At The Middle East’s Leading Strategy Forum “STRATEGY LEADERS”, see The World’s Latest Strategy Thinking reflecting the wider strategy community that helps you build organizational agility into your strategy frameworks and ensure you are prepared to respond timely to rapidly changing market conditions. When: 26th to 30th April 2015 Where: The Address Hotel Dubai Mall, Dubai, UAE Contact: Sowmya on +971 4 4072730 or email sowmya.yellappa@informa.com

1. Mastering Strategy Execution for Business
Growth and Organisational Agility
 Explore the latest regional
and international thinking on
strategy execution
 Build agility into your strategy
and be responsive to rapidly
changing market conditions
 Avoid strategy implementation
failures by eliminating the
common causes
 Link the impact of strategic
execution to your organisation’s
bottom line
 Develop actionable strategies
in the Middle East to drive
successful business growth
To Register contact Sowmya Tel: +971 4 4072730 / Fax: +971 43352718 / Email: sowmya.yellappa@informa.com
26 – 30 April 2015
The Address Dubai Mall
Dubai | UAE
Book Before
15 January to Save up to $2,498
#StrategyLeaders
International and Regional Strategy Leaders
Presenting For the First Time
Rita McGrath
Globally Recognised Expert on Innovation and
Strategic Management
Back by Popular Demand
Jeroen De Flander
One of the World’s Most Influential Thinkers on
Strategy Execution
Ahmed Aljaberi
Strategic Planning Director
Al Ain Municipality
Ayesha Al Junaidy
Director of Corporate Strategy
DP World
Yatin Pahwa
VP - Product Strategy
Deutsche Telekom
Dirk Richter
Senior Advisor - Strategy
Division
Health Authority Abu Dhabi
Maher Abouzeid
CEO Turkey & Middle East
GE Healthcare
Jérôme Droesch
CEO
AXA Insurance
Khaled Al-Aboodi
CEO
ICD (KSA)
Peter Fort
CEO
RAK Freezone
Technology Partner Software Partner ASSOCIATE SPONSORS

2. EVENT AT A GLANCE
Sunday
26 April 2015
Monday
27 April 2015
Tuesday
28 April 2015
Wednesday
29 April 2015
Thursday
30 April 2015
Pre-Forum Workshops
A. Business Model
Generation
B. Business War Gaming
C. Strategy Execution for
Middle Managers
Strategy Leaders Forum Post-Forum Workshops
D. BSC Execution
E. Change Management
for Strategists
F. Project Management
for Strategists
Strategy for
Business Growth and
Competitiveness
Featuring Rita McGrath
Innovation, Agility and
Execution in the Middle East
Featuring International
Keynotes and the CEO Panel
Focus on Balanced
Scorecard Implementation
Featuring Jeroen De Flander
Business growth and geographical expansion are dominating executive agendas for most businesses in the Middle East. However, with a
volatile business climate and increasing competition from cross-border companies, managers are looking at strategy techniques to help
them take advantage of new opportunities as well as build strategic competitive advantage in their organisations. More and more, strategy
executives are required to build organisational agility into their strategy frameworks to ensure they are prepared to respond timely to any
changes in their environment.
Similarly, governments in the GGC are increasingly pushing for improved organisational performance measurement and management
in public sector organisations. The side-effects of these challenges include managing talent and performance, embedding strategy in
organisation culture, engaging with middle management, leading change and mitigating risks.
Running for over a decade, the Strategy Leaders Forum brings the world’s elite thinkers in the fields of strategy and innovation to the
Middle East’s business community. 2015 is no exception with a mix of high-profile thought leaders as well as regional CEOs and strategy
practitioners. The Forum facilitates dialogue to address the region’s strategy formulation and execution challenges. Join the conversation
and be at the top of your game.
n Professor at Columbia Business School and a Strategic Management Society
Fellow for her ground-breaking intellectual contribution to the field of Strategic
Management
n Ranked #6 in the Top Ten Management Thinkers in the World by Thinkers50
n Fresh from her Keynote address at Stanford CPD’s “The Strategic Execution
Conference 2014”
n Received the 2013 Distinguished Achievement Award of Strategy by Global
Management Award Thinkers50
n The End of Competitive Advantage listed as the #1 Business Book of the Year
by Strategy + Business Magazine and Best General Book by 800CEOREAD
Rita McGrath MONday, 27 April 2015
Jeroen De Flander
n Jeroen De Flander is one of the world’s most influential thinkers on strategy
execution
n He has helped more than 23,500+ managers in 35+ countries master the
necessary execution skills
n He has shared the stage with strategy gurus like Michael Porter, Costas
Markides and Roger Martin, three of the world’s top 50 thinkers
n His latest book ‘The Execution Shortcut’ is a critically acclaimed
masterpiece on the practicalities of making strategy happen!
wednesday, 29 April 2015
Business Strategy in the Middle East: It’s Time for
Opportunity and Agility
The World’s Latest Thinking at the Middle East’s
Leading Strategy Forum
To Register contact Sowmya Tel: +971 4 4072730 / Fax: +971 43352718 / Email: sowmya.yellappa@informa.com

3. 08.30 Registration and Morning Coffee
08.55 Chairman’s Welcome Address
09.00 INTERNATIONAL KEYNOTE: Recognising and Capturing Growth
Opportunities Created by Trends in the Region and Beyond
Examine a case study from a fast thinking and dynamic organisation.
