN IN A STRATEGIC CONCEPTION?
THROUGH MANY EXAMPLES WE WILL TRY TO CATCH SOME CHARACTERISTICS OF WHAT IS AN
ECOSYSTEM AND HOW WE CAN DESIGN IT ON A BUSINESS ENVIRONMENT.
WHAT ARE THE CHARACTERISTICS OF AN ECOSYSTEM?
FROM VARIOUS EXAMPLES IN DIVERSE SECTORS, WE WILL TRY TO DETECT SOME INVARIANTS
THE STORY TELLING OF AN ECOSYSTEM:
HOW NIKE, FORCED BY ITS ENVIRONMENT TO CHANGE, HAVE RECONSIDERED ITS INTERN ORGANIZATION AND
CONCEIVE IT AS AN ECOSYSTEM
DESIGNING AN ECOSYSTEM
FROM ALL THE EXAMPLES QUOTED, WHAT CAN WE HOLD?
FOLLOWING THE FIRST TRACKS IN THE ECOSYSTEM THINKING…