5. But itis not alwayseasy to change at the same time as the theenvironmentIntroduction IncrementalChange StrategicDrift Flux TransformationalChange or Death Conclusion Berchot - Demarque - Doncieux - Durand - Piva
11. 04/11/2010 6 STRATEGIC DRIFT Strategy doesn’t fit with the environment Introduction IncrementalChange StrategicDrift Flux TransformationalChange or Death Conclusion Whilstanorganization’s strategycontinuestochangeincrementally, the environmentalchangeaccelerates Organizationdoesn’t change in linewith the environment Berchot - Demarque - Doncieux - Durand - Piva
16. Building on the familiar: managerstryto minimise the extenttowhitchthey are facedwithuncertaintybylookingforanswersthat are familiar(es: Sainsbury’s and customers’ loyalty)Berchot - Demarque - Doncieux - Durand - Piva
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18. Relationships become shackles: The success of a company is based on an excellent relationship between customers, suppliers and employees.Berchot - Demarque - Doncieux - Durand - Piva
23. Consequences ?- Deteriotation of confidence inside the organization - Descrease of the value of the company - Difficulty in terms of HR - Loss of customersloyalty Berchot - Demarque - Doncieux - Durand - Piva
24. 04/11/2010 12 STRATEGIC DRIFT Examples Introduction IncrementalChange StrategicDrift Flux TransformationalChange or Death Conclusion Succession of CEO during the late 90’s, and somedecisionsled the company to financialunstability as well as marketsharelost. One strategicdecisionhad a terrible consequence : intermediaries are upset, and the brand isboycot. Berchot - Demarque - Doncieux - Durand - Piva
25. 04/11/2010 13 STRATEGIC DRIFT The end of the strategic drift Afterthisperiod of flux, 3 possibilities: Introduction IncrementalChange StrategicDrift Flux TransformationalChange or Death Conclusion Berchot - Demarque - Doncieux - Durand - Piva
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27. 05/11/2010 15 Berchot - Demarque - Doncieux - Durand - Piva STRATEGIC DRIFT Example : the burden of history TransformationalChange or Death
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29. Link between innovation and strategic drift. Anticipation of the strategic drift ? Our example: APPLE http://www.youtube.com/watch?v=ciUm-6gBC90 « The revolution has justbegun » Conclusion
![04/11/2010 2 STRATEGIC DRIFT ,[object Object],A tendency in severalindustry: to base theirdevelopment on cultural and historical influences and on theirpast and foundations. ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)