Deutsche Telekom’s UK subsidiary is joint owner of EE, which was
the UK’s first 4G mobile broadband network. This case will explore
how the organisation systematically identifies and acts upon quick
market opportunities and examines how this methodology can be
applied to the Middle East
Yatin Pahwa, Vice President - Product Strategy & Business
Development, Deutsche Telekom
Focus: Recognising Strategic Opportunity
09.30 GURU MORNING: The End of Competitive Advantage and the New
Strategy Playbook
For years, the ultimate goal of strategy was
presumed to be a ‘sustainable’ competitive
advantage. Strategy when advantages are not
sustainable, however, can be just as powerful. It
does require completely different approaches to
budgeting, resources, and talent management, as
well as an increased emphasis on creating a pipeline of innovations.
This talk describes some of the counter-intuitive aspects of
dynamic strategies, for example that it may make sense to
sub-optimize some processes in the interests of preserving
flexibility.
Rita McGrath, Associate Professor of Management, Columbia
Business School
Focus: Strategic Growth Focused Execution
10.30 Morning Break and Speed Networking
11.00 GURU MORNING: Using Discovery Driven Planning to Develop Agile
Strategies When Data is Not Available
Discovery Driven Planning is a planning and learning process that
helps executives systematically convert assumptions to knowledge
so that they can access significant opportunities while containing
risk. The core premise of the method is that when there isn’t enough
information to develop a conventional business plan, the thrust
of planning must instead be on learning, while at the same time
reducing cost and risk.
Rita McGrath, Associate Professor of Management, Columbia
Business School
Focus: Agility For Growth
12.00 A Roadmap to Strategy Execution
This session gives a deep understanding of how to put together
a comprehensive roadmap for strategy implementation, which
is the key to strategy success. The crucial role of milestones to
this process will be evaluated and delegates will learn how to set
specific ones for your organisation. We also look at the challenges in
executing strategy and how they can be overcome. Lastly, for those
further along to process, we will look at opportunities for further
advancement
Jude Chagas Pereira, CEO, IYCON
Focus: Integrating Strategy
12.30 GOVERNMENT EXCELLENCE: Achieving Strategic Excellence
through a Strategic Delivery Office at Statistics Centre Abu Dhabi
(SCAD)
SCAD has managed to transition from being a start-up into
becoming the benchmark for other statistical offices in the region,
due to a prolific implementation of strategy. In this presentation,
Khaled explains how a rigorous focus on strategy and execution, and
establishing a Strategy Delivery Office played an essential role in this
success story. Delegates will learn how this can be applied to their
own organisation.
Khaled Ali Alsafi Al Hashmi, Executive Director, Strategy &
Excellence Sector, Statistic Centre Abu Dhabi
Focus: Strategic Excellence Through SDO In The Government Sector
13.00 Lunch and Networking Break
14:00 Achieving Global Strategic Alignment At DP World
As one of the UAE’s most successful international companies, DP
World provides an excellent case study for strategy practitioners
in the region. This presentation will examine the methods used
to develop strategic frameworks to create alignment. It will
demonstrate the value created by the alignment process. It will
also cover the use of scenario planning models to understand
uncertainties in the international environment and how to develop
contingency strategies for them.
Ayesha Sultan Al Junaidy, Director - Corporate Strategy, DP World
Focus: International Strategic Alignment
14.30 CSO PANEL: ‘The Bottom Line’ How a Top CSO Drives Profitability
and Can Prove It!
Strategy execution is challenging and consumes the time and
resources of people at all levels of the organisation. This panel will
focus on how Chief Strategy Officers can demonstrate the ‘Bottom
Line’ impact of implementing strategy to achieve ‘buy-in’ at all levels.
The following questions will be discussed:
Can you easily demonstrate how successful strategic execution
improves efficiency in an organisation?
How do you link strategic initiatives to your ‘Bottom Line’?
What skills, behaviours and results does a CSO need to show to raise
the profile of strategy execution in a business?
Maha Maisari, Vice President of Corporate Strategy, Jumeirah Group
Khaled Ahmed, Chief Planning Officer, Economic Zones World
Abhishek Dhingra, AVP - Business Strategy, First Gulf Bank
Yatin Pahwa, Vice President - Product Strategy & Business
Development, Deutsche Telekom
Focus: Linking Strategy To Business Performance
15.10 Afternoon Networking Break
15.40 Producing Effective Operational Plans from Strategy
Typical of a family business in the region, Mazrui Holdings is a
privately-held diversified holding company that operates across
numerous industries and asset classes. Delegates will get a unique
insight into how the organisation breaks down their strategic
initiatives into executable plans - cascading goals and objectives
into business unit level routines – and developing metrics and
communication processes to track an initiative’s progress
Naser Sultan, Manager Strategy & Performance, Mazrui Holdings
Focus: Strategy Execution in A Family Conglomerate
16.10 Making Changes to a Strategy Implementation That Isn’t Working
The country’s largest non-life insurance company will share learnings
on making adjustments to an existing strategy implementation,
including how to identify problems and make the changes required
to fix a challenging implementation. You will discover how to
communicate progress upwards and downwards and investigate
the on-going process of reviewing your organisation’s strategic
execution and alignment capability.
Daniel Whitehead, Director - Medical Strategy, Daman
Focus: Fixing A Broken Implementation
16.40 GOVERNMENT EXCELLENCE: Developing the Most Effective KPIs to
Drive Change in Your Organisation
Health Authority Abu Dhabi has recently begun a performance and
metrics transformation. This highly informative session will discuss
Dr Richter’s experiences of achieving performance management
success in the German public sector and how this can be translated
to the Middle East region.
Dr. Dirk Richter, Senior Advisor Strategy Division, Health Authority
Abu Dhabi
Focus: KPIs and Metrics In The Government Sector
17.10 Scenario Planning and Strategy Execution Using Big Data Analytics
at ADWEA
A visionary session on using analytics to identify reasons for low
performance, and to understand the causes and effects of strategic
assumptions. Mohamed will examine possibilities in leveraging Big
Data to help you predict scenarios and develop indicators to identify
early if a strategy is on course or not. You will also see a utilities
based example of how to use data to mitigate the risk of strategy
failure.
Mohamed Guidoum, Senior Business Planner, ADWEA
Focus: Big Data For Strategy Selection
17.40 End Of Day One
DAY ONE - Strategy Leaders Forum MONday, 27 April 2015
To Register contact Sowmya Tel: +971 4 4072730 / Fax: +971 43352718 / Email: sowmya.yellappa@informa.com

4. 08.30 Registration and Morning Coffee
09.00 Chairman’s Welcome Address
09.05 INTERNATIONAL KEYNOTE: Focusing on Innovation to
Differentiate in Highly Competitive Markets
One of Britain’s largest and most respected banks, Barclays,
has been innovating for over 300 years - from launching the
world’s first ATM machine in 1967, through to current innovations
in mobile payments. This case study gives a fascinating insight
on using innovation to drive your differentiation strategy, in the
context of a highly competitive market.
Sunil Dixit, Head of Group Digital Strategy, Barclays Bank (UK)
Focus: Innovating In Competitive Markets
09.35 CeO PANEL: Differentiation and Developing USPs in Increasingly
Competitive Markets
The GCC market is attracting more and more competition
from international companies who see growth opportunities
in the region. How do you ensure your products and services
compete? This panel will explore differentiation and why it matters
more than ever. Top regional CEOs will discuss how to better
understand your customers and how to use strategic processes
to align your business to focus on increasing customer value.
Roberto de Diego Arozamena, Chief Executive Officer, Abdul Latif
Jameel Energy
Khaled Al-Aboodi, CEO, The Islamic Corporation for the
Development of the Private Sector
Maher Abouzeid, President & CEO Turkey & Middle East, GE
Healthcare
Jérôme Droesch, CEO - Gulf & Middle East, AXA Insurance
Peter Fort, Chief Executive Officer, RAK Free Trade Zone
Authority
Focus: Competitive Strategy Excellence
10.15 Morning Networking Break
10.45 GOVERNMENT EXCELLENCE: Developing a Strategy Execution
Team at Al Ain Municipality
This presentation will cover the key issues that need to be
considered when defining the structure of a ‘Strategy Execution
Dream Team’. You will assess the different skills sets required
and how to find and nurture the necessary attitude, beliefs and
knowledge within your team and the wider organisation. You
will look at setting milestones and KPIs that are directly linked to
executing your strategy in a fair and transparent way.
Ahmed Abdulla Aljaberi, Strategic Planning Director, Al Ain
Municipality
Focus: Strategy Excellence in The Government Sector
11.15 Strategic Models for Geographic Expansion
In this session, delegates will learn how to evaluate opportunities
for entering new markets using scenario planning and risk
management techniques – with a focus on the Middle East and
Africa. It will look at the process of identifying and prioritising
opportunities and how to integrate this process into your
organisation’s strategy model.
Rikin Khamar, Enterprise Group Strategy & Operations Manager
Hewlett Packard
Focus: Capturing Growth Opportunities
11.45 ‘Picking the Winners’ Using Metrics To More Accurately Evaluate
Strategic Options
A key focus priority for organisations is how to prioritise and
select between opportunities. This case study will scrutinise
how one of Saudi Arabia’s leading infrastructure developers
has successfully pursued power and water development
opportunities in Saudi Arabia and the wider Arabian Gulf region.
This presentation will look at the latest thinking and tools
for initiative management and setting universal metrics for
quantifying the potential of strategic initiatives.
Rajiv Yadav, Head of Global Strategy and Performance
Management, ACWA Holdings
Focus: Evaluating Strategic Initiatives
12.30 Lunch and Networking Break
13.30 CSO PANEL: Developing Your Human Capital and Ensuring Your
Strategy ‘Lives’ in Your Organisation
Our expert strategy and organisational effectiveness panel will
review best practices in change management, with a focus on
people, as the key enablers that drive successful implementation.
Our panel will discuss ideas on how to bring your people along –
exploring processes for dialogue and communication to ensure
your employees understand their crucial role in the strategic
process and your organisation’s future success.
Mohamed Guidoum, Senior Business Planner, ADWEA
Ramakrishna Movva, Head Strategic HR & Organisational
Capabilities, Emirates NBD
Dirk Richter, Senior Advisor Strategy Division, Health Authority
Abu Dhabi
Khalil Issa, Managing Director, ADC Energy Systems
Declan Ball, EVP - Head Organisational Effectiveness, Abu Dhabi
Commercial Bank
Focus: Strategic Human Resources and Capabilities
14.15 Cascading Strategic Execution through Acquisitions
This presentation examines the key considerations, from a
strategy execution view point, that need to be considered when
integrating a new acquisition. Particularly, Neeraj will discuss
common challenges and obstacles to this process and assess
methodologies to make the embedding of strategy in the new
business unit efficient and able to quickly deliver shared value.
Neeraj Makin, VP Head - Group Strategy, Emirates NBD
Focus: Acquisition Strategic Alignment
14.45 Driving Value through Strategic Alignment in Joint Ventures
JVs are crucial for growing in many global markets. This session
will explore the implications on strategy execution. Delegates will
examine models for cascading strategy through JV partnership,
as well as the common strategic challenges in JVs and how to
overcome them.
John M. Quirk, Executive Project Director, Ma’aden Alcoa JV
Aluminium Projects
Focus: Strategy Execution Implications for Joint Ventures
15.15 Afternoon Refreshments and Networking Break
15.45 Interactive Roundtable Discussions
Roundtable A – Setting KPIs for Strategy Success
Roundtable B – Change Management
Roundtable C – Strategy Execution in the Government Sector
Roundtable D – Strategic Execution in Egypt
16.30 DUAL CASE STUDY: Building Strategic Capability and Strategic
Execution through PMO
Discover two approaches to dealing with the challenges
associated with strategic execution and the case for the Strategic
Project Management Office (PMO). Learn the imperatives for
a Strategic PMO. Discover how to maintain focus on critical
initiatives. Understand how to measure benefits effectively
and be proactive and agile. You will explore ways to overcome
institutional and cultural challenges for Strategic PMOs in the
Middle East
Case Study A: Scott Ellis, Head of Portfolio Management, Al Tayer
Group
Case Study B: Srikanth Murthi, Head of PMO, Qatar Development
Bank
Focus: Strategic Project Management Office
17.20 End of Day Two
DAY TWO - Strategy Leaders Forum Tuesday, 28 April 2015
Book Before
15 January to
Save up to $2,498
To Register contact Sowmya Tel: +971 4 4072730 / Fax: +971 43352718 / Email: sowmya.yellappa@informa.com

5. 08.30 Registration and Morning Coffee
08.55 Chairman’s Opening Remarks
09.00 BSC MASTERCLASS: 20 years Balanced Scorecard: What
Works and Why: Practical Insights from the Field
ƒƒ Why the Balanced Scorecard became the 6th
most used management instrument in the
world
ƒƒ 9 things every leader should know about the
Balanced Scorecard
ƒƒ Beyond the Balanced Scorecard: how to integrate the outcomes
into the individual objective setting cycle
ƒƒ Re-measure: the value of KPIs is overrated - learn a different
approach to measuring success. Find out how to clean your
dashboard and keep only those indicators that matter
Jeroen De Flander
10.00 Morning Networking Break
10.30 BSC MASTERCLASS: Balanced Scorecard 2030: What Balanced
Scorecard Hall of Fame Companies Will Do Next
ƒƒ A strategy map is not a strategy: how to test where you stand
today and start a steep learning curve
ƒƒ From measuring strategy to a holistic 4 benefit Balanced
Scorecard approach
ƒƒ The Upstream and Downstream Balanced Scorecard movement
– where will you go?
ƒƒ Why Change Management will become more important and
how to become really good at it
ƒƒ 3 Balanced Scorecard trends: how to get yourself in pole
position
Jeroen De Flander
12.30 Networking Lunch
13.30 Strategic Initiative Management: Taking Your Balanced Scorecard
to the Next Level
� Why Strategic Initiative Management has been ignored by
senior leaders in the past
� How Strategic Initiative Management significantly increases
the chances of successful strategy execution
� Practical ways to prioritise and select strategic initiatives, and
connecting them to your Balanced Scorecard
� Why it is crucial to include Risk Management in all your strategic
initiatives
Antonio Nieto-Rodriguez, professor Duke Corporate Education
and Director Head of PMO, GlaxoSmithKline
15.30 Afternoon Networking Break
16.00 Unlocking the Magic Formula: Strategy Execution and Technology
Corporater examines the benefits of deploying as Enterprise
Performance Management system – which is a holistic system for
managing performance. They discuss how companies can deliver
exceptional results through effective technology selection and
implementation. Delegates will explore practical examples from
leading global organisations.
Tor Inge Vasshus, CEO, Corporater, Norway
Focus: Technology for Strategy Execution
16:30 Winning Strategies for Engaging Employees and Embedding the
BSC in Your Organisation
Don’t short change your strategic plan. Often strategic plans are
formulated either organically or by consultants and treated as an
end product that just ‘sits on the shelf’. This session will highlight
some simple considerations using the BSC planning process to
embed strategy in your organisation.
Dr Fadi Trabzuni, Vice President, Innovation and Growth Programs,
Cristal
Focus: Embedding the Balanced Scorecard
17.00 Outstanding BSC Execution and Alignment at AW Rostamani
Automotive
AW Rostamani Automotive is the only private sector company
in the UAE to have been inducted into the Hall of Fame for BSC
strategy execution. Mahamad will examine the key success
factors for strategy execution, including: defining the long term
strategy and developing a world class organisational framework.
He will explore cascading the corporate strategy into all subsidiary
companies and strategic business units, as well as aligning
employee incentives.
Mahamad Rafique Nadaf, Head of Business Excellence & Business
Development, AW Rostamani Group
Focus: Aligning The Balanced Scorecard
17.30 Closing Remarks from the Chair
DAY Three - Balanced Scorecard DAY wednesday, 29 April 2015
Rajiv Yadav
Head of Global Strategy and
Performance Management
ACWA Holdings
Daniel Whitehead
Director, Medical Strategy
Daman
Abhishek Dhingra
AVP - Business Strategy
First Gulf Bank
Declan Ball
EVP- Head Organisational
Effectiveness
Abu Dhabi Commercial Bank
Khaled Al Hashmi
Exec Director, Strategy &
Excellence Sector
Statistic Centre Abu Dhabi
John M. Quirk
Executive Project
Director
Ma’aden Alcoa JV
Aluminium Projects
Khaled Ahmed
Chief Planning Officer
Economic Zones World
Scott Ellis
Head of Portfolio
Management
Al Tayer Group
Srikanth Murthi
Head of PMO
Qatar Development Bank
Mohamed Guidoum
Senior Business Planner
ADWEA
Ramakrishna Movva PhD
Head, Strategic HR & Org
Capabilities
Emirates NBD
Speakers and panelists include:
To Register contact Sowmya Tel: +971 4 4072730 / Fax: +971 43352718 / Email: sowmya.yellappa@informa.com

6. Pre-Forum Workshops Sunday, 26 April 2015
Workshop A
Rethink and Innovate Your Strategy
Using Business Model Generation
Methodology
While many organisations in the GCC have
had a stable model for a number of years,
the changing dynamics of today’s economic
and social market are rendering current
business models unsustainable and obsolete.
The financial crisis, globalisation, digitisation,
access to information and changing consumer
behaviours have transformed the way corporate
and Governments need to think about and
respond to their customers. New innovative
business models are required to keep meeting
expectations of the 21st century customer.
This practical facilitative workshop will explain
how organisations can use the ‘Business Model
Canvas’ to drive innovative business models and
robust strategies. It will enable you to challenge
your existing models and design new strategies
that reach new audiences and customers. The
team will also explain how to use the canvas to
innovate and start developing new business
models for the future.
Led by:
Carlos Guevara, Partner, ShiftIN Partners
Roberto Wyszkowski, Partner, ShiftIN Partners
Workshop B
Business War Gaming – Simulation
Based KPIs and Performance
Management Workshop
Business models, competitive dynamics and
strategic challenges vary dramatically from one
business to the next. Effective performance
management and KPIs are essential building
blocks for successful strategy execution. This
high impact, experiential learning workshop will
use war gaming techniques to provide a hands-
on approach to identifying, selecting and aligning
KPIs to organisational strategy.
You will go-through one of the most competitive
and intense workshop experiences working
in small teams to take multiple decisions in
a simulation exercise. Using performance
dashboard, live market and share price indicators
to align performance management in your virtual
business to its agreed strategy.
Led by:
Taimur Kiddie, Director – Middle East & Africa,
BTS
Workshop C
Middle Managers’ Role in Strategy
Implementation - The Lynchpin Of
Success
You can have the greatest strategy in the world,
but if you cannot implement it, it is not worth the
paper it is written on. While senior leaders are
the mastermind of strategy, middle managers
are the lynchpin of strategy implementation. It is
said that the “the devil is in the details”. Hence, it
is extremely important that middle managers are
able to tailor an execution plan which effectively
supports strategy.
This workshop is designed with the aim to
enhance middle managers’ capabilities in
translating strategy into actions.
This highly, engaging interactive and results
orientated workshop employs group discussion,
paired sharing, individual reflection, mini case
studies and videos to help participants acquire
strategy execution know-how and skills.
Led by:
Robin Speculand, Bridges Business Consultancy
Post-Forum Workshops Thursday, 30 April 2015
Workshop D
Balanced Scorecard Execution
Workshop– Linking Strategy to
Budgeting and Talent Management
This is an interactive workshop where
practitioners can advance their knowledge of the
Balanced Scorecard concepts. The smaller group
setting will provide an ideal environment to tackle
individual questions in more depth and group
exercises will enhance learning and ‘take-away’
output.
The first session will guide you through the
concept and rationale of the BSC, its context,
key aspects, various applications, the cascading
of BSC to align employees to the overall
organisation. The second session will look at
the development process including planning
and output design; it will also examine how to
align existing strategic and operational plans
with budget, as well as specific methodologies
including the Balanced Scorecard Institute’s 9
steps. Session three will look at how to use the
BSC model to its best effect, including ‘ownership’,
management leadership, Rules of Engagement
and dynamic scorecard development.
Led by:
Eddy Abou Chakra, Managing Partner, Vanguards
Consulting
Workshop E
Change Management Skills for a
Fully Embedded Strategy Execution
Programme
No organisation has a strategy that requires us
to stand still. In a rapidly changing world, littered
with unexpected surprises, it is critical for every
organisation to manage change. Organisations
that respond best to change usually emerge as
the “winners”. But whilst there is widespread
recognition of the importance of change, there
is an equally widespread concern that change
management (“CM”) is difficult to implement
successfully. So if strategy execution is a critical
requirement for the future, and change is a key
element of strategy execution, how can we
use the BSC to address the inherent challenges
of the subject? Understand what “change
management” is and why it is so important for
strategy execution? Learn how to align change
management within the Balanced Scorecard. How
can we measure / assess change management
as a “measure” within the Scorecard? Identify
and manage the common barriers to successful
change management. Understand the “output”
aspect of change management (“benefits
management”) and how to assess the
effectiveness of change management.
Led by:
Alan Fell, Managing Director, Alan Fell Consultancy
Workshop F
Practical Project Management
Concepts to Improve Your Strategy
Execution
This workshop focuses on how organisations can
significantly increase the achievement of their
strategic objectives by implementing key project
management concepts to identify, align, score,
prioritise and select project initiatives. The OSM
can learn a lot from project management tools
and techniques to ensure that strategic initiatives
are chosen in alignment with the overall strategy
and are followed through until they deliver value
to the organisation.
Through a mixture of examples and interactive
exercises, attendees will learn how to execute
strategic initiatives by implementing key project
management concepts in your organisation
today.
Led by:
Antonio Nieto-Rodriguez, professor Duke
Corporate Education and Director Head of PMO,
GlaxoSmithKline
Choose one Pre-Forum Workshop and one Post-Forum Workshop to improve your strategy execution.
Registration opens at 08.30. Workshops run from 08.30 until 14.30, when lunch will be served.
To Register contact Sowmya Tel: +971 4 4072730 / Fax: +971 43352718 / Email: sowmya.yellappa@informa.com

7. Position Your Brand as a Leader in Strategic Innovation
and Management
Sponsoring or exhibiting at Strategy Leaders is a unique opportunity to
align your brand with some of the world’s leading strategy thinkers, and
to position your company as a leader in strategy development, execution
and management in the Middle East and Africa.
Opportunities open to your business include:
§§ Showcasing your expertise by leading a hands-on interactive
workshop
§§ Positioning yourself as a thought leader by moderating or taking part
in a panel discussion
§§ Demonstrating consulting and facilitation skills by leading an
interactive group or discussion session
§§ Exclusive breakfast, lunch or dinner sponsor
§§ Releasing research or reports to a target audience
§§ Exposing your brand to key decision makers across the region
The shift key in your keyboard enables regular characters to be capitalized or transformed into something completely new.
Similarly, ShiftIN Partners is a management consulting firm focused on helping clients develop and execute strategy programs
that enable them to achieve the necessary Shift, working from withIN. With an accumulated experience in consulting of
+20 years among our Senior Team, our consultants are regularly appointed by the Leadership Teams of Ministries, Councils,
Government Departments and Private Holdings in the Middle East, to provide advice on how to overcome challenges related to
Strategy, Performance Management and Change. ShiftIN’s professionals are bound by a shared set of values and a culture of
fellowship, entrepreneurship, trust, and respect—and an unwavering willingness to go above and beyond to ensure our clients’
success. ShiftIN Partners is headquartered in Abu Dhabi, with offices in Dubai, Riyadh, Doha and Kuwait
ASSOCIATE SPONSOR
Corporater is a specialised vendor for Balanced Scorecard and Performance Management software solutions that are flexible,
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over 1000 customers from all key domains with an international presence in over 29 countries through its offices and strategic
partnerships. Corporater recently established its operations in Dubai to support and grow key partnerships in UAE. Corporater
EPM Suite is a Palladium Kaplan-Norton Balanced Scorecard Certified Software. Business in Control: Corporater is changing
the way people view corporate performance management software solutions. Our slogan is Business in Control - we deliver
solutions that are fully managed and configured by corporate users. We believe that the focus should be on how you run
your organisation – not on the technology. Strategy-driven Performance Management: By placing strategy at the centre of
corporate performance management, Corporater enables a holistic approach to strategic execution by harmonizing performance
disciplines, such as operations, budgeting, risk management, quality, etc.
SOFTWARE PARTNER
BTS is a world leading strategy implementation consulting firm. The company accelerates execution by ensuring the workforce is
aligned to the strategy, has the right mind set, and has mastered the capabilities needed to deliver business results. BTS leverages
customized business simulations and experiential learning initiatives to develop the leadership, business acumen, business
innovation and sales skills necessary for superior strategy execution. Partnering with today’s leading corporations, BTS consultants
bring passion and deep industry insight to deliver high-impact solutions that help clients achieve better results, faster.
ASSOCIATE SPONSOR
VANGUARDS is a specialized management consulting firm offering deep functional knowledge spanning strategy formulation
and execution, business process management and information technology services. We assist our clients in charting a roadmap
for the future and aligning their operations and resources to achieve their vision. VANGUARDS leads clients through restructuring
and turn-around situations to achieve breakthrough results. Word of mouth referrals and numerous repeat clients are a
testament of our dedication and success.
ASSOCIATE SPONSOR
IYCON is a transformational technology solutions company whose mission is to serve businesses and governments, by delivering
high quality strategic execution services, through world class technology tools, expertise, best practice methodologies and
continued quality support. IYCON’s mission, “Sustaining Your Adaptive Advantage™” is geared to help companies discover
and maintain their competitive advantage, as well as empowering them with the ability to master change. IYCON is a leader
in improvement & delivery of performance management execution, as well as a preferred performance execution partner for
government & private corporations. We understand how to provide solutions which work for our customers. We deliver more
than products, and we add value to these products through our best practice implementation methodology, and empower the
customer team to take full ownership of the product, and the initiative being driven by the product. IYCON is the Strategic Value
Added Partner for QPR Software across EMEA, the Asian Subcontinent, North America & Oceania. QPR Software is specialized in
operational development of private and public sector organisations whose mission is to help our customers to become agile and
efficient in their operations. QPR offers software solutions and services in areas of enterprise architecture development, process
modelling and analysis as well as performance management.
TECHNOLOGY PARTNER
MEDIA PARTNERS
To discuss these opportunities or to tailor a package specific to your needs contact Charlie Bark-Jones on +971 (0) 4 407 2608 or sponsorship@informa.com
To Register contact Sowmya Tel: +971 4 4072730 / Fax: +971 43352718 / Email: sowmya.yellappa@informa.com

8. © Copyright Informa Middle East Ltd.
For Registration & Group Discounts, Contact:
Conference Sales Manager: Sowmya Yellappa
Call : +971 4 4072730
Fax : +971 4 3352718
Email: sowmya.yellappa@informa.com
*Strategy Leaders Forum counts as 2 days and cannot be broken down
DELEGATE PRICE
Super Early Bird
15 January 2015
Book Before
19 February 2015
Book Before
26 March 2015
Book After
26 March 2015
5 Days
Entire Event
$5,299
BEST BUY!
$5,499 $5,699 $5,899
Any 4 Days* $4,499 $4,699 $4,899 $5,099
Any 3 Days* $3,599 $3,799 $3,999 $4,199
Any 2 Days* $2,398 $2,598 $2,798 $2,998
BSC Day or 1 Workshop Day $1,499 $1,599 $1,699 $1,799
AZ3061
SUNday
26 April 2015
Monday
27 April 2015
Tuesday
28 April 2015
WEDNESDAY
29 April 2015
THURSDAY
30 April 2015
 Workshop A
OR
 Workshop B
OR
 Workshop C
 Strategy Leaders Forum*
 Balanced Scorecard
Day
 Workshop D
OR
 Workshop E
OR
 Workshop F
CALL: +971 44072730
sowmya.yellappa@informa.com
GROUP DISCOUNTS
AVAILABLE
YOUR
MUST ATTEND
STRATEGY
PROGRAMME
OF THE YEAR
To Register contact Sowmya Tel: +971 4 4072730 / Fax: +971 43352718 / Email: sowmya.yellappa@informa.com

9. (Formerly known as IIR Middle East operating in the region for over 20 years)
Informa
Middle
East,
Level
20,
Sheikh
Rashid
Tower,
Dubai
World
Trade
Centre,
PO
Box
9428,
Dubai,
UAE
STRATEGY
LEADERS
2015
SUNDAY
26
th
APRIL
2015
27
th
&
28
th
April
2015
29
th
April
2015
30
th
April
2015
Please
choose
your
session
pWorkshop
A
or
pWorkshop
B
o
r
pWorkshop
C
pStrategy
Leaders
Forum
pBalanced
Scorecard
Day
pWorkshop
D
or
pWorkshop
E
or
pWorkshop
F
DELEGATE
PRICE
Register
by
15
th
Jan
Register
by
19
th
Feb
Register
by
26
th
March
Register
after
26
th
March
p5
Days
Entire
Event*
US$
5,299
BEST
BUY!
US$
5,499
US$
5,699
US$
5,899
pAny
4
Days
US$
4,499
US$
4,699
US$
4,899
US$
5,099
pAny
3
Days
US$
3,599
US$
3,799
US$
3,999
US$
4,199
pAny
2
Days
US$
2,398
US$
2,598
US$
2,798
US$
2,998
pBSC
Day
or
1
Workshop
Day
US$
1,499
US$
1,599
US$
1,699
US$
1,799
Delegate
Details
Delegate
1,
Name:
Job
Title:
Tel
/
Mobile:
Email:
Delegate
2,
Name:
Job
Title:
Tel
/
Mobile:
Email:
Delegate
3,
Name:
Job
Title:
Tel
/
Mobile:
Email:
Delegate
4,
Name:
Job
Title:
Tel
/
Mobile:
Email:
Delegate
5,
Name:
Job
Title:
Tel
/
Mobile:
Email:
Delegate
6,
Name:
Job
Title:
Tel
/
Mobile:
Email:
Email:
Delegate
7,
Name:
Job
Title:
Tel
/
Mobile:
Email:
Delegate
8,
Name:
Job
Title:
Tel
/
Mobile:
Email:
Delegate
9,
Name:
Job
Title:
Tel
/
Mobile:
Email:
Delegate
10,
Name:
Job
Title:
Tel
/
Mobile:
Email:
Company
Name
&
Mailing
Address:
Invoicing
Contact
Name,
Phone
&
Email
Address:
Call:
+971
4
4072730
PRIORITY REGISTRATION FORM
Please
complete
the
registration
form
and
E-­‐mail
to:
sowmya.yellappa@informa.com
or
fax
to
the
attention
of
(Sowmya Yellappa)
on
Fax
number:
+971
4
335
2718
For
any
queries;
call
Tel
Direct:
+971
4
4072730

10. PAYMENT DETAILS
A confirmation letter and invoice will be sent to you on receipt of your registration form. Please note that payment must be received
before the event date.
Upon receiving invoice my preferred mode of payment will be:
Cheque p Bank Transfer p Credit Card p
These terms and conditions apply to delegate registrations for all conferences and public training courses (each an "Event") organised by
Informa Middle East. Please read them carefully as they contain important information. By submitting your registration you agree to be bound
by these terms. If you do not agree to be bound by these terms Informa will be unable to accept your registration.
1 Your registration constitutes an offer to Informa to attend an Event. All registrations are subject to acceptance by Informa which will be
confirmed in writing (including but not limited to email). A contract between Informa and you will only be formed when this confirmation is
sent to you (whether or not it is received) provided that if confirmation is not sent within 14 days of us receiving your registration, it will be
deemed to be confirmed unless we notify you otherwise. Informa reserves the right to refuse to accept any registration.
2 Payment for the Event must be received in full by Informa in accordance with Informa's payment terms from time to time in force but in any
event not later than 48 hours before the Event. If payment in full is not received before the Event, Informa reserves the right at its sole
discretion and without liability either to require payment as a condition of entry to the Event or to refuse entry to the Event. No refunds of
any proportion of fees already paid (if any) will be made and any balance of the fees will remain due and payable where entry to an Event is
refused under this condition 2.
3 Discounts for group registrations are only valid for the number of delegates specified. If the number of delegates attending the Event is less
than the number specified in the group booking (either as a result of cancellations prior to the Event or as a result of delegates failing to
attend the Event), Informa reserves the right to revise the fees in line with the number of delegates actually attending the Event in accordance
with Informa's published prices then in force and require payment of such fees in accordance with the terms of condition 2.
4 Prices for each Event are correct at the time of publication. Informa reserves the right to change the prices at any time but changes will not
affect registrations which have already been confirmed by Informa.
5 Registrations cancelled after confirmation by Informa but more than 7 days before the Event are subject to a $200 administration charge.
Registration fees for registrations cancelled 7 days or less before the Event must be paid in full. If you fail to attend an Event, the full fees
remain payable and no refunds will be given. Informa reserves the right to cancel any registration after confirmation in which case all fees
paid will be refunded. You acknowledge that the refund of registration fees is your sole remedy in the event of cancellation of your
registration by Informa and all other liability is expressly excluded.
6 Substitutions are welcome at any time but in all other respects delegate registrations are issued for your personal use only. You may not
purchase registrations as agent for any third party or sell or otherwise transfer your registration to others, or exploit the registration
commercially or non-commercially in any way.
7 You may transfer your registration for a training course to an alternative course provided that the alternative course takes place within 3
months of the date of the original course. Transfers are subject to availability and to the payment of any additional fees due in respect of the
alternative course. You will not be entitled to any refund when you transfer to an alternative course. You may only transfer between courses
once. We regret that we cannot accept cancellations once you have transferred to an alternative course and any fees will be remain payable in
full. We regret that we cannot accept the transfer of registrations between conferences.
8 Informa reserves the right at any time to change the format, participants, content, location and timing or any other aspect of the Event, in each
case without liability.
9 Informa reserves the right to postpone or cancel an Event at any time for any reason whether or not due to causes beyond its reasonable
control. Where an Event is postponed, your registration will be valid for the postponed Event if you wish to attend. Where Informa postpones
or cancels an Event (and you no longer wish to attend the Event where it has been postponed), you will entitled to receive either a credit note
or a refund in respect of the full registration fees at your discretion. You acknowledge that the credit note or refund of registration fees (or the
continued validity of your registration if you choose to attend a postponed Event) is your sole remedy in the event of postponement or
cancellation by Informa and all other liability is expressly excluded.
10 Informa reserves the right without liability to refuse admission to, or to eject from the Event, any person in its absolute discretion, including
(without limitation) any person who fails to comply with these terms and conditions or who in the opinion of Informa represents a security
risk, nuisance or annoyance to the running of the Event. You agree to comply with all reasonable instructions issued by Informa or the venue
owners at the Event.
11 Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take
several weeks to process.
12 All unauthorised photography and the recording or transmitting of audio or visual material, data or information is expressly prohibited. You
consent to filming and sound recording and photography of the Event as a delegate and you consent to the use by Informa of any such
recording or photography any where in the world for promotional, marketing and other purposes.
13 The personal information which you provide to us will be held by us on a database and may be shared with other companies in the Informa
Group and selected third parties in the UAE and internationally for direct marketing purposes. For more information about how we use the
information you provide please see our privacy policy at www.informa-mea.com/privacy-policy.
14 Informa excludes all liability for loss, injury or damage to persons or property at the Event. All indemnities, warranties, terms and conditions
(whether express or implied) are excluded. Informa accepts no liability for any loss or damage whatsoever that you may suffer in connection
with or arising from the Event whether direct, indirect or consequential (including but not limited to loss of profit, loss of business or any
other type of economic loss) or otherwise. If Informa is liable to you for any reason, Informa's total liability to you in relation to the Event
(whether under these terms or conditions or otherwise) is limited to the amount of the registration fees paid by you to Informa. The
limitations and exclusions in this condition 13 only apply to the extent permitted by applicable law.
15 Informa reserves the right to amend these terms and conditions from time to time and you will be subject to the terms and conditions in force
at the time you submit your registration.
16 These terms and conditions will be governed by the laws of the Emirate of Dubai and such federal laws of the UAE applicable in the Emirate
of Dubai and disputes under or in connection with them shall be subject to the non-exclusive jurisdiction of the Courts of Dubai.
I agree to Terms and Conditions (as below) and confirm this registration: Signature